A stationery retailer with 60k SKUs. We rebuilt the Merchant Center feed, added brand exclusion on PMax, fixed site speed and GA4 events. No magic — just clean technical SEO + Ads.
A large stationery catalog with 60,000 products and a traditionally low ROAS. Merchant Center kept disapproving the feed for mismatches, PMax burned budget on branded traffic, and GA4 captured only 30% of real events.
Feed engineering
We rewrote the feed from scratch — whitelist 5.5k → 29k SKUs, brand coverage 35% → 76.8%, empty descriptions 36% → 0, GTIN 94.5%. 96.9% approved in Merchant Center.
Brand exclusion on PMax
Added 16 brand-negative variations across 2 shared negative lists + a Customer Match list. Cut cannibalization; ROAS climbed to 1182%.
GA4 events live
view_item, add_to_cart, begin_checkout, purchase — imported as conversions. PAGE_VIEW excluded from bidding.
Whisen.
LG / AUX catalog
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