Profit-First Google Ads Checklist for Online Stores

#001 Connect Google Merchant Center to Google Ads

Check that the link is live and verified. Also confirm you have migrated to Merchant Center Next. Google is forcing everyone over in 2025 to 2026.

#002 Connect Google Analytics 4 to Google Ads

Not just the basic link: make sure conversions and audiences are shared both ways. This is the precondition for everything in the Reporting section.

#003 Turn on auto-tagging and UTM tracking

GCLID must be added automatically. A final URL suffix at account level keeps your UTMs consistent, even if you change things later.

#004 Implement Consent Mode v2

Legally required in the EU since March 2024. This is not an optimization, it simply has to be in place. Without it, conversions from non-consenting users are not modeled and you lose 10 to 30% of your data. Check that the "ad_personalization" and "ad_user_data" signals are being sent.

#005 Set a CSS partner in Google Ads

With a CSS you get up to 20% more Shopping impressions for the same bid in the EU/EEA. This is the easiest money in your whole account.

#006 Configure auto-apply recommendations safely

By default, dangerous recommendations are on: adding broad match, PMax URL expansion, changing your bid strategy. Only "Upgrade conversion tracking" and "Optimize ad rotation" should be left on.

#007 Set up two-factor authentication and access control

At minimum 2FA, ideally security keys. Make sure you own your own MCC (if you are an in-house marketer), so you do not depend on an agency MCC. Periodically review who has access.

#008 Set negative keywords at account level

Since 2023 you can set negatives at account level, and they apply to PMax and Shopping too. Baseline: competitors, "free", "second-hand", irrelevant queries.

#009 Verify your identity as an advertiser

Required since 2023. Without it, your ads can be shown in a limited way and you get a "Business operation verification required" notice.

#010 Exclude sensitive topics in your ads

At account and PMax level: exclude tragedies, sensitive social issues, and suggestive content. Prevents your product ads from appearing next to negative news.

#011 Migrate to Google Merchant Center Next

Google is forcing everyone to the new interface in 2025 to 2026. Check whether your account has already migrated. The dashboard, diagnostics, and reports look different.

#012 Set up a supplemental feed

Your primary feed comes from Shopify/WooCommerce/Magento and is often hard to change without your dev team. A supplemental feed is a second feed that enriches or overrides your primary feed without touching your store. This is the most powerful feed tool that most stores never use.

#013 Use feed rules for bulk changes

For title fixes, brand extraction, category mapping. Saves hours of manual work and can be repeated on every feed update.

#014 Enable automatic updates in your product feed

Google then scrapes your product pages itself for price and stock changes. Prevents disapprovals from price/availability mismatch, the number one reason for disapproval.

#015 Set your feed frequency

Static catalog: once a day. Dynamic catalog (fast fashion, electronics, flash sales): at least hourly, ideally real-time via the Content API.

#016 Optimize product titles for Google Shopping

Structure: [Brand] [Product type] [Feature 1] [Feature 2] [Variant/Color/Size]. The first 70 characters are crucial, that is what shows on mobile.

#017 Optimize product descriptions in your product feed

Google's algorithm scans the first 500 characters deeply. Spread your most important keywords across title and description. No blocks of repeated text, that reads as spam.

#018 Optimize product images for Google Shopping

High resolution (at least 800x800, ideally 1600x1600). For fashion, furniture, and interior, a lifestyle image often scores 20 to 30% better CTR than a packshot. Test it.

#019 Add extra product images to your product feed

Up to 10 extra images possible. Use cases: front/back/side, detail, lifestyle, size chart, packaging. Visible in the Shopping detail view.

#020 Check Image Quality Score in Google Merchant Center

Visible in Merchant Center since 2024. Low-quality images are shown less often. Check in GMC > Products > filter on image quality.

#021 Fill in GTIN or MPN correctly in your product feed

Without a GTIN and without an explicit "identifier_exists: false", products get disapproved. For private label and handmade products this is often forgotten.

