Google Shopping Ads Services in Kenya

What Are Google Shopping Ads?

Definition of Shopping Ads / Product Listing Ads (PLAs)
Google Shopping Ads—also known as Product Listing Ads (PLAs)—are visually rich, product-focused adverts that display key product elements: image, title, price, store name, and ratings. These ads surface products directly in search results or other platforms, enabling high‑intent shoppers to spot, click and buy in one seamless experience. Google Shopping Ads Services in Kenya put your products in front of ready-to-buy customers across Google Search, the Shopping tab, YouTube and the Display Network.

How they differ from standard Google Search Ads
Unlike text ads that rely solely on keywords, Shopping Ads pull structured product data from your feed. This means Google decides when to show your ad based on relevance and data quality—not just your bidding strategy or copy. The ad unit includes visuals and essential product information, giving instant clarity to a buyer. In short: Shopping Ads sell products, not ideas.

Where they appear

• Google Search results (the main SERP product carousel)

• Dedicated Google Shopping tab

• Google’s Display Network—including retargeted placements

• Within YouTube Shopping features

Key elements
A typical Shopping Ad comprises:

• Image of the product (crucial for mobile-first Kenyan shoppers)

• Product title—optimised for search terms

• Price in local currency (KES where applicable)

• Store name—builds brand recall

• Ratings/reviews—when available—boost user trust and CTR

Supporting data
In Kenya, Google Shopping Ads deliver an average click-through rate (CTR) of approximately 2.30 %, with a remarkably low average cost-per-click (CPC) of just €0.06 (roughly KES 12), offering cost-effective visibility in a growing e-commerce space.
Globally, Shopping Ads dominate retail search: they account for 76 % of retail search ad spend and attract 85 % of all clicks in Google Ads campaigns.

Why Shopping Ads Matter for E-commerce Brands in Kenya

With Google Shopping Ads Services in Kenya, brands reach high-intent buyers at the top of Google results. For Kenyan e-commerce businesses, visibility and relevance are everything. With mobile penetration exceeding 64% and internet penetration at over 42% in 2025, the average Kenyan consumer is spending more time searching and shopping online than ever before. Google Shopping Ads place your products directly in front of buyers who are not just browsing, but actively looking to purchase.

Targeting High-Intent Buyers

The biggest strength of Shopping Ads lies in their ability to reach people at the moment of purchase intent. When a user types in “buy iPhone 14 Nairobi” or “women’s leather handbag Kenya”, they’re not seeking general information, they’re looking for a supplier. Shopping Ads use structured product data from your Google Merchant Center feed to match these search terms precisely with relevant products. This precision targeting ensures your budget is spent on clicks that have a high likelihood of converting.

Higher CTR Through Visual Engagement

Shopping Ads consistently outperform text-based search ads when it comes to click-through rates (CTR). The combination of product images, prices, store names, and ratings creates a richer and more persuasive first impression. In Kenya, CTRs for Shopping Ads average around 2.30%, often double the engagement of equivalent text ads. This is particularly impactful in retail sectors like fashion, electronics, and beauty, where visuals strongly influence buying decisions.

Prime Placement at the Top of Search Results

Shopping Ads appear above organic results and even above most paid text ads in Google Search. This premium placement ensures your products are one of the first things a potential buyer sees. For mobile-first Kenyan shoppers, where mobile devices account for over 90% of search traffic, this positioning dramatically increases the chances of click-through and purchase.

Reaching the Mobile-First Kenyan Shopper

Kenya’s online shoppers are heavily mobile-driven. The visual nature of Shopping Ads is perfectly suited for small screens, where concise and compelling information is essential. The product image immediately captures attention, while the displayed price and store name help the user decide whether to click without having to read lengthy descriptions.

Level Playing Field Against Larger Retailers

Competing with established chains or international brands can feel impossible through traditional advertising. Shopping Ads allow smaller Kenyan e-commerce businesses to compete head-to-head by focusing on highly relevant search terms, optimised product feeds, and strategic bidding. A well-optimised Shopping campaign can outperform bigger competitors that rely solely on brand recognition.

Competitive Advantage in Emerging E-commerce Categories

While sectors like electronics and fashion dominate Kenyan Shopping Ads, emerging categories such as home décor, niche health products, and artisanal goods are gaining traction. Early adoption of Shopping Ads in less saturated product categories allows brands to establish dominance before competition intensifies.

The bottom line: Shopping Ads are a high-ROI channel for Kenyan e-commerce brands ready to convert intent into sales. Businesses that invest in optimising their Merchant Center feed, targeting the right queries, and continuously refining their campaigns can achieve significant growth in both traffic and revenue.

