Spend going to low-margin products
Performance Max and Shopping will happily spend on thin-margin best-sellers unless the account is structured around profit.
PPC & Google Shopping for sports retailers The right kit,
in front of the right buyer.
Google Shopping, Performance Max, Microsoft Shopping and Meta campaigns for sports and outdoor retailers, built around margin, stock and the sporting calendar.
Google Ads & Microsoft Advertising certified
What I report onWeekly
ROAS and profit on ad spend
Revenue by category and brand
Margin by product group
New vs returning customers
Profit
not just
revenue
not just
revenue
Why work with me
I know the kit.
I have coached football, trained clients and hiked for years. I know the difference between someone browsing trainers and someone who needs boots for Saturday, and that shapes how products are grouped, bid on and advertised.
More about meWhat usually goes wrong
Messy product feeds
Weak titles, missing attributes and poor categories cost you impressions before bidding even starts.
Seasonal ranges and stock swings
New-season launches, clearance and stock-outs all need campaigns that react quickly.
What I run
Campaigns built for sports retailers.
01
Google & Microsoft Shopping
Shopping campaigns on both networks, with products grouped by category, brand, price band and margin.
02
Performance Max, structured properly
Asset groups and product segments split by margin, category and season, not one catch-all campaign.
03
Feed optimisation
Better titles, attributes and custom labels so the right products show for the right searches.
04
Meta for launches & ranges
Facebook and Instagram campaigns for new ranges, kit launches and seasonal events.
What I measure
- ROAS and profit on ad spend
- Revenue by category and brand
- Margin by product group
- New vs returning customers
- Average order value
- Stock-aware spend
Questions
Common questions.
Should sports retailers use Performance Max or Standard Shopping?
Often a mix. Performance Max can scale well, but Standard Shopping gives more control over which products and searches get budget. The right split depends on your catalogue, margins and data volume.
How do you stop ad spend going to low-margin products?
By segmenting products with custom labels for margin, price band and stock, and setting targets per segment so budget follows profit rather than just revenue.
Do I need to fix my product feed first?
It is usually the first thing I look at. Clear titles, correct categories and complete attributes improve visibility across every Shopping and Performance Max campaign.
Can you run Microsoft Shopping too?
Yes. Shopping campaigns can be imported from Google into Microsoft Ads, which makes it a straightforward extra channel to test for most retailers.
Other industries I work with
Make the next booking window count
Your next season deserves more than last season's playbook.
A sharper account for more travel bookings, ticket sales, footfall and sports retail revenue.
Book a Strategy Call