Google Shopping Agency

Turn the Google online marketplace experience into a profitable venture. Team up with a smart Google Shopping Ad Agency in Sydney.

Why Google Shopping?

Did you know that there is a Google online marketplace that gives users an exclusive shopping mall experience? Google shopping is the closest you can get to physically shopping at a real store, online. The erstwhile Froogle, as Google named it in 2002, Google Shopping has come a long way. With a proven 30% more conversions than simple text ads, this form of online advertising is a dream come true for retailers. E-commerce brands, with zillions of products, cannot think of a better platform for online advertising. Visitors can see the products and retailer info, compare prices, and decide the best buy. No wonder it is also called the Comparison Shopping Engine (CSE). The question is, with so many players and contenders, how do online advertisers turn Google Shopping into an optimal revenue generating venture?

We, at Metric Labs, have been helping brands to capitalise on one of the best Google’s online advertising offerings. Working with clients from myriad industries have helped us learn their unique selling points, enabling us to craft customised Google Shopping solutions. Our in- house digital marketing experts align campaigns with data led insights. We build our foundations of strategy over in-depth competitor study and granular analysis. At the end of the day, we can cut through the noise and deliver the best custom fit strategies tailored to a business. Strategies that deliver.

Google Shopping And All That Jazz

So, what is all that brouhaha about Google Shopping? Google Shopping, also known as Google Product Listing Ads (Google Shopping PLA), is the darling of many online advertisers, specifically for retailers, who can quickly make profit through this form of advert. The reason being high CTR and low cost per lead. Google Shopping gives advertisers the scope of bidding lower than search ads, with increased clicks and conversions.  There is no need to tie campaigns with keywords, as is the practice for standard search ads, here. The pre-requisites for Google Shopping are a Google Merchant Centre and a product feed. A Google shopping campaign can be created directly from a Merchant Centre or Google Adwords.

A business simply needs to have a Google Merchant Centre- which is easy to create- to populate it with a product feed that syncs data from the retailer website.

The Merchant Centre needs to be linked to the advertiser’s Google Adwords account and you are good to go. The bidding here is placed on product groups. Bids can be placed as per the product groups created. We highly recommend carrying out a product segmentation, if you have products, that are potentially better profit earners than others.

Whilst creating a google shopping campaign, either through Merchant Centre or through Google Adwords, a default  “all products” group is created. This can be further segmented into smaller product groups by brand, category, sub- category for more granularity. Individual bids can be set for each product group, just to get a better grasp on the bidding. Bids can be set according to priority of products, or profit margin. Products with more potential for profit can be bid on higher, while allotting lower bids for the others. This way, the advertiser can assure the maximum revenue through optimal bidding.  Talk about getting your money’s worth!

A Smart Google Shopping Agency

Metric Labs is a smart digital agency that mixes a data led approach to marketing with industry leading knowledge to create the most strategically aimed and proven campaigns that drive brand revenue.  Some of the Google Shopping services that we offer are :

  •  Client Immersion workshop
  •  Google Merchant Centre Creation
  •  Product data feed Creation
  •  Linking Merchant Centre and Adwords
  •  Shopping Campaign Creation
  •  Google Shopping Manager
  •  Ongoing optimisation

Do you need a shopping campaign? Product Shopping or Showcase? Smart Shopping or Standard Shopping campaigns? If these are the questions that are currently acting as bottlenecks in your marketing plan, we can help you have them answered.

After a client immersion workshop and thoroughly understanding your product/service/offering and your competitor landscape, we can provide you a glossary of plan of action.  That will be a complete guide to your campaign strategy and execution. We can advice you on the right investment and bid strategy for your shopping campaigns. We will also ensure that once your campaigns are created and are in place, they are fully optimised to give you the maximum return on investment. We use PPC management tools like Optmyzr, that include Shopping campaign builder and bid management features, for AI enabled optimisation. A dedicated account manager is assigned to all our clients. A MoM progress report that educates on campaign data through analytics is a norm that you can expect at Metric Labs.

