For many retailers, Google Shopping performance can look healthy on the surface.
Revenue is coming in. Core campaigns are working. ROAS looks strong enough.
But underneath that, there is often a bigger issue hiding in plain sight: too much revenue is being carried by too few products.
That was the challenge for Marine Super Store.
Most of the catalogue had little to no visibility in Google Shopping. A small number of SKUs were doing the heavy lifting, while a much larger group of products had no real route into the auction.
The issue was not that the products could not sell. They were simply not being seen.
Before launching Incremental Sales, Marine Super Store had a clear catalogue coverage problem.
Only 5% of products were generating 100% of revenue.
At the same time, 68% of products had zero clicks, which meant the majority of the catalogue was not getting meaningful visibility in Google Shopping.
There was also budget being wasted. 46% of spend was going towards non-converting products, leaving room to improve both efficiency and growth.
This is a common pattern in Google Shopping.
The same bestsellers continue to get visibility, budget and sales, while the rest of the catalogue sits in the background. Over time, that creates a ceiling. Growth becomes harder because the account is relying on the same small group of products again and again.
Marine Super Store needed a way to bring more of the catalogue into play without disrupting the products and campaigns that were already performing.
The first step was identifying the products that were not getting a fair chance.
We analysed product-level performance and found the parts of the catalogue with zero clicks, low visibility and no meaningful contribution to sales.
From there, we launched Incremental Sales campaigns designed to sit alongside the existing Google Shopping activity. The aim was not to compete with the core campaigns or take credit for sales that were already happening.
The aim was to activate the products that were being missed.
By separating dormant and underexposed products from the core activity, Marine Super Store could give those products a clearer route into Google Shopping without cannibalising what was already working.
This gave previously invisible products a path to convert.
The impact was clear.
Marine Super Store generated £4M+ in incremental revenue, with a 30% overall revenue increase.
The incremental activity also delivered a 43x ROAS on non-converting products, showing that the opportunity was already there. It just needed the right structure and visibility.
For Marine Super Store, this was not about pushing more spend at the same products. It was about making more of the catalogue work.
Karl, Marketing Director at Marine Super Store, explained the impact:
“Shoptimised was brought to us by our agency, who deal with our core campaigns. It kind of benefited everyone, better value pay-per-click and a significant saving from using their CSS, which meant we could achieve a better return on ad spend for the same amount of money.
When we first started with Google Shopping with our agency, we were seeing 1,100% return, to now hitting 6,000, 7,000 and even 9,000 at peak times.”
Strong Google Shopping performance is not just about making the bestsellers work harder.
For retailers with a large or complex catalogue, the real opportunity is often in the products that are not getting seen at all.
Marine Super Store already had products with potential. Incremental Sales helped give those products visibility, structure and a route to revenue.
If your Shopping account is relying on the same small group of SKUs, there may be more opportunity sitting in the catalogue than you think.
Find out which products are being missed, and what that could be costing your Shopping account.
