When Do You Pay for a Shopping Ad?

Google's own wording for Shopping campaigns: "You're charged only when someone clicks an ad that leads to the landing page on your website or to the Google-hosted landing page for your local inventory." That is cost-per-click billing, and it is the whole rule.

Your product can be shown ten thousand times in a day and cost you nothing. So the price of a Shopping ad is not the price of being seen, it is the price of being visited. A listing with a bad photo gets shown, gets ignored, and costs nothing. A listing that pulls the wrong visitors costs you every single time.

Free listings are free. Google says products "can appear at no cost on Google Search, Google Maps, Gemini, YouTube, the Shopping tab, Google Images, and Google Lens", and new Merchant Center accounts are opted in by default.

You also pay nothing to enter the auction, nothing per product in your feed, and nothing to be shown beside a competitor. One meter runs, and a click is what starts it.

Many ecom accounts run Performance Max rather than a plain Shopping campaign, and Google describes that one as paying "for the performance of your campaigns (for example, clicks or CPM)". CPM means cost per thousand impressions, so a PMax campaign carrying your products can charge you for views on the display and video surfaces, not only for clicks.

Worth knowing before you read the report. One budget across six surfaces gives you a click number and a spend number that never line up as neatly as they do in a Shopping campaign.

Feed quality first. Google matches products to searches off your titles and attributes, so a title that reads like the search brings cheaper, better-matched clicks than one that reads like an internal SKU code.

Exclusions second. A search term that never converts costs you twice: once in cash, and again in the data teaching the campaign what your customer looks like.

Third, if you sell in the EU or the UK, check whether you buy Shopping clicks through a Comparison Shopping Service. Our features page puts a CSS at 20% off Shopping CPCs. Our waste audit says the same thing the other way round: run Shopping in the EU or UK without one and that 20% is money you hand back by default. Scaley sells this as a $39 a month add-on you switch on inside Scaley, on any tier, and independent CSS providers will sell you the same switch without us. We build Scaley, so weigh that - here the saving is the point, not the supplier.