Google Shopping Ads

Turn Product Searches into Sales

For e-commerce brands, shopping ads are the most effective way of getting your products in front of potential customers whilst they are searching. The ability to place product images, prices, descriptions and more right at the top of the results page means that they will be in a prime spot to boost sales.

Shopping Ads can:

  • Increase online sales
  • Qualify potential customers before they click
  • Provide real-time product data directly in the search results
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30%

more likely to convert than standard Search ads

85.3%

of clicks on retail Google Ads come from Shopping ads

£0.50

is the average Shopping CPC

What Are Google Shopping Campaigns?

Shopping Ads are image-based cards that appear in a carousel at the top and bottom of the search engine results page, as well as in their own dedicated tab and a whole host of other spaces across the Google ecosystem. They display real-time information directly from your website, meaning that changes in availability and price can be reflected immediately without having to update anything manually.


Certified Google Partners

As a trusted Google Partner, we meet Google’s highest standards for performance, expertise, and client care. It means your campaigns are managed by trained specialists who know how to get the most from your budget, efficiently, ethically, and with results that count.

Chris Mayhew


Chris Mayhew
Head of Paid Media

Why Shopping Ads Perform So Well

  • Visual Product Listings allow users to see what they’re buying before clicking
  • Shoppers know the price upfront
  • People searching for products are often close to buying
  • Clicks tend to be more qualified because key details are visible beforehand

How Shopping Campaigns Work

Rather than being triggered by keywords that someone searches for, shopping ads appear based on information that is fed into Google Ads via your website. By assessing your product data, Google can determine who is likely to be interested in the products and which types of searches should trigger the ads.

The Product Feed provides the image, title, description, price and many other things about the item, which is then displayed in the ad itself. The addition of Google Merchant Center, which sits between Google and your website, ensures that you can edit and optimise each of these data points to maximise ad exposure. Once this feed is synced to your account, any new products you add to your online shop will be automatically added to Merchant Center and, provided you have ads that are targeting the product category, will be instantly included in your ads.

With this being the case, it’s easy to see how the quality of your product feed can impact the performance of your ads.

Talk to us about Google Shopping Ads

Optimising For Value

Because of the pricing data that’s included in e-commerce transactions, shopping campaigns allow advertisers to optimise for value, rather than focusing on the number of conversions (as you might do with a Search campaign) or traffic volume (as you might do with a display campaign).

The cost of every purchase is fed back into Google Ads, meaning you can fuel the campaign with powerful revenue metrics, allowing for performance to be tweaked based on Return On Ad Spend (ROAS). By stipulating a Target ROAS within the settings, you can train the campaign to return a minimum multiplier based on your budget. However, setting this too high is likely to lead to fewer conversions rather than more.

Case Studies

HayPigs increased revenue by 736% with the help of Google Ads

Read Case Study

Pros And Cons of Shopping Ads

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Pros

  • Products appear directly in search results
  • Strong return on ad spend potential
  • Highly scalable
  • Easy integration with ecommerce platforms
  • Visual format improves product discovery

Cons

  • Competitive categories can be expensive
  • Feed quality is critical
  • Less control over search queries
  • Creative customisation is limited

 

Managing Google Shopping Campaigns

The management and optimisation process for a shopping campaign is different to a typical Google Ads campaign. Instead of tweaking keywords and testing ad copy, the main focus is on the data feed and making sure it is presenting the products in the best way possible. This includes testing title variants, trialling new images and ensuring any promotions are clearly visible to potential customers.

Another consideration to pay close attention to is how the product categories are broken down. In the same way that a Search campaign works best when the keywords are segregated into relevant ad groups that match a searcher’s intent, products should be arranged into groups according to their website category to maximise relevancy.

Google Shopping Ad FAQs

In most cases, yes. While local inventory can also be promoted through Shopping ads, the format is designed primarily for e-commerce retailers. By connecting your online store to Google Merchant Center, product data can be synced automatically and displayed directly in the search results, creating a seamless shopping experience for potential customers.

Google Merchant Center is a separate platform that connects your online shop to Google ads. This is where you will set up and manage your feed, as well as view various metrics about how your products are performing. Merchant Center is also where you can add delivery, returns and promotional information.

If you’re selling products online, yes. Being able to show potential customers all of the information up front not only qualifies them before they click, but also attracts more clicks than simply describing the service in a search ad.

This is always a difficult question, as the ideal budget depends on factors such as your industry, competition, product margins and target return on ad spend. As a general rule, we recommend setting a monthly budget that is high enough to generate at least 30 sales. This provides enough data for Google’s bidding algorithms to learn and optimise effectively.

A simple way to estimate this is to calculate how much you’re willing to pay for a sale and multiply it by 30. For example, if your target cost per acquisition is £20, a monthly budget of around £600 would be a sensible starting point.

Absolutely. Shopping campaigns can be a great leveller for smaller retailers. With a well-optimised product feed, it’s possible to compete with much larger brands and secure prominent positions in Google’s shopping results.

