Local inventory ads onboarding guide

Upload a primary feed

This is step 3a of local inventory ads setup.

This article describes how to upload a primary feed to enable local inventory ads.

To submit product data through API, learn more about the Google Content API.

The primary feed is a list of all of the products that you sell with attributes that describe the products. Some attributes are required for all items, some are required for certain types of items, and others are recommended.

If you are submitting separate primary feeds for shopping ads and local inventory ads, make sure that you are not submitting the same products in both feeds.
Not providing a required attribute may prevent that particular item from showing up in results, and not providing recommended attributes may impact the ad's performance.

Google recommends submitting all of your products in a single feed for both programs.  For newly created feeds, all applicable feed destinations can be selected during feed creation.  For existing feeds you want to opt into local inventory ads as an additional destination, you can do so via primary feed settings. If you need to exclude products from either shopping ads or local inventory ads, you may use the excluded_destination attribute. Learn more about excluded_destination

If you have a legacy product feed created before October 3rd, 2019, this does not apply to you and you can continue to submit offers eligible for Shopping ads and local inventory ads in separate feeds.

Build your primary feed

Step 1: Create a delimited text file, an XML file, or use API

To start, create either a delimited text file (recommended) or an XML file or use API.

Step 2: Tell us about the products you sell in stores

Your primary feed is Google’s source of information about your products. The information you submit in this feed is what appears to shoppers searching for your products. Learn more about local inventory ads product data specification

Sample primary feed for local inventory ads.












You may only use 'new,' 'used,' or 'refurbished' as values.




If you have a manufacturer part number for a product, include mpn. If you do not have gtin, mpn + brand are required. See more information in the Products Feed Specification.


Follow the Google product category guidelines.

excluded_destination If you want to exclude the product from serving on Shopping Express, set to "Shopping Actions".

Apparel items required attributes

Apparel items require several additional attributes in the local products feed.




Include for items with variants using any of the below product attributes.








google_product_category Follow the Google product category guidelines.

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