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Google Ads for online stores: Shopping and Performance Max

For an online store, Google's product ads (Shopping) are usually the best place to start: they show the photo, price and store name right in the search results, to people looking for that product. To run them, the store needs to send its products to Google Merchant Center.

EixoAds · Updated on November 1, 2026

Step 1: Google Merchant Center

Merchant Center is where the store uploads its catalog to Google, with the name, price, photo, availability and shipping of each product. Most platforms and custom stores generate this file (the feed) automatically. The site needs a returns policy, contact details and secure checkout, or products may be disapproved.

Once the catalog is approved, products can already appear for free in the Shopping tab. Ads give them paid prominence.

Step 2: choose the campaign

  • Performance Max: uses the catalog to show products in Shopping, Search, YouTube, Gmail and partner sites. It is the option Google recommends most today.
  • Standard Shopping: only on the shopping network, with more control over products and bids. Good for starting with a smaller budget.
  • Search: for searches for your store name, categories or products that need explanation.

Step 3: track sales, not just clicks

Set up the purchase conversion with the order value. Google Ads will then show your return on ad spend (ROAS): how much you sold for each real invested. Without it, you do not know which products make money and which only spend.

Tips that make a difference

  • Complete product titles (brand, model, color, size), because Google uses the title to decide which searches to show it for.
  • Photos with a clean background and competitive prices: in Shopping, customers compare side by side.
  • Put best sellers or high-margin products in their own campaigns.
  • Clear shipping costs: expensive shipping hidden at checkout kills conversion.

If you do not have your own store yet, ON Network builds online stores with Pix and no commission per sale. For ad management, see the EixoAds plans.

Frequently asked questions

Do I need Merchant Center to advertise products?

For product ads (Shopping and Performance Max with a catalog), yes. Regular search ads do not require Merchant Center.

How much should an online store invest in Google Ads?

It depends on margin and average order value. What matters is tracking ROAS (sales per real invested) and increasing budget on the products that pay back.

Do products show on Google for free?

Yes. With an approved catalog in Merchant Center, products can appear for free in the Shopping tab. Ads give them more prominence.

Want to know how much to invest?

Talk to Lucas on WhatsApp: we review your industry and city before you invest.

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