In short. Google free listings carry no advertising charge, while Shopping ads require paid campaigns and linked accounts, with product data requirements for both.
Definition: As of 17 October 2026, Google's free shopping listings show eligible products without an advertising charge, while Shopping ads are paid product placements managed through Google Ads campaigns. Merchant Center is the service through which merchants submit product data for these placements.
Key facts
- Google's free listings documentation describes product appearances at no cost on surfaces including Search, the Shopping tab, and Google Images.
- Google's Shopping ads overview identifies Shopping campaigns and Performance Max as campaign types used to manage Shopping ads.
- Google's Shopping ads requirements require linked Merchant Center and Google Ads accounts.
- Google's product data specification explains that missing or inaccurate product information can prevent ads and free listings from showing.
What does the merchant pay for?
The Shopping ads overview specifies cost-per-click billing for Shopping campaigns: a charge occurs when someone clicks an ad leading to the merchant's website or a Google-hosted local inventory landing page. Cost per click is commonly abbreviated as CPC.
The same overview describes Performance Max billing separately, with charges based on campaign performance, including clicks. Performance Max supports several ad formats, including Shopping ads, text ads, and YouTube ads. Its billing description therefore covers a broader campaign than product ads alone.
Google's free listings documentation describes free product appearances and also states that Shopping ads occupy ad slots on the Shopping tab. Both formats can therefore appear on that surface.
Which eligibility requirements apply?
Google's Merchant Center guidelines require products to be available for direct purchase through the online store. The website must display contact information, provide a conventional payment method, and allow customers to complete checkout. Return and refund information must be easy to find, including an explicit policy where returns are unavailable.
For free listings, Google's setup documentation requires compliance with its free-listing policies. Shipping settings or product-level shipping costs are required in specified countries, including France, the United Kingdom, and the United States. Turning on free listings gives permission to show eligible products; actual display depends on matching product data to customers' searches.
Paid participation adds account and campaign requirements. Google's Shopping ads requirements specify linked accounts and compliance with Shopping ads policies covering the business, products, promotions, and website. They also require up-to-date product data at least every 30 days.
What product data is required?
A product feed supplies product attributes, such as a title and price, to Merchant Center. Google's product data specification defines the attributes and their formats. Core attribute names to check when reviewing a feed include:
id
title
description
link
image_link
availability
price
These fields are a starting point. The same specification requires submitted price and currency to match the landing page and checkout, and availability to match the landing page, checkout, and structured data. Required attributes also depend on the product.
Google's free listings attribute table requires a brand for products with a clearly associated brand or manufacturer, and a GTIN, a manufacturer-assigned product identifier, where one is assigned. It also requires condition information for used or refurbished products. Free participation therefore still requires accurate, sufficiently detailed product information.
Related terms
- Google Merchant Center
- Google free product listings
- Merchant Center advertising eligibility
- Product feed freshness
FAQ
Where can I check whether free listings are active?
Google's free listings instructions direct you to Marketing > Marketing methods, then the Free listings card in Merchant Center. New Merchant Center accounts are opted in by default.
Where can I find product data problems?
The product data specification points you to the Issue Details Page in Merchant Center for diagnostic information. Check missing attributes and differences between your submitted data and website.
Sources
- Google Merchant Center Help, "Free listings for products", undated
- Google Ads Help, "About Shopping ads", undated
- Google Ads Help, "Requirements for Shopping ads", undated
- Google Merchant Center Help, "Product data specification", undated
- Google Merchant Center Help, "Follow Merchant Center guidelines to keep your account approved", undated
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