Custom-Label Coverage Planner
Recommends a custom_label_0..4 schema for B2B Shopping
Walks you through a custom-label schema design that makes Shopping campaigns segmentable for B2B accounts: margin tier, lead-time bucket, application vertical, brand-vs-private-label, and seasonality. The five labels you actually want, not the ones Google suggests.
- Pick which axes matter for your account: margin tier, lead-time, vertical, branding, seasonality.
- For each chosen axis, define the bucket boundaries (e.g. 25% / 50% / 75% margin breakpoints).
- The planner outputs a custom_label_0..4 mapping you can paste into your feed schema.
- Includes example bid-strategy splits per label combination.
Pick axes (max 5)
Recommended schema
custom_label_0Margin tierlow | mid | highcustom_label_1Lead-time bucketstock | short | longcustom_label_2Application verticaloem | distributor | mro
Bid-strategy guidance
- Bid higher (or use a higher tROAS target) on margin tier "high" SKUs; lower on "low".
- Suppress or bid down "long" lead-time SKUs during peak demand windows.
- Segment Performance Max asset groups by vertical for cleaner audience signals.
Why this exists
Custom labels are the single biggest unused lever in most B2B Shopping accounts. Used well, you can run separate tROAS targets per margin tier without rebuilding feeds. Used badly (or not at all), you bid the same on every SKU.
Frequently asked
What are custom labels in Google Merchant Center?
Custom_label_0 through custom_label_4 are five free-form fields you can populate in your product feed. Google Ads then uses them as Shopping campaign segmentation criteria — different bids, different campaigns, different tROAS targets per label combination.
What axes should I use for B2B Shopping?
The five highest-leverage axes for B2B are margin tier, lead-time bucket, application vertical (OEM / distributor / MRO), branding (brand vs private label), and seasonality. Margin tier is non-negotiable; the rest depend on your operations.
How do I set bid strategy per custom label?
Use product groups in Shopping campaigns to subdivide by custom_label values, then apply a different tROAS target or bid to each. High-margin and short-lead-time SKUs get higher bids; low-margin or long-lead-time get suppressed during peak demand.