How to Structure Google Shopping Campaigns for Maximum ROAS

If you’re running Google Shopping Ads and not seeing the return you expect, the problem likely starts with your campaign structure. A properly structured campaign is the foundation for maximizing ROAS (Return on Ad Spend). In this guide, we’ll walk you through exactly how to structure your Google Shopping campaigns for maximum profitability and control.

Whether you’re a Shopify or WooCommerce store owner, or an e-commerce manager looking to scale—this post will help you get more from your ad spend using a smarter approach to Google Shopping campaign structure.

Why Campaign Structure Matters for Google Shopping

Unlike Search Ads, Google Shopping doesn’t rely on keywords. Instead, Google uses your product feed and Merchant Center data to match queries. That means feed quality is important, but campaign structure is what gives you control over where your budget goes, which products get visibility, and how efficiently you scale.

When structured correctly, you can:

• Funnel budget to top performers

• Isolate testing for product categories

• Control bidding more precisely

• Improve data segmentation for better optimization

Step-by-Step: Structuring Google Shopping Campaigns for ROAS

Segment Products by Profitability or Performance

Start by grouping products based on:

• Margin tiers (e.g., high-margin vs. low-margin)

• Best sellers vs. new arrivals

• Price ranges (e.g., under $50, $50–$200, $200+)

This allows you to set different bid strategies or campaign priorities for each group, which is crucial for managing your return on ad spend.

Use Standard Shopping + Performance Max Strategically

While Performance Max is now a major focus in Google’s ecosystem, don’t rely on it blindly.

• Use Standard Shopping for more control over search queries, negative keywords, and segmentation.

• Use Performance Max for broader reach and dynamic placements—but ensure you have robust conversion tracking and product segmentation set up.

Pro tip: Use asset-less P-Max campaigns when running Shopping-only P-Max to limit unwanted creative placements and focus solely on product results.

Implement Campaign Priorities to Manage Overlap

Use Google’s built-in campaign priority settings (Low, Medium, High) to control how multiple campaigns interact.

Example:

• High-priority campaign: Generic terms, low bids

• Medium-priority: Product-level terms, medium bids

• Low-priority: Branded or high-converting search terms, highest bids

This layered approach keeps your budget focused on the most valuable traffic.

Break Campaigns by Intent Using Query Sculpting

While you can’t add keywords, you can sculpt queries by structuring campaigns and ad groups around product titles, negatives, and search term insights.

• Add negative keywords in high-priority campaigns to funnel queries to the right campaign level.

• Use brand names, competitor names, and high-intent terms as signals for when to bid higher.

Use Custom Labels for Smarter Grouping

Custom labels are one of the most powerful tools in your product feed for smart segmentation.

You can use them to group products by:

• Seasonal relevance

• Sale items

• Inventory status

• Lifecycle stage (e.g., top sellers, new arrivals)

This makes it easier to create campaign subsets that align with business goals and ROAS targets.

Exclude Unprofitable or Low-Performing Products

Don’t waste budget on products that:

• Have low margins

• Have poor conversion rates

• Consistently burn through budget with low returns

Use rules to pause or exclude these items either in your Merchant Center feed or directly in the campaign.

Implement Device and Geo Bid Modifiers

Use bid adjustments for:

• Device types (e.g., lower bids for mobile if ROAS is lower)

• Locations (focus budget where your customers convert best)

This allows you to increase efficiency without changing your campaign structure entirely.

Final Thoughts: Google Shopping Campaign Structure Drives ROAS

If you’re serious about improving your Google Shopping ROAS, don’t treat campaign structure as an afterthought. The smartest e-commerce advertisers use strategic segmentation, campaign priorities, and ongoing query analysis to keep their accounts profitable and scalable.

Done right, a well-structured campaign not only improves performance—it gives you leverage over your competitors in the auction.

Contact us at Flomaticx - Your Google Ads Performance Partner – and let’s build a Shopping strategy that delivers measurable growth.