Most teams are still piecing this together with tools that were never built for it.
Most Shopify stores running Standard Shopping still manage SPAGs with Ads Editor, a spreadsheet, and weekly manual reviews. It works for a while. Then the catalog grows, launches pile up, and cleanup never really stops.
Today's stack
Ads Editor + spreadsheet + weekly review
Google Ads Editor for every bulk change
A spreadsheet to track structure, bids, and negatives
Search-term review that only happens weekly
Manual SPAG builds for every launch
Cleanup that always lags behind live spend
With Spagify
One workspace for the weekly workflow
One place to launch SPAGs, route queries, review search terms, and watch pacing
Cross-product negative keywords generated automatically as the catalog grows
Push to Google Ads in the background with live placement-level progress
Product-level rules, alerts, and quality-score monitoring
Item-level reporting with 90-day LTV and cohort insights
Running SPAGs by hand is not a one-time setup. It turns into weekly ops.
Standard Shopping gives you more control at the product level, but the actual workflow is still held together with Editor, spreadsheets, and manual review.
Every launch turns into an ad-build project
By the time products are synced, SPAGs are built, ads are checked, and tracking is in place, a launch can eat a huge chunk of the week before spend even starts.
Search terms leak spend faster than you can block them
Query drift happens daily, but negatives get reviewed weekly. The gap is money spent on terms you did not mean to buy.
The structure that worked at 20 products breaks at 200
What stays manageable on a spreadsheet at small scale turns into structure debt, drift, and inconsistent SPAGs once launches and catalog churn stack up.
Most automation tools solve this by taking control away from you
The account gets easier to operate, but you lose the product-level visibility that made Standard Shopping worth running in the first place.
Pain severity pulled from Spagify's internal pain-point inventory for Shopify merchants running Google Standard Shopping.
The weekly Standard Shopping workflow, turned into software.
Spagify handles the recurring work between your catalog and your ad account: build structure, route traffic correctly, clean up waste, and keep product-level control.
Inside the workflow
How the Standard Shopping waterfall actually works
Priority is routing order, not value. Google checks campaigns in High → Medium → Low order at auction time. The standard waterfall puts the cheapest, broadest traffic at the top and lets product-specific queries fall through to the bottom — where the highest bid lives.
Generic / discovery
Lowest bid
Checked first. Catches broad category queries. Negatives here push brand and product queries downstream.
Brand
Medium bid
Catches brand queries that fall past High. Negatives here push exact-product queries further down the stack.
Product / SKU
Highest bid
Final catch — exact product matches and your best converters. Most valuable traffic intentionally lands here.
Standard Shopping has no positive keywords — products match queries through the feed, and negatives are the only steering wheel. Spagify generates the routing negatives for each tier, keeps cross-product isolation in sync as the catalog grows, and pushes everything to Google Ads in one workflow.
01
Sync products from Shopify
Pull item-level product data into one workspace without adding another feed tool just to get started.
02
Build SPAGs with the routing waterfall
One product per ad group, with the three priority campaigns wired so generic queries enter at High, brand queries fall to Medium, and product/SKU queries land at Low — where the highest bid lives.
03
Route queries with cross-product negatives
Generate the negatives that keep each SPAG matched only to its own product. Review them per-product, push them to Google Ads, and watch progress live.
04
Run with rules, alerts, and pacing
Use product-level rules and alerts so you can automate the repetitive work without losing visibility.
What Spagify handles today
The current product is built around the work Standard Shopping teams are already doing manually every week.
SPAG launch and structure control
Create, publish, and manage Single Product Ad Groups with item-level isolation and the three-priority Standard Shopping waterfall wired correctly out of the box.
Cross-product negative keyword routing
Generate the negatives that route brand and product/SKU queries down the priority stack. Per-product view shows who's blocking traffic to each ad group and where this product's identifiers block elsewhere — with inline add and remove.
Async push to Google Ads
Push approved negatives to Google Ads in the background — leave the page, come back to a completion notification, see per-placement progress in real time. Monthly placement caps and rollback per sync batch included.
Rules, alerts, and A/B rule testing
Product-level rules with cooldowns, guardrails, and dry-run testing so you can automate the repetitive work without losing visibility.
Product-level reporting with LTV and cohort insights
Item-level performance, pacing, repeat purchase rate, and 90-day LTV — without collapsing everything into campaign averages.
Negative keyword intelligence and search-term mining
Per-product keyword intent classification feeds the negative-routing engine — search-term mining and workspace memory rules that learn from your approvals keep each SPAG matched only to its own product.
What we're building next
Pulled directly from the active engineering roadmap — current as of the last deploy.
AI rule suggestions
Spagify analyzes your last 30 days and suggests rules that would have improved ROAS — one click to add. Backend ships now, UI lands next.
Performance-driven negative routing
Click and purchase metrics from Google Ads feed back into the negative-keyword generator — newly added products get their routing dialed in automatically based on what's actually converting.
Approval queue for teams
Let rules propose changes and route them through a review queue before anything hits the account. Coming on the Scale tier.
User-scheduled automations
Configurable schedules for negative sweeps, search-term mining, and bid passes — set the cadence per workspace instead of relying on defaults.
Profit and contribution margin
COGS, refunds, and fees factored into rule decisions so product calls are based on profit, not just revenue.
Built for stores that still want to run Shopping with control.
Spagify is built for Shopify merchants running Google Standard Shopping with 100–999 actively advertised SKUs, where launches, query cleanup, and structure changes start eating real hours every week. The pain usually gets sharp around 250 SKUs.
Best fit
Shopify stores actively running Google Standard Shopping
Growing catalogs where manual SPAG work is eating real hours every week
Operators who want product-level decisions instead of campaign averages
Teams tired of stitching Ads Editor, spreadsheets, and ad-hoc reviews together
Not a fit
PMax-only operators who want full consolidation
Very small catalogs where manual setup is still quick
Merchants who only need feed sync or Merchant Center hygiene
Anyone looking for a set-and-forget AI ad platform
Spagify Platform talks to Google Ads on your behalf — and nothing else.
Spagify Platform is an operating layer for Google Standard Shopping. To do that, it needs to read and write inside the Google Ads accounts you choose to connect. Here is exactly what that means.
What Google Ads access is used for
Only the Google Ads accounts you explicitly connect
Reads selected Google Ads account information
Reads campaigns, products, search terms, and performance data
Creates and manages campaigns and product groups at your direction
Manages negative keyword lists on your behalf
Manages bids, budgets, and bidding strategies you configure
Runs the rules, alerts, and automations you set up
What Spagify will never do
Hard limits, written into our privacy policy
No access to Gmail, Google Drive, Calendar, Contacts, or Photos
No sale of Google user data, ever
No targeted advertising using Google account data
Spagify Platform's use and transfer of information received from Google APIs adheres to the Google API Services User Data Policy, including the Limited Use requirements. Full details are in our Privacy Policy.
Questions operators usually ask first
The fit is specific, so it helps to answer the filtering questions up front.
Spagify Platform
The Standard Shopping SPAG operating system for Shopify.
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Spagify Platform — The Standard Shopping SPAG operating system for Shopify.