Speak To The Google Ads Team Today

If you’re looking to increase online sales, get in touch with our expert team today. We can create Google Shopping campaigns built around your business goals.

Talk to us about Google Search Ads

Other Types of Campaigns we Run

Display Ads

Visually engaging banners shown across millions of websites and apps. Great for remarketing, building brand awareness, or staying top-of-mind after someone visits your site.

Google Search Ad on mobile phone

Search Ads

Appear above your competitors at the exact moment someone is searching for what you offer. Perfect for capturing high-intent traffic ready to convert.

Performance Max

Let Google’s AI find your most valuable customers across all channels (Search, Display, YouTube, Gmail, Maps). A powerful option for businesses ready to scale with smart automation.

Are you ready to start your next project?

CLIENT TESTIMONIALS

What our clients have to say

Jenna Ackerley

Events Under Canvas

Excellent Web design agency. The SEO and Adwords management has greatly helped EUC increase leads over the last 8 years.

Chris McKnight

Yoga Inclusive

We depend on the team at Reach to look after the design and marketing side of the business. As a sole trader it is partners like Reach that we depend on to continue to grow at a healthy rate. Hats off to them all, great work
David Carter

NFL Legal

Reach have helped us with a few website designs and installations as well as other jobs and they have all been carried out to a very high standard with excellent results. Thank you for you help!

Joanne Woodward

Marketing Force Ltd

We have used the services of Reach Digital on several occasions for website design, general design services, SEO and video production work. Their service in every respect is first class and the end result always has exceeded my expectations.

Kyla Keating

ClearView Communications

It's rare to find a team full of highly experienced experts in each field. Reach help us with our brand presence, website and SEO. We look forward to continuing our partnership and achieving even greater success together.

Karen Woods

Brand Consultant

If you are looking for an agile and patient agency that can turn their hand to almost any design or creative marketing challenge you have, then Reach is for you.

Richard Knight

R & S Photography

Reach recently redesigned our website, and we couldn’t be happier with the results! Their team was professional, attentive, and incredibly skilled. They took our vision and turned it into a reality, creating a user-friendly, visually stunning site that perfectly represents our brand. 

Sarah McKee-Harris

Kingswood Group

I knew I needed some help big time when trying to design a website for my new company. Reach helped me cut to the chase through all of the technical jargon and helped create a fantastic website but also helped me develop an ongoing plan that supported my social media branding needs.

Karen Mitchell

Mid & North East Essex Mind

We worked with Reach Digital recently on our new website project which was a pleasure. They understood our requirements and worked with us to ensure the project was delivered on time and on budget. I would highly recommend this business for your digital marketing needs..

Shane Carter

Ace Resin

The team's collaborative approach ensured that our project was completed on time and exceeded all expectations. If you're looking for a reliable and talented digital partner, look no further than the team at Reach Digital.

Jenna Ackerley

Events Under Canvas

Excellent Web design agency. The SEO and Adwords management has greatly helped EUC increase leads over the last 8 years.

Chris McKnight

Yoga Inclusive

We depend on the team at Reach to look after the design and marketing side of the business. As a sole trader it is partners like Reach that we depend on to continue to grow at a healthy rate. Hats off to them all, great work
David Carter

NFL Legal

Reach have helped us with a few website designs and installations as well as other jobs and they have all been carried out to a very high standard with excellent results. Thank you for you help!

Joanne Woodward

Marketing Force Ltd

We have used the services of Reach Digital on several occasions for website design, general design services, SEO and video production work. Their service in every respect is first class and the end result always has exceeded my expectations.

Kyla Keating

ClearView Communications

It's rare to find a team full of highly experienced experts in each field. Reach help us with our brand presence, website and SEO. We look forward to continuing our partnership and achieving even greater success together.

Karen Woods

Brand Consultant

If you are looking for an agile and patient agency that can turn their hand to almost any design or creative marketing challenge you have, then Reach is for you.

Richard Knight

R & S Photography

Reach recently redesigned our website, and we couldn’t be happier with the results! Their team was professional, attentive, and incredibly skilled. They took our vision and turned it into a reality, creating a user-friendly, visually stunning site that perfectly represents our brand. 

Sarah McKee-Harris

Kingswood Group

I knew I needed some help big time when trying to design a website for my new company. Reach helped me cut to the chase through all of the technical jargon and helped create a fantastic website but also helped me develop an ongoing plan that supported my social media branding needs.

Karen Mitchell

Mid & North East Essex Mind

We worked with Reach Digital recently on our new website project which was a pleasure. They understood our requirements and worked with us to ensure the project was delivered on time and on budget. I would highly recommend this business for your digital marketing needs..

Shane Carter

Ace Resin

The team's collaborative approach ensured that our project was completed on time and exceeded all expectations. If you're looking for a reliable and talented digital partner, look no further than the team at Reach Digital.

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