The Shopping Ads program is primarily for individuals and does not include business-to-business support. We recognize that businesses frequently turn to Google for supplies. As a result, businesses selling their products to businesses have great success advertising on Google.

Google Shopping is one of the more underutilized PPC strategies for B2B companies, especially those that have an e-commerce component to their online marketing strategy.

This article will provide recommendations on optimizing your account and product data in order to reach businesses.

Why Google Shopping for B2B

Better leads

Right off the bat, you can expect much better leads. The quality and number, both will be higher than traditional ads.

Better click-through rate

Indeed, businesses have seen a surge in the CTR after they started using shopping ads.

Better presence

If you use shopping ads along with the regular text ads, you will have a very powerful campaign that ensures broad presence and, thus, more reach automatically.

Better optimization

With the analysis you derive from the backend you will be able to see your performance and optimization future ads accordingly.

Send the highest price that someone could pay in your feed

Individuals and businesses alike will be able search for your products. Even if your customers don’t pay VAT, you should still inform them of the maximum price they can pay. This includes VAT if is required in the country you are targeting.

These are the guidelines for your product feed to ensure that your product’s pricing is clearly visible:

  • You can include tax depending on where you are located.. This means that for most countries you will need to submit the product’s gross price, which is the total price including VAT. This policy will vary depending on which country you are targeting.
  • The feed’s gross price must be equal to the landing page price. Make sure you include the correct price in your submissions to thePriceAttribute matches the gross price of your landing page.
  • Send the total price of the minimum number sold.If your product is sold in bulk, submit the total price that an individual would pay to purchase the minimum number of items.
  • You may submit a unit cost for certain product categories.
  • If applicable, include the prepackaged dimensions of an item. You may need to include prepackaged weight and volume for products that depend on unit pricing. Use the following form to include either per unit (US) or per quantity (EU, Switzerland, and US only).Unit_pricing_measureattribute. Remember to use theUnit_pricing_base_measureAttribute

Optimize your Landingpage

Your landing page is where the buyer lands after clicking on your ad. It should be attractive, informative, and helpful at the same time so that it entices the buyer and coaxes him/her into buying the product. Design it just right by using good content and images. Make sure it is not too heavy or crammed. A neat, informative design will work best.

These are the best ways to build a landing page that serves both individual and business customers.

Your landing page should include a clear return policy and refund policy

Customers should be able find your refund and return policy easily. Your landing page should include a prominent link to these policies. Customers should be able to easily understand the policy.

If required by law, clearly show the gross price and value-added tax (VAT) for the country that you are targeting

Display the gross price of your landing page. This is the total price plus VAT. It should be displayed more prominently than any other price. This price must match the price in the data feed.You can, for example, display the gross price above or below the net price to make it more visible. A larger font size or weight might be used. You can also use a larger font size and weight if this is not the price businesses will pay.

Optional: Show the net price, including VAT

You should also display the net price. This is the price that excludes VAT. Make sure the net price is not as prominent as the gross price. To display the net price, you may use a smaller font and weight.

Microdata can be used to indicate the gross cost

Microdata is used to ensure that Google can correctly find the price of your landing page. This is typically your gross price. However, these prices must match. Mark it up with:itemprop='price.

Enable checkout for everyone

Here are recommendations for your checkout process to meet the needs of both businesses and individuals:

  • Make your checkout process secure. To protect all of your possible customers, you’ll need a secure checkout process that is protected with a valid SSL certificate. Specifically, you’ll need to secure payment processing, transaction processing, and all personal information.
  • Tell users about minimum order values. If you require a minimum order value, set it in your shipping settings. For example, if you require that customers order products for at least 30 EUR on your website, add a corresponding minimum order value to your shipping settings.
  • Allow individuals to purchase products. Individuals who are not part of a business, need to be able to purchase from your website. This means, for example, that business-related fields, such as company name or ID number, should be optional.
  • Bonus Tip

If you still need to require certain fields for businesses, then we recommend that you create 2 checkout flows: 1 for individuals and 1 for businesses. For example, have customers select „Individual“ or „Business“ from a menu, and then hide the business-related fields from the individual.

Here are some common company ID numbers that individuals won’t have: BTW-Nummer, Numero de TVA, Registro Federal de Contribuyentes, SIREN, SIRET, Umsatzsteuer-Identifikationsnummer, and VAT Reg Number.

Submit the highest possible shipping cost

Accurate shipping cost is critical for both individuals and businesses when making a purchase, so optimize the shipping information you provide by following these recommendations:

  • Provide the shipping cost when targeting these countries. Customers will be able to see the shipping cost in your ads when they search on Google in these countries:
    • Australia
    • Austria
    • Belgium
    • Czechia
    • France
    • Germany
    • Ireland
    • Israel
    • Italy
    • The Netherlands
    • Poland
    • South Korea
    • Spain
    • Switzerland
    • The United Kingdom
    • The United States
  • Provide direct-to-individual rates. Provide the shipping rate that you charge individuals, rather than the rate that you charge businesses.
  • Deliver to a user’s address within the country of sale: Make sure that your products are available for purchase everywhere within the country of sale and you deliver to a user’s home address. There are a few exceptions to this requirement:
    • In the United States, Australia and Japan you can specify that you deliver only to specific regions or postal codes. In all other countries, you must provide shipping to the user’s address in the entire country of sale.
    • In Sweden, Norway and Finland we allow shipping to a collection point for specific country based carriers.
    • In Chile and Argentina we allow delivery to collection points or store pickup.
  • Include handling and insurance fees. If you charge additional shipping-related fees, such as handling and insurance, then include those fees in your shipping cost.
  • Match the cost in your account or product data with the cost on your website. Like with the cost of products, the shipping cost that you provide should match the cost that individuals pay on your website.
  • Overestimate costs if necessary. If you can’t get an accurate shipping cost, then provide an overestimated cost based on the average cost individuals visiting your site from Shopping ads would pay.
  • Collect the appropriate amount of tax and shipping. No matter what tax and shipping amount you provide to Google, you’re still responsible for collecting the appropriate amount of tax and shipping costs from your customers.


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