Google Shopping Campaigns

Build Shopping campaigns with Merchant Center integration and product ad groups.

Shopping campaigns display product ads directly in Google Search results — including product images, prices, store names, and ratings. Unlike Search campaigns, there are no keywords or ad copy to write: ad content comes entirely from your Merchant Center product feed.

Prerequisites

Before creating a Shopping campaign, you need:

A Google Merchant Center account with your product feed uploaded and approved
Your Merchant Center ID — a number like 123456789, visible in the Merchant Center URL and account settings
The Merchant Center linked to your Google Ads account — done in Merchant Center under Settings → Linked accounts

Without a linked feed, the campaign will be created but won't serve ads.

Basic structure

campaigns/shopping.ts

import {
  google,
  daily,
  targeting,
  geo,
  languages,
} from '@upspawn/ads'

export default google.shopping('Shopping - All Products', {
  budget: daily(25),
  bidding: 'maximize-clicks',
  targeting: targeting(geo('US', 'CA'), languages('en')),
  merchantId: 123456789,
})
  .group('all-products', {})

The `google.shopping()` builder

google.shopping(name, input) accepts:

Field	Type	Notes
`budget`	`Budget`	Required
`bidding`	`BiddingInput`	Required
`targeting`	`Targeting`	Optional — geo + language
`merchantId`	`number`	Required — your Merchant Center account ID
`campaignPriority`	`number`	`0`, `1`, or `2` — higher priority wins when multiple campaigns match
`enableLocal`	`boolean`	Enable local inventory ads
`feedLabel`	`string`	Filter to a specific product feed label (optional)
`negatives`	`Keyword[]`	Negative keywords to block irrelevant searches
`status`	`'enabled' \| 'paused'`	Default `'enabled'`
`startDate` / `endDate`	`string`	ISO date strings `'YYYY-MM-DD'`

The builder exposes .group(key, input) to add ad groups.

Ad groups

Shopping ad groups are simpler than Search — there are no keywords or ads to write. The ad creative comes from your Merchant Center feed automatically. Each group gets an optional bid override and status:

.group('all-products', {})                    // default bid, all products
.group('electronics', { bid: 0.75 })          // $0.75 CPC bid override
.group('accessories', { bid: 0.40, status: 'enabled' })
.group('clearance', { status: 'paused' })     // paused group

The bid is a CPC bid in your account's currency units (dollars, euros, etc.). If omitted, the campaign-level bidding strategy controls bids.

Campaign priority

When multiple Shopping campaigns could serve for the same query, campaignPriority determines which one wins the internal auction. Higher number = higher priority:

// High-priority campaign for bestsellers (wins over general campaign)
google.shopping('Shopping - Bestsellers', {
  budget: daily(30),
  bidding: 'maximize-clicks',
  targeting: targeting(geo('US')),
  merchantId: 123456789,
  campaignPriority: 2,         // highest priority
})

// Medium-priority for general catalog
google.shopping('Shopping - General', {
  budget: daily(20),
  bidding: 'maximize-clicks',
  targeting: targeting(geo('US')),
  merchantId: 123456789,
  campaignPriority: 0,         // lowest priority (default)
})

Use priority tiers to control budget allocation across product segments without feed-level filtering.

Bidding strategies for Shopping

Shopping campaigns support a subset of Google's bidding strategies:

// Maximize clicks — most common starting strategy
google.shopping('Shopping', {
  budget: daily(20),
  bidding: 'maximize-clicks',
  merchantId: 123456789,
})

// Maximize clicks with a CPC cap
google.shopping('Shopping', {
  budget: daily(20),
  bidding: { type: 'maximize-clicks', maxCpc: 1.50 },
  merchantId: 123456789,
})

// Target ROAS — requires conversion tracking and sufficient history
google.shopping('Shopping - ROAS', {
  budget: daily(40),
  bidding: { type: 'target-roas', targetRoas: 4.0 },
  merchantId: 123456789,
})

// Maximize conversion value (similar to maximize-clicks but value-focused)
google.shopping('Shopping - Value', {
  budget: daily(40),
  bidding: 'maximize-conversion-value',
  merchantId: 123456789,
})

// Manual CPC — you control bids per group
google.shopping('Shopping - Manual', {
  budget: daily(15),
  bidding: 'manual-cpc',
  merchantId: 123456789,
})

Complete example

A two-tier Shopping structure — one campaign for priority products, one for everything else: