# Choosing the Right Google Shopping Agency for Your Brand

> Not all Google Shopping agencies are built the same. Tower33 helps you match agency structure to your spend, catalogue, and PMax maturity. Let's talk.

**Published:** 2026-10-11 | **Updated:** 2026-10-31 | **Author:** victorsoares
**URL:** https://tower33.com/articles/best-google-shopping-agency-guide/
**Type:** post

**Categories:** Google Ads

![Choosing the Right Google Shopping Agency for Your Brand](https://tower33.com/articles/wp-content/uploads/sites/107/2026/10/1791627985882-d38d505f98e5-1024x572.webp)

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## Content

*Written by: Anthony Miller, Founder, Tower 33*

## Key Takeaways

- Premium agency fees often deliver junior execution and vanity metrics while brands still lead the relationship and CPA keeps climbing.
- Three variables, monthly spend, catalogue size, and Performance Max maturity, determine which agency structure fits your account.
- Feed optimization and media buying require different skill sets. Shallow catalogues usually need structure first, deep catalogues need feed work first.
- Real Performance Max specialists demonstrate incrementality testing, brand versus non-brand separation, and feed hygiene live in the account.
- Tower33 is a boutique, founder-led firm that keeps senior strategy on every account with no handoff and no contractual lock-in.

[Get weekly paid media insights](https://tower33.com/join-strategy-newsletter/?utm_term=best-google-shopping-agency-guide&utm_campaign=ai_growth_agent)

## The Solution Starts With Three Qualifying Variables

Before comparing firms, answer three questions about your own account. These variables determine which agency structure fits your needs and help you avoid repeating a bad relationship.

### Monthly Ad Spend Determines Who Actually Touches Your Account

A $50,000 per month advertiser and a $500,000 per month advertiser should not hire the same firm. At a large agency, the economics make it impossible to staff both accounts with senior people. Mid-market accounts often get junior execution and reporting designed to look reassuring. The key insight is that when you hire an agency, you are ultimately hiring one or two people. A large firm usually assigns a junior manager to run the account and a senior strategist who checks in periodically.

### Catalogue Size Determines Whether You Need Feed Work or Growth Work

A 40 SKU brand and a 40,000 SKU brand have fundamentally different needs. [Google’s Merchant Center product data specification requires a unique ID, an accurate title capped at 150 characters, a description capped at 5,000 characters, price and availability that match the landing page and checkout, and product identifiers where they exist](https://support.google.com/merchants/answer/7052112). Those requirements are manageable at small scale. At large scale, they become a full-time discipline.

Catalogue depth also changes how you segment. [Custom labels (custom_label_0 through custom_label_4) let you segment by margin, seasonality, or bestseller status for bidding and budget allocation](https://support.google.com/merchants/answer/7052112). Scale makes hygiene harder. Google’s Shopping Graph holds more than 50 billion listings with 2 billion updated every hour, so a daily feed refresh leaves stock and price mismatches visible for hours.

### Performance Max Maturity Shapes What “Shopping Agency” Really Means

Performance Max is now the dominant Shopping campaign type. [Tinuiti measured Performance Max at 60% of combined Google Shopping and PMax spend in Q2 2026, generating 60% of total sales at a ROAS similar to Standard Shopping](https://karooya.com/blog/digital-ads-benchmark-report-by-tinuiti-q2-2026-key-highlights). That shift changes the job description for any agency you hire. Feed quality, asset group structure, and incrementality now matter more than bid management alone.

[Google documents asset groups as collections of creative assets, images, text, logos, and videos, that Google AI mixes and matches across inventory](https://support.google.com/google-ads/answer/10724817). The structural difference in how products are controlled also matters. [Performance Max uses listing groups inside an asset group for product exclusions, while Standard Shopping uses product groups inside an ad group](https://support.google.com/google-ads/community-guide/463619439/every-way-to-delete-or-exclude-products-from-google-shopping). An agency that cannot explain that distinction live in an account is not a Shopping specialist. Now that you have the three qualifying variables, you can look at the two core disciplines that sit underneath every Shopping program.

## Feed Work vs. Media Buying for Your Catalogue

This distinction determines whether you hire the right kind of firm for your catalogue. The wrong match creates months of spend with little movement in profit.

Feed optimization is Merchant Center work. It involves feed attributes, GTINs (Global Trade Item Numbers), custom labels, title and image quality, product level segmentation, and feed hygiene. [Google states that incorrect, inaccurate, or missing product information can cause disapprovals, limited eligibility, and incorrect product displays](https://support.google.com/merchants/answer/7052112). That description matches what happens to most large catalogues that have not been actively maintained.

