TL;DR: Your product catalog lives in Google Merchant Center. Build a product file with the required attributes, upload it via URL, SFTP, or direct upload, then link Merchant Center to Google Ads. That is the full loop.
Google Ads does not pull your product data from thin air. You feed it. A product catalog in Merchant Center is the structured file that tells Google what you sell, what it costs, and where to send buyers.
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What is a Product Catalog in Google Ads?
Per Google's Ads Help Center, your product catalog is managed entirely through Google Merchant Center. That is where product files live, sync, and get reviewed before any ad can serve.
How product catalogs power Shopping and Demand Gen campaigns
Shopping campaigns pull product data directly from your Merchant Center feed. Demand Gen campaigns do the same, using your feed to build a virtual storefront across YouTube, Discover, and Gmail.
Why your products need structured data
Google reads your catalog as structured attributes, not free text. Every product needs specific fields in specific formats. Missing or wrong data causes disapprovals and keeps your products off the auction entirely.
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Required Product Attributes
Per Google's product data specification, every product must include these attributes before it can serve in an ad.
Essential fields every product must have
Every product needs these eight fields:
- id — unique product identifier
- title — product name
- description — product details
- link — product page URL
- image_link — main product image URL
- availability — in stock, out of stock, or preorder
- price — formatted with currency code
- condition — new, refurbished, or used
All attribute names must be in English, even for non-English catalogs. That is a firm Google policy requirement.
Optional attributes that improve performance
Add `brand`, `gtin`, `mpn`, `google_product_category`, and `color` to give Google more signals. Better signals mean better auction eligibility and more relevant placements. Products with incorrect `gtin` or variant attributes commonly fail review.
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Choose Your File Format
Google Merchant Center accepts three file types. Pick the one that fits your workflow.
Tab-delimited spreadsheet (.txt or .tsv)
This is the easiest starting point. Build your product list in Google Sheets or Excel. Export as tab-separated values. Headers go in row one. Each product is one row.
XML format
XML works best for large catalogs or developer-managed feeds. It handles complex product data like variants and nested attributes more cleanly.
File size limits and naming conventions
Per Google Merchant Center documentation, the maximum file size is 4 GB. Keep file names consistent if you use auto-sync. Changing the file name breaks the scheduled fetch.
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Step-by-Step. Create and Upload Your Product File
Step 1. Prepare your product data in a spreadsheet
Open a new spreadsheet. Add one column per attribute. Start with the required eight fields. Map each product to one row. Double-check that availability values match exactly. "in stock", "out of stock", or "preorder".
Step 2. Export to the correct file format
In Google Sheets, go to File, Download, Tab-separated values. In Excel, choose Save As, then Text (Tab delimited). The file extension should be .txt or .tsv.
Step 3. Add the file to Google Merchant Center
In Merchant Center, go to Products, then Feeds, then click the plus icon. Choose your country and language. Name the feed. Select your upload method. Follow the prompts to connect or upload your file.
Step 4. Monitor sync status and fix issues
Merchant Center reviews every product for completeness and policy compliance. Check the Processing tab after upload. Fix any errors shown there before expecting products to serve in ads.
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Upload Methods and Automation
Direct URL link with auto-sync
Host your product file at a public URL. Give Google that URL inside Merchant Center. Google fetches and refreshes the file every 24 hours automatically. This is the best method for stores that update inventory daily.
SFTP transfer for ongoing updates
Set up SFTP credentials inside Merchant Center. Push updated files to the SFTP server on your own schedule. Good for large catalogs that need frequent, controlled refreshes.
One-time manual upload
Upload directly from your computer for testing or small catalogs. Not recommended for ongoing use. You will need to re-upload every time products change.
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Best Practices for Product Data Quality
Accurate titles and descriptions
Put the most important keywords first in your title. Include brand, product type, and key attributes. Descriptions should match exactly what is on the landing page. Mismatches cause disapprovals.
High-quality product images
Images are the first thing shoppers see. Blurry, watermarked, or placeholder images hurt CTR and can trigger disapprovals. For Demand Gen campaigns, Google recommends square images at a 1:1 aspect ratio, or within a 0.6 to 1.4 ratio, for the best placement coverage.
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Matching availability to campaign targeting
Product availability in Merchant Center must match the countries your campaign targets. A location targeting mismatch stops products from serving entirely.
Monitoring the Needs Attention tab
Open the Needs Attention tab in Merchant Center regularly. It shows disapproved products, missing attributes, and policy warnings. Fix issues here before they impact live campaigns.
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Connect Your Catalog to Google Ads Campaigns
Linking Merchant Center to Google Ads
In Merchant Center, go to Settings, then Linked accounts, then Google Ads. Enter your Google Ads customer ID. The link request appears inside Google Ads under Tools, Linked accounts. Approve it there.
Using product feeds in Shopping campaigns
Once linked, create a Shopping campaign in Google Ads. Google pulls your product data from the feed automatically. Products appear with images, titles, and prices directly in search results.
Powering Demand Gen with product catalogs
Attach your Merchant Center feed to a Demand Gen campaign for richer placements across YouTube, Discover, and Gmail. Per Google Ads documentation, campaigns with 50 or more products and properly formatted specs get the best performance. Product feeds in Demand Gen campaigns can increase conversions by 33% on average and drive 18% more clicks at similar cost.
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Frequently Asked Questions
What file formats does Google Merchant Center accept for product catalogs?
Google Merchant Center accepts tab-delimited text files (.txt or .tsv) and XML files. The maximum file size for any format is 4 GB. Tab-delimited is the easiest format to start with if you build your product list in a spreadsheet.
What are the required attributes for a Google Merchant Center product feed?
Every product must include id, title, description, link, image_link, availability, price, and condition. All attribute names must be written in English. Missing any required attribute causes product disapprovals and prevents ads from serving.
How do I fix disapproved products in Google Merchant Center?
Go to the Needs Attention tab in Merchant Center. It lists every disapproved product with the specific reason. Fix the flagged attributes, save your updated product file, and re-upload or wait for the next scheduled sync.
How often does Google sync my product file if I use a URL?
When you set up a product feed using a direct URL, Google fetches and syncs the file every 24 hours by default. Keep your file name consistent at the same URL so the scheduled fetch does not break.