The end of classic Google Shopping?

Google Shopping 2025: Why your standard setup is no longer enough

For a long time, Google Shopping was considered a no-brainer: Set up a feed, start a campaign, sit back. But that won't work anymore in 2025. Competition is fiercer, the platform is more dynamic — and anyone who simply “runs along” is wasting massive potential.

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Listen to the podcast episode with Simon here, in line with the article:

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What goes wrong with classic setups

Most brands rely on a central feed for all products. Sounds efficient — but often results in minimal control and little significance. Google decides what is played when, regardless of margin, funnel level, or strategic focus.

Result: Ads run but do not scale. No clear focus, no segmentation, no chance of real performance management.

Multiple Feed Strategy: More structure, more control

The solution? Multiple feeds — depending on the goal, target group, or use case.
Instead of “one fits all”, work is done more carefully:

• A feed for bestsellers
  
  
• One for high-margin products
  
  
• Seasonal or thematic feeds
  
  
• Funnel-oriented segmentation

This makes it easier to control, measure more clearly and scale more specifically. Anyone who understands Google knows that the algorithm loves structure and clarity results in performance.

‍Visual quality: Creatives in the shopping feed? Underrated!

Even if many ignore it, the image in the shopping feed is your first creative. And it decides whether someone stops or scrolls.

Small uplift, big effect:

• Text overlays with USP
  
  
• Clear focus on the product
  
  
• Lifestyle instead of standard packshot
  
  
• Variant testing and A/B visuals
  
  

If you optimize the look in the feed, you not only improve the CTR, but also the conversion rate.

Google pushes the upper funnel

Demand Gen, YouTube Shorts, Discovery: Google wants more than just search. The focus is increasingly on attention.

With formats such as Demand Gen, awareness campaigns can be combined with smart targeting and creative ads. It gets particularly exciting when Upper Funnel and Shopping play together cleverly. Full funnel on Google? Absolutely possible.

In 2025, anyone who structures and tests smartly will win

The future of Google Shopping does not lie in “more budget”, but in smart management:

• Segmented feeds for more relevance
  
  
• Creative Testing — even in shopping
  
  
• Demand gen strategies for new target groups
  
  
• Structured tracking across all funnel levels
  
  

DatAds: The shortcut to data-driven creative testing

It gets complex, especially when shopping, YouTube and demand gen converge. Here comes DatAds into the game. Regardless of whether you want to scale ads or test new concepts: DatAds gives you the insights to make faster and smarter decisions.

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