Stone & Tile Shoppe

Stone & Tile Shoppe is a major flooring retailer with approximately 100,000 SKUs spanning tiles, natural stone, vinyl, and other materials for both residential and commercial customers. They came to us with a suspended Merchant Center, zero ads experience, and an ambitious 20x ROAS target.

The Challenge

Stone & Tile Shoppe presented one of the most complex starting situations we’ve encountered. The client had never run any paid advertising campaigns before, and their Google Merchant Center was suspended for “Misrepresentation”—completely blocking them from running Shopping or Performance Max ads.

Beyond the suspension, the sheer scale of approximately 100,000 SKUs that needed to be structured, categorized, and fed into Google’s systems made this a significant technical undertaking. The complex website architecture made feed generation and product data optimization especially challenging. And the client’s ambitious 20x ROAS target demanded exceptional efficiency from every dollar spent.

The Solution

• Investigated and successfully appealed the Merchant Center suspension, resolving all misrepresentation flags
• Built a custom feed integration to handle the complexity of 100,000 products with accurate pricing, availability, and product data
• Set up comprehensive conversion tracking and analytics infrastructure from scratch
• Started with a conservative $100/day budget to validate the account recovery and build initial performance data
• Structured the 100,000-product catalog into logical Performance Max asset groups organized by material type, price range, and use case
• Created category-specific campaigns aligned with how customers actually search for flooring products
• Launched brand search campaigns to capture high-intent branded queries and protect against competitor bidding
• Split-tested Feed-Only PMax against standard PMax to determine optimal ad format mix for flooring products
• Implemented price-point and material-based segmentation to allocate budget toward highest-margin products
• Launched Dynamic Search Ads campaigns to capture long-tail queries across the massive product catalog
• Built cold traffic search campaigns targeting non-branded flooring queries to expand the customer acquisition funnel
• Implemented remarketing campaigns to re-engage visitors who browsed high-value product categories
• Developed seasonal optimization strategies around home renovation peak seasons
• Continuously refined the product feed with improved titles, descriptions, and custom labels based on performance data

The Results

The Merchant Center recovery was the critical first step that made everything else possible. Without resolving the suspension, the entire catalog would have remained invisible to Google Shopping and Performance Max—the two most important channels for e-commerce product advertising. From there, every phase of growth was deliberate: building a custom feed for 100,000 SKUs, starting conservatively at $100/day, and scaling only after proving performance at each level.