$80M in incremental revenue last month, one optimization: the feed

• 8% revenue lift, $22M incremental revenue.
• 15% lift in ROAS, $50M incremental revenue.
• 5% revenue lift, $8M incremental revenue.
• 7% lift in clicks.

These results came from four separate 28-day Google Ads tests over the last 30 days, across a luxury fashion house, a major US department store, a global home retailer, and a fast-growing athletic wear brand.

Every lift came from optimizing the Google Merchant Center feed.

We've spent the last few years treating GMC as a primary product surface, not just a backend system. The results above are why.

For years, most of the industry has treated Google Merchant Center as plumbing: a backend system that moves catalog data from a PIM into Google's ad stack, usually managed by whichever feed vendor is already in place. It's seen as operational infrastructure, downstream of strategy and upstream of nothing particularly important.

We bet the opposite.

We believed Google Merchant Center is one of the core drivers of paid performance, because the attributes inside the feed determine how Google understands, matches, and ranks products against consumer queries. Feed quality is campaign quality. Bidding, creative, and audience targeting only amplify the signal your product data already sends.

For retailers, that makes the product data layer the moat.

A clean, semantically rich catalog written in consumer language becomes legible to every AI buyer, recommendation engine, and commerce platform. A messy catalog becomes increasingly invisible across all of them.

The brands investing in this layer today aren't just improving Google Ads performance. They're building the infrastructure every AI-mediated commerce channel will run on. The brands still treating GMC as a channel-specific operational task are optimizing the surface layer, while the real competitive advantage is being built at the data layer.