Why Google Ads and Shopify belong together
For many brands, Google Ads is the channel that drives the majority of paid traffic. But the results depend entirely on how well the ad platform communicates with your Shopify store. Without a clean product feed, correct tracking, and a clear goal for profitability, you end up optimizing blind.
At Mercive, we see many stores spending large sums on Google Ads without having the foundation in place. When feed, tracking, and targeting work together, every single krone becomes easier to steer toward real profit rather than surface-level clicks.
The product feed is the foundation
Google Shopping pulls its data directly from your product feed. If titles, descriptions, categories, and prices are incomplete or wrong, you limit how often and how relevantly your products get shown. A well-structured feed is therefore the single most important factor for performance in Shopping campaigns.
A good feed is not only about meeting Google's requirements. It is about describing your products the way your customers search for them, with the right attributes, variants, and images. The more precisely the feed matches search behavior, the better the impressions and relevance become.
Tracking that shows the truth
Without correct tracking, you cannot know which campaigns actually create sales. Conversion tracking, enhanced data sharing, and a proper setup across Shopify and Google Ads are the prerequisites for making decisions based on real numbers instead of guesswork.
We always recommend getting tracking in place before you scale budgets. When the data is trustworthy, you can remove what does not work and put your effort where it creates results.
From ROAS to POAS
ROAS tells you how much revenue you get per ad krone, but it does not account for your cost of goods. Two campaigns with the same ROAS can deliver vastly different bottom lines, depending on what the products cost to deliver.
That is why, at Mercive, we increasingly steer by POAS, profit on ad spend. By feeding campaigns with contribution margin instead of pure revenue, Google can optimize toward the products and customers that actually make money. This is the approach that shifts focus from top line to bottom line and makes advertising sustainable over time.
How Mercive can help
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