SKU-Level Feed Strategy Drives +48% Conversion Rate

The Challenge

Cottage Beams’ Shopping campaigns treated all products equally, with no differentiation between high-margin hero products and lower-performing SKUs. The Shopify parent SKU data wasn’t aligned with Google Ads product-level metrics, making performance analysis unreliable.

Our Approach

We went deep into the data at individual SKU level, then rebuilt the feed and campaign architecture around what the numbers showed.

What we did:

• SKU-level performance analysis aligning Shopify data with Google Ads metrics
• Optimised feed with custom labels based on margin, performance, and seasonality
• Segmented PMax and Shopping structures so budget flowed to proven winners
• Suppressed underperforming SKUs from paid visibility

The Results

• +48% increase in conversion rates — the right products were finally getting the right visibility at the right bid levels
• Budget efficiency improved significantly as spend concentrated on proven performers