Google Shopping ads

Google Shopping ads show products with image, price and store name directly in search results and on the Shopping tab. For webshops it is often the channel with the highest purchase intent: someone searches for a specific product and is already comparing.

Shopping doesn't run on keywords you choose but on your product feed. Google uses your product titles, descriptions and attributes to decide which searches you appear for. That makes feed quality the biggest lever you have.

For Google Ads in general: Google Ads. For the free option: free listings in Google Shopping.

How it works

1. Google Merchant Center — where you upload or connect your product feed: title, description, price, availability, image, GTIN, brand and category.
2. Approval — Google reviews products and your webshop (including price, shipping and returns information, and policies).
3. Google Ads — you link Merchant Center and create a campaign: a Standard Shopping campaign or Performance Max.
4. Serving — for a relevant search, Google picks which products from which advertisers to show, based on bid, relevance and expected performance.

Standard Shopping or Performance Max?

Smart Shopping no longer exists; those campaigns were upgraded to Performance Max. Many advertisers now combine Performance Max with a Standard Shopping campaign for specific products or tests.

The product feed: where the difference lies

• Product titles — start with what people search for: brand, product type and key attributes (size, colour, material). "Nike Air Max 90 men's sneaker white size 44" gets found more than "Air Max 90".
• GTIN and brand — unique product codes help Google match your product to searches.
• Images — sharp, product centred, no promotional text or watermark.
• Price and stock — must match your site; mismatches lead to disapproval.
• Custom labels — group by margin, bestseller or season so you can bid on them.

Tools like Channable help enrich feeds and adapt them per channel, also for Meta, Pinterest and marketplaces.

CSS partners in Europe

In the European Economic Area, Shopping ads run through a Comparison Shopping Service (CSS). Google Shopping is itself a CSS, but you can also advertise via an external CSS partner. Your ads then appear in the same places, with the CSS name shown. Many advertisers choose an external CSS because it can work out more favourably in the auction at the same click price. Compare the partner's terms and fees before switching.

Steering on return

• Bid on profit, not just revenue. A product with 10% margin and one with 50% don't deserve the same bid. Use custom labels or conversion value rules.
• Send conversion value. Then Google can optimise on ROAS instead of volume.
• Review search terms. In Standard Shopping you see what you appear for and exclude irrelevant terms.
• Mind your price. Shopping is comparison; if you are more expensive, your feed and offer (shipping, returns, reviews) must justify it.

The ad calculator shows which conversion rate and order value you need to advertise profitably.

Frequently asked questions about Google Shopping

What is the difference between Google Shopping and Google Ads?

Google Shopping ads are part of Google Ads. Search ads show text based on keywords you choose; Shopping ads show products based on your product feed in Merchant Center.

Do I need Google Merchant Center?

Yes. Merchant Center is where you manage product data. Without approved products in Merchant Center you can't run Shopping ads.

What does Google Shopping advertising cost?

You pay per click; the click price depends on competition, your bid and product relevance. Decide upfront what cost per sale your product can bear and steer on that.

Is Performance Max better than Standard Shopping?

For accounts with enough conversions and good measurement, Performance Max often delivers more volume. Standard Shopping gives more control and insight. Many webshops use both side by side.

What is a CSS partner?

A Comparison Shopping Service through which you can place Shopping ads in Europe. Google Shopping is one; external CSS partners are an alternative that can be favourable in the auction.

Can I appear in Google Shopping for free?

Yes, with free listings products from Merchant Center can appear on the Shopping tab without ad budget. Reach is smaller than with ads.