Google Shopping Moves to Paid Product Listing Ads (2012)
Free product search became paid Shopping ads.
DateMay 31, 2012 (announced)
PlatformGoogle Ads
TypeShopping
Who it affectsEcommerce
What happened
In 2012 Google announced that Google Product Search would become Google Shopping, a paid model built on Product Listing Ads. Merchants had to pay to appear. (Google later reintroduced free product listings in 2020.)
Who it affected
Ecommerce.
What it means for marketers today
Ecommerce businesses should run both: free listings via Merchant Center and Shopping or Performance Max campaigns. See the ecommerce SEO audit.
Related
See the full Google Ads History: Every Major Change (2000–2025)