Google Shopping Agency

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


A clever Google Shopping ad agency

At Metric Labs, we have been helping brands to capitalise on one of the best Google’s online advertising offerings: Google Shopping. Working with clients from a myriad of industries have helped us learn from 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. 

Why Google Shopping?

Did you know that the Google online marketplace 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. eCommerce brands, with zillions of products, cannot think of a better platform for online advertising. Visitors can see the products and retailer information, compare prices, then 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?

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. This is all because of its high CTR and low cost per lead. Google Shopping gives advertisers lower scope of bidding 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. 

The prerequisites for Google Shopping are a Google Merchant Centre and a product feed. A Google shopping campaign can be created directly from a Google 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. Google Merchant Centre simply needs to be linked to a Google Adwords account, and you are good to go. 

The bidding in Google Shopping 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.

When 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, and sub- category for more granularity. To get a better grasp on the bidding, individual bids can be set for each product group. 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:

Do you need a shopping campaign? Should you use product shopping or showcase? Is it better to implement a smart or standard shopping campaign? 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, we work to thoroughly understand your product/service/offering and your competitor landscape to provide you with a plan of action. This will be a complete guide to your campaign strategy and execution. We can advise 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 the Google 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 rollout optimised Google Shopping campaigns to 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 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!

Client testimonials


“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.”

Rob Lynch

Couriers & Freight


“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"

Martin Lazarevic

National Crime Check


“It comes down to integrity and the ability to deliver that would define 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.”

Lauren Earl

Manning Cartell


“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.”

Stephanie Lay

Good Capital Group

Frequently asked questions

What’s Google Shopping?

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.

Is Google Shopping worth it?

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

How Google Shopping ads work?

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.

Where can Google Shopping ads appear?

The Shopping tab on Google Search (country-specific) next to search results and Google Images. They also appear on Google Search Partner websites who have  opted in.

What is better: Google Shopping or text ads?

It all depends on your brand, products/services and marketing goals. 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. 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.

It’s on a brand to decide based on its marketing goal. As a marketing agency, we would refrain from saying that one would be advantageous over the other.

How do I get started with Google Adwords?

Simple—get in touch!

Email us at hello@metriclabs.com.au or call us on 02 9134 3889 to get started. Your journey in creating optimised Google Shopping ads starts here.


Social Media Marketing Awards 2019

Best Use of a Chatbot in Social Media Finalist

AMI Awards 2019

Small Budget Marketing Finalist

AC&E Awards 2019

Best Campaign using New Technology Finalist

SEMrush Search Awards 2019

Best B2B Campaign Finalist



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