Some of your products in Merchant Center are disapproved, and nobody knows since when.
Blocked products don't appear in Shopping. You only pay for the ones left, often the least interesting.
Google Ads and Shopping for food & wine
Google Ads for ecommerce isn't about volume. It's about leaving margin.
We manage Google Ads and Shopping for wineries, producers and food retailers selling online. A clean feed, a clear structure, budget on the products that truly earn margin. Not more clicks: more orders worth having.
L&C
We were born inside Longino & Cardenal, which for over thirty years has been sourcing and delivering ingredients to chefs and restaurants across Italy. We know food & wine from the product and margin side, long before the campaign side.
Your store★★★★★ Sponsored · In stock · 24h delivery
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Generalist marketplace★★★★☆ Sponsored · Lowest price
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Price comparison site★★★☆☆ Offers from multiple stores · Sort by price
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This is where margin is decided: who shows up, with which product, and next to which price.
If two of these sound familiar, the problem isn't your budget. It's where it ends up.
These are the five signs we see most often when we open up a food & wine ecommerce account. None is serious on its own. Together, they eat into your margin every month.
Clicks come from bargain hunters, and then the cart is abandoned.
Budget burned on people who will never buy from a producer, only from a marketplace.
Your campaigns sell almost nothing but products already on promotion.
You spend to move your lowest-margin items while the rest of the catalog sits still.
In-platform ROAS looks good, but the month-end numbers don't back it up.
ROAS counts revenue, not margin. In food & wine, with shipping and refrigeration, that's where the whole difference lies.
Platform conversions don't match the orders in your back office.
If the numbers don't add up, every budget decision is a gamble.
Self-assessment
Seven questions. One minute. The state of your account, right now.
Answer honestly: nobody sees it but you. If you like, send us your result and your audit starts right here.
Do you know the real margin on the products you push in your campaigns?
Not the average markup: the margin per SKU, shipping included.Is your Merchant Center feed free of disapproved products?
Check the warnings too, not just the blocking errors.Do your campaigns keep your brand separate from generic searches?
People searching for your name shouldn't cost the same as people discovering the product.Do your Google Ads conversions match the real orders in your back office?
Compare a full month, not a week.Do you review search terms and exclude those that only bring in bargain hunters?
At least every two weeks, not once a year.Do your holiday and gifting campaigns start at least eight weeks in advance?
Gift buyers start earlier than you'd think.Do you know how many campaign orders come from new customers and how many are repeat purchases?
A number, not a feeling.How we build Google Shopping campaigns for food that protect your margin
Campaigns are the last piece, not the first. Margin per product, the feed and the data come first. Then we decide where to put the budget.
We start from the numbers
Margin, feed and tracking
- Margin by product and product family, not an average
- A clean Merchant Center feed, with titles and attributes rewritten
- Conversions aligned with the orders in your back office
They find you
Search and Shopping aimed at buyers
- Product and occasion searches, not just price searches
- Brand kept separate from discovery campaigns
- Exclusions reviewed every two weeks
They buy
Budget where the margin is
- Priority to products that pay off, not just discounted ones
- Bids by price range and real availability
- Gifts and holidays prepared eight weeks in advance
They come back
From first order to repeat purchase
- Past customers treated differently from people who don't know you
- Remarketing on the right products, not the entire catalog
- Contacts passed to email and CRM, so the next order costs less
Every phase is measured: active products in the feed, cost per new customer, margin per campaign, repeat purchase rate. If a phase isn't delivering numbers, we act there, not everywhere.
Google Partner
Certified partnership
We're a Google Partner
Google Partner status can't be bought: it's earned through team certifications, consistently managed spend and measured results on client accounts. For you, it means dedicated support from Google, early access to new features and people who know exactly what they're doing inside your account.
- Search and Shopping certified team
- Campaigns built around margin
- Tracking before spending
- The account is always in your name
Brands that have already put us to the test
Figures measured through platform connectors (Google Ads, Merchant Center, Meta, GA4), not promises. The next case study on this page could be your store.
