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š Available for: Ā United States |Ā Canada |Ā Australia
Beta: UK |Ā France | NetherlandsĀ
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š” Why list your products on Google Vehicle Ads?
š Showcase your vehicles to ready-to-buy shoppers
Google Vehicle Ads display your cars directly in Google search results, helping you reach users who are actively looking to purchase specific models.
š Drive qualified traffic to your dealership
These ads highlight key specs such as make, model, price, and mileage, sending high-intent shoppers straight to your vehicle detail pages.
š Boost conversions with high purchase intent
Vehicle Ads target users already comparing offers, making it easier to generate leads and close sales faster.
š¬ Smart discovery powered by Google Search
Your inventory benefits from Googleās advanced understanding of user queries, helping your ads appear at the perfect moment in the buyerās journey.
Register with the channel
Contact the channel to know if you are eligible to display your products on their website.Ā
For beta countries listed above, activation is not open to all advertisers. You must request access through your Google representative or account manager. Google may expand availability over time, so we recommend checking the latest details in the Google Merchant Center.
To display your products on any channel, check that your catalogue contains the data normally required by Lengow.
Prerequisites
Before starting the onboarding process to Google Vehicle Ads, ensure that:
You have access to Google Merchant Center and the Vehicle Ads program is enabled.
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Your vehicle inventory contains:
A unique VIN for each vehicle
Available stock and current prices
A Vehicle Detail Page (VDP) for each product
You have a Lengow account with access to the Google Vehicle Ads channel.
Your product data complies with local regulations (e.g., COā emissions, fuel consumption, price transparency).
Add a channel
Add the channel in your Lengow account.Ā
Always follow the same steps to set up a channel in Lengow, as detailed in this article.
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Tip: To see all available channels, select "All countries" in the filters when choosing a channel.
We recommendĀ defining aĀ SegmentĀ within your catalogue to only configure and send the products you want to publish on this channel.
Map Categories
There is no "Categories" tab in this channel configuration, it means that category mapping is not provided by Google Vehicle Ads.Ā
However, the "google_product_category" field is required to supply your own category taxonomy.
Complete Attributes mapping
Fill as many attributes as possible for richer product listings. Google validates completeness depending on the country of sale.
Main required attributes:
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What is expected |
| "id" |
Controls search visibility, lowercase 'true' or 'false', required, if 'false' item not indexed but row still validated.Ā Must appear on the landing page in EEA and UK. |
| "vin" | Vehicle Identification Number (17 chars). |
| "price" | Selling price (ISO currency). Must match the most prominent or final price on the VDP. |
| "brand" | Manufacturer name. Ex : Peugeot |
| "model" | Model name only without trim. Ex: 208 |
| "year" | Model year. Ex: 2022 |
| "mileage" | Number + unit (KM or Miles). Ex: 43000 KM |
| "color" | Exterior color. Up to three colors separated by slash. If VDP uses a unique color name, submit that plus a standard color in title. |
| "condition" | New / Used Mileage rules apply per Google policy |
| "image_link" |
Main vehicle image (HTTPS).Ā Recommended: front, back, side, and interior angles. |
| "link or link_template" | URL to vehicle description page (must include {store_code} if in-store). Ex: https://dealer.com/vehicle/{store_code} |
Find all Vehicle Ads feed specification in the dedicated article provided in the Google Merchant Center.
Required and recommended attributes may vary depending on the country of sale.
Here are some recommended optionnal fields :
- "vehicle_fulfillment": specify one or more: online, in_store, ship_to_store
- "vehicle_price_type": all_in_price, drive_away_price, etc.
- "vehicle_msrp": manufacturer suggested retail price.
- "body_style": SUV, sedan, hatchback, etc.
- "engine": electric, petrol, hybrid, etc.
- "co2_emissions", "fuel_consumption", "electric_range": required in some countries.
- "vehicle_option": list of options, use a comma as separator.Ā
Set up your special offers
To set up special offers / sales, fill in the following fields:
- "price": the regular price of your products
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"vehicle_price_type": Conditionally required in some countries.Ā
Supported: all_in_price, drive_away_price, estimated_drive_away_price, excluding_government_charges_price, vehicle_base_price. -
"vehicle_all_in_price": Required for new cars in some countries.Ā
All in advertised price. Must also appear on the VDP.
Custom labels
Google allows up to 5 custom labels for campaign segmentation: "custom_label_0" to "custom_label_4".
These attributes are not shown on Google, but help structure campaigns. For example, you could label a group of products by make, model, or year.
Examples of usage:
- custom_label_0 = Vehicle make
- custom_label_1 = Vehicle model
- custom_label_2 = Vehicle year
Manage your Exclusions
Configure exclusions to exclude the products you don't want to publish on this channel.
LaunchĀ
At the Settings step, click on the "Launch" button once your settings are done. Then, to activate your feed in Lengow, click on the "Finish" button and on "Launch now".
Copy the URL link of your feed provided at this step.
Enter this URL link in your Google Merchant Center account.
We recommend importing a test feed, correcting any Google validation errors, then activating automatic updates in Google (daily or weekly updates, depending on your needs).Ā
Edit a product file
Check our usual guidelines to edit your data.
- Edit "product data"
- Edit "offer data"
Unpublish/Delete an offer
ToĀ stop advertising an offerĀ on the channel,Ā read our usual recommendations.
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