How To Improve Google Shopping Ads Going into 2026

ROAR | 16 December, 2025 | 4 minute read | Blog, PPC

Most B2B companies using Google Shopping aren’t really getting it wrong; they’re just treating it like a B2C channel, and that’s where things start to fall apart.

If you’re trying to work out how to improve Google Shopping ads going into 2026 for a B2B business, this is where things often break down. Higher CPC’s, fewer conversions, and traffic that looks interested but doesn’t turn into real leads. 

At a basic level, Google Shopping lets you put your products directly in front of buyers who are actively researching solutions. But in B2B, that “buyer” is usually part of a longer decision-making process, not someone ready to click and buy on the spot. 

That’s why Shopping ads matter more than many B2B brands realise. They are at the research and shortlisting stages, not the checkout stage.

In this blog, you’ll learn how Google Shopping has evolved, how it fits into a modern B2B funnel, and how to make it work harder going into 2026. 

Why not check out our recent blog: The Future of Shopping is coming – Open AI & Instant Checkout

Google Shopping is becoming a research channel for B2B buyers

In B2B, shopping ads don’t close deals; they open up conversations. 

Buyers use them to compare specifications, pricing ranges, and suppliers before they ever speak to sales. That behaviour has only increased as Google leans more heavily into visual, product-led results. 

This shift changes how success should be measured. 

Instead of obsessing over ROAS, B2B teams should focus on assisted conversions, engagement quality, and lead influence further down the funnel. 

Your Product Feed Is a Sales Enablement Tool  

For B2B Shopping campaigns, your feed isn’t just technical, it’s also educational. 

Titles and descriptions need to reflect: 

• Use cases, not just product names
• Industry relevance 
• Key differentiators and certifications 
• Compatibility, capacity, or compliance, where relevant 

A well-optimised feed helps Google match your products to commercially curious buyers. 

Negative Domestic Searches in B2B Shopping Ads

Google Shopping can be a powerful acquisition channel for B2B when it’s set up with commercial intent in mind. The challenge is that the platform is primarily designed around consumer product discovery, with the majority of users researching or purchasing for personal use rather than structured business procurement. For B2B advertisers, this creates a clear opportunity: campaigns that actively filter out consumer-led search behaviour consistently outperform those that don’t.

By proactively excluding certain search terms and refining Shopping signals around a certain sector, B2B brands can dramatically improve efficiency. Instead of paying premium CPCs for one-off consumer clicks, spend is redirected toward buyers with genuine commercial intent, resulting in cleaner data, stronger lead quality, and campaigns that scale on true B2B demand rather than diluted consumer traffic.

Performance Max Forces B2B Advertisers to Think Beyond the Click

Performance Max quietly changed how B2B Shopping works. 

Your products may now appear alongside Display, YouTube, and Discovery placements, which sounds risky if you’re focused purely on lead quality. But when used properly, this actually supports the B2B buying journey. 

Decision makers rarely convert on the first touch. They research, disappear, return, and validate. Performance Max supports that platform if you feed it the right signals. 

Control Comes From Strategy, Not Buttons

In B2B, control doesn’t come from micromanaging bids. It comes from clarity. 

That means: 

• Segmenting products by industry or use case 
• Excluding low-intent products from lead-driven campaigns
• Supplying accurate conversion data (including offline leads)
• Aligning Shopping traffic with remarketing and search 

Google automation requires context; without it, B2B Shopping becomes expensive awareness rather than pipeline support. 

Our final thoughts 

Improving Google Shopping ads going into 2026 for B2B brands requires a mindset shift. 

Shopping isn’t a bottom-of-funnel channel in B2B; it’s a trust-building and qualification layer. When aligned with Search, remarketing, and sales follow-up, it plays a powerful supporting role. 

The strongest B2B advertisers don’t ask, “Did this product convert?”

They ask, “Did this product help the right buyer move forward?”  

That’s the difference between wasted spend and sustainable pipeline growth. 

Want to learn more about Google Shopping Ads? Read our blog: Sponsored Ads Label Introduced on Google