Promote the local products and services available at your physical locations, including retail stores, restaurants, and auto dealerships. By setting up a local product feed in Google Ads, you can provide shoppers with information that can help them decide when and how to visit your store.
This article explains how to set up a local product feed and how to connect it to your Performance Max campaigns for store goals. After set up, your Performance Max for store goals campaign will enable you to showcase product-specific offers (for example, highlighting new menu items, promoting new model launches, or featuring the availability of new phone devices).
Before you begin
To promote your local products, you’ll need to set up a local product feed that includes your store inventory, product descriptions, images, and prices. Google will automatically create ads showcasing your products across your relevant physical locations. You can use Promotion of local products by connecting Business data feed.
Eligibility requirements
To promote the products and services in Performance Max campaigns for store goals, keep the following criteria in mind:
- Performance Max campaigns for store goals are available in all countries (except South Korea, due to country-specific government requirements).
- All products can be shown on the Display network except those that target legally or culturally-sensitive categories (for example, alcohol, gambling, or clinical trial recruitment) due to ads personalization. Learn more about Personalized advertising.
- Products sold through monthly payments or subscription plans aren't supported.
- The following types of products aren’t supported in the European Union and Switzerland:
- Products sold by volume or weight (for example, food products, perfumes, dog food).
- Energy-efficient products, including some lighting, heaters, refrigerators, and other products (access the full list here).
Instructions
1. Create a local product feed using business data feed
First, navigate to the “Business data” section of your account to create a local product feed.
Create a local product feed using Business data
- In your Google Ads account, click the Tools icon
.
- Click Business data.
- Click the plus button
, then select Local product feed.
2. Format your data
Next, use the columns in the CSV template provided to format your product data in your own spreadsheet. Make sure to use the exact column names from the template.
Format your data
- Download the CSV template for columns and instructions.
- Keep the exact column names in the downloaded CSV and format the product data in your own spreadsheet.
| Column | Required? | Description |
|---|---|---|
| Rank | Yes |
Positive integer to indicate the relative order in which products will show up. Every row in this column must be a unique, positive, and whole number. |
| Product Item ID | Yes |
ID for the individual product in your inventory. Alphanumeric string. This can include a maximum of 50 numbers and letters, but no spaces or special characters. |
| Title | Yes |
Name of the product that will be shown in the ad. String: maximum of 35 characters. |
| Description | Yes |
Description of the product that will be shown in the ad. String: maximum of 127 characters. |
| Item URL | Yes | URL for the landing page with additional item information. |
| Image URL | Yes |
A valid URL that links to an image. Requirements:
|
| Price | Yes | A number with up to 2 decimal places, followed by a space, and then the currency code. (for example, “10 USD”) |
| Store code | Yes |
Business Profile code for your store where this item is available at the price. If the item is available at 2 or more stores but with different prices, create 2 (or more) rows, one for each store. For multiple store codes at the same price, you can add multiple stores to each row (up to 100 per row) by separating the codes with a semicolon (“;”). If a product is available in all stores, enter “<all>” in this column. |
| Sale price | No |
Discounted price of the item. A number with up to 2 decimal places, followed by a space, and then the currency code. (for example, “8 USD”) Must be less than the value in the “Price” column. |
Note: A minimum of 5 products per store is required for the campaign to promote your local products. It’s recommended that you select 5 to 10 products.
3. Upload your data
After you’ve finished formatting your spreadsheet, you’ll need to name your product feed and upload your data.
Upload your data
- Name your local product feed.
- It’s best to use a short name without any spaces.
- Make sure not to reuse the name of an old data set or feed that you've removed. Google Ads can only recognize new names.
- Upload your spreadsheet file.
- Click Apply.
After your data is uploaded, you can view this product feed under “Data feeds” (in the navigation menu, click Tools and Settings, and then under “Set up”, click Business data). Select the name of your feed to access the data that was uploaded. You can find and fix any errors in uploading your data under “Upload history.”
4. Connect the feed to your Performance Max campaign for store goals
After uploading your local product feed to your Google Ads account, you can add it to an existing Performance Max campaign for store goals.
Keep in mind: A minimum of 5 products per store must be selected for the campaign to serve these ads. It’s recommended that you select 5 to 10 products.
Add feed to an existing Performance Max campaign for store goals
- In your Google Ads account, click the Campaigns icon
- Click the Campaigns drop down, and click Campaigns. Open an existing Performance Max campaign which is optimized to store goals only (store visits, direction clicks, or Google hosted contacts).
- Click the Settings tab on top.
- Click the “Local product feed” section to expand it. Check the box that indicates “Use a product feed for this campaign”.
- Select Google Ads (Business data feed) as the feed source.
- Learn to set up a local inventory feed using the Local inventory onboarding guide.
- Select the relevant product feed from the dropdown menu (the feed needs to have been previously uploaded to the Google Ads account).
Learn more about how to Set up business data feeds.