Stop paying for sales that would have happened anyway. Incremental Sales ensures your Google Shopping budget is driving net-new revenue, not just taking credit for baseline demand.
Your campaigns look healthy on the surface, but overall business growth has flatlined. This is the “ROAS Trap” where the algorithm favours historical winners and leaves the rest of your catalogue invisible.
Area represents share of total revenue
Our Incremental Sales solution doesn’t just optimise performance, it creates new growth.
Targeting the part of your catalogue that is not currently getting clicks or sales, so you can grow beyond the same handful of historical winners.
No more competing for the same conversions. Instead, it drives new sales from products that aren’t performing, without cannibalising what already works.
A performance-only model that runs as an additional layer in your Google Shopping account. We focus on products that are not currently getting clicks or sales, and you only pay when we generate incremental sales.
Connect in a click of a button. Once you authorise access, we securely link to your Google Ads account and product data so we can see what is selling and what is not. No code needed on your side.
Multiple times a day, we scan your feed and refresh key performance signals from Google Ads to keep the picture current. We can track sales and performance based on your Google Ads activity, so we always have an accurate, up-to-date picture of what's moving and what isn't.
We handle bidding strategy, creative optimisation, and audience targeting, all tuned specifically for dormant inventory. Our performance rules also cut out waste by reducing spend on products that are costing money without hitting the agreed ROAS, so profitability stays under control as we scale. Most clients see their first conversions on previously unsold products within the first 24 hours.
We plug your newly optimised product feed into our CSS networks: Crowd Shopper, High Street One, Find the Trend, and Cascade. Previously non-selling products are now structured properly and placed in front of the right people at the right time. We take care of everything.
Incremental Sales runs alongside your existing Google Shopping activity.
We exclude products that are already performing and focus on the part of your catalogue that is not getting clicks or sales.
If a product starts converting in your core campaigns, it is removed from our incremental campaign, meaning zero cannibalisation.
We take a small percentage of the revenue generated from products that weren't selling before. If we don't increase your sales, you don't pay a thing.
We only make money when you make more money. Our incentives are fully aligned with yours.
Incremental sales are additional sales generated on top of the revenue you are currently generating through Google Shopping.
In simple terms, it’s growth created by bringing more of your catalogue into play, especially products that are not currently getting clicks or conversions in your core setup.
We use the same conversion tracking that already exists in your Google Ads account. Our reporting is built from Google Ads product-level performance, so we can see what has sold through incremental activity and what has sold through your core campaigns.
The goal is simple: show what the incremental layer is contributing, without guessing.
Before anything goes live, our onboarding team reviews your current Google Ads tracking setup.
We regularly flag tracking issues before launch, often where sales are being overreported. If we spot something, we’ll raise it with you and, where possible, help fix it before our campaigns begin.
If the issue can’t be fixed straight away, we’d rather wait than launch using unreliable data.
Once everyone is happy with the tracking, we connect to your Google Ads API. Our software then pulls data directly from your account every day, so reporting stays accurate, up to date, and based on the same source of truth you already use.
Core campaigns have access to the easiest products to sell, such as bestsellers and proven performers.
Incremental activity targets the less visible part of the catalogue, products that are not converting today. Matching core ROAS keeps the approach commercially sensible and helps make sure incremental growth supports profitability, not just scale.
Your tracking remains your responsibility, but our team will always do their best to spot anything unusual after onboarding.
If a genuine issue comes up, we don’t want to send unfair invoices or make things more stressful than they need to be. We’ll have an honest conversation, look at what has been affected, and make sure any invoice is fair based on the revenue we have actually generated.
Our software pulls data from your Google Ads API every day.
As soon as Google reports a sale for one of your SKUs through Google Shopping, we remove it from our Incremental feed at the next refresh, usually within 24 hours.
The only thing to be aware of is conversion delay. Products are removed once Google’s API has reported the sale, so if there is a delay in Google Ads reporting the conversion, there may also be a short delay before that SKU is removed.
Our Incremental Sales software focuses on products that have not had clicks or conversions.
If you see us bidding on a product, it means that product has not sold through Google Shopping in the last 30 days, according to the Google Ads API.
Through our combination of CSS, feed optimisation and performance rules, we help underperforming products re-enter the auction with stronger product data, without interfering with the products already working in your core campaigns.
When Performance Max launched, we tested it at scale against Standard Shopping and, at the time, Smart Shopping. We also tested the different settings within PMax to make sure we could protect your wider account performance, deliver strong Incremental results, and stay true to what the service is designed to do.
We use Performance Max for Incremental campaigns, but we limit activity to Shopping traffic only. That means your ads don’t spill into other networks or overlap with your wider activity.
In simple terms, you get the Shopping-focused targeting of product listing ads, with the machine learning and performance benefits that PMax can offer.
This depends on the account, but usually, yes.
The majority of accounts utilise data-driven attribution, which helps Google connect multiple touchpoints before a sale takes place. If your ads stop showing as soon as your brand is mentioned, you can disappear from the auction at a crucial point and risk paying for traffic without the sale.
If you are crocs.com and sell Crocs, we would not automatically exclude that branded demand. The same logic applies across many retailers.
As long as the other elements of Incremental Sales remain in place, focusing on non-performing SKUs, then it makes sense to get in front of as many customers as possible who are looking to buy from you. Your Shopping feed triggers all search terms, so the majority of our Incremental traffic comes from long-tail search terms.
However, if there is a genuine reason not to target your brand, we’re happy to discuss exclusions.
No.
Avoiding cannibalisation is our main priority and the reason Incremental Sales was built the way it was.
The service is designed to sit alongside your existing campaigns, not compete with them. We focus on products that are not currently selling through your core Google Shopping activity, and remove products from our feed once they begin converting there.
If your existing campaigns were harmed by our activity, the service would not be doing its job. Our role is to help more of your catalogue contribute to growth, without disrupting what already works. That is why we have worked extremely close with Google to ensure a powerful and non-intrusive service offering.
Click here to find out more about our partnership with Google.
Find the products getting little to no visibility, see what they could be worth, and spot where incremental revenue may be sitting in your catalogue.
We reduce reliance on the algorithm by expanding visibility across more of your catalogue.
Up to 80% of your products may be getting zero impressions because the algorithm is funnelling budget to safe, established SKUs.
Stop relying on campaign-level averages. We base bidding and feed decisions on the margin and performance of each SKU, so you can see exactly what is worth backing.
We can overlay competitor pricing data to prioritise budget where you are competitively priced, and avoid pushing spend where you are not.
Proof it works, from the people using it.
See which products are not selling today, and where the incremental opportunity sits. No commitment, no upfront cost.