Media buying is campaign architecture. It covers budget allocation, bidding strategy, asset groups, brand versus non-brand separation, and incrementality testing. [Google documents that Performance Max combines your assets and settings with Google AI to serve across inventory and optimize toward your goals](https://support.google.com/google-ads/answer/10724817). The agency’s job is to set those inputs correctly and to keep adjusting them as the account learns.

Shallow catalogues with clean data usually need media buying and structure first. Deep or fast changing catalogues usually need feed work first, because campaign structure cannot outrun bad product data. [Channable found that brands absorbing CPC increases worst are improving campaigns without improving the data feeding them](https://ppc.land/channable-data-shows-advertisers-lose-46-roas-as-google-clicks-cost-more).

A generalist PPC shop with a Shopping landing page often does neither discipline well. Feed work lives in Merchant Center and data sources. Media buying lives in auctions and structure. The two require different fluency. [Google’s documentation does not promise a ROAS uplift from feed segmentation. It describes asset and product group organization as a way to control how products are evaluated and budgeted](https://support.google.com/google-ads/answer/10724817). Ask any agency to show you the mechanism live in an account.

Measurement sits underneath both disciplines. GA4 and server side tracking exist to close the gap between what the platform reports and what the business earned. [If conversion events are lost to incomplete consent implementation or missing offline conversion imports, the algorithm optimizes against an impoverished picture and no bidding control compensates](https://insightland.org/blog/what-performance-max-actually-does-and-how-much-control-you-can-reclaim-in-2026). Tower33 has inherited accounts where a previous agency reported a healthy ROAS, and a rebuilt measurement system showed the brand was losing $200 on every order.

## Which Google Shopping Agency Structure Fits Your Brand?

Use this table as a shortlist filter. It compares structures, not firms, because structure drives the outcome more than the logo.

| Structure | Typical Spend Fit | Catalogue Fit | What You Are Actually Buying |
| --- | --- | --- | --- |
| Large General Agency (50+ People) | Enterprise budgets, multi channel coordination | Large, complex, multi market | Broad capability, with day to day work staffed by junior talent because the economics require it |
| Small Generalist Agency (Under 20 People) | Small to lower mid budgets | Shallow to moderate | Wide service menu, with depth that varies by discipline and by who is assigned |
| Boutique Specialist | Mid market, roughly $500K to $5M annually | Moderate to deep, feed dependent | Senior execution, category depth, and a partner relationship rather than a vendor relationship |
| In House Hire | High enough to justify a senior salary | Any, if needs are stable | One person, with [a longer ramp from recruiting and onboarding](https://tower33.com/agency-consultant-or-in-house-how-to-make-the-right-call-after-a-bad-paid-media-partner/?utm_term=best-google-shopping-agency-guide&utm_campaign=ai_growth_agent) |

Boutique specialists charge more than generalists, and the math still works. Spending $10,000 to generate $30,000 is a weaker outcome than spending $30,000 to generate $100,000.

[See more mid-market account breakdowns](https://tower33.com/join-strategy-newsletter/?utm_term=best-google-shopping-agency-guide&utm_campaign=ai_growth_agent)

## Questions to Ask a Google Shopping Agency Before You Sign

These questions expose four common failure modes, bait and switch, vanity reporting, generic strategy, and no ownership. A strong paid media partner pushes back, surfaces what is not working, and tells you things you did not already know.

On strategy and accountability:

- “Walk me through the decision framework behind a recommendation you made that did not work out. What did you learn and what changed?”
- “What does your reporting look like? Can you show me an actual report from a current client?”

On team structure and continuity:

- “Who specifically will be on my account, what is their experience level, and how long have they been at the firm?”
- “What does account handoff look like if someone leaves?”

On transparency and ownership:

- “Will I have owner level access to all ad accounts from day one?” Any hesitation here is a structural red flag.

On the disciplines that matter, feed optimization, Performance Max architecture, incrementality, profit based bidding, tracking, account examples, and contract terms, ask for each to be demonstrated live in an account. As mentioned earlier, Performance Max lacks a true search terms report and manual per channel bidding, so ask to see any promised capability demonstrated directly in the interface.

## How to Tell If Your Agency Is Running Performance Max Correctly

Three checks help you verify Performance Max execution. Run all three before you sign anything new or renew a contract.

