Home Decor Retailer Improves Performance 2.5x with Feed Optimisation

The challenge

A home accessories retailer with over 8,000 SKUs — furniture, lighting, textiles, kitchenware — had been running Shopping campaigns through an agency. The account was broadly performing at "industry standard" but there was no visibility into which products drove profit and which wasted budget. The product feed had significant quality issues that were limiting impression share, and a single ROAS target was applied across products with very different margin profiles.

The approach

Feed quality came first. Impression share was stuck at 35% — Google didn't have sufficient product data to match listings to relevant searches. The top 500 products by revenue were manually retitled using a structured format; the remaining catalogue was bulk-processed using a template system. Custom labels were added to enable margin-based campaign segmentation, with different ROAS targets for high-margin lighting versus lower-margin furniture. A systematic negative keyword programme was also introduced to cut the irrelevant traffic that inevitably accumulates across a catalogue this size.

The result

Revenue increased 55% at constant spend. Impression share nearly doubled. The margin-based structure meant budget flowed to the most profitable products automatically — without manual intervention. The client gained product-level performance data for the first time, which informed decisions well beyond Google Ads.