What’s more? We are also a  Google Partner Agency that brings best practices and trust to the table. Give us a shout if you want to roll out optimised google shopping campaigns and get the best value for your money.

An Agency that Cares

Metric Labs is a team of highly skilled marketers that takes the digital in digital marketing seriously. We are a team of data driven marketing nerds that work round the clock to deliver insightful strategies, relevant analysis, and granular reporting to provide you a seamless agency side experience. We listen hard to your business needs and truly empathise your pain points. That is how we formulate the best custom fit strategies for your business that you can trust. Data driven, caring  and a proven track record, that is how we can be best summed up. Our Google Shopping management assets and capabilities are at the disposal for our partners. Get in touch soon to avail our Google Shopping and digital agency services!

Frequently asked questions

Google Shopping is a Google service or rather an online marketplace, where retailers get a change to display their products side by side through bidding , for consumers to search, browse, compare and choose from. This is also known as a Comparison Shopping Engine (CSE). Google Shopping results show up as thumbnail images that shows each product’s price retailer information.


As a marketing agency, we would surely say it’s worth it. But it is also dependant on the kind of brand that you are the products/service that you offer. This is the perfect kind of advertisement, in fact the favourite , for e-commerce sites. Retailers get a chance to display their products, along with others, through bidding , for customers to see and consider. The fact that shopping ads have higher conversion rates , CTR and low CPL compared to text ads, is also a factor, many brands take into account. Interestingly, the share of e-commerce traffic and ad spend tied to shopping ads has increased rapidly over the last several years.

The advert is based on product types. Shopping ads work by taking the product types in your product feed into account. Google then uses its own keyword data to display the ads.

The Shopping tab on Google Search (country specific) ,Google Search, next to search results and Google Images. Google Search Partner websites (if search partner sites have been opted in).

It all depends on your brand, products/services and marketing goal. Both shopping ads and text ads have pros and cons to consider. Retailers with stock to sell online, can benefit from shopping ads. The low cpl and high rate of sales work to their advantage. But this type of advertising is not keyword dependant. This is better suited to people only searching for product related terms, ready to convert. So, brands, which need to target people at every stage of the buyer journey, while marketing online, benefit better from text ads.

Text ads are keyword based. Keywords, not restricted to only product terms, can be used to target people in all stages of the buyer journey. B2B and B2C brands use text ads for lead generation and sales. Text ads are flexible in the sense that they can be used to target a wide range of audience.

So you see, it’s on a brand to decide, based on it’s marketing goal, whether Shopping ads are better for them or text ads. As a marketing agency, we would refrain from saying that one would be advantageous over the other.

Simple. Get in touch.

To get started, email us at


call us on 02 9134 3889. Your journey in creating optimised Shopping ads starts here.

Client Testimonials

– Rob Lynch, Couriers & Freight

“The Metric Labs team have been professional and responsive. 

We’ve seen increased lead generation, and we can see where our leads are coming from.”





— Martin Lazarevic, National Crime Check

“I have worked with Vincent from Metric Labs for over 5 years now. 

Over the years we have seen our organic visibility and revenue grow by over 170% with our paid search growing over 600% making us the leading police check vendor in Australia. 

The team at Metric Labs is also diligent, responsive and really pleasant to work with

— Lauren Earl, Manning Cartell.

“It comes down to integrity and the ability to deliver that would define Katie, Hum, and the Metric Labs team. 

In this forever evolving digital landscape, Metric Labs is always coming up with clever ways to stay ahead of the curve and get cut-through in this saturated space. 

If you are in need of an amazing digital agency, you really don’t need to look any further than Metric Labs.”

— Stephanie Lay, Good Capital Group

“We have worked with Metric Labs on building our digital marketing presence. We’ve found the team extremely knowledgeable and easy to work with. 

They have helped us to grow our leads by a significant amount and were always in contact about campaign activities. 

The team also provided us with invaluable reporting and insight into our campaigns, which allowed us to regularly iterate and improve to consistently meet our objectives.”

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