First, incrementality. Platform attributed ROAS is different from incremental ROAS. [Testing across dozens of D2C brands found brand search with attributed ROAS of 8 to 12x but incremental ROAS of only 0 to 2x, while non brand Shopping showed attributed and incremental ROAS both at 2 to 3x](https://foxwelldigital.com/blog/the-incrementality-problem-with-performance-max). [Google defines incrementality experiments as the way to measure causal impact, distinct from attribution models that only divide credit for conversions that already happened](https://blkdg.com/blog/incrementality-testing). If your agency is reporting blended ROAS without an incrementality view, they are showing you bookkeeping instead of performance.

Second, brand versus non brand separation. Blended reporting hides what is working. [Google now allows brand exclusions on Performance Max, but an exclusion without a separate brand search campaign hands the brand SERP slot to whoever bids next](https://enalitica.com/blog/bidding-on-your-own-brand-name). If your agency runs brand and non brand spend in the same campaign and reports a combined ROAS, the number flatters the program instead of describing it. For more on campaign structure, see [how to structure Google Shopping campaigns by category](https://tower33.com/articles/structure-google-shopping-campaigns-category/?utm_term=best-google-shopping-agency-guide&utm_campaign=ai_growth_agent).

Third, feed hygiene. For ecommerce accounts, a healthy Performance Max campaign spends 60 to 80% of budget on Shopping inventory, which makes the Merchant Center feed the campaign itself rather than a supporting detail. If your agency focuses entirely on bid management while the feed has incomplete attributes, incorrect categorization, or missing GTINs, they are optimizing the wrong layer.

## What “Best” Looks Like at Mid-Market Spend Levels

The underserved middle is where most mid market D2C brands sit. These brands are too large for a cheap generalist and too small to be a priority account at a firm built for enterprise budgets. They are also sophisticated enough to know exactly what they are missing.

This is where Tower33 fits. Tower33 is a boutique, founder led paid media firm that manages search, social, and programmatic advertising for direct to consumer brands. The firm stays small by design so that the founder and lead strategist, with 15 plus years and hundreds of millions in personally managed ad spend, runs media planning every week. The person who runs the pitch also runs the account, permanently. Reporting is built to surface what is not working instead of to reassure. There is no contractual lock in, so performance keeps the relationship.

Tower33 takes over live programs rather than handing over paper plans. Triage and rebuilding happen simultaneously in month one, and all new campaign concepts launch within thirty days or less. A bench of long tenured specialists, including a creative director of 14 years covering UX and UI design, is available as needed. Base pricing starts at $5,000. For a deeper look at who actually runs the account at different agency structures, see [boutique Google Ads agency: who actually runs your account](https://tower33.com/articles/boutique-google-ads-senior-strategist/?utm_term=best-google-shopping-agency-guide&utm_campaign=ai_growth_agent).

## What a Competent Agency Delivers in the First Thirty Days

Month one runs on two tracks at the same time. The first track is triage, where the team audits the accounts, cuts non converting spend immediately, and fixes foundational tracking and optimization problems. The characteristic first month pattern is cost down, revenue flat, ROAS up, and CPA down. That shift happens before any newly built campaign has launched and comes from stopping waste rather than spending more.

The second track is rebuild. While triage runs, the team develops new campaign concepts and full media plans and launches them within thirty days or less. As noted earlier in the table, hiring in house takes meaningful time between recruiting and onboarding, which creates a long window of degraded performance when you likely need to recover lost ground. For a full comparison of the in house path, see [agency vs. in house Google Ads: a decision framework](https://tower33.com/articles/agency-vs-inhouse-google-ads/?utm_term=best-google-shopping-agency-guide&utm_campaign=ai_growth_agent).

Owner level care creates a structural advantage. A boutique, founder led firm keeps senior attention on the account, which produces a different outcome than a large agency staffing your account with whoever is available.

[Get the Media Methodology playbook](https://tower33.com/join-strategy-newsletter/?utm_term=best-google-shopping-agency-guide&utm_campaign=ai_growth_agent)

## Common Questions About Choosing a Google Shopping Agency

This section addresses the questions that come up most often once teams start comparing agency structures and Performance Max approaches.

### 1. How Much Should You Spend Before Hiring a Google Shopping Agency?

Spend acts as a proxy for organizational maturity rather than the goal by itself. The meaningful threshold is whether you have a seasoned marketing team, a CRM, optimized landing pages, and a real nurture path already in place. Below roughly $5,000 to $10,000 per month in total Google spend, accounts often lack the conversion volume for automated bidding to learn anything meaningful. The learning phase never really ends, and the campaign behaves like a tax instead of a test. A $500,000 advertiser with a real marketing team and proper infrastructure is a stronger fit for a boutique specialist than a $1 million advertiser running paid media as their entire marketing strategy.

