> Quick answer: Start 2-3 weeks before your sale, build discount-forward creatives for Performance Max or Search, configure your promotion in Google Merchant Center, and refresh assets frequently as the campaign runs.
Clearance campaigns move fast. You need strong creatives, the right format, and a properly configured product feed. Get all three right and your clearance ads will work.
Why Clearance Ads Demand a Different Approach
Time-sensitive messaging requires creative refresh
Clearance ads aren't evergreen. Inventory changes daily. Your creatives need to match what's actually on sale.
Per Google's Ads Help Center on Performance Max, creative is your most powerful tool to drive performance during promotional campaigns. Start 2-3 weeks before your sale date to build algorithm momentum, then update assets as the sale evolves.
Clearance shopper psychology and urgency
Clearance shoppers want an explicit deal. They respond to prices, end dates, and limited-stock signals.
"Up to 60% off, this week only" beats "shop our collection" every time. Lead with the discount. Don't bury it in the second line.
Choose Your Google Ads Channel for Clearance
Three formats work best for clearance. Pick based on inventory size and how product-specific your sale is.
Performance Max + Shopping feed
Performance Max pulls directly from your Google Merchant Center feed. It distributes clearance products across Search, Shopping, YouTube, Display, and Gmail automatically. This format is best for retailers with multiple clearance SKUs who want broad reach without building a separate campaign per channel.
Search ads
Search ads capture high-intent buyers already searching for discount terms. Per Google Ads Help's best practices for effective Search ads, include prices, promotions, and limited-time discounts directly in your headlines and descriptions.
Strong example: "Clearance Sale: 40% Off Running Shoes. Today Only." Weak example: "Shop our latest collection."
Responsive display ads
Responsive display ads (RDA) run across the Google Display Network. They reach shoppers who haven't searched yet but fit your target audience. Per Google's RDA best practices guide, terms like "special offers," "coupons," "discounts," "promo codes," and "bargains" increase ad appeal for clearance campaigns. RDA works especially well for retargeting past visitors.
Craft Clearance-Focused Creative Assets
Messaging: urgent, discount-forward headlines
Put the discount in the headline, not the body copy. Include a clear CTA. Send clicks to a dedicated clearance landing page, not your homepage.
"60% off outerwear, ends Sunday" is better than any clever tagline.
Image requirements and aspect ratios for each format
Per Google's Ads Help Center, responsive display ads support up to 15 images across three aspect ratios: horizontal (1.91:1), square (1:1), and vertical (4:5). Each image has a maximum file size of 5,120 KB. For Performance Max, fill every asset group across all required sizes. More assets give the algorithm more to test.
Build clearance assets fast
Covering every format takes time. Coinis Sale Promo generates discount-ready ad creatives from a product URL. Time-sensitive copy, clearance framing, and multiple formats without a designer. Then Coinis Revise handles resizing, text swaps, and A/B variations. One click to update a discount amount or resize for a new placement.
Set Up Your Promotion in Google Merchant Center
Add sale price and promotion details to your product feed
Per Google Merchant Center's promotions documentation, adding a promotion surfaces a "special offer" link directly on your Shopping ads. Shoppers see "15% off" or "Free shipping" before they click. That improves appeal without changing your ad copy at all.
Configure discount amount and eligibility
Per Google Merchant Center's sale price annotation guidelines, your discount must exceed 5% and stay below 90% of the original price for the sale badge to appear on Shopping ads.
Add `sale_price` and `sale_price_effective_date` to your product feed. Make sure your feed is complete first. Google requires business details, tax info (US merchants), website verification, and shipping settings before promotions go live.
Set promotion duration
Promotions are capped at 183 days (6 months). Build your clearance timeline into the feed from day one. Revisit as inventory moves. Don't let a sold-out promotion keep running.
Launch and Refresh Your Campaign
Start 2-3 weeks before sale for ramp-up time
Google's Performance Max documentation states directly: start promotional campaigns 2-3 weeks before your sale date. The algorithm needs ramp-up time to optimize delivery. Launch with general store creative first. Swap to clearance-specific assets as the sale date approaches.
Monitor asset strength and refresh frequently
Google Ads shows an "Asset strength" indicator per asset group. Check it weekly during a clearance campaign. Weak-rated assets drag down the entire group. Replace them fast. Use Coinis Revise to refresh headlines, update discount amounts, or resize for new placements without starting from scratch.
Pause underperforming creative, rotate in new assets
Don't let stale creative run on inertia. Pause assets with "Poor" strength ratings. Rotate in fresh versions as messaging evolves, inventory changes, and the sale nears its end.
Optimize Throughout Your Sale Period
Measure performance with conversion data
Set up conversion tracking before you launch. Without it, you cannot optimize bids effectively. Use purchase value as your primary conversion action for clearance campaigns. It gives the algorithm a revenue signal, not just a click signal.
A/B test discount messaging
Test "50% off" against "$30 off" for the same product. One usually outperforms depending on price point and audience. Run both as separate ad variations. Let conversion data decide which one stays.
Adjust bids and budget as inventory depletes
Scale budget toward your highest-converting products. Pull back on SKUs nearing zero stock. Clearance campaigns have a natural end point. Don't keep spending to sell products you no longer have.
Or let Coinis do it.
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Frequently Asked Questions
What discount range qualifies for a sale badge on Google Shopping?
Your discount must be more than 5% and less than 90% of the original price. Per Google Merchant Center's sale price annotation guidelines, discounts outside that range won't trigger the sale badge on Shopping ads.
When should I start a clearance campaign on Performance Max?
Start 2-3 weeks before your sale date. Per Google's Performance Max optimization guidance, the algorithm needs ramp-up time to learn and optimize before your peak sale days.
How many images can I upload for responsive display ads?
You can upload up to 15 images across three aspect ratios: horizontal (1.91:1), square (1:1), and vertical (4:5). Each image is capped at 5,120 KB per Google's RDA best practices guide.
How long can a Google Merchant Center promotion run?
Promotions are capped at 183 days (6 months). Set your sale_price_effective_date in your product feed to control the start and end date precisely.