How to Create Shopping Ads on Google

Google Shopping Ads are one of the most powerful ways to showcase your products directly in front of users searching with intent to buy. These ads display product images, prices, reviews, and links right at the top of Google search results giving your business a huge visibility boost.

In this complete guide, we’ll walk you through everything you need to know to create Shopping Ads on Google.

✅ What Are Google Shopping Ads?

Google Shopping Ads (also called Product Listing Ads or PLAs) are visual product ads that appear when someone searches for an item on Google. They include:

• Product image
• Price
• Store name
• Ratings
• Special offers (if any)

These ads pull data from your product feed via Google Merchant Center, not from ad copy.

Example:

Someone types “Nike running shoes” on Google. They see a row of clickable product images at the top those are Shopping Ads.

🎯 Why Use Google Shopping Ads?

Google Shopping Ads are ideal for e-commerce businesses. Here’s why:

✅ High purchase intent
✅ Visual appeal (image-driven)
✅ Better CTRs than standard search ads
✅ Shows price before click (qualifies the user)
✅ Performance-based: You only pay per click

🧰 What You Need Before You Start

Before creating Google Shopping Ads, make sure you have:

1. Google Merchant Center Account – to manage your product feed
2. Product Feed – structured data of all your products (name, image, price, availability, etc.)
3. Google Ads Account – to run and manage ad campaigns
4. Verified website domain
5. Shipping & return policy listed on your website
6. SSL-secured website (https)

🪜 Step-by-Step: How to Create Google Shopping Ads

Step 1: Create a Google Merchant Center Account

Go to https://merchants.google.com

• Sign in using your Google account
• Fill in your business info
• Verify and claim your website URL
• Set up shipping & tax information (required for approval)

Step 2: Upload Your Product Feed

Your product feed is the heart of Shopping Ads. You can submit it in two ways:

🔹 Manual Upload (CSV or XML File)
🔹 Automated Feeds via plugins, Google Sheets, or eCommerce platforms (Shopify, WooCommerce, BigCommerce)

Your feed should include:

• Product ID
• Title
• Description
• Link to product page
• Image link
• Price
• Availability (in stock/out of stock)
• Brand
• GTIN or MPN (if applicable)

Tip: Follow Google’s product data specification guide to avoid disapprovals.

Step 3: Link Google Ads with Merchant Center

In Merchant Center:

• Go to Tools & Settings
• Click Linked Accounts > Google Ads
• Enter your Google Ads Customer ID
• Approve the request in your Google Ads account

Now both platforms are connected!

Step 4: Create a Google Shopping Campaign in Google Ads

1. Go to Google Ads > Campaigns > + New Campaign
2. Choose your goal: Sales or Website Traffic
3. Choose Shopping as your campaign type
4. Select your Merchant Center account
5. Choose Standard Shopping or Performance Max

🟢 Standard Shopping: Gives you more control (manual bidding, negative keywords)
🟣 Performance Max: Automates bidding, placement & optimization across YouTube, Gmail, Display, and Search

Step 5: Configure Your Campaign Settings

Set the following:

• Campaign name
• Bidding strategy (Maximize clicks, Target ROAS, Manual CPC)
• Daily budget
• Target locations (countries or regions)
• Devices & Ad Schedule (optional)

Step 6: Create Ad Groups

You can choose:

• Product Shopping Ads (one product per ad)
• Showcase Shopping Ads (multiple products grouped together good for broader searches)

Organize your products by:

• Brand
• Product type
• Custom labels
• Category

This gives you better control and reporting.

Step 7: Review and Launch

Double-check:

• Your product feed is approved (no errors in Merchant Center)
• Your campaign settings and budget
• Your bids and targeting

Then click “Publish” and your Shopping Ads will go live after Google’s review process (usually under 24 hours).

📊 Bonus: Optimize for Better Results

Here’s how to get more ROI from your Shopping Ads:

🔍 Optimize Product Titles & Descriptions
Use keywords naturally. Titles like “Red Cotton T-Shirt for Men – Large Size” perform better than “Red Tee.”

📸 Use High-Quality Product Images
Ensure clean, professional, and well-lit images. Avoid watermarks.

💰 Set Competitive Prices
Google often prioritizes cheaper options for identical products.

⭐ Add Product Ratings & Reviews
Integrate reviews via Google-approved aggregators to boost CTR.

💡 Use Negative Keywords
Exclude unprofitable search terms (e.g., “free,” “cheap,” etc.) in Standard Shopping campaigns.

🔄 Keep Product Feed Updated
Avoid disapprovals due to outdated price or stock status.

💼 Google Shopping Ads for Shopify, WooCommerce, and Other Platforms

Most eCommerce platforms offer plugins or native integrations:

• Shopify: Built-in Google Shopping App
• WooCommerce: Google Listings & Ads plugin
• BigCommerce: Google Ads channel integration
• Magento: Third-party extensions

These sync your product catalog directly to Merchant Center with automatic updates.

🤖 Performance Max vs Standard Shopping

Choose Standard if you want more control. Use Performance Max for full automation and easier setup.

❓ FAQs

Q1: Do I need a website to run Shopping Ads?

Yes, a functional eCommerce website with product listings is required.

Q2: How much does it cost?

Shopping Ads use CPC (Cost Per Click). You set your daily budget. Costs vary by competition and product niche.

Q3: Are Google Shopping Ads better than Search Ads?

For eCommerce, yes. They show the product visually before the user clicks, increasing conversion rates.

🚀 Final Thoughts

Google Shopping Ads offer high-intent traffic, visual impact, and excellent ROI for online retailers.

By combining:

• A clean product feed
• Smart campaign setup
• Ongoing optimization

…you can start driving qualified traffic and sales in no time.

Whether you’re selling 10 products or 10,000, learning how to create Shopping Ads on Google is essential.