#022 Add product highlights to your product feed

Bullet points that appear in the Shopping product detail view. Up to 4 highlights per product. Use them for USPs: "Free returns within 30 days", "Handmade in NL", and so on.

#023 Fill in product categories correctly in your product feed

google_product_category is Google's taxonomy (required for correct auctions). product_type is your own taxonomy (used for PMax listing groups, crucial).

#024 Set custom labels in your product feed

Not "promo" in custom_label_0. Instead: margin_bucket, price_tier, bestseller_rank, stock_level, season. Without these labels you cannot segment anything inside PMax.

#025 Set discount prices per the Omnibus Directive

EU Omnibus Directive: when discounting, the lowest price of the past 30 days must be shown as the reference. Missing it risks disapproval and a fine (in the Netherlands: ACM).

#026 Set up a promotions feed

The yellow promotion tags in Shopping ads ("10% off", "Free shipping"). A separate feed or set manually in GMC. Lifts CTR by 15 to 25%.

#027 Show free shipping in Google Shopping

Google then automatically shows a "Free shipping" label on your ads. Requires: shipping cost set to 0 above a certain threshold, configured correctly in GMC shipping settings.

#028 Show free returns in Google Shopping

For categories where returns are a buying objection (fashion, electronics, shoes). Requires a return window of 14 days or more and free returns. Shown as an extra trust signal.

#029 Set shipping settings in Google Merchant Center

Wrong shipping equals instant disapproval. Check that delivery time is correct (for example "2 to 3 business days"), that rates per region are right, and that cut-off times are realistic.

#030 Group product variants with item_group_id

All variants (color/size) of one product must share the same item_group_id. Without it, Google treats them as separate products and you lose the variant carousel in the product detail page.

#031 Fill in age group and gender for apparel products

For apparel categories this is required. Missing it equals instant disapproval. age_group: newborn/infant/toddler/kids/adult. gender: male/female/unisex.

#032 Fill in material, pattern, and size system for apparel

Beyond the required fields, these are strongly recommended for apparel. Improves ranking for specific queries ("cotton striped t-shirt size L").

#033 Activate product ratings and seller ratings

Product Ratings are the stars under individual products in Shopping (requires 50+ reviews per product plus an aggregator). Seller Ratings are the stars under Search ads (automatic at 150+ unique reviews per country in 12 months).

#034 Earn the Top Quality Store badge in Google Merchant Center

The badge appears automatically with: low return rate, fast shipping, good customer service, high conversion. Check the criteria in GMC > Growth > Badges.

#035 Use the Best Sellers report monthly

GMC > Growth > Best Sellers. See what sells in your category at competitors. Drives assortment decisions and keyword inspiration.

#036 Check price competitiveness monthly in Google Merchant Center

GMC > Growth > Price Competitiveness. Are you 20% above market price on top SKUs? Then your ads never win. Fix this before you raise bids.

#037 Use Product Studio for AI image enhancement

Free tool in GMC: turns a packshot into a lifestyle image, improves lighting, scales to more variants. Especially useful if you do not have budget for lifestyle shoots.

#038 Activate free listings in Google Merchant Center

Free listings on Google Shopping, Google Images, YouTube, and Google Lens. Zero cost, only feed quality matters. Toggle on in GMC > Preferences > Programs.

#039 Track e-commerce events in Google Analytics 4

This is the GA4 Enhanced Ecommerce standard. Without these four events you do not know where your funnel leaks and you cannot retarget.

#040 Set up the purchase event correctly in Google Analytics 4

All fields are required for Enhanced Conversions and for PMax bidding. Without items[], Google has no idea which products convert.

#041 Use transaction ID for conversion deduplication

A unique ID per order prevents double conversions (for example on a thank-you-page refresh). Essential for accurate ROAS.

#042 Set up a profit tracking partner

Handles it all in one go: POAS tracking, server-side tagging, and Enhanced Conversions. A recommended partner is Profit Metrics.

