How to Run Google Shopping Campaigns in Multiple Countries

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To run Google Shopping campaigns in multiple countries, add each target country in Merchant Center, give each country product data in a language it supports, set up shipping for every country, and point each product to a landing page in the same language as its feed. Countries that share a language can share one feed (German for Germany and Austria, for example); a country with a different language needs a translated feed and translated landing pages. Then target each country in Google Ads with its own campaign or campaign settings, and track