Google Shopping opens up to physical goods subscriptions

In the frantic race towards omnichannel retailing, Google continues to expand the reach of its most effective advertising formats: Shopping Ads. Recently, the ecosystem took a new step forward by opening its doors not only to sellers of physical goods, but also to product subscription models. Google Shopping subscriptions are becoming a major lever for brands. This evolution is not a simple technical update, but a profound restructuring that positions Google Shopping as a comprehensive platform for all retailers, including those focusing on recurring business and customer loyalty.

Google Shopping subscriptions: a new product field

Historically, Google Shopping Ads and Performance Max were the preserve of tangible products sold individually. However, the market has exploded in recent years, driven by the rise of monthly boxes, auto-refill products and hybrid services based around a physical good (meal kits, magazines, coffee, vitamins, etc.).

What is actually changing in Google Shopping

• Physical goods with smoother integration of product inventories into Shopping Ads campaigns.
• Product subscriptions, as Google now allows you to promote products sold through a recurring model directly in a visual and effective format.

To be eligible, the product must therefore be a physical good. However, purely digital services such as Netflix or Spotify remain excluded.

Why include subscriptions in Google Shopping Ads?

The integration of subscriptions into Google Shopping is a strategic lever for several key reasons. It transforms e-commerce campaigns into customer retention tools, with a direct impact on Lifetime Value (LTV).

1. Maximise visibility with Shopping ads

Shopping Ads are the most visible on Google, offering rich display (image, price, brand).
Adding an offer by product subscription in this format allows you to:

• Capturing purchase intent: users discover the subscription as soon as they search for a product.
• Improving CTR: visuals, recurring prices and convenience of the offer increase click-through rates.

2. Acquire high-value customers (LTV) through subscriptions

The subscription-based model allows for long-term investment, with advertisers able to:

• Justify a higher CPA, as long-term profitability is higher.
• Optimise their Performance Max campaigns based on customer value rather than conversion alone.
• Target more engaged audiences who are likely to return.

3. Standardise and control your feeds in Merchant Centre

With Google Shopping subscriptions, advertisers use Google Merchant Centre (GMC) to manage their products centrally. To take full advantage of this development:

• The fields related to the subscription (initial price, frequency, duration) must be included in the feed.
• The visuals produced must clearly display the recurring nature of the offer, such as a monthly subscription or automatic delivery.
• Data must comply with Google's specifications.

What you need to know about Google Shopping subscriptions

The opening of Google Shopping to product subscriptions confirms the shift in online commerce towards recurring purchases and customer loyalty. Brands can now transform a one-off purchase into a lasting relationship with their customers.

The steps to follow are as follows:

1. Check your eligibility: if you sell a physical product in the form of a subscription (e.g. coffee, beauty boxes, pet food, DIY kits, etc.), this applies to you.
2. Update your product feed: add subscription-specific attributes in Merchant Centre.
3. Optimise your creative content: incorporate the benefit of recurrence into your images and product titles.
4. Measure customer value: focus your bids on Lifetime Value rather than pure ROAS.

Google Shopping and subscriptions: a strategic turning point for brands

By integrating product subscriptions into its Shopping Ads formats, Google is not only expanding its offering, it is redefining the way we think about acquisition. The challenge is no longer to sell a product, but to build a recurring and profitable customer relationship.

Would you like to take advantage of this strategic shift, structure your product feeds and optimise your Shopping Ads campaigns for subscriptions? Our Google Ads agency can help you implement effective and sustainable Google Shopping subscription strategies.