#043 Send returns and cancellations back to Google Ads

For e-commerce with a return rate above 10% (fashion, electronics, furniture): send returns back to Google Ads so your ROAS is accurate. Without it you bid on phantom revenue.

#044 Set primary and secondary conversions correctly

Only primary conversions optimize smart bidding. add_to_cart, begin_checkout, and so on must be secondary (they count for reporting, not for bidding).

#045 Set the conversion window to your buying cycle

Default is 30-day click / 1-day engaged view. Impulse-buy products (fashion under EUR 50): 7 days can be enough. Furniture/high-ticket: 60 to 90 days click plus view-through.

#046 Activate data-driven attribution

Default for new actions since 2023. Check per action: Google Ads > Tools > Conversions > Attribution model. Replace "Last Click" with "Data-driven".

#047 Set up deduplication across Google Ads, Meta, and TikTok

If you also fire Meta/TikTok pixels on the same site, some conversions count twice in reports. Use transaction_id in ALL pixels for consistent deduplication.

#048 Send a new-customer variable in your purchase event

Crucial for value rules and PMax customer acquisition. Send "new_customer: true/false". Source: a first-order check in your CRM/OMS.

#049 Set conversion value as net revenue

Consistent with how your bookkeeping is built. Otherwise you compare apples to oranges and your ROAS target does not match your margin calculation.

#050 Load POAS data into your Google Ads account

Make sure margin per order is visible in Google Ads, even if you do not bid on POAS yet. Without this data you cannot make any profit-driven decisions at all.

#051 Send dynamic conversion values to Google Ads

Not every store can put margin in the dataLayer. Alternative: a conversion adjustments API / Zapier flow that adjusts the value to margin per SKU afterward.

#052 Set value rules for new customers

For a new customer you can afford to pay more (higher LTV). Set a value rule: +30% for new_customer=true. Google then adjusts the bid automatically. Note: this makes your tracked conversion value in Google Ads higher than the actual measured revenue, so account for it in reporting and ROAS comparisons with your backend.

#053 Set value rules for high-order-value customers

For example: a Customer Match "high_value_segment" gets a +20% value boost. That way you bid more aggressively on your best customers. Note: here too your tracked conversion value in Google Ads becomes higher than measured revenue. The gap between reported and actual revenue grows as you add more value rules.

#054 Set up seasonality adjustments

A separate tool (not a tROAS change). For events lasting 2 to 7 days: Black Friday, King's Day, Sinterklaas. Expected conversion rate change: +50 to 100%.

#055 Set data exclusions during tracking outages

If your tracking was down for a period: exclude those days so smart bidding does not "learn" that the conversion rate suddenly dropped to 0. Crucial after site deploys or pixel issues.

#056 Set tROAS per product category

Not one target for everything. High-margin categories (beauty, accessories) can run on a lower tROAS (more volume). Low-margin (electronics) higher.

#057 Respect the learning period after changes

After a bid strategy change: do not touch anything for at least 14 days. No budget changes over 20%, no target shifts. Patience equals money.

#058 Create custom conversion goals for top-funnel campaigns

Top-funnel campaigns (Demand Gen, Display) have too little purchase volume to learn quickly. Steer them on mid-funnel signals like add_to_cart or begin_checkout.

#059 Segment asset groups strategically in Performance Max

NOT one asset group per product. Instead: per theme (season, campaign), margin bucket (high/mid/low), or product type. Rule: at least 20 conversions per asset group per 30 days.

#060 Choose feed-only or asset-rich in Performance Max

Feed-only PMax (GMC feed only, no text/image/video assets) often works better for pure Shopping intent. Asset-rich if you also want to use display/video/discovery.

#061 Set listing groups on custom labels in Performance Max

Default is one listing group with all products. Better: split on the margin_bucket or bestseller_rank custom label. That way your profitable products get more budget room.

#062 Set audience signals in Performance Max

Give PMax direction. Customer Match uploads, GA4 remarketing lists, custom segments based on keywords. At least 3 signals per asset group.

