/ Google Ads agency Shopping, PMax and lead gen

The Google Ads agency that opens the black box.

Google keeps automating more of its ad platform, and handing more decisions to Performance Max. A good Google Ads agency knows which levers still matter: the feed, the conversion values, the brand exclusions, the signals you send back. Perfometrics' senior specialists pull those levers for ecommerce brands and lead gen businesses.

Get a free Google Ads audit See what we set up

A senior specialist reviews your account personally, not an automated tool.

Want the full scope? Google Ads management services: what is included

Feed fixed before PMax scales
Ecommerce launch, wellness brandUnder 12 months
€0k+yearly revenue, from zero
~0orders a week
Day oneMonth 6Month 12

Illustrative growth curve. The totals are real, rounded down.

Consent mode v2 set up properly
€0k+yearly revenue driven across our ecommerce clients
0k+orders a year across our ecommerce clients
€0k+yearly revenue from zero for a wellness brand launch
0hto your free, written Google Ads audit
Working with brands inUnited KingdomGermanyAustriaSwitzerlandFranceUnited StatesCanadaMiddle East

/ Sound familiar?

Performance Max says it's working. Can you prove it?

Google Ads now asks for more trust and shows less detail. Without someone who knows where to look, automation tends to serve Google's goals before yours.

PMax quietly buying your own brand

Without brand exclusions, Performance Max picks up searches for your name that would have converted anyway, then reports them as new revenue. The campaign looks brilliant; incremental sales barely move.

A feed holding Shopping back

Product titles copied from the shop, missing GTINs, disapproved items and no custom labels. Shopping and PMax can only be as good as the Merchant Center feed behind them.

Conversions lost to the cookie banner

Consent mode v2 is missing or misconfigured, so visitors in the EEA who decline cookies vanish from your data and bidding works from a fraction of your real sales.

Rep advice that serves Google

Google's account reps push broad match, higher budgets and auto-applied recommendations. Some suggestions help. Many simply raise spend, and nobody on your side checks which is which.

Automation needs a firm hand: clean inputs, honest conversion values and the exclusions Google doesn't switch on for you.

/ Platform depth

What our Google Ads management covers.

Google Ads is now several products in one account. Here's how we handle each part, and the settings that make the biggest difference.

Shopping and Merchant Center feeds

For online shops, the feed is the campaign. Our Google Ads agency rewrites product titles around how people search, fills missing attributes, fixes disapprovals and adds custom labels that let bidding tell margin from markdown.

Why it matters: both Shopping and Performance Max choose which products to show from feed data, so a weak feed caps every campaign built on it.

What you get
  • Titles rebuilt as brand, product type, key attribute and variant
  • GTINs, product types and Google categories completed
  • Custom labels for margin, best-sellers and stock level
  • Supplemental feeds so fixes survive your next shop sync
  • Disapprovals and Merchant Center warnings resolved weekly
  • Free listings and local inventory ads where they fit
Feed firstMerchant Center data fixed before campaigns scale.
Brand kept separatePMax never gets credit for your own name.
Real valuesBidding uses margin or lead quality, not raw counts.
Your accountYou own the Google Ads and Merchant Center accounts.

/ How it works

Your first 60 days on Google Ads.

We change the inputs before we touch the targets. That order protects the learning your campaigns already have.

1Week 1

Audit account, feed and tags

We review campaigns, PMax insights, Merchant Center diagnostics, conversion actions, consent mode and change history, and check how much brand traffic automated campaigns are absorbing.

You get: a written audit with fixes ranked by revenue impact.

2Weeks 1 to 2

Repair inputs

Consent mode, enhanced conversions and conversion values get fixed. Feed titles, attributes and custom labels follow, with brand exclusions added to every PMax campaign.

You get: clean data going into bidding. First fixes are live within two weeks of kickoff.

3Weeks 3 to 6

Restructure gradually

Asset groups, Shopping splits and search campaigns are reorganised in stages, so bid strategies keep their learning. Targets are reset to margin-based values once data stabilises.

You get: a structure that shows where revenue really comes from.

4Week 7 onward

Test and expand

Weekly feed and search term reviews, monthly reporting on new customers and contribution, and controlled tests of Demand Gen, YouTube or new markets.

You get: growth with a clear reason behind each euro.

/ Results

Growth where Google Ads played its part.

These are real, rounded results from ecommerce programmes combining Google Ads with SEO, email and site work. We don't publish Google Ads-only ROAS or spend figures, because we don't have honest standalone numbers to show.

Wellness brand, ecommerce launch

Under 12 months
€0k+

yearly revenue, from a standing start

€0
Day one
€1.7k
Per week
€7.5k
Per month
€90k+
Per year

From zero to outgrowing their first warehouse.

~50orders every week for the launch brand
€225k+yearly revenue driven across our ecommerce clients
5xmonthly sales, year on year, for a DTC accessories brand

Our clients' data stays theirs, so we show rounded totals rather than their dashboards.

/ Is this for you?

Who our Google Ads agency suits.

✓A great fit if you are

  • An online shop on Shopify or WooCommerce with a catalogue that should earn more from Shopping and PMax
  • Running Performance Max and unsure how much of its revenue is really new
  • A B2B or service business that wants Google to optimise for qualified leads from your CRM
  • Advertising across the EEA and need consent mode v2 and enhanced conversions set up correctly
  • Planning paid social too and want it coordinated through our performance marketing agency team

✕Probably not a fit if you

  • Want a one-off Google Ads consultant session only. We prefer ongoing management, though audits are free
  • Have no product feed or tracking access. We need Merchant Center and tag access to do this properly
  • Want to follow every Google rep suggestion. We'll test them, and reject the ones that only raise spend
  • Want the cheapest Google Ads management. Senior specialists cost more than automated services

/ Before you choose

Questions to ask any Google Ads agency.

