When running a product-based eCommerce business, few things are more frustrating than setting up your Google Shopping campaigns, only to find that your ads aren’t appearing at all. As I have researched extensively while working with several eCommerce brands, this is a fairly common issue — and one that can often be resolved with a bit of knowledge and optimization.
In this article, I’ll walk you through why your Google Shopping ads may not be showing and exactly what you can do to fix the problem. Whether you’re managing ads yourself or working with a Google Shopping agency, this guide can help improve visibility and performance.
You May Be Targeting the Wrong Country or Language
One of the most overlooked settings in Google Shopping is your targeted location and language. If your Merchant Center feed is configured to target a region your ads aren’t eligible to serve, your products won’t appear.
As per my knowledge, this issue often happens when businesses sell internationally but forget to adjust the feed for multiple regions. If your store is based in the U.S. but you’re targeting Canada, make sure you submit a dedicated feed with CAD pricing and English/French translations if necessary.
Fix:
- Double-check your feed and campaign location settings.
- Ensure the product language and currency match your target market.
Your Product Feed Has Issues
Your product feed is the lifeline of your Google Shopping campaign. If there are errors — such as missing GTINs, incorrect prices, or invalid URLs — Google will block those products from appearing in search results.
As per market research, over 60% of rejected products in Merchant Center come down to minor feed issues that are completely avoidable.
Fix:
- Use the Google Merchant Center diagnostics tool to spot errors.
- Regularly update your feed and resolve disapprovals promptly.
- Work with a Google Shopping management agency to automate feed health checks.
Your Bids Are Too Low
Bidding plays a crucial role in whether your ads get shown or not. Unlike Search campaigns, Shopping Ads don’t use keywords — Google relies on your product data and bid to determine where and when your ads are shown.
If your competitors are bidding aggressively and you’re offering the minimum CPC, your ads may simply be outbid and therefore won’t show up.
As I have researched in performance-driven campaigns, a low bid strategy may work temporarily but often results in inconsistent impressions.
Fix:
- Test a more competitive bidding strategy.
- Consider switching to Smart Bidding options like Target ROAS.
- If you’re unsure, a Google Shopping ads agency can help you assess competitive benchmarks.
Your Account or Feed Is Under Review
New Google Shopping campaigns often undergo a review period. If your product feed or account is still being reviewed, your ads won’t appear yet.
As per my knowledge, the review typically lasts 3–5 business days, but delays may happen due to violations or incomplete data.
Fix:
- Wait patiently if you’re within the review period.
- Contact Google support if the review exceeds a week.
- Ensure your store meets all Google Shopping policy guidelines to avoid unnecessary holds.
Lack of High-Quality Images or Data
Google values relevancy and user experience. If your product listings don’t include high-resolution images, compelling titles, or rich product data, your ad rank may suffer — even if your feed is technically valid.
As per market research, listings with high-quality images and descriptive titles have 35% better CTRs than those with minimal info.
Fix:
- Add clear, high-resolution product images (no watermarks or logos).
- Use relevant keywords in your product title and description.
- Work with a Google Shopping management agency to optimize feed content.
Policy Violations in Your Store
Even if your product feed looks good, your store itself may be violating Google Shopping policies. Examples include missing return policies, restricted products, or deceptive pricing.
As I have researched from real case studies, many advertisers remain unaware of minor violations that trigger automatic disapprovals.
Fix:
- Perform a compliance audit on your site.
- Make sure your terms of service, contact info, and return policy are clearly visible.
- Use tools like Google’s policy manager to track warnings or suspensions.
You’re Not Working with Specialists
Managing Google Shopping isn’t a “set it and forget it” system. It requires ongoing feed updates, bidding adjustments, A/B testing, and audience targeting. That’s why many successful eCommerce businesses partner with a Google Shopping agency or hire Google Shopping management services.
As per my knowledge from working with clients across niches, in-house teams often lack the time or experience to optimize campaigns daily. A specialized team can help identify what’s holding your ads back and unlock new performance layers.
Fix:
- Evaluate whether you have the resources to manage ads in-house.
- Consider hiring a Google Shopping management agency for expert support.
- Look for a Google Shopping ads agency with a track record in your industry.
Your Products Aren’t Eligible
Some products are just not eligible to appear in Google Shopping due to policy restrictions. These include:
- Adult content
- Alcohol or tobacco
- Counterfeit goods
- Certain health products
If your items fall into any of these categories, Google may disapprove them entirely.
Fix:
- Check the product category against Google’s prohibited items list.
- If your product was wrongly disapproved, submit a request for a manual review.
- Consult with a Google Shopping management expert to navigate borderline cases.
Your Campaign Structure Is Inefficient
As I have researched in various audits, many advertisers use a single Shopping campaign with all products lumped together. This prevents granular bidding and performance insights.
An optimized structure — using product groups, custom labels, and campaign segmentation — can vastly improve control and visibility.
Fix:
- Segment your products based on margin, performance, or brand.
- Use custom labels to group products for seasonal promotions or bestsellers.
- Let a Google Shopping management service restructure campaigns for efficiency.
Final Thoughts
If your Google Shopping ads aren’t showing, don’t panic. It’s a fixable issue in most cases. From product feed errors to low bids or policy violations, each problem has a clear solution.
Whether you’re managing ads yourself or using a Google Shopping agency, staying proactive is the key. As per market research, brands that monitor campaign health weekly outperform others by up to 40% in ROAS.
So roll up your sleeves, run a diagnostics check, and fine-tune your settings. Or better yet, work with a Google Shopping management agency that lives and breathes eCommerce performance.
