Google Shopping Campaign Structure by Margin

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A product that earns 60% margin and one that earns 15% should not have the same target ROAS. Yet most accounts bid them together. Structuring campaigns by margin is one of the first changes I make in Google Shopping ads management.

Step 1: Add margin to your feed

Use a custom label such as high, medium and low margin. A supplemental feed can do this without touching your store.

Step 2: Split campaigns or listing groups

Create separate campaigns or product groups for each margin tier, each with its own ROAS target.

Step 3: Add best sellers and zombies

Label products by performance: best sellers get more budget, products with no impressions get their own campaign so they get a chance.

Next: setting target ROAS for new stores.

Want this checked in your account? Request a free Google Ads audit.