These questions show quickly whether an agency understands today's Google Ads or still runs it like 2018. Ask them of every shortlisted agency, us included.

01

How do you stop PMax claiming brand sales?

A strong answer mentions brand exclusions, separating brand search, and comparing total sales before and after changes. If they don't know brand exclusions exist, keep looking.

02

What will you change in our feed?

Listen for specifics: title structure, GTINs, product types, custom labels for margin, supplemental feeds. 'We'll connect your shop' is not a feed strategy.

03

Which conversion values will bidding use?

Revenue alone treats a low-margin sale like a high-margin one. Good agencies talk about margin-based values, new customer goals, or lead stage values imported from your CRM.

04

Is our consent mode v2 set up correctly?

They should be able to check within the audit: advanced versus basic mode, banner integration and whether conversion modelling is active. In the EEA this directly affects how much data bidding sees.

05

Do you accept Google's auto-applied recommendations?

The right answer is 'we review them, and most stay off'. Agencies that accept them wholesale let Google set your budget and match types.

06

Who owns Google Ads and Merchant Center?

Both accounts should belong to your business, with the agency added as a user or through its manager account. You keep all history if you part ways.

Want the broader search discipline, including Microsoft Ads? See our PPC agency page.

/ Your options

Who should run your Google Ads?

Each option has a place. Here's a fair look at how they compare on the parts of Google Ads that matter most today.

Google's own reps Generalist agency Google Ads freelancer Perfometrics
Whose goals come first Google's product adoption Yours, through templates Yours, within their time ✓Yours, judged on contribution
Merchant Center feed work Basic diagnostics Often a connector only Varies by skill ✓Titles, labels, supplemental feeds
PMax brand control Rarely suggested Sometimes Sometimes ✓Brand exclusions as standard
Consent mode and offline data Points you to help pages Separate tech project Varies by skill ✓Set up by the same team
Best for Free tips on new features Simple search accounts Small, single-market accounts ✓Shops and lead gen that want depth

/ Questions

Questions about Google Ads management.

What does a Google Ads agency do that I can't do myself?
You can run Google Ads yourself, and many do. An agency adds time and depth: weekly feed and search term reviews, knowing which automation to trust, correct consent mode and offline conversion setups, and the experience of seeing many accounts fail in similar ways. The value shows in what stops wasting money, not in clever tricks.
Do you work as a Google Shopping agency for online stores?
Yes, it's a large share of our work. We optimise the Merchant Center feed, run Standard Shopping and Performance Max side by side where that helps, and use custom labels to bid differently on margin, stock and best-sellers. Our ecommerce marketing agency page shows how Shopping fits with SEO, email and CRO for shops.
Should we use Performance Max?
For most shops with a decent feed, yes, with controls. Add brand exclusions, build asset groups by product theme, watch the search term insights, and keep Standard Shopping where you need control. If video and display placements waste spend, feed-only PMax is a good middle ground. For lead gen, PMax needs offline conversion data to avoid junk leads.
How does your Google Ads agency handle lead generation?
We import qualified leads, opportunities and deals from your CRM as offline conversions, assign values by stage and let bidding optimise towards pipeline. One B2B services client grew inbound leads 14x over two years through a programme that mixed search, website conversion work and paid media. See our lead generation agency page.
What is consent mode v2 and why does it matter?
It's Google's framework for respecting cookie choices in the EEA and UK. Set up properly, it adjusts tags based on consent and lets Google model conversions from visitors who decline. Set up badly, or not at all, you lose data, audiences and remarketing. We check and fix it in the first two weeks.
Can you act as a Google Ads consultant for our in-house team?
Our main model is hands-on Google Ads management, but the free audit is useful on its own and we can review your team's account periodically. If you want ongoing advice across all paid channels, our performance marketing agency page explains how we work with in-house marketers.
How much do Google Ads management services cost?
It depends on the number of campaigns, markets and products, and whether feed, tracking or landing page work is needed. We don't publish fees. After the free audit you receive a fixed quote, and we'll say plainly if your budget is too small for agency management to pay off.
Will you just follow Google's recommendations?
No. We read every recommendation and test the ones that make sense for your goals. Many simply raise budgets, broaden match types or add automated assets, so auto-apply stays off. The decision rests with a senior specialist who is judged on your contribution margin or pipeline, not on Google's adoption targets.

/ Keep exploring

Keep exploring.

PPC agency The search discipline across Google Ads and Microsoft Ads.Ecommerce marketing agency Shopping, Meta, SEO and email planned around your margins.Marketing analytics agency Server-side tagging, consent mode and offline conversions.

/ Next step

Find out what Google isn't telling you.

Share your website and, if you like, read access to Google Ads and Merchant Center. Your account, feed and tags get a personal review from a senior specialist, with written findings in your inbox within 48 hours. A 30-minute call is the alternative.

  • How much of your PMax revenue is really your own brand
  • The feed fixes most likely to lift Shopping volume
  • Whether consent mode and conversion values are set up correctly

Rather email or call? contact@perfometrics.co · +49 151 10767411

Get your free Google Ads audit

Takes about a minute. No cost, no obligation. We reply within one business day.

  • Written audit within 48 hours
  • Or a 30-minute call with a senior specialist
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