What to Do When Google Shopping ROI Drops by 50%?

Ana Beatriz Castro · 2026-10-07

Check your product feed quality

First, take a close look at your product feed. Make sure all required attributes are filled out correctly. This includes the title, description, price, availability, and images. Fix issues like incorrect prices or vague descriptions. Use tools like Google Merchant Center to identify problems. An optimized feed can make your ads more relevant and improve performance.

Analyze the competition

Next, analyze your competition. Use the “Auction Insights” tool in Google Ads to see how your competitors are performing. Check which keywords they’re using and what bids they’re placing. Adjust your bids based on what you find. If competition is heating up, consider raising your bids or improving your ad quality to stand out.

Review negative keywords

Review your negative keywords. Unwanted clicks can often hurt your ROI. Analyze your search terms reports to find keywords driving clicks without conversions. Add those keywords to your negative list to avoid wasting budget on irrelevant clicks.

Run ad tests

Don’t underestimate the power of A/B testing. Create different versions of your ads with variations in images and descriptions. Test at least 3-5 versions at the same time to see which ones perform best. Review performance after a few days and keep the ads that generate the most clicks and conversions. This can help you figure out which visual and copy elements resonate best with your audience.

Adjust your audience targeting

Finally, review your audience targeting. Use demographic and behavioral data to adjust your campaigns. Try targeting specific interests or previous purchase behavior. More precise targeting makes your ads more relevant and can lead to higher ROI.

Remember, ongoing optimization is key. Keep a constant cycle of analysis and adjustments to make sure your campaigns stay competitive.

What kind of ROI swings have you seen in your Google Shopping campaigns? Share the numbers!