Revamp Google Shopping Ads Structure

My existing Google Ads Shopping campaign has grown messy over time and needs a thorough clean-up so it can drive more qualified traffic to the site. The objective is clear: boost website visits from our best-selling products and track success primarily through a higher click-through rate.

Here is what the engagement will involve:
• Audit the current account, product feed, and campaign structure to identify wasted spend and overlapping product groups.
• Re-structure campaigns and ad groups around the best-selling SKUs, applying granular product segmentation, custom labels, and refined priority settings.
• Optimise the Merchant Center feed—titles, descriptions, GTIN, images—so the most relevant queries trigger our ads.
• Implement negative keywords, bid adjustments, and smart bidding settings that prioritise traffic volume while staying cost-efficient.
• Set up clear CTR reporting in Google Ads and Looker Studio so changes can be tracked against baseline performance.

I consider the project complete when the revamped campaign is live, reporting dashboards show an organised hierarchy, and we see an uplift in CTR compared with the current benchmark. If you have hands-on experience with Google Ads Shopping and Merchant Center feed optimisation, your expertise will be invaluable in getting this campaign back on track.