### 2. What Should a Google Shopping Agency’s Reporting Include?

Reporting should include a revenue line, cost, and a reconciliation to margin, not impressions and CTR alone. The failure mode Tower33 sees most often is reporting engineered to look reassuring. A healthy ROAS appears on paper by dividing total store revenue across total ad spend, with no separation of brand from non brand, no conversion signal audit, and no line showing what the program actually cost the business. Ask to see an actual report from a current client before you sign. If the agency hesitates, that hesitation is the answer. For more on what good reporting looks like, see the full breakdown at the Tower33 article on Google Ads reporting.

### 3. How Do You Tell a Real Shopping Specialist From a Generalist PPC Shop?

Ask the agency to demonstrate feed work in Merchant Center and Performance Max asset group structure live in an account. A real specialist can show how custom labels map to margin tiers, how listing groups are structured inside an asset group, and how brand exclusions are applied without handing the brand SERP to a competitor. A generalist will describe these elements in vague terms. As mentioned earlier, Performance Max lacks a search terms report and manual per channel bidding, so any promise of those features should come with a live demonstration in the account.

### 4. What Internal Systems Do You Need Before Hiring?

You need a CRM that closes the loop on revenue, accurate conversion tracking, campaign specific landing pages, and some nurture capability. Without those systems, paid media becomes one channel trying to do a job it cannot do alone. Brands that spend aggressively on filling a funnel without having a funnel in place rely on people to remember them and come back, which rarely happens. The brands still generating return in 2026 have the surrounding apparatus, tracking that reflects reality, landing pages built for the campaign rather than a single homepage, and an email system that works leads that are not ready to buy yet.

### 5. How Should Automation and Human Oversight Interact in Performance Max?

Automation executes while a strategist decides what to execute. Over reliance on automation without oversight is one of the most common reasons campaigns fail. [Bid automation now accounts for 78% of all Google Ads spend](https://insightland.org/blog/what-performance-max-actually-does-and-how-much-control-you-can-reclaim-in-2026), which makes the oversight question more important. The platform will happily spend a budget. It will not tell you that the budget is optimizing toward the wrong conversion signal, that brand spend is cannibalizing non brand reporting, or that the feed driving the campaign has a 40% completion rate. Those are strategist level observations and require a human who is actually in the account every week.

### 6. Are Google Ads Still Worth It in 2026?

Google Ads still work when the surrounding apparatus is in place. The brands generating return have accurate conversion tracking, a CRM that closes the loop on revenue, landing pages built for the campaign, and a nurture system that works leads that are not ready yet. Without those elements, CPAs get squeezed as cost rises while conversion rate falls, and profit margins erode. The answer is to run Google Ads with the infrastructure that makes them work and to hold the program accountable to profit.

## Conclusion: Choose the Structure, Then the Firm

The failure that sent you searching likely came from structure rather than from one person. A firm built for enterprise budgets cannot staff a mid market account with senior people because the economics do not allow it. A generalist cannot go deep in both feed work and media buying. A reporting system designed to reassure will always hide the thing that is costing you money.

The evaluation criteria that matter are senior oversight, continuity, reporting depth, speed to execution, measurement ownership, and no lock in. Choose the structure that matches your spend level, your catalogue size, and your Performance Max maturity. Then find the firm within that structure where the person who pitches is the person who runs the account and where reporting shows you what is not working as clearly as what looks good.

One email, one idea, once per week, with observations from 15 plus years managing hundreds of millions in paid media. Sign up and get the Media Methodology ebook, *A Methodology for Paid Media Success*, free.

