Vehicle ads are a performance-focused, omnichannel ad format that allows vehicle advertisers to promote their entire inventory of new and used vehicles to interested customers shopping for vehicles online. This format is relevant for any vehicle advertiser that wants to promote vehicle inventory for sale.
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Important considerations for vehicle ads
- Programme targeting: Ensure that your data source (also known as feeds) settings in Merchant Center are configured to target only 'Vehicle ads'. Targeting Shopping ads or cost-free listings is not supported for vehicle sales and can lead to product disapproval or limited visibility.
- Data accuracy: Product disapprovals or a 'Limited' status can also occur due to an incorrect data source. Pay close attention to:
- Pricing: The price in your data source and structured data must exactly match the price on your website landing page.
- Landing pages: Verify that landing page URLs are correct and accessible, and accurately reflect the vehicle being advertised.
- Link templates: If using link templates, ensure that they include ?store={store_code} and redirect to the specific product landing page.
- Mileage: Use supported units (e.g. 'miles' or 'km') and ensure accuracy on both the landing page and in the data source.
- Required attributes: All necessary attributes, such as image links and availability, must be present and correct.
- Shop codes: The shop code in your data source must match the shop code provided in your shop data. Learn more about how to fix: Missing valid shop code
- Review process: After submitting your data source or making updates, allow 24–48 hours for the changes to sync and for the review to be completed. Products may initially appear as 'Pending initial data quality review' or 'Under review'. Ensure that your website has also passed the website eligibility review for the vehicle ads programme for a smooth review process.
To participate in our vehicle ads programme, you must adhere to the Shopping ad policies with the following requirements and exceptions.
Requirements to participate in vehicle ads
Note: Exceptions to the requirements below may apply based on participation in beta features.
- Allowed vehicle types: Non-commercial and passenger vehicles including recreational vehicles, ATV's, UTV's, RV's, non-motorised trailers and campers
- Any vehicle that requires a special licence to operate or permission to be bought or that isn't equipped and licensed for use on public roads is excluded.
- Examples of excluded vehicle types: Motorcycles, motorised bikes, boats, planes, farm vehicles, go-karts, race cars and any vehicle requiring a commercial licence.
- For sale or lease only: Vehicles available for subscription aren't supported
- Vehicle auctions: Vehicle auctions and auction pricing aren't supported
- Vehicle parts: Vehicle parts, accessories, tyres and services aren't supported
- Vehicle title: All vehicles listed for sale must have a clean title. Vehicles with any title defect are ineligible for vehicle ads
- Examples of unacceptable title types: Salvage, lien, etc.
- Dealership licence: Dealerships must have a valid dealership licence in markets where required by the local jurisdiction, in which vehicles are located and/or offered for sale. To apply for verification of your dealership licence, fill in this form.
- Examples are a state vehicle dealer licence, sales licence, permit information or business registration.
- A driver's licence or sales receipts aren't valid documentation to meet this requirement.
- Direct sellers only: Brokers aren't allowed to participate
- Aggregators and original equipment manufacturers (OEMs): Aggregators and OEMs may only upload vehicles from dealerships with valid licences in the required market.
- Online delivery of vehicles: The programme for advertisers offering the online delivery of vehicles is in beta. Fill in this form to submit your interest.
- Location: You must have a bricks-and-mortar business location for customers to physically visit, review and/or purchase the vehicle in the state that you are listing the vehicle for purchase
- One account per state: You may only list vehicles for sale in a single state within a single Merchant Center account
- Image data specification: Vehicle ads have additional image data specification and image requirements. Learn more about vehicle ad policies and guidelines
Exceptions to Shopping ad policies
The following Shopping ad policies don't apply to vehicle ads:
- Unsupported shopping content [vehicles]: Light passenger cars and trucks may be advertised using vehicle ads.
- Promote only products available for direct purchase: Vehicle ads may lead a customer to complete a vehicle purchase in person and thus the policy for 'Links promoted in Shopping ads and cost-free listings need to lead users directly to a page that allows them to buy the advertised product' isn't required for vehicle ads.
- Website requirements regarding online checkout: The requirement for online payment and transaction requirements don't apply to vehicle ads.
- Delivery: Given that vehicle ads require an in-store purchase and collection, no delivery information is required.
Understanding issues in Merchant Center
If your vehicle data and website don't comply with our policies, your offers might get disapproved or your account could be suspended. These issues can prevent your products from showing on Google. Learn more about issues in Merchant Center and request a review.
Vehicle ads beta features
Vehicle ads from the following advertisers are available as beta features:
- Advertisers offering the online delivery of vehicles
- Multi-state sellers in a single account
Note: Beta features for vehicle ads are being tested and expanded. Participation in beta features may initially only be available to certain vehicle advertisers. Performance in beta countries may differ from that of non-beta countries. Beta features may not be eligible to show everywhere, can change at any time and may never be fully launched. If you wish to participate in these beta features, fill in this form to submit your interest.
If you're working with a third-party platform, some of these instructions may not apply to you. Refer to your third-party platform for instructions on how to resolve the issue and request a review. Learn how to find support if you use a non-Google platform.