What is the Incremental Sales programme?
The Incremental Sales programme is a managed advertising service included in your Vendably platform subscription at no additional cost. It identifies products in your catalogue that are generating zero sales or underperforming in your existing campaigns, then runs dedicated Shopping and Performance Max campaigns to drive incremental revenue from those specific items.
The programme works by provisioning a Vendably-owned secondary Merchant Center sub-account that feeds product data to your own Google Ads account. Vendably manages campaign setup, bidding, and optimisation within your account, so you maintain full visibility and control over the spend and performance.
How products enter the programme
Vendably automatically identifies products eligible for the Incremental Sales programme using your historical sales and ad performance data. A product typically enters the programme if it meets one of these conditions:
- It has received clicks or impressions in your existing Shopping campaigns but generated zero conversions over a defined period.
- It has very low or no visibility in your current campaigns despite having inventory and a valid product feed.
- It is a new product with no sales history yet.
Once identified, the product is provisioned into a separate managed campaign structure. You do not need to manually nominate products or opt in per item. The system continuously evaluates your catalogue and adjusts the product list as performance changes.
Campaign structure and setup
When products enter the Incremental Sales programme, Vendably creates and manages two types of campaigns in your Google Ads account:
Shopping campaigns. These campaigns use standard Google Shopping ads to display your products to users searching for items matching their attributes (brand, category, price, and so on). The campaigns target the specific products identified as underperforming.
Performance Max campaigns. These campaigns use your product feed to automatically generate ads across Google's display network, YouTube, Gmail, and other placements. Performance Max uses machine learning to optimise placements and creatives for conversion.
Both campaign types are created and managed within your existing Google Ads account. Vendably handles bid management, budget allocation, and ongoing optimisation. You can view and edit these campaigns directly in Google Ads if needed, though Vendably's automated management is designed to optimise performance without manual intervention.
Reporting and attribution
The Incremental Sales programme provides dedicated reporting separate from your main Shopping campaign performance. You can view this data in the Channels section of your Vendably dashboard, under the Incremental Sales section.
The reporting includes:
- Conversion attribution. Transactions attributed directly to clicks from Incremental Sales campaigns, tracked through your Google Ads conversion tags and Vendably's attribution model.
- Revenue reporting. Total revenue generated by products sold through Incremental Sales campaigns, broken down by product, campaign type, and time period.
- Campaign metrics. Impressions, clicks, cost per click, and return on ad spend (ROAS) specific to the managed campaigns.
This separation allows you to measure the true incremental impact of the programme. Revenue attributed to Incremental Sales campaigns is revenue that would not have been generated by your existing campaigns, because these products were underperforming or invisible beforehand.
Reporting updates daily, so you can monitor performance and see which products are responding well to the managed campaigns.
Product lifecycle and measurement
Products move through a defined lifecycle within the Incremental Sales programme:
Entry. The product is identified as underperforming and provisioned into managed campaigns.
Campaign run. The product runs in Shopping and Performance Max campaigns for a measurement period (typically 30 to 90 days, depending on initial traffic volume). Vendably optimises bids and budgets to maximise conversions and revenue.
Performance evaluation. At the end of the measurement period, Vendably assesses whether the product generated incremental revenue and achieved a healthy return on ad spend. If the product is performing well, it may continue in managed campaigns or graduate to your main Shopping campaigns if it has reached sufficient visibility.
Graduation or adjustment. Products that achieve strong performance may be removed from the Incremental Sales programme and integrated into your standard campaigns, or they may remain in managed campaigns if they continue to benefit from dedicated optimisation. Products that do not generate sufficient revenue may be paused or removed from the programme.
This lifecycle ensures that your ad spend is focused on products with genuine sales potential and that successful products are not over-managed once they reach stable performance.
What success looks like
Success in the Incremental Sales programme is straightforward: previously zero-sales or underperforming products begin generating attributed revenue through the managed campaigns.
Common success outcomes include:
- A product with zero conversions in your main campaigns receives 5, 10, or 20+ attributed conversions per month through Incremental Sales campaigns.
- A product with very low visibility (fewer than 100 impressions per month) receives thousands of impressions and converts at a healthy rate.
- A new product with no sales history reaches its first sales through the managed campaigns, validating its market demand.
- A product's return on ad spend (ROAS) in Incremental Sales campaigns exceeds your target threshold, indicating profitable incremental revenue.
Success is measured in attributed revenue only. If a product generates £500 in revenue through Incremental Sales campaigns over a month, that £500 is counted as incremental because it came from campaigns specifically designed to serve that previously underperforming product.
Where to find Incremental Sales in your dashboard
Incremental Sales reporting and programme details are located in the Channels section of your Vendably dashboard. Select the Incremental Sales section to view:
- A list of products currently in the programme.
- Performance metrics (conversions, revenue, ROAS) for each product and campaign type.
- Historical performance trends.
- Campaign status (active, paused, completed).
From this view, you can also see which Merchant Center sub-account is being used for the programme and confirm that your Google Ads account is correctly connected to receive campaign data.
Getting started
The Incremental Sales programme begins automatically once your Vendably account is set up and your Google Ads account is connected. You do not need to enable a separate feature or pay an additional subscription fee. Vendably will begin identifying underperforming products and provisioning campaigns within the first few weeks of operation.
To ensure the programme works effectively:
- Confirm that your Google Ads account is connected to Vendably. See connecting-google-ads-to-vendably for setup steps.
- Ensure your product feed is complete and up to date, with accurate titles, descriptions, prices, and inventory data. Products with incomplete data may not be eligible for the programme.
- Check your conversion tracking setup in Google Ads. The Incremental Sales programme relies on accurate conversion tags to attribute revenue correctly.
- Review your Incremental Sales reporting regularly to understand which products are responding to managed campaigns and which are not.
Summary
The Incremental Sales programme is a built-in, no-cost service that identifies zero-sales and underperforming products and runs dedicated Shopping and Performance Max campaigns to drive incremental revenue. Products are automatically identified, campaigns are managed by Vendably within your Google Ads account, and performance is reported separately so you can measure the true impact of the programme. Success is defined by previously invisible products generating attributed revenue. Access your Incremental Sales data and reporting in the Channels section of your Vendably dashboard.