Google ads for general store

[OkiDokiPoki22]

Pretty normal with big mixed catalogs, PMax just goes broad + trims losers.

Quick wins:

* Segment via feed (custom labels), not campaigns (margin / price / performance buckets)
* Cut dead SKUs from the feed early, don’t let Google waste spend
* Run a separate Shopping campaign for your proven products
* Fix feed quality (titles, GTINs, attributes = huge here)

Also €100/day across 10k SKUs is just too thin, it keeps the algo in exploration mode.

[fathom53]

If it works it works, not much you can do as some stores just favour a non-traditional set up.

[crawlpatterns]

Yeah this is pretty common with big messy catalogs like that, especially in smaller CEE markets. PMax tends to work better when it has more data to play with, so splitting too early just starves each segment.

At that AOV and budget, you’re kind of forced into a volume game, which is why the “one big feed + prune losers” approach is holding up. Not ideal, but it makes sense.

One thing that’s helped me in similar setups is not splitting campaigns, but splitting the *feed logic*. Like using custom labels to separate margin tiers, price bands, or even “proven vs unproven” products, then adjusting targets or exclusions gradually instead of hard campaign splits. Keeps the data pooled but gives you some control.

Also worth checking if your best products are actually losing because of competition or just getting drowned in the catalog. Sometimes isolating only the absolute top performers into their own campaign with a protected budget works, but only if they already have consistent conversions.

Honestly though, with 10k SKUs, €20 AOV, and €100/day, there’s just a ceiling. Sounds like you’ve already found the most stable version and now it’s more about squeezing efficiency than expecting a big unlock.

[SEO_Technician]

Yeah, this is pretty normal with big low-AOV catalogs in small markets.

At €20 AOV and €100/day, there just isn’t enough volume for clean segmentation, so PMax naturally concentrates spend on a small set of “winning” products anyway. That’s why your all-products campaign plus constant pruning is outperforming more structured setups.

[ChanceSuccessful178]

Any products not serving at all? I’ve had success with a similar small budget and segmenting purely by impressions. Keep the products serving in one pmax campaign and put the rest in a shopping campaign to try to force them to serve. There may not be enough signal to matter, but it may help serve products that otherwise could work.

[Upbeat-Ad5487]

sticking to one campaign is the right call because spreading that budget any thinner would just starve the algorithm of the signals it needs to find sales

[Due-Condition-4644]

pmax with 10k skus is basically a black hole lol. youre doing the right thing pruning the bleeders but thats so much manual work every morning.

I ran something similar and the all product feed always won too. category splits just made the algorithm relearn everything and performance tanked while it figured stuff out again. I use a tool to automate the cleanup now, flags the low roas / high spend no conv stuff automatically. way less headache

[aamirkhanppc]

Combining all sku is actually good sometime but you need to be carefull with good margin and selling items to push them separately

[Available_Cup5454]

With small populations and low AOV your margin can’t absorb pmax waste switch to standard shopping with manual CPC​​​​​​​​​​​​​​​​

[QuantumWolf99]

Yeah, that’s normal with €100/day and 10k random SKUs. Splitting sounds cleaner, but it starves PMax if each bucket lacks conversion volume. I’d keep the all-products winner, use listing groups/exclusions, fix feed titles, split only by margin or proven volume… not categories for neatness.

[ppcwithyrv]

€100/day across 10k SKUs in smaller CEE markets isn’t much data, so once you split by category or top products, everything gets too thin.

If the all-products feed-only PMax is winning, I’d keep it and focus on pruning waste: exclude products spending with no sales, improve feed titles/images/pricing, and maybe segment only by clear margin or ROAS tiers, not every category.

[Web_Analytics]

With 100€ budget across 10k SKUs there’s not enough data to support any split structure. Keep removing low ROAS products and focus on feed quality. That’s what PMax optimizes from.