Our Shopping Ads Services Include

Our Google Shopping Ads Services in Kenya cover setup, feed optimisation, campaigns, tracking, and scaling. Dot Digital Agency provides a complete Google Shopping Ads management service for Kenyan e-commerce businesses. We handle the technical setup, feed optimisation, campaign structuring, and ongoing optimisation so your products consistently appear in front of ready-to-buy customers. Each stage of our service is designed to improve product visibility, click-through rate, and return on ad spend.

Google Merchant Center Setup

Google Merchant Center (GMC) is the foundation of any Shopping Ads campaign. Without it, your products cannot be listed on Google Shopping. We start by creating and verifying your Merchant Center account, ensuring that it is correctly linked to your website and Google Ads account. This includes:

• Domain verification through DNS, HTML file upload, or Google Analytics.

• Business information setup, including your store name, branding assets, and contact details.

• Shipping and tax settings configured according to Kenyan delivery zones and rates.

• Policy compliance checks to ensure your return and refund pages meet Google requirements.

A properly configured GMC account reduces the risk of product disapprovals and campaign delays.

Product Feed Creation and Optimisation

The product feed is a structured file that contains details about each product in your catalogue. Google uses this data to determine which searches will trigger your ads. We optimise this feed to maximise relevance and compliance, including:

• Crafting clear, keyword-rich product titles that match search intent in Kenya.

• Writing concise but detailed descriptions that highlight product benefits and specifications.

• Adding correct Google product categories, GTINs, and other attributes.

• Ensuring all images meet Google’s quality guidelines and load quickly on mobile.

• Using feed rules to correct errors and ensure consistency in naming, pricing, and availability.

An optimised feed directly impacts your impression share and click-through rate. Feed quality is the backbone of effective Google Shopping Ads Services in Kenya.

Campaign Setup and Structuring

Once the feed is ready, we design your Shopping Ads campaigns to align with your sales objectives and budget. Our approach includes:

• Selecting between Standard Shopping campaigns for more manual control or Performance Max (formerly Smart Shopping) for automated targeting and bidding.

• Segmenting products by category, price range, margin, or performance to apply tailored bids.

• Choosing the right bid strategy, whether manual CPC for control, target ROAS for profitability, or maximise clicks for traffic growth.

• Adding negative keywords to prevent ads from appearing for irrelevant searches.

This structure allows for efficient budget allocation and clearer performance insights.

Tracking and Analytics

Measuring performance is as important as running the campaign itself. We set up advanced tracking through Google Analytics 4 (GA4) and Google Ads conversion tracking. This allows us to monitor:

• Click-through rate (CTR)

• Cost per click (CPC)

• Return on ad spend (ROAS)

• Impression share compared to competitors

We also provide dashboards that show real-time campaign performance so you can see exactly how your budget is being used.

Ongoing Management and Optimisation

Shopping Ads require regular adjustments to maintain and improve results. Our ongoing management includes:

• Updating the product feed when new items are added or stock changes.

• Testing product images, titles, and pricing strategies to improve CTR.

• Adjusting bids based on product performance, location, and device type.

• Scaling budgets for products that deliver strong sales while reducing spend on underperforming items.

• Adding seasonal or promotional campaigns to capitalise on peak shopping periods such as Black Friday or back-to-school seasons.

This continuous optimisation keeps your campaigns competitive and aligned with market trends in Kenya.

Who Should Use Shopping Ads in Kenya

Shopping Ads are a high-performing choice for a wide range of e-commerce and retail businesses in Kenya that sell physical products. The format is most effective when the goal is to capture buyers who are actively searching for items that can be purchased immediately.

E-commerce Stores with Physical Products

If you operate an online store with an active catalogue of products, Shopping Ads give you direct visibility in Google Search for relevant queries. Whether you are selling electronics, home décor, fashion, or fitness equipment, this ad format positions your products where your target audience is already looking.

Retailers Using Shopify, WooCommerce, Magento, or OpenCart

Google Shopping integrates seamlessly with popular e-commerce platforms. For Shopify and WooCommerce users, product feeds can be synced automatically through apps or plugins, reducing manual work. Businesses running on Magento or OpenCart can use API connections or feed management tools to keep listings updated in real time.

Brands Seeking More Store Traffic and Sales

If your current marketing efforts drive traffic but conversion rates remain low, Shopping Ads can attract visitors who are closer to making a purchase. Because the ad unit includes price and product details upfront, the clicks you receive are more likely to convert into sales.

Wholesalers Targeting Both B2B and B2C Markets

Shopping Ads are not limited to B2C transactions. Wholesalers can reach small retailers or corporate buyers who search for products in bulk. By segmenting campaigns by quantity or pricing tiers, it is possible to target business buyers while still appealing to individual consumers.

Businesses with Competitive Pricing and Fast Delivery

Price visibility is a core feature of Shopping Ads. Businesses that offer competitive pricing and efficient fulfilment gain an edge when their products appear alongside similar items from competitors. In Kenya, same-day or next-day delivery can be a strong differentiator that increases click-through and conversion rates.