Food ecommerce · fine patisserie
Laboratorio Cannavacciuolo
Google Ads and Meta managed together, with budget moved to the products that sustain margin, not just those on promotion. Structure rebuilt, feed optimized, seasonality prepared in advance.
x9ROAS on Google Ads and Meta
+20%revenue year over year
Food ecommerce · curated ingredients
Shoplongino
Organic and advertising rebalanced: less reliance on campaigns, more traffic arriving on its own and a cart that's worth more.
+300%organic traffic
-50%ad spend (approximately)
+20%average order value
Food ecommerce · gourmet food
Cipriani Food
Partnership launched in April 2026. In the May to July quarter, with rebuilt campaigns and a refined feed, orders and revenue grew together with the contacts collected.
+27%orders in the May to July quarter
+16%revenue year over year
x3leads acquired in July
How we work
Four steps, always in the same order
1 · Week one
Audit
We open up your account, feed and data. We tell you where your budget goes today and which part is really working.
2 · One call
Priorities
We decide what to switch off, what to keep and where to move the budget. With margin thresholds, not just ROAS targets.
3 · 3 to 6 weeks
Rebuild
Feed rebuilt, new structure, tracking aligned with real orders. We restart on a foundation that holds.
4 · Every month
Measurement
Spend, orders, new customers, margin per campaign. A report you can read in five minutes.
Where to start
We always begin with the account audit. Then we choose the engagement format that fits your catalog and budget, not the biggest package.
Step 1
Google Ads account audit
- Campaign structure and obvious waste
- Feed status and blocked products in Merchant Center
- Check of tracking against real orders
- A 30-minute call to discuss it
Step 2 · The typical project
Feed, structure and relaunch
- Product feed rebuilt and kept clean
- Search and Shopping campaigns rebuilt by margin tier
- Tracking and conversions aligned with your back office
- Training for your team on the numbers to watch
Step 3
Ongoing management
- Daily management of bids, search terms and exclusions
- A plan for holidays, gifting and seasonality
- Tests on new products and audiences
- Monthly report on spend, orders and margin
Google Ads for food & wine ecommerce: the questions everyone asks us
Short answers. For the long ones, there's the audit.
What's the minimum budget to get good results?
There's no one-size-fits-all threshold: it depends on how much clicks cost in your category and on the margin of your average order. If the budget is too low to gather useful data, we tell you in the audit and show you where it's best spent first.
How long does it take to see results?
The first fixes to wasted spend show results within a few weeks. Evaluating a new structure takes at least two or three full months, because food and wine seasonality changes the picture considerably. We don't promise guaranteed ROAS: neither we nor anyone else can.
Who manages the product feed, you or us?
We usually take it on: titles, attributes, categories, availability and exclusion rules. You stay in control of the catalog in your ecommerce; we keep the feed aligned and leave you documentation so you can see what's happening.
How do you handle consent and privacy in tracking?
We set up the cookie banner and consent so that data is collected only from people who have accepted, as the GDPR requires. Contacts collected through campaigns go into your lists with traceable consent, never into purchased lists or lists imported without a known source.
Can we start from scratch, with no active accounts?
Yes. In that case the audit becomes an analysis of catalog, margins and demand, and we start with a few simple, tightly controlled campaigns to learn what responds before scaling up.
What happens if we stop working together at some point?
Accounts, feed, conversions and lists remain yours: they're in your name from day one. We leave you a documented structure and a handover call, so whoever takes over, in-house or external, knows exactly where to start.
Read this before you call us
If you'd rather understand first and talk later, these articles are the place to start.
Google Ads account audit
Give us read-only access. We'll tell you where your budget goes.
Within 48 hours you receive a document with the waste we found, the state of your feed and the three priorities for your account, plus a proposed call to discuss them. No barrage of sales calls, no commitment.
- Review of campaign structure, search terms, feed and tracking
- Three priorities, with the expected impact on orders and margin
- If work is needed, a clear quote. If the account is already in good shape, we'll tell you.