Create a Showcase Shopping ad

Showcase Shopping ads let you group together related products and present them together to introduce your brand or business.

Showcase Shopping ads are available in these countries:

  • Australia
  • Brazil
  • Canada
  • Germany
  • France
  • Hong Kong
  • Ireland
  • India
  • Indonesia
  • Malaysia
  • The Netherlands
  • New Zealand
  • The Philippines
  • Singapore
  • South Africa
  • Sweden
  • Taiwan
  • United Arab Emirates
  • UK
  • US

You may create Showcase Shopping ads using Google Ads and the Google Ads API (AdWords API). If you want to advertise individual products, check out Product Shopping ads

This article explains how to set up a Showcase Shopping ad. Find out more about what makes up a Showcase Shopping ad

Example: You sell swimwear and you want to highlight your men’s swimming shorts page and all your relevant products for a customer who searched for 'men’s swimming shorts'. You can create a Showcase Shopping ad that features everything you have to offer for men’s swimming shorts.

Before you begin

To create a Showcase Shopping ad, you'll need to complete a few steps first:


Step 1: Create a Showcase Shopping ad group

You first need to create an ad group for Showcase Shopping ads. Here's how to do it:

  1. Sign in to your Google Ads account.
  2. Click Ad groups in the page menu to reach the ad group page.
  3. Click the plus button .
  4. Click Select a campaign Edit, and then select the Shopping campaign that you'd like to add the ad group to. You can search for campaign names to help you find the right one. Learn more about Engagement metrics.
  5. Once you've selected a campaign, click Create ad group.
  6. Next, choose your settings for the ad group:
    • Ad group type. Click Showcase Shopping.
    • Ad group name. Enter a name for the ad group. You'll use this name to find the ad group later. You can change the name after the ad group has been created.
    • Bid. Enter the bid for the ad group. This is the cost-per-engagement bid that will be applied to your Showcase Shopping ad. You can change the bid at any time. You can't make any bid adjustments on product groups like you can for product Shopping ads. You'll pay when someone clicks to expand your ad, and spends 10 seconds within your ad, or clicks a link.
  7. Choose which products will appear in your ad by selecting product groups. Here are some important tools that you can use to help target your products to your ad for best effect.
    • Subdivide your product groups. You can subdivide the first product group, 'All products', to create a more targeted set of products. Find out about subdividing product groups.
    • Exclude product groups containing products that you don't want to show with your ad. Find out more about how to exclude a product group.


      You should have six to ten highly relevant products in your ad group in order to surface a Showcase Shopping ad. However, it’s recommended that you have 1,000 products or more in your ad group – in order to respond to the highest number of queries.
  8. Click Save and continue.

Step 2: Create a Showcase Shopping ad

Next, you'll create the Showcase Shopping ad by providing an image, links and text for your ad. You can create multiple ads for each Showcase Shopping ad group. It is recommended to create a separate ad for each relevant category URL page on your site. The most relevant ad will automatically be shown to the user based on their query.

Once you've chosen your product groups, you should be on the create an ad stage. Here's what to do:

  1. First, add a header image. Upload a header image that represents your product category, brand or business. Here are the requirements for that image:
    • Dimensions: 600 x 314 px minimum (1200 x 628 px recommended), 1.91:1 aspect ratio. Images of 812 x 428 px and less are acceptable, but can limit your overall reach, and are therefore not recommended.
      Note: In certain cases, the bottom part of your image may not be visible. Place the most important content sufficiently far from the bottom edge. You can also crop the image, and then see what it'll look like in the preview on the side.
    • Format: JPG or PNG
    • Image colour model: RGB
    • Max file size: 5 MB
      • ​Use a high-quality, professional image with at least one product
      • Don't use an image that contains promotional text, watermarks, borders, collages, logos or references to competitor products. Learn more about image policies
    • Your header image will appear at the top of your ad when someone clicks it. If your header image is the most relevant match for a given search query, it may also appear in your ad before someone clicks it. Otherwise, one of your product images will be displayed instead. Google will show the ad that matches best with the user’s query.
  2. Next, add text:
    • Headline (optional). The headline is a short line of text that helps people notice your ad. Include up to 24 characters.
    • Description (optional). The description can appear in the expanded form of your ad and provides more information about the products that you're showcasing. Include between 70 and 120 characters.
    • Final URL. The final URL is the URL of the landing page that you want people to visit after they've clicked your ad. The landing page that you choose needs to be relevant to your ad and the products that you're advertising with the ad.
    • Display URL. The display URL is the website address that appears in your ad. It's typically the URL of the site or page that you're advertising. Only a URL of 25 characters can be shown on mobile and 35 characters on desktop. If your display URL is longer than the character limit, a shortened version is shown in your ad. Review our display URL policy.
      Important: Keyword insertion isn't supported in the headline and description fields
  3. Preview the ad on the right side of the panel. Remember that the products shown together with your Showcase Shopping ad are influenced by a person's search term.Note: To show more relevant ads to users, it is recommended to create an ad for each relevant category page on your site.
  4. When you've finished making changes, click Save and continue.

Your ad will go into review to ensure images and text comply with our policies. You can expect an answer in 72 hours.

Was this helpful?
How can we improve it?

Need more help?

Sign in for additional support options to quickly solve your issue