Setting up Google Merchant Center + product feed and linking Google Ads

Before you can launch Performance Max (Shopping) ads from Agency AI, three things need to be true in your Google account:

  1. You have a Google Merchant Center account
  2. It has an approved product feed (now called a "data source")
  3. That Merchant Center account is linked to your Google Ads account

Once those are in place, Agency AI reads the linked Merchant Center account directly and your ads can serve. This guide covers two ways to get there: the fast path using the official Shopify app, and the direct path in Merchant Center itself.

Which should you choose? If you sell on Shopify, use the app. It creates Merchant Center, builds and auto-syncs your feed, and links Google Ads in one flow, then keeps your catalog in sync automatically. Only use the direct method if you're not on Shopify or you manage an existing Merchant Center setup outside Shopify.

Option A — The Google & YouTube Shopify app (recommended)

The Google & YouTube channel automatically syncs your products and store information to Google Merchant Center, and you manage your product feed directly from your Shopify admin. It can also connect Google Ads in the same setup.

1. Install the app

Install Google & YouTube from the Shopify App Store: https://apps.shopify.com/google

2. Connect your Google account

From your Shopify admin, go to Sales channels → Google & YouTube and connect the Google account you use (or want to use) for Merchant Center and Ads.

Your Google account must be an admin on the Merchant Center account. If your Merchant Center is a multi-client account (MCA), it can't be connected directly to Shopify — you'll need admin access to both Merchant Center and Business Manager.

3. Connect Merchant Center

Select a Merchant Center account from the dropdown (these are the accounts your Google login administers). If you don't have one, click Create new to have the app create it for you. You'll verify ownership via phone number as prompted. The app also automatically verifies and claims your store's website during onboarding.

4. Let your products sync

After setup, all products available to your online store automatically sync to Merchant Center. You can manage which products sync, and edit product data, from Sales channels → Google & YouTube → Product Status → Manage Products. Google typically reviews and approves products within 24–72 hours.

5. Link Google Ads

In the Google & YouTube channel, find the Advertise your products with Google Ads banner and click Get started. Under Set up your Performance Max campaign, select an existing Google Ads account from the dropdown (accounts your Google login administers), then click Connect.

That's it. Your Merchant Center account is now linked to Google Ads and will appear in Agency AI's Merchant Center dropdown.

Shopify's official setup guide: https://help.shopify.com/en/manual/online-sales-channels/google/getting-setup/connect

Option B — Set up Merchant Center directly

Use this path if you're not on Shopify or you're managing an existing feed outside the app.

1. Create your Merchant Center account

Go to Google Merchant Center (https://merchants.google.com), sign in with the Google account you use for ads, and start a new account. Enter your business name exactly as it appears on your website, your address, and contact info.

Pick your country carefully — the country of sale you choose during setup can't be changed later.

2. Verify and claim your website

Google requires you to prove you own your store domain. Choose whichever method fits your setup: HTML meta tag, HTML file upload, Google Tag Manager, Google Analytics, or your e-commerce platform. Verify proves you control the site; claim reserves that URL for your Merchant Center account. Both steps must be complete.

Google's website verification guide: https://support.google.com/merchants/answer/176793

3. Set up shipping and tax

Add your shipping rates and, if you sell in the US, your tax settings. The golden rule: your Merchant Center shipping and tax must match (or be at or above) what you actually charge at checkout. If the price a shopper sees in the ad doesn't match checkout, your products get disapproved.

4. Add your product feed (data source)

In the current Merchant Center, feeds are called data sources. You have a few options:

  • Automatic feeds — Google crawls your site and pulls product data. Lowest effort, recommended in the new interface.
  • Google Sheets — enter product data into Google's template.
  • Scheduled fetch / file upload — host a feed file (XML/CSV) that Google pulls on a schedule.
  • Content API / Merchant API — for large catalogs or frequent changes (this is what the Shopify app uses behind the scenes).

Add your data source under Products → Add products, choose a country and language, and submit.

Watch for auto-added products. Google may crawl your site and add products under "Found by Google." Check your data sources page and stop those if you don't want duplicate or unexpected listings.

Google's product setup guide: https://support.google.com/merchants/answer/13693394

5. Submit for review

Once your feed is in and your site is verified, Google reviews your products. Approval usually takes 24–72 hours. Check the Diagnostics / product status section for any errors (products won't show) or warnings (products show but may underperform), and fix mismatches before spending on ads.

6. Link Merchant Center to Google Ads

This is the step that makes your feed usable in Agency AI. You can initiate the link from either side:

  • From Merchant Center: Settings → Linked accounts → Google Ads → enter your Google Ads customer ID → send link request.
  • From Google Ads: Tools → Linked accounts → Google Merchant Center → approve or create the link.

Whoever initiates sends a request; an admin on the other account approves it. Once the link is active, your Merchant Center account will appear in Agency AI's Merchant Center dropdown.

Google's account linking guide: https://support.google.com/google-ads/answer/12472752

How to confirm you're ready for Agency AI

You're good to launch when:

  • ✅ Your Merchant Center account has products in Approved status
  • ✅ Your Merchant Center is linked to your Google Ads account
  • ✅ That Google Ads account is the one connected to Agency AI

When all three are true, select your Merchant Center account and target language on the Agency AI create ad page, and launch. If your account isn't appearing in the dropdown, the most common cause is that the Merchant Center → Google Ads link isn't active yet, or the linked Ads account isn't the one connected to Agency AI.

Common issues

Products disapproved. Almost always a mismatch between your site and Merchant Center — price, availability, shipping, or tax. Make them match. Also check that your website is fully verified and claimed.

Merchant Center account not showing in Agency AI. The Merchant Center → Google Ads link isn't active, or you linked a different Ads account than the one connected to Agency AI. Confirm the link is approved on both sides.

Multi-client account (MCA) won't connect via Shopify. MCAs can't link directly to the Shopify app. You need admin access to both Merchant Center and Business Manager, or link the specific sub-account.

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