Google Shopping
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Google Shopping is product advertising: the photo, price, brand and seller appear in search results, at the top and in the Shopping tab. For a buyer, the click is almost the end of a comparison journey. ## The product feed does 70 % of the work Unlike text ads, you write almost nothing: the content of your product pages acts as the ad. A title with the brand, model and one decisive attribute, an image on a white background, an exact price and up-to-date availability make more difference than bid optimisation. ## The realities of Moroccan e-commerce Cash on delivery is still very common, and unpaid parcel returns weigh on the real cost of a campaign. Many shops therefore prefer to target high-density cities and offer online payment, via a provider compatible with the CMS, to reduce the cancellation rate. ## Tracking the real result The placed order is not the sale. Connect Google Ads conversions to delivered and paid orders, then reallocate the budget according to the real margin per product.When this guide is for you
- You sell products on a fairly large e-commerce site (at least 20 to 30 products)
- Your customers compare prices and images before buying
- You want to reach buyers looking for a specific product rather than a service
- Your Google Ads text campaigns cost too much per lead on the same products
- Your catalogue changes often and you need automatic updates
Step by step
- Create and verify Google Merchant Center — Create a Merchant Center account, verify the site domain and the shipping settings (areas, lead times, rates) and tax settings. Verification determines ad eligibility, and without it no product can appear.
- Prepare a clean product feed — Export products with the required attributes: identifier, title, description, link, image, price, availability, brand and condition. An incomplete feed leads to hidden disapprovals and makes part of the catalogue disappear from results.
- Link Merchant Center to Google Ads — Link the accounts and create a Performance Max or Shopping campaign with a daily budget suited to the number of products. Check the product group structure and priorities.
- Monitor disapprovals and performance — Regularly check disapproved products, differences between feed price and site price, and performance by product. Fixing the feed often gains more than rewriting ads.
- Optimise by category and margin — Focus the budget on high-margin, high-converting products, exclude out-of-stock items and test richer titles with the brand, model and one or two decisive attributes.
What it costs (in MAD)
| Service | Indicative price | Good to know |
|---|---|---|
| Monthly media budget | 3,000 – 15,000 MAD / month (≈ 270 – 1,400 €) | From 60 to 100 MAD per day on a medium-sized catalogue |
| Product feed preparation | 2,500 – 10,000 MAD (≈ 230 – 900 €) | Depending on the number of products, the CMS and available export apps |
| Campaign and feed management | 2,500 – 9,000 MAD / month (≈ 230 – 820 €) | Disapprovals, prices, availability, structure and product-level optimisation |
| Product pages and visuals | 1,500 – 6,000 MAD (≈ 140 – 550 €) | Image on a neutral background, title and description meeting the rules |
| Integration with WooCommerce or Shopify | 3,000 – 12,000 MAD (≈ 270 – 1,100 €) | Automatic syncing of catalogue, stock and prices |
| Seller rating badge | 1,000 – 4,000 MAD / month (≈ 90 – 370 €) | Collecting reviews on orders; improves display and click-through rate |
Indicative ranges for the Moroccan market in 2026, excluding tax. Prices vary with scope and provider.
Mistakes to avoid
- Running ads with poor product pages: without a clean image and a visible price, clicks do not convert
- Ignoring disapproved products in Merchant Center, which removes items from the live catalogue
- Showing a different price in the feed and on the site: Google suspends the product
- Promising unrealistic delivery times, which generates disputes and damages the account
- Putting all products in a single campaign without distinguishing margins
- Expanding to other countries without checking currency, shipping fees and payment methods
Frequently asked questions
What kind of shop can use Google Shopping?
Any shop whose catalogue is accessible to Google, with complete product pages and a reliable payment method. A catalogue of fewer than 20 products can work, but the benefit is clearer on larger catalogues.
Should the product feed be automatic or manual?
An automatic feed via a CMS app (Shopify, WooCommerce) is preferable as soon as the catalogue changes: prices and stock stay up to date and errors are limited to a few products. Manual is still useful for quick fixes.
What budget to start with?
On a catalogue of 50 to 200 products with average prices of 200 to 800 MAD, 1,500 to 3,000 MAD per month is already enough to see sales and calculate a cost per sale.
What is the difference from Google Ads in search?
Google Ads in search shows text you write; Shopping shows the actual product page. Shopping is often better for impulse and comparison purchases, search for services or technical products.
How do you measure profitability?
Track cost per sale and margin per product, not just cost per click. Some sales go through cash on delivery: the real indicator is the confirmed order, not the placed order.
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