#063 Exclude brand names in Performance Max

Available since 2024. Prevents PMax from absorbing your brand queries (which you already bid on in your Brand Search campaign). Without it you cannibalize your own brand traffic.

#064 Use page feeds for URL steering in Performance Max

Send PMax to specific category/product URLs, preventing random blog posts or FAQ pages from being used as landing pages during URL expansion.

#065 Set final URL expansion in Performance Max

URL expansion is on by default. For most e-commerce stores: turn it OFF (forces use of feed URLs) unless your page management is in order.

#066 Set the customer acquisition goal in Performance Max

Activate the new customer goal (requires the new_customer variable, see #048). Value Boost mode means a higher bid for new customers. Observation means report only.

#067 Set location and time targeting in Performance Max

Not every market is equally valuable. Exclude non-delivery areas. Set the ad schedule based on when your audience actually buys. This often differs per category and country.

#068 Provide copy for asset groups in Performance Max

Always fill ALL slots. Google rotates combinations dynamically. Variety in tone (rational/emotional/urgent) improves asset combination quality.

#069 Provide images for asset groups in Performance Max

Mix: packshots, lifestyle, details, use cases, with text overlay, without text. Different aspect ratios: 1:1, 1.91:1, 4:5. Google picks which and when.

#070 Add videos to asset groups in Performance Max

Google's auto-generated videos from your feed are poor. Upload at least one of your own 15 to 30 second videos per asset group. UGC content often works better than polish.

#071 Use the Insights tab weekly in Performance Max

Search themes (what are people searching?), audience insights (who buys?), asset performance. This is your only window into the PMax black box.

#072 Check cannibalization between Performance Max and Brand Search

Is your PMax drifting toward your brand queries despite brand exclusions? Make sure all brand search terms are in your brand list as exact match, and confirm that brand list is correctly linked to your PMax campaign (Settings > Brand exclusions). Without that link the exclusion does not work.

#073 Set up a Brand Search campaign

Branded keywords are your cheapest conversions, protect them. Use Manual CPC with a Max CPC bid, not tROAS (it muddies your data). Then check your impression share: if it is below 90%, raise your Max CPC bid step by step until you are above 90%. Below that, you are leaving money on the table.

#074 Set up a non-brand Search campaign on tROAS

For high-intent non-brand queries ("buy [product]", "[product] order"). Separate it from PMax so you keep control over keyword match.

#075 Use Dynamic Search Ads for long-tail queries

Target category/collection pages, not the homepage. Combine with tROAS. Catches long-tail that your keyword campaigns do not cover.

#076 Link your brand list to all non-brand campaigns

Make sure your brand list (with all your brand keywords as exact match) is linked to ALL non-branded Search campaigns. Without that link, non-brand campaigns still chase your brand queries, costing more than needed and polluting your bid strategy. Check via: campaign > Keywords > Negative keywords > Negative keyword lists.

#077 Decide your policy on bidding on competitors

Bid on competitor brands or not? Legally: usually allowed, except if you use their name in ad copy. Strategically: only if your CTR and conversion rate are good.

#078 Add sitelinks to your Search ads

Not to the homepage. Deep-link to specific collections ("Women's Coats", "Sale", "New In"). Each sitelink is extra footprint in the SERP.

#079 Add promotion assets to Search campaigns

A separate asset for active promotions ("20% off Winter Sale"). Appears as an orange badge. Lifts CTR 10 to 15% during promotions.

#080 Add price assets to Search campaigns

Shows prices under your ad in a small table. Filters out low-intent clickers ("too expensive"). Works well for electronics, furniture, fashion over EUR 50.

#081 Show seller ratings under your Search ads

Automatically visible at 150+ unique reviews per country in 12 months. Lifts CTR 5 to 15%. Make sure your review platform (Trustpilot/Kiyoh/Google) is connected.

#082 Set up Responsive Search Ads correctly

Expanded Text Ads have been dead since 2022. Check that they are off. Do not pin RSA headlines unless A/B tested, pinning costs you ad strength.

