Shopping feed optimisation that drives product visibility and performance
Shopping Feed Optimisation Specialists
Shopping Ads & Feed Optimisation
Turning product data into performance
Most agencies optimise Shopping campaigns. We optimise what drives them.
Your product feed.
Because in Shopping, visibility is not driven by keywords alone. It depends on how your products are structured, categorised and understood by Google.
If your feed is weak, your campaigns will always underperform.
At Honchō, we combine feed optimisation, campaign strategy and commercial thinking to help ecommerce brands improve visibility, efficiency and profitability across Google Shopping and Performance Max.
A PPC Shopping agency focused on commercial growth
Shopping should do more than drive clicks. It should support profitable, scalable ecommerce growth.
At Honchō, we approach Shopping as a commercial growth channel, not just a set of campaigns. That means improving the product data, feed structure and campaign setup that influence how your products are surfaced, prioritised and converted.
That means:
- product feeds structured around visibility and relevance
- budgets allocated based on commercial opportunity, not just spend volume
- performance measured beyond top-line ROAS
- investment guided by profitability, product priorities and growth potential
Why most Shopping campaigns underperform
Many Shopping campaigns struggle for the same reason: the feed is not doing enough of the heavy lifting.
Titles are too weak, categories are inconsistent, product types are unclear and key attributes are missing.
Campaigns then become too reliant on automation without enough control or direction, leading to poor product matching, wasted spend, reduced visibility for priority products and weaker performance across both Shopping and Performance Max.
The result is a campaign that looks active, but is not working as efficiently or profitably as it should.
Our approach to Shopping and feeds
We start with the data that powers performance.
That means understanding how your products are structured, how Google is interpreting them and where feed quality is limiting visibility or efficiency. From there, we shape campaigns around product priorities, commercial goals and the way people actually search and buy.
Our approach combines:
- feed optimisation to improve product relevance
- campaign structures built for control and scale
- product segmentation based on margin, priority and performance
- better alignment between product data, search intent and landing pages
- clearer reporting focused on commercial outcomes
Because when the feed is stronger, the campaigns built on top of it perform better too.
What we do
Shopping is often seen as a bottom-of-funnel channel. But it plays a role across discovery and comparison.
Google Shopping
Optimising product feeds and campaign structures to improve visibility and performance.
Performance Max
Building controlled, insight-led strategies that balance automation with commercial oversight.
Feed optimisation
Refining product data to improve relevance, visibility and conversion performance.
Product segmentation
Structuring campaigns based on product performance, margins and priorities.
Ecommerce growth strategy
Aligning Shopping activity with wider Paid Media, SEO and Digital PR to support scalable growth.
AI, automation and Performance Max
AI and automation are reshaping Shopping.
Campaign types like Performance Max can unlock scale, but without the right inputs, they often lack control and transparency.
We don’t rely on automation to make decisions for us.
We use it as a tool.
That means:
- structuring feeds to guide how automation interprets your products
- feeding campaigns with the right data and signals
- maintaining visibility over performance at product level
- testing where automation improves results and where it doesn’t
- ensuring spend aligns with profitability, not just platform recommendations
The result is a more balanced approach.
One that combines the scale of automation with the control of strategy.
Driving commercial performance
We focus on outcomes that matter to ecommerce businesses.
That includes:
- revenue growth
- profitability
- POAS
- product-level performance
- inventory alignment
- scalable growth across product ranges
In many cases, the biggest gains come from improving efficiency, not increasing spend.
Not seeing the return you expect from your shopping campaigns?
If performance has plateaued or costs are rising, we can audit your campaigns to identify wasted spend, missed opportunities and areas for growth. Get in touch to see how we can improve your paid media performance.
Why brands choose Honchō for Shopping and Feed Management
Brands work with us because they need more than campaign management.
They need:
- a clear feed and Shopping strategy
- better control over product performance
- improved efficiency across campaigns
- alignment between feeds, PPC and SEO
- a partner that understands ecommerce growth
Shopping & Paid Media Case Studies
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ASUS
Paid Search, Paid Social, Display, YouTube Advertising
Using YouTube, Search and Social ads to launch a new ASUS gaming laptop
VIEW PPC CASE STUDY -
Faith In Nature
Paid Search, Shopping
How we delivered a 24% YoY PPC revenue increase for Faith In Nature
VIEW PPC CASE STUDY
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Ariat
Paid Search & Shopping
Award winning Paid Search for equestrian fashion brand Ariat
VIEW PPC CASE STUDY -
Sarah Raven
Paid Search & Shopping
Multi award winning PPC campaigns for garden retailer Sarah Raven
VIEW PPC CASE STUDY
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Roberts Radio
Paid Search & Shopping
589% increase in PPC revenue for leading electronics brand
VIEW PPC CASE STUDY -
Group 1 Automotive
Paid Search
Using our SMARTFeed technology to maximise PPC performance
VIEW PPC CASE STUDY
Ready to grow your business?
Tell us about your brand and we'll show you exactly where the biggest search opportunities are — and how we'd go after them.
Get in touch
James Wilson - Senior Brand & DTC Director - AriatWe love working with the Honcho team, after 7+ years managing our Paid Media channels their team and ours continue to get closer and more granular on how we can improve our Consumer acquisition and awareness. It’s great working with people with the same growth mindset but even better when the results follow, which they consistently do.“
FAQs About Shopping Ads and Feed Optimisation
What is feed optimisation?
Feed optimisation is the process of improving product data such as titles, descriptions and attributes to improve visibility and performance in Shopping campaigns.
Why is my Shopping performance poor?
In many cases, poor performance is caused by weak product data rather than bidding or budget issues.
What is Performance Max?
Performance Max is a Google campaign type that uses automation to deliver ads across multiple channels, including Shopping, Search and YouTube.
Do I need feed optimisation for ecommerce PPC?
Yes. Feed optimisation is essential for improving relevance, visibility and conversion performance.
How do you measure Shopping success?
We measure performance based on revenue, profitability, product-level insights and efficiency.
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