How to Link Google Merchant Centre with Google Ads

Goal: To link your Google Merchant Centre to your Google Ads account.

Ideal Outcome: You successfully link your Google Merchant Centre to your Google Ads account.

Prerequisites or requirements:

• You will need a Google Merchant Centre account
• You will need a Google Ads account
• To set up Google Merchant Centre, refer to SOP 213 (web version)
• If you do not have a Google Ads account, refer to SOP 014 (web version): Creating a Google Ads account

Why this is important: Linking your Google Merchant Centre account to Google Ads allows your business to use retail-focused campaign tools and leverage Merchant Centre data to improve your online visibility and performance.

Where this is done: In Google Merchant Centre and Google Ads.

When this is done: Only once.

Who does this:

• Business owner or manager
• Local or agency digital marketer

Request link to Google Ads in Merchant Centre

• Go to Google Merchant Centre here and click “Sign In”
• Select your Gmail account and log in with your password
• Click “Next”

To link to your own Google Ads account:

• Click the settings menu icon [Gear]
• Select “Apps”

• Under Google apps:
  
  • Click “Add Google Ads”
• If both accounts use the same Gmail:
  
  • Your Google Ads customer ID will appear
• Select:
  
  • “Link to your Google Ads account”

• Click “Link account”
• Click “Link account” again to confirm and allow data sharing

To link to another Google Ads account:

• Click:
  
  • “Link to a Google Ads account that you don’t manage”
• Enter the Google Ads customer ID
• Click “Send link request”

To find the customer ID:

Approve the request link in Google Ads

• Go to Google Ads here and click “Sign in”
• Click:
  
  • “Admin” button or [Gear] icon
  • Select “Linked accounts”
• Under Google Merchant Centre:
  
  • Click “Manage & link”

• You should see a notification such as:
  
  • “1 received”
• Click:
  
  • “Received” tab
  • Then “Review”
• Click “Approve” to accept the request and enable data sharing

How to cancel a link request in Merchant Centre

• In your Merchant Centre account:
  
  • Click the settings menu icon [Gear]
  • Select “Apps”
• Under “Google apps”:
  
  • Choose the linked account you want to remove
  • Click “Delete connection”

• Click “Delete” to confirm cancellation