Your product feed powers every Shopping campaign

When Shopping or Performance Max performance drops, the problem isn't always your bidding strategy.

Missing product data, feed errors or poorly categorised products can all limit visibility before your campaigns even enter the auction.

Regular feed health checks help ensure your products remain eligible, discoverable and competitive.

1. Connect your Merchant Center data

Google Ads only tells part of the story. Connecting Merchant Center allows you to monitor product availability, approvals and feed quality alongside campaign performance, making it much easier to identify the root cause of issues.

Squared.io tip: Connect Google Merchant Center to surface feed issues directly alongside your Shopping and Performance Max campaigns.

2. Fix products that aren't being shown

If products aren't receiving impressions or clicks, review:

• Feed warnings or disapprovals

• Missing or incorrect product categories

Resolving these issues can improve eligibility and help Google match your products to more relevant searches.

3. Separate feed issues from performance issues

A drop in conversions doesn't always mean your campaigns need optimising. First check whether products have:

• Gone out of stock or have been discontinued

• Been flagged as disapproved or have limited approval

Understanding why performance changed helps avoid making unnecessary campaign adjustments.

4. Prioritise where to optimise

Once your feed is healthy, focus on where performance can improve. Look for:

• High-spend products with few or no conversions.

• Products limited by budget or visibility.

This helps direct budget towards products most likely to generate additional revenue.

How Squared.io helps

Squared.io combines Google Ads with Merchant Center data to automatically highlight product disapprovals, feed issues, missing categories, zero-click products, stock changes and budget limitations. Instead of switching between platforms, teams can quickly identify what's limiting Shopping and Performance Max performance and prioritise the fixes with the biggest potential impact.

See how Squared.io supported THG during the busy peak sales period by automating critical checks, reducing manual workload, and helping the team focus on performance-driving optimisations.

With an ever-growing product portfolio on Homebase, see how Havas implemented Squared.io to help improve their shopping feed health and keyword coverage – driving improvements to Shopping and PPC activity.