What is /tools?
/tools rebuilds messy product data into Merchant Center-ready feeds. An overview of the three modules, Optimise, BidSmart and CSS, and how they fit together.
/tools takes the product data you already have, fixes and enriches it so Google understands it, and gives you a feed URL that Merchant Center loves. Then it helps you bid smarter on the products that deserve it, and cuts your click costs through CSS. You stay in control the whole way: nothing changes in your store, and nothing changes in your ad account without your sign-off.
The problem /tools solves
Google Shopping is a data game. Google decides which products show, for which searches, at what cost-per-click, almost entirely from the product data in your feed. Most merchant feeds are missing GTINs, have titles written for humans browsing a website (not for Google matching a search), use wrong or vague categories, and trip policy checks they didn't know existed.
Fixing that by hand across thousands of products used to be specialist agency work. /tools does it in an afternoon.
The three modules
Optimise: feed enrichment
Optimise reads your catalog (from Shopify, a feed URL, or a CSV upload) and rebuilds up to 20 fields per product to Google's spec: titles, descriptions, GTINs, Google Product Categories, brand, colour, size, gender, age group, material, custom labels and more. It scores your whole feed with a single Feed Health Score, predicts which products are at risk of disapproval, and monitors for changes around the clock.
The result is a stable feed URL that Google fetches on schedule. Your platform data stays untouched; see How enrichment works for the mechanics.
BidSmart: product-level bidding
Once your feed is healthy, BidSmart connects to your Google Ads account and analyses performance product by product. It recommends target ROAS adjustments per product, runs an incubator campaign for new or thin-data products so they can prove themselves without dragging down your main campaign, and flags budget pacing problems before they cost you a month of momentum.
Deep dive How the approval model works
BidSmart operates on a staged approval model. Recommendations are generated continuously, but they accumulate in an approval queue, and a change only executes after you review and approve it. Approvals are batched, auditable, and reversible: every executed change records its before/after state. There is no "auto-pilot" mode that bypasses the queue, by design. Merchants who have been burned by black-box bid automation tend to appreciate this; it also means you can safely let recommendations accumulate for a week and action them in one sitting.
CSS: cheaper clicks
Shopping ads placed through a Comparison Shopping Service (CSS) partner avoid the margin Google adds when placing ads through Google Shopping Europe: in practice around a 20% reduction in CPC for the same auction position. /tools includes RPCSS activation in-app for all subscribers: no agency, no separate contract, no migration risk.
How they fit together
The modules compound: Optimise raises the quality signals Google scores you on, which raises impression share and lowers effective CPC. BidSmart then allocates spend to the products that convert. CSS cuts a flat margin off every click. Most merchants activate them in that order.
Where to start
- Connect your store: Shopify, feed URL, or CSV
- Run your first enrichment and review the Feed Health Score
- Point Merchant Center at your new feed URL
- Once conversion data is flowing, connect Google Ads and open BidSmart
Frequently asked questions
Does /tools change the data in my Shopify store?
No. Enrichment is non-destructive: /tools reads your product data and writes improvements to its own supplemental layer. Your store data is never overwritten. Google gets the enriched version through the feed URL /tools gives you.
Will BidSmart change my bids without asking?
Never. Every change BidSmart proposes sits in an approval queue until you explicitly sign it off. Nothing touches your Google Ads account without your say-so.
How much does it cost?
£89 per month per store, with all three modules included. CSS activation is included for all paying subscribers.