Google Shopping Setup: How to Create a Successful Campaign in 10 Steps

Danilo Silveira · 2026-10-07

1. create and optimize your product feed in merchant center

First, create a product feed in Google Merchant Center. Use the CSV, TSV, or XML format. Make sure to include information such as ID, title, description, link, image, price, and availability. Optimize the title and description with relevant keywords, and keep image quality high. Check that your product data complies with Google’s policies.

2. set clear goals and the conversions you want to track

Determine your campaign goals, such as increasing sales, generating leads, or driving traffic to your site. Set up conversion tracking in Google Ads. Use events like “purchase” or “add to cart” to measure performance.

3. set bids and budget strategically

Choose between manual or automated bidding. If you go with manual bidding, set a max CPC within the range of 0,50 to 5,00 reais, depending on the competition. For automated bidding, set up “Maximize Conversions” or “Target ROAS,” which help optimize bids based on conversions.

4. segment products by category for better performance

Split your products into specific categories. This lets you adjust bids and budgets based on each category’s performance. For example, if a clothing category has a higher return on investment (ROI), increase the bids for that category.

5. test ads to improve click-through and conversion rates

Create different ad versions with variations in headlines, descriptions, and images. Use Google Ads’ A/B testing feature to see which ad drives more clicks and conversions. Analyze the results and keep the ads that perform best.

6. continuous monitoring and data-driven adjustments

Track your campaign’s performance weekly. Analyze metrics like CTR, CPC, conversion rate, and ROI. Adjust bids, budget, and ads based on this data, always looking to optimize the campaign.

7. use exclusions and negative keywords

Add negative keywords to keep your ads from showing up for irrelevant searches. This helps reduce spend on clicks that don’t convert and focus on the right audience.

8. keep an eye on trends and the competition

Stay on top of market trends and the competition. Use Google Trends and the FreeSpy tool to analyze competitors’ ads and spot opportunities to improve.

9. integrate with Google analytics

Connect your Google Ads account to Google Analytics. This will let you track user behavior in more detail after they click your ads, helping you better understand the customer journey.

10. monthly review and performance reports

Put together monthly reports to evaluate campaign performance. Include key metrics and insights on what worked and what could be improved. Use this data to plan future campaigns.

What ROI range do you expect to achieve with your Google Shopping campaigns?