Paid Shopping

Looking for more sales on your e-commerce site?

If you are having problems getting your Google Shopping ads running or converting, having technical issues or need expertise on enhancing your shopping feeds then get in touch for an audit.

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Client Testimonials

“The team at Lane Media helped us completely transform our approach to Paid Search over a number of years. Working closely with the team, we successfully grew the number of leads coming from PPC by more than 400% over 3 years”

Craig Semple, Marketing Director, Digby Brown

“The Lane team took our digital marketing to a new level by securing and then maximising our Google Grant. We’ve been thrilled by their persistence and attention to detail to build such a complex and challenging account covering our ticket sales, e-commerce and fundraising. I wouldn’t hesitate to recommend the team wholeheartedly”

Paula Bushell, Head of Marketing and Communications, Royal Botanic Garden Edinburgh

“The team have been outstanding partners over the last few years. They really took the time to understand our business needs before building an intuitive account that continues to consistently exceed our performance expectations”

Christie Turner, Regional Sales Manager, Artisan Real Estate

“What The Lane have achieved for us with our Google Grant has been remarkable. During lockdown they helped to drive people to our series of filmed operas and also to web resources we created for school pupils. Our partnership is a great success and I’d wholeheartedly recommend the team.”

Caroline Dooley, Head of Marketing and Communications, Scottish Opera


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Google Shopping FAQs

Google Shopping Product Listing ads are data-feed driven product listing adverts that appear in Google when a user searches for a product. This differs from Google Search Ads as it provides more detailed information to the user such as a product image, price, style, buying options and much more.

These ads tend to appear at the top before any search ads in a carousel format and also within Google’s Shopping Tab. They are designed to help a high intent user connect to a product. Unlike Google Search, Google Shopping relies on the information you provide in the data-feed to match to the search term.

You must link your product data to a feed and most e-commerce websites now have applications designed to help you with this if you do not have a bespoke one designed by a developer.

The product data is uploaded to Google Merchant Centre and then connected to the Google Ads platform where your agency will create campaigns and set but that are strategically organised to help you make the most of your spend.

  • High quality images – typically these are product images on a white background and depending on your industry they may or may not include a model. For some products, a model may be distracting. Looking at what your competitors are doing can help give a general sense of what works well.
  • Clear product descriptions to provide the customer with all the information they need to make a purchase.
  • Detailed and front weighted titles to attract customers as well will ensure a consistent experience for the user. Google also prefers that a product title is set in a particular order typically with brand and then gender (varies by industry and search volume).

Paid Search focuses entirely on text-based ads while paid shopping is focused on product-based ads served on the first page and the shopping page of the search engine results page.

Depending on what website you use you may need someone to build a custom feed for you. However, most platforms such as Shopify & WooCommerce & Magento have been designed in a way to allow you to do this via an app/API. Depending on the size of your product catalogue we can also use Google Sheets. We have specialists and solutions to support you with the set up.


Google Shopping is free to set up. You will simply need to cover the cost of any media spend on sponsored ads.


There are a number of reasons you may not see your Google Shopping ads. Some of these are below:

  • Data Feed Optimisation: Unlike search campaigns, Google shopping campaigns don’t rely on keyword bidding. Google does rely heavily on the information that is in your data feed to match is to the and individuals search. Ensuring you have a well optimised product title and all the relevant attributes filled in correctly and as much as possible will help to ensure your product is show first.
  • Bid Strategy & Budgets: 
    It could also be that your budget is too low or your target ROAS is too high. Depending on your objective these could limit your exposure.
  • Technical Set Up Issues: And lastly, it may be that your account is not linked correctly. Google Shopping requires a connection between the ads interface and the Merchant Centre (where your product feed is hosted).



Paid Shopping Experts

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How we helped Glaze & Gordon go from show-stopping to Google Shopping

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