Seasonal or Niche Product Sellers

Shopping Ads are particularly effective for time-sensitive sales such as holiday promotions or back-to-school campaigns. They are also valuable for niche products, where precise targeting ensures your ads reach the right buyers without wasting budget on irrelevant searches.

For any business that sells physical goods online and wants to improve product visibility, Shopping Ads offer a measurable, scalable way to increase sales. The key is ensuring your product feed, campaign targeting, and bidding strategy are aligned with your market position and customer expectations.

Who Should Run a Remarketing Ad Campaign Services in Kenya

Remarketing isn’t just for large corporations with massive ad budgets. It’s for any Kenyan business, organisation, or institution that drives traffic to a website or app but isn’t seeing enough conversions.

If your marketing efforts bring people to your digital platforms—but they leave without taking action—you’re the right candidate for remarketing. Below are specific examples.

1. E-commerce Stores With Abandoned Carts

Online retailers are often hit hardest by abandonment. In Kenya, cart abandonment rates range between 65–80%, depending on the industry. Users browse, add items to their cart, and then drop off—sometimes due to delivery concerns, payment options, or distractions.

Use case:
An online furniture store sees thousands of visitors a week. Only 5% check out. With remarketing, the store can display dynamic ads showing the specific products each user abandoned—alongside offers like free delivery or limited-time discounts.

2. Lead Generation Websites

If your business relies on capturing leads via contact forms, quote requests, or content downloads, you’re likely losing many potential clients without remarketing.

Use case:
A law firm runs Google Ads to drive traffic to a legal services page. Only 10% of visitors fill out the form. Remarketing allows the firm to re-engage the other 90% with trust-building ads that answer FAQs or share client testimonials.

3. NGOs and Non-Profits Running Campaigns

Non-profits often spend on awareness campaigns that bring users to landing pages for donations, sign-ups, or downloads—but many users leave without acting.

Use case:
An education-focused NGO runs a digital literacy campaign. Visitors read the impact stories but don’t sign up or donate. A remarketing sequence can re-engage these users with a short video, a call to action, or success stories that reinforce urgency.

4. SaaS and B2B Businesses With Long Decision Cycles

For software products, consulting firms, or B2B solutions, decisions are rarely made in one visit. Visitors explore, download a brochure, attend a webinar, and only then reach out. Remarketing is key to staying visible during that evaluation process.

Use case:
A local CRM provider gets demo requests but loses leads before conversion. We run remarketing ads with pricing information, feature overviews, or customer success stories to nurture these leads back into the funnel.

5. Any Business With Traffic But Low Conversions

Even if your business doesn’t fit neatly into one of the above categories, if you’re:

• Getting traffic from social media or Google

• Not seeing proportional sales, sign-ups, or calls

• Not following up with that traffic in a structured way

…then remarketing should be a core part of your digital strategy.

Requirements to Run Shopping Ads

Before your products can appear in Google Shopping results, there are specific technical, compliance, and operational requirements you must meet. These are not optional; failure to meet them will result in product disapprovals, account suspension, or poor campaign performance.

1. An Active E-commerce Website with Product Pages

Google requires a functional, publicly accessible website that clearly lists the products you want to advertise.
Your site should have:

• Dedicated product pages with unique URLs for each item.

• Detailed product descriptions, specifications, and clear pricing in Kenyan Shillings (KES).

• High-quality product images that load quickly and meet Google’s image standards (minimum 100×100 pixels for non-apparel products, 250×250 pixels for apparel).

• Accurate stock availability so buyers do not click on items that are sold out.

Google’s automated crawlers will scan your website to confirm that the product data in your Merchant Center feed matches what is displayed on the site.

2. Verified Google Merchant Center Account

You must have a Google Merchant Center (GMC) account linked to your Google Ads account.
Key steps include:

• Domain verification via HTML file upload, meta tag, Google Analytics, or Google Tag Manager.

• Business information setup including store name, logo, and contact details.

• Shipping and delivery settings configured for Kenyan locations and international markets if applicable.

• Tax settings (while Kenya has no e-commerce-specific sales tax entry in Merchant Center, you must still ensure prices include VAT where applicable).

Without verification, your feed cannot be approved, and no Shopping Ads can run.

3. Compliant Product Feed

The product feed is the structured file (XML, CSV, or Google Sheets) that contains your product information.
To meet Google’s feed requirements:

• Include all mandatory attributes such as id, title, description, link, image_link, price, availability, and condition.

• Add recommended attributes like GTIN (barcode number), MPN, and Google product category for better matching.

• Use clear and relevant keywords in product titles and descriptions to match buyer search terms.

• Ensure that feed data matches your live website content exactly. Any price, availability, or currency mismatches can lead to disapprovals.