[Subscribe for weekly paid media strategy](https://tower33.com/join-strategy-newsletter/?utm_term=best-google-shopping-agency-guide&utm_campaign=ai_growth_agent)

Contact: tower33.com · info@tower33.com · linkedin.com/in/anthonyoutside/

## Read Next

- [Agency vs In-House Google Ads: A Decision Framework](https://tower33.com/articles/agency-vs-inhouse-google-ads/?utm_term=best-google-shopping-agency-guide&utm_campaign=ai_growth_agent)
- [Boutique Google Ads Agency: Who Actually Runs Your Account?](https://tower33.com/articles/boutique-google-ads-senior-strategist/?utm_term=best-google-shopping-agency-guide&utm_campaign=ai_growth_agent)
- [How To Choose the Right Agency for Microsoft Ads Management](https://tower33.com/articles/best-agency-microsoft-ads-management/?utm_term=best-google-shopping-agency-guide&utm_campaign=ai_growth_agent)
- [How To Structure Google Shopping Campaigns By Category](https://tower33.com/articles/structure-google-shopping-campaigns-category/?utm_term=best-google-shopping-agency-guide&utm_campaign=ai_growth_agent)
- [Google Ads Reporting: What Your Agency Isn’t Showing You](https://tower33.com/articles/google-ads-agency-reporting/?utm_term=best-google-shopping-agency-guide&utm_campaign=ai_growth_agent)

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      **Answer:**

      - **Text:** Reporting should include a revenue line, cost, and a reconciliation to margin, not impressions and CTR alone. The failure mode Tower33 sees most often is reporting engineered to look reassuring. A healthy ROAS appears on paper by dividing total store revenue across total ad spend, with no separation of brand from non brand, no conversion signal audit, and no line showing what the program actually cost the business. Ask to see an actual report from a current client before you sign. If the agency hesitates, that hesitation is the answer. For more on what good reporting looks like, see the full breakdown at the Tower33 article on Google Ads reporting.
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      - **Text:** Ask the agency to demonstrate feed work in Merchant Center and Performance Max asset group structure live in an account. A real specialist can show how custom labels map to margin tiers, how listing groups are structured inside an asset group, and how brand exclusions are applied without handing the brand SERP to a competitor. A generalist will describe these elements in vague terms. As mentioned earlier, Performance Max lacks a search terms report and manual per channel bidding, so any promise of those features should come with a live demonstration in the account.
    **Question:**

    - **Name:** 4. What Internal Systems Do You Need Before Hiring?
      **Answer:**

      - **Text:** You need a CRM that closes the loop on revenue, accurate conversion tracking, campaign specific landing pages, and some nurture capability. Without those systems, paid media becomes one channel trying to do a job it cannot do alone. Brands that spend aggressively on filling a funnel without having a funnel in place rely on people to remember them and come back, which rarely happens. The brands still generating return in 2026 have the surrounding apparatus, tracking that reflects reality, landing pages built for the campaign rather than a single homepage, and an email system that works leads that are not ready to buy yet.
    **Question:**

    - **Name:** 5. How Should Automation and Human Oversight Interact in Performance Max?
      **Answer:**

      - **Text:** Automation executes while a strategist decides what to execute. Over reliance on automation without oversight is one of the most common reasons campaigns fail. Bid automation now accounts for 78% of all Google Ads spend, which makes the oversight question more important. The platform will happily spend a budget. It will not tell you that the budget is optimizing toward the wrong conversion signal, that brand spend is cannibalizing non brand reporting, or that the feed driving the campaign has a 40% completion rate. Those are strategist level observations and require a human who is actually in the account every week.
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      - **Text:** Google Ads still work when the surrounding apparatus is in place. The brands generating return have accurate conversion tracking, a CRM that closes the loop on revenue, landing pages built for the campaign, and a nurture system that works leads that are not ready yet. Without those elements, CPAs get squeezed as cost rises while conversion rate falls, and profit margins erode. The answer is to run Google Ads with the infrastructure that makes them work and to hold the program accountable to profit.

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    - **Name:** Anthony Miller
    - **JobTitle:** Founder
    - **Description:** 20+ years in customer acquisition, digital marketing, search, social, analytics, and technology.Anthony has worked with hundreds of brands, managed hundreds of millions in ad spend, and founded both Tower33 and Travel Outside. Today, he works with select partners building and running customer acquisition ad programs through strategy, and hands-on management.
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## Citations

- [Google Local Services Ads Requirements: A Complete Guide](https://tower33.com/articles/google-local-services-ads-requirements/)
- [How To Optimize Google PMax Campaigns That Actually Convert](https://tower33.com/articles/optimize-google-pmax-campaigns/)
- [Best Agency for Google Search Campaigns: A Buyer’s Guide](https://tower33.com/articles/best-agency-google-search-campaigns/)
- [Google Shopping Budget Allocation: A Step-by-Step Guide](https://tower33.com/articles/google-shopping-campaign-budget-allocation/)
- [The Best Google Ads Reporting Agency Lets You Audit First](https://tower33.com/articles/best-google-ads-reporting-agency/)

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