Google Merchant Centre consultant for clean, optimised feeds
Merchant Centre is where Google Shopping quietly breaks. Disapprovals, suppressed products and account warnings throttle your reach long before bidding or campaign structure ever get a say.
As a Google Merchant Centre expert, I own this layer: diagnosing disapprovals, fixing the feed, optimising attribute coverage & richness and keeping products eligible.
The feed-health layer
What a Google Merchant Centre consultant actually fixes
A clean feed is not a nice-to-have - it is the difference between products serving and products sitting invisible. Most Shopping underperformance that looks like a bidding problem starts as a feed problem.
The work below is everything that keeps your products eligible, accurate and competitive in Merchant Centre. Get it wrong and no amount of campaign optimisation downstream can rescue it.
Product disapprovals and warnings
Finding out why products are disapproved or flagged and fixing the root cause - not just clearing the warning until it comes back. The Merchant Centre error and health checklist is the starting map.
Feed diagnostics
Reading the diagnostics properly: item-level issues, affected products, and which errors actually suppress serving versus which are just noise. Feeds get triaged from the feed optimisation hub.
Missing or malformed attributes
Attributes that are absent, wrong or badly formatted quietly limit visibility potential. The Shopping feed checklist covers the coverage that matters.
Shipping and returns configuration
Getting shipping settings, delivery estimates and returns policies configured correctly, so products stay eligible and the listing holds up against competitors.
Feed rules and supplemental sources
Using feed rules and supplemental feeds to fix, enrich and override data at the source, including the custom labels your Shopping strategy depends on. Start with the supplemental feeds guide.
Promotions
Configuring Merchant Centre promotions so offers show correctly in Shopping without tripping policy or misrepresenting price.
Account suspensions and policy escalation
Diagnosing suspensions and misrepresentation flags, preparing the fix, and escalating through the right channels calmly - not in a panic the day it happens.
Where this ends and another job begins
Feed health, not Shopping strategy
This page is about keeping the feed clean, optimised, approved and eligible. Once that is handled, the commercial decisions - segmentation, margin-based bidding, campaign structure - are a different discipline. I cover this work more on the Google Shopping consultant page.
Most brands need both, hence why I offer them all within the scope of work as part of my service when we partner together.
Available services
Most new clients start with an audit - it's the lowest-risk way to see exactly how your account is performing against your P&L before committing to ongoing management.
Audit
Account & Feed Audit
One-off · From £2,500
- Find exactly where your account is leaking profit vs. just showing poor platform metrics
- SKU-level analysis - which products drive real margin vs. burning budget
- Full GMC feed review: attribute coverage, alignment to search behaviour, tailored for business needs
- Delivered with prioritised fixes, not a long list of observations & tear downs
- No obligation to continue - you own the audit
Account Management
Ongoing Account Management
Monthly retainer · From £3K · 3-month initial term, then rolling
- Audit included
- Senior specialist managing your account - not passed off to a junior focusing on ROAS
- Contribution margin and NCAC as the actual north stars, tied to your P&L
- Flat fee means I'm incentivised to grow your profit, not your spend
- Daily Slack comms. Weekly performance updates. QBRs in person if requested.
- You always own the account and the data.
Consulting & Training
Consulting & Team Training
Flexible · Negotiated per engagement
- One-off diagnosis sessions for accounts you manage in-house
- Team training on profit-first Google Ads and feed management
- Second opinion on structure, bid strategy, or campaign architecture
- Longer-term fractional partnerships where full handover isn't the right fit
All services are flat fee. No percentage of ad spend. No markup on budget. No kickbacks off growing your spend. That's not a policy - it's a structural commitment to alignment.
Who this is for
Built for brands where the feed is the bottleneck
- UK direct-to-consumer ecommerce brands where disapprovals, suppressed products or account warnings are actively costing reach and revenue.
- Shopify and other platform stores that have outgrown what the native feed app can handle.
- Brands running meaningful Shopping or Performance Max spend - roughly £25k+ a month - where feed problems compound fast.
- Founders and marketers who want feed issues owned and monitored, not left until the next disapproval email lands.