• Remove prohibited items such as counterfeit goods, dangerous products, or restricted health items.

4. Approved Return, Refund, and Contact Policies

Google requires visible, accessible policies on your website that explain:

• How customers can return products and within what timeframe.

• Conditions for refunds and how they are processed.

• Contact options such as a phone number, email, or contact form.

These pages build trust and are mandatory for policy compliance.

5. Linked Google Ads Account

Your Merchant Center account must be linked to your Google Ads account to run campaigns. This connection allows you to create Shopping campaigns using the products in your feed.
Once linked, you can segment products, set bids, apply targeting, and measure performance from the Google Ads interface.

6. Operational Readiness

Even with a fully compliant setup, success depends on operational factors:

• Reliable fulfilment to ensure timely deliveries.

• Accurate inventory updates to prevent overselling.

• Customer service availability to respond to pre- and post-sale queries quickly.

A technically correct campaign can still underperform if the customer experience is poor after the click.

Why Choose Dot Digital Agency for Shopping Ads

Running Google Shopping Ads effectively requires more than simply uploading a product feed and setting a budget. It demands a combination of technical expertise, market knowledge, and continuous optimisation to achieve profitable results. Dot Digital Agency delivers all three, backed by a proven track record in the Kenyan e-commerce market.

Proven E-commerce Ad Results in Kenya

We have successfully managed Shopping Ads campaigns for Kenyan retailers in sectors such as electronics, fashion, beauty, homeware, and niche consumer goods. Our campaigns have consistently delivered measurable improvements in sales volume, conversion rates, and return on ad spend (ROAS). For example, a Kenyan electronics store increased sales by 85% within three months of our Shopping Ads launch, while a fashion retailer achieved a nine-times ROAS through precise product segmentation and bid optimisation.

Google-Certified Ads Specialists

Our team holds official Google Ads certifications, including Shopping Ads specialisations. This ensures that every campaign is built to Google’s best practices, from feed compliance to campaign structure. Certification also gives us access to beta features and early updates, allowing us to test new tools before they are widely available.

Deep Knowledge of Local Buyer Behaviour

Kenya’s e-commerce landscape is different from markets in Europe or North America. Purchase patterns are shaped by factors such as mobile-first browsing, regional price sensitivity, seasonal spikes (e.g., back-to-school, festive seasons), and preferred delivery options. We build campaigns that take these nuances into account, ensuring ads are not only technically correct but also contextually relevant to Kenyan shoppers.

Full-Service Management

We offer a complete end-to-end Shopping Ads service. This includes:

• Google Merchant Center setup and verification

• Product feed creation and optimisation for higher impression share

• Campaign setup using the most effective structure for your budget and goals

• Performance tracking and analytics with clear, accessible reporting

• Ongoing optimisation to keep ads competitive in changing market conditions

This eliminates the need to work with multiple providers for different parts of your Shopping Ads setup.

Transparent Reporting and Measurable ROI

We provide clear monthly reports that show exactly how your budget has been spent, the performance of each product category, and the resulting sales. Using metrics like CTR, CPC, ROAS, and impression share, we break down what is working, where adjustments are needed, and how your campaigns are progressing against agreed targets. This transparency ensures you can link your ad spend directly to your sales performance.

Competitive Edge Over Larger Agencies

While larger agencies may focus on high-budget corporate clients, we provide the same level of technical expertise while remaining agile and responsive. Our focus is on delivering profitable campaigns for each client, regardless of size, with rapid adjustments based on performance data.

Choosing Dot Digital Agency means working with a partner who understands both the technical side of Google Shopping Ads and the realities of selling online in Kenya. Our combination of expertise, market insight, and transparent processes positions us as the ideal choice for e-commerce brands that want to scale sales profitably.

Case Studies – Shopping Ads Success Stories

Real results build trust far more effectively than theory. The following examples highlight how our Shopping Ads strategies have helped Kenyan e-commerce brands achieve measurable growth.

Case Study 1: Kenyan Electronics Store – 85% Sales Growth in 3 Months

Before:
This mid-sized electronics retailer relied on organic traffic and occasional text-based Google Search Ads. While they generated steady website visits, sales growth was slow, and competition from larger chains meant their ads often ranked below big-budget rivals.

Our Approach:

• Set up and verified their Google Merchant Center account.

• Created a fully optimised product feed with correct categories, GTINs, and keyword-rich titles.

• Segmented campaigns by product category (smartphones, laptops, accessories) and applied tailored bid strategies.

• Implemented GA4 tracking for ROAS and category-level performance.

After:
Within 90 days, sales volume increased by 85%, and cost per acquisition (CPA) dropped by 32%. Their Shopping Ads now hold an average impression share of 74% for core product categories, consistently appearing in the top carousel positions.