The short answer
To create a Shopping campaign, first link Merchant Center to Google Ads (Merchant Center Settings → Apps and services, or Google Ads Tools → Data manager). Then in Google Ads click Create → Campaign → Sales → Shopping, choose the Merchant Center account and Standard Shopping. Start with Maximize clicks or manual CPC and a modest budget, split product groups by category or margin, add negative keywords, and switch to target ROAS once you have about 30 conversions a month.
Before you start
By the end of this SOP
Merchant Center linked to Google Ads and a Standard Shopping campaign built, checked and ready to publish.
- Time
- 45–60 minutes
- You’ll need
- Approved products in Merchant Center (SOP 322, SOP 323), a Google Ads account (SOP 014) and purchase conversion tracking with values (SOP 309).
- Who does this
- The person managing Google Ads for the store.
About this SOP: why it matters, where and when
Why it matters: Shopping ads reach people already looking for a product, with the price shown upfront, which usually means higher-intent clicks.
Where: Merchant Center and Google Ads.
When: After products are approved and purchase tracking with values works.
Stage 1
Link Merchant Center to Google Ads
- 1
In Merchant Center, open Settings → Apps and services (or Linked accounts) → Google Ads → Link account, and enter the Google Ads customer ID.
- 2
In Google Ads, open Tools → Data manager → Google Merchant Center and approve the link request.
- 3
Make sure the Google Ads account currency is INR, matching the product prices.
Stage 2
Create the campaign
- 1
In Google Ads, click Create → Campaign → Sales → Shopping. Choose the Merchant Center account and country India.
- 2
Choose Standard Shopping campaign. Name it, for example “Shopping – All products – Standard”.
- 3
Bidding: start with Maximize clicks with a max CPC limit, or Manual CPC, until you have purchase data. Move to target ROAS once there are about 30 conversions a month.
- 4
Budget: start at a level you can afford for 2–4 weeks of learning. Set locations to where you deliver, with the Presence option.
Stage 3
Split product groups
- 1
In the ad group, open Product groups. Click + on “All products” and subdivide by Category, Brand, Product type or a custom label.
- 2
Use custom labels in your feed (for example margin_high, bestseller, clearance) so you can bid more on profitable products.
- 3
Exclude products you don’t want to advertise (low margin, out of stock often).
Stage 4
Add negatives and run the pre-launch check
- 1
Add your shared negative list (SOP 305): “free”, “second hand”, “wholesale” (unless you sell it), competitor brands you don’t carry.
- 2
Check before publishing:
- Purchase conversion with value is recording.
- Products are approved and prices match the site.
- Locations match where you deliver.
- Product groups exclude unprofitable items.
- Budget is approved, including 18% GST.
- 3
Publish, then review the search terms and product performance weekly for the first month.
Practice & check
Now do it for real
Reading is not doing. Open your own account and complete this task before you move on.
Practice task (5 min)
Link a Merchant Center account to Google Ads and build (without publishing) a Standard Shopping campaign with product groups split by category.
Prove it
Two questions. Get both right and this SOP is done.
Common questions
Standard Shopping or Performance Max?
Start with Standard Shopping for control and learning on a small budget. Move to Performance Max once purchase tracking and product data are solid, and compare results.
Why aren’t my Shopping ads showing?
Check that products are approved, the accounts are linked, the campaign targets the right country, and bids or budget aren’t too low. Use Ad preview and diagnosis to check.
Do I need a website to run Shopping ads?
Yes. Each product must link to a working product page where people can buy.
Done. That’s a real skill, not a certificate.
Want to do this on real client budgets, with a mentor checking your work? That’s Level 2 at Unlearn. See the Digital Marketing track