Google Channel requires Google Ads account?

Technical Q&A

Topic summary

Main issue: Whether Shopify’s Google Channel requires linking a Google Ads account and if a Content API feed must be created in Google Merchant Center (GMC), amid a delayed product sync.

Key guidance:

  • Google Ads linking is required only if you plan to run paid ads on Google Shopping.
  • For Free Listings (unpaid placements, which are part of Google Shopping), linking a Google Ads account is not required.
  • The product feed setup should be done via the Shopify Google Channel app; you do not need to manually create a Content API feed in GMC.

Next steps/verification:

  • If running ads: in Google Merchant Center, go to the gear icon > Account linking > Google Ads tab to link accounts.
  • If using Free Listings only: check the GMC Dashboard to confirm Free Listings is enabled; you should see a performance graph there.

Status:

  • The original sync delay (over a week) is not directly resolved in the thread. The advice focuses on account linking requirements and where to confirm Free Listings status.
Summarized with AI on February 2. AI used: gpt-5.
1

Hi, I have set up Google Channel app in Shopify, waited over a week, and it has still not synced to Merchant account.

Is the screen shot below telling me I MUST have an Ads account linked, or is it only warning me, but should still sync the products?

Also, do i have to set up a Content API feed in GMC, or should the Shopify Google Channel app do that for me?

11-Jan-23 4-43-16 PM.jpg
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2

If you want to advertise your products on Google Shopping, yes you must link Google Ads.

Go to Google Merchant Center > top right corner > gear icon > account linking > google ads (tab)

The setup of the feed must be done in Shopify.

3

Thanks EmmanuelFlossie for the quick response. Im new to this whole arena; is Free Listings considered to part of “Google Shopping”? I am only interested in Free Listings at this point.

THanks!

4

Free Listings is indeed part of Google Shopping.

So if you only want free listings, you do not need to link to Google Ads.

Check Google Merchant Center > Dashboard to see if you have free listings enabled, you should see a graph.