Google Ads for online stores: where to start

For most online stores, Google is the most important source of customers. That's where people search for products they want to buy, often with their wallet in hand. Here's a simple guide to getting started, even if you have no advertising experience.

Three ad types every online store needs

Shopping ads (Google Shopping)

These are the ads with a product image, price and store name you see at the top of search results. They matter most for online stores because customers see the product and price before clicking. Whoever clicks already knows what to expect.

Search ads

Classic text ads above the search results. Good for searches like "gift for a fisherman" or your brand name.

Automated campaigns (Performance Max)

Google decides where to show the ad: in search, on YouTube, in Gmail, on other websites. It works well when it has enough purchase data. That's why it's not ideal right at the start without tracking.

What to prepare before launch

1. Google Merchant Center: where you tell Google which products you sell. You upload a product list from your store (a feed). Most e-commerce platforms can create it automatically.
2. Purchase tracking: so Google knows which ads brought orders. Without it, the system has nothing to learn from.
3. Quality product pages: clear photos, description, price, availability and shipping.

How to name products so Google shows them

Google matches products to what people search for. So the product title matters more than you'd think.

• Weak: "Model X200"
• Good: "Women's running shoes X200, cushioned, sizes 3–9, black"

The title should say: what it is, who it's for, the key feature, size or color.

How much to spend at first

There's no single amount for everyone. A simple calculation helps:

• How much do you earn on one order (after the cost of goods)?
• How much are you willing to pay to win one customer?

The budget should be large enough for Google to record at least a few dozen purchases a month. Otherwise it has nothing to learn from. More in How much to spend on ads.

The most common mistakes online stores make

• No tracking: ads run blind.
• All products in one campaign: cheap and expensive products get the same treatment.
• Poor product titles: Google doesn't know who to show them to.
• Advertising out-of-stock products: you pay for clicks that can't end in a purchase.
• Giving up too soon: the system learns for the first 2–3 weeks. Results usually improve gradually.

How to tell whether it works

Focus on one number: how many euros of revenue each euro in ads brought you. If you spend €200 and sell €1,000 worth, each euro brought €5 in revenue. Whether that's enough depends on your margin. With a low margin you need a higher ratio; with a high margin a lower one is fine.

Summary

For an online store, Google is the strongest sales channel. Start with Shopping ads, set up tracking, name your products the way people search for them and give the system time to learn. If you'd like a team that does this every day to handle it, see our e-commerce marketing.