Link Merchant Center Next with Google Ads Account

SOP 219: Link Merchant Center Next with Google Ads Account

Link your Google Merchant Center to your Google Ads account so you can start running campaigns for Google Shopping

Last Updated / Reviewed: 01/31/2025

Execution Time: 10 minutes

🚀 Goal: To link your Google Merchant Center Next to your Google Ads account.

🤞 Ideal Outcome: You successfully link your Google Merchant Center Next to your Google Ads account.

🤔 Why this is important: Linking up your Google Merchant Center Next account to Google Ads is advantageous for your business. You will be able to utilize retail-centric Google Ads campaign tools and the data-centric power of Merchant Center to improve your presence on the web.

🧐 Where this is done In Google Merchant Center Next and Google Ads.

🗓️ When this is done: Only once when setting up Google Merchant Center Next and Google Ads accounts.

👨 Who does this: The business owner/manager or the local/agency digital marketer.

__⚠️Prerequisites or requirements: __You will need a Google Merchant Center Next and a Google Ads account.

To set up a Google Merchant Center Next, refer to SOP 213 (web version) on how to set up a Google Merchant Center Next.

If you do not have a Google Ads account, go through SOP 014 (web version): Creating a Google Ads account.

Click here to get the most up-to-date version of this SOP

Request link to Google Ads in Google Merchant Center Next

01▸ Visit Google for Retail here and click “Start now”.

02▸ Choose a Gmail account and log in with your password. Click “Next”.

03▸ To link to your Google Ads account, click on the settings or gear icon (top right) and click “Apps and services”.

04▸ Under "Google services", click “Add service”.

05▸ Next, select "Google Ads" and click "Next".

06▸ Choose “New account”, fill out the details and click "Next".

07▸ Click “Link to Merchant Center only”.

08▸ Check if the Merchant Center ID is correct before clicking "Link".

Approve request link in Google Ads

01▸ Sign in to your Google Ads account here.

02▸ On the left navigation menu, click “Accounts" > "Sub-account settings" > "Received link requests".

03▸ Click "Review" under the "Actions" column and click “Approve” to agree and share the data between these accounts and that’s it!

How to cancel a link request in Google Merchant Center Next

01▸ In your Merchant Center account, click the settings or gear icon and click “Apps and services”.

02▸ Under “Google services” and the "Details" column, click on the service you've just added. A pop-up will appear on your right. Click "Remove access".