#083 Segment Customer Match by customer stage

Not one list. Segment: recent buyers 180d, churned 365d+, high-AOV top 10%. Each segment a different bid strategy.

#084 Sync your CRM automatically with Google Ads

Manual CSV uploads are easy to forget. Auto-sync via native integrations or Zapier keeps lists always current.

#085 Import predictive audiences from Google Analytics 4

GA4 predictive audiences: "likely 7-day purchasers", "likely 7-day churners", "predicted top spenders". Import these into Google Ads as a bid signal.

#086 Use Customer Match as a signal in Performance Max

Inside PMax: add your most important customer lists as a signal per asset group. This is how PMax gets real targeting in 2026.

#087 Exclude recent buyers in acquisition campaigns

Why target someone who bought two weeks ago with an acquisition campaign again? Exclude recent buyers in non-remarketing campaigns.

#088 Activate a cart abandoners audience

GA4 audience: "user has add_to_cart" AND NOT "user has purchase" within 7 days. Retarget via PMax Display/YouTube or dynamic remarketing.

#089 Keep at least 1,000 users per Customer Match list

Below this threshold the list does not work. If your segments are smaller: combine first, or upload your whole customer base and use value rules for segmentation.

#090 Arrange GDPR-compliant consent for Customer Match

GDPR requires explicit consent for marketing with email addresses. Check that your consent logic covers this, especially if you push from Klaviyo/Shopify.

#091 Fill in customer types in the Audience Manager

Label your Customer Match lists with their type (Purchasers, High-value, Subscribers, Cart abandoners). Without these labels, Google's algorithm uses the signals suboptimally.

#092 Build a Looker Studio dashboard with POAS and blended MER

Not just ROAS. At minimum: POAS (margin/spend), blended MER (total revenue/total marketing spend), new customer rate, AOV, CAC vs LTV.

#093 Connect Google Analytics 4 to BigQuery

Free. Irreversibly valuable once you have raw event data. Do not need it now? Turn it on anyway, you want history when you later want deeper analysis.

#094 Build a cohort analysis: new versus returning customers

In GA4 or BigQuery. Which cohorts buy back best? Which first-order product has the highest LTV? This is where you steer your acquisition strategy.

#095 Check Auction Insights monthly

See who your competitors are per campaign, and whether their impression share is rising or falling. A sudden IS drop on your side usually means a new player in the auction.

#096 Replace weak-performing assets in Performance Max

Check the Asset performance tab. Replace assets marked "Low" with new variants. This is how you keep ad strength high over time.

#097 Report brand and non-brand ROAS separately

Blended ROAS is misleading. Brand ROAS is 10 to 20x, non-brand is 2 to 4x. Mix them into one number and your CMO thinks everything works while non-brand is underwater.

#098 Monitor budget pacing and impression share weekly

Pacing: are you on track to hit your monthly budget? IS trend: is "Lost IS (budget)" rising? Then you fix the problem before you underspend.

#099 Set up saved reports for automatic email reporting

Automates stakeholder communication. Weekly to yourself (ops), monthly to the CMO (exec summary). No more one-off slide decks.

#100 Check disapproved products weekly in Google Merchant Center

One disapproved top product costs more revenue than 50 checklist items return. Set an email alert: GMC > Settings > Preferences > Email notifications.

#101 Check DSA compliance in Google Ads

EU Digital Services Act (February 2024). Your ads are publicly visible in the Ads Transparency Center. Check what is there, is there anything you do not want shown?

#102 Check product restrictions in Google Merchant Center

Supplements, CBD, alcohol, children's products, each has its own restrictions. Check the Google Ads Policy Center per category if you sell anything near the edge.

#103 Substantiate USP claims in ad copy

"Best", "cheapest", "#1", these claims you must be able to back up. Google can disapprove them. The consumer authority (ACM) can impose fines afterward.

#104 Check your own ads in the Ads Transparency Center

Go to the Ads Transparency Center and search your brand. See what is running live (or what competitors run). Often surfaces old PMax assets you had forgotten.