Shopping ads alone can't capture every opportunity. Add Search ads and you show up twice on the same page - once with products, once with text. That's 2x the visibility and full coverage from research to purchase.
Shopping ads are powerful for product searches, but they can't capture everything. When someone searches "best running shoes for flat feet" or "Nike vs Adidas," Shopping ads may not show - but Search ads will.
Search ads fill the gaps: brand protection (so competitors don't steal your traffic), comparison queries, problem-aware searches, and long-tail keywords Shopping can't reach.
Together, they create complete coverage. You show up more often, build brand recognition faster, and capture sales at every stage of the buyer journey.
Visual product listings with images and prices
Text ads with headlines and descriptions
What you get when both campaign types work together
Show up in both Shopping and Search results for the same query. Dominate the page and push competitors down.
Competitors bid on your brand name. Search ads let you defend your traffic and keep customers from being poached.
Capture customers whether they're researching, comparing, or ready to buy. No stage of the journey gets missed.
Search campaigns reveal keyword data that improves Shopping targeting. Each channel makes the other smarter.
Both campaign types, one coordinated strategy
Feed optimization, Merchant Center, campaign structure, bidding - everything from our Shopping service included.
Keyword research, ad copy, extensions, and Search campaign management for brand, competitor, and high-intent terms.
We balance spend between channels based on performance. Typically 70/30 Shopping/Search, adjusted monthly by ROAS.
Coordinated bidding so campaigns complement rather than compete. Negative keywords shared across campaigns.
Dedicated brand campaigns to prevent competitors from stealing your traffic when customers search your name.
See the full picture with combined reporting. Understand how channels work together, not just individually.
We analyze your market, competitors, and keyword opportunities across both channels to design a coordinated plan.
We optimize your feed and launch Shopping campaigns. This builds the foundation and starts generating data.
We build Search campaigns for brand, competitor, and high-intent terms. Unified tracking across both channels.
We optimize budget allocation based on performance data. Scale what works, adjust what doesn't.
We typically start with 70% Shopping / 30% Search, then adjust based on performance. Shopping usually drives more volume, but Search often has higher ROAS (averaging 5.17:1) due to high-intent queries. We optimize the split monthly based on what's actually working for your account.
They can appear together on the same search results page - and that's actually a good thing. More visibility for you means less for competitors. We structure campaigns to complement each other: Search targets keywords Shopping can't capture, and negative keywords prevent overlap on generic product terms.
We focus on terms Shopping can't capture well: your brand name (brand protection), competitor names, comparison keywords ("best," "vs," "review"), problem-aware searches ("running shoes for flat feet"), and long-tail queries. We avoid generic product terms that Shopping handles better.
The management fee is higher since we're running two campaign types. But the combined approach typically delivers better overall ROAS because you're capturing opportunities Shopping misses. You're also protecting your brand from competitors - which has value beyond direct conversions.
We recommend $5,000/month minimum in ad spend for combined campaigns. This allows enough budget to properly test and optimize both channels. With too little budget, neither channel gets enough data to perform well. Brands in competitive markets or with large catalogs may need more.
Book a free call to see how combined Search + Shopping can work for your store.