How to Build Google Ads Campaigns for Multi Product Stores

Introduction

Managing Google Ads for a store that sells multiple products is a high-reward challenge. Unlike single-product campaigns, which focus all your efforts on promoting one item, multi-product campaigns require a broader, more structured approach. You're dealing with diverse audiences, varied search intent, and a greater potential for wasted ad spend if campaigns are not carefully segmented.

Without the right strategy, multi-product stores can quickly lose control of their ad budgets—spending on the wrong keywords, serving generic ads that don’t convert, or failing to reach potential customers at the right stage of their buying journey. The key to success lies in building smart campaign structures, using automation where appropriate, and focusing your efforts where they’ll drive the most value.

In this guide, Monde Digital Agency provides a step-by-step approach to planning, launching, and optimizing Google Ads campaigns specifically for multi-product businesses—helping you turn complexity into a competitive advantage.

1. Start With a Solid Campaign Structure

When you're promoting a store with a wide range of products, your campaign structure must reflect the diversity and depth of your catalog. A poorly organized account can quickly become a mess—making it difficult to track performance, control budget allocation, or scale effectively.

A good starting point is to divide your campaigns based on product categories or themes. For example, an online fashion store might separate campaigns into “Men’s Clothing,” “Women’s Clothing,” and “Accessories.” Each campaign can then contain ad groups for more specific subcategories, such as “Women’s Shoes” or “Men’s Suits.” These ad groups should each target a tightly focused set of keywords and ads that are relevant to a particular product type.

This structure offers two main benefits: First, it ensures that your ad copy and landing pages are highly relevant to search intent, which improves Quality Score and reduces cost-per-click (CPC). Second, it makes it easier to analyze performance at the category or product level—so you can identify where to scale or cut back spending.

2. Leverage Google Shopping Ads

Google Shopping Ads are one of the most effective ways to promote a large product inventory. These ads display product images, prices, brand names, and ratings directly on the search results page—making them highly visual and action-oriented.

To run Shopping Ads, you need to set up and sync your product feed through Google Merchant Center. The accuracy and structure of your feed play a crucial role in ad performance. Product titles should be descriptive and keyword-rich, as they directly influence when and where your ads appear. High-quality images, clear pricing, and relevant product categories also contribute to better visibility and click-through rates.

Advanced advertisers should make use of custom labels within the product feed. These allow you to segment products based on attributes like seasonality, margin, or clearance status, and then bid more aggressively on higher-priority items. If managing a large catalog, consider using Performance Max campaigns—which use Google’s AI to serve your ads across multiple channels, including Search, Display, YouTube, and Shopping, based on user intent.

When optimized well, Shopping campaigns deliver both high visibility and strong intent traffic—ideal for multi-product stores aiming to boost sales at scale.

3. Use Dynamic Search Ads (DSAs) for Broad Coverage

Creating unique ad copy and keyword lists for every single product can be overwhelming, especially if your store features dozens or even hundreds of items. This is where Dynamic Search Ads (DSAs) become incredibly valuable.

DSAs use Google’s web crawler to scan your website content and automatically match your pages to relevant search queries. Google also generates headlines based on the user's search and your site content, eliminating the need to write individual ads for each product.

While DSAs aren't a replacement for traditional campaigns, they serve as a powerful supplement—especially for long-tail searches or products that haven’t been assigned to specific ad groups yet. To keep control, you should only allow high-performing or relevant product pages to be indexed by DSAs, and use negative keywords to block irrelevant traffic.

DSAs help uncover new keyword opportunities and fill in the gaps in your targeting strategy, making them an essential tool for multi-product advertising.

4. Segment Campaigns by Profitability or Priority

With limited budget and countless products, it’s important to allocate your resources strategically. Not all products contribute equally to your revenue or margin. Some items are more profitable, while others may have high conversion rates or seasonal demand.

One way to maximize your return on ad spend (ROAS) is to segment campaigns based on profitability or business goals. For instance, you can create a dedicated campaign for your best-selling or highest-margin products and assign a larger budget to those campaigns. Alternatively, use custom labels in your product feed to categorize items as “High Margin,” “Top Seller,” or “Seasonal Promo,” and then structure campaigns around these groups.

This approach allows you to optimize bids and budget for the products that truly matter to your bottom line—while maintaining visibility for the rest of your inventory through broader or automated campaigns.

5. Write Targeted Ad Copy for Each Product Group

Generic ad copy doesn’t cut it when you're promoting a wide range of products. To increase your Quality Score and attract the right clicks, each ad should closely align with the product category it promotes.

When creating ads, focus on what makes each group of products appealing. Highlight key features, benefits, or offers that are specific to that group. For example, ads for “Wireless Headphones” could include benefits like “Noise Cancellation,” “30-Hour Battery Life,” or “Free 2-Day Shipping.”

Incorporate Dynamic Keyword Insertion (DKI) when appropriate to ensure that the user’s search term appears in the ad headline—this increases relevance and boosts click-through rates. Include strong calls-to-action (CTAs) such as “Shop Now,” “Limited Offer,” or “Order Today.”

By customizing your ad copy to match the specific interests of each product segment, you’ll drive more qualified traffic and improve campaign efficiency.

6. Optimize Landing Pages for Relevance and Speed

Your landing pages must deliver on the promise of your ads. If someone clicks on an ad for “Men’s Running Shoes” but lands on a generic homepage or irrelevant product category, they’re likely to bounce. That’s a wasted click—and wasted budget.

Each ad should lead directly to a relevant, high-converting landing page. This could be a product detail page, a category page, or a filtered product list. Ensure the page loads quickly, especially on mobile, and includes all the information a customer needs to make a purchase—like product specs, pricing, availability, reviews, and return policies.

Design elements such as a clear call-to-action (e.g., “Add to Cart” or “Buy Now”), secure checkout badges, and mobile-friendly navigation are essential for keeping users engaged. Google also factors landing page experience into your Quality Score—so optimizing your pages improves both ad performance and conversion rates.

7. Monitor, Test, and Adjust Regularly

Launching your campaign is just the beginning. Ongoing monitoring and optimization are crucial—especially when managing campaigns for multiple products. Performance will vary across products, audiences, devices, and ad formats.

Set up conversion tracking so you can measure what actions users take after clicking your ads—such as purchases, form submissions, or phone calls. Monitor key metrics like click-through rate (CTR), cost-per-click (CPC), conversion rate, cost per acquisition (CPA), and return on ad spend (ROAS).

Use A/B testing to improve ad performance. Test different headlines, descriptions, landing pages, and bidding strategies. Adjust bids based on device performance, geographic location, and time of day. Most importantly, use negative keywords aggressively to eliminate irrelevant traffic and protect your budget.

By continuously refining your campaigns based on data, you can scale effectively while maintaining profitability.

Conclusion

Running Google Ads for a multi-product store requires more than just launching a few campaigns. It demands structure, strategy, and ongoing attention to detail. When done right, it allows you to showcase every corner of your inventory while optimizing for ROI.

Through smart campaign segmentation, Shopping Ads, DSAs, tailored ad copy, and consistent testing, you can build a Google Ads strategy that brings measurable results—even with a complex catalog.

At Monde Digital Agency, we specialize in helping online retailers and multi-product businesses get the most from their Google Ads investment. Our team builds, manages, and optimizes campaigns that turn ad spend into revenue—with full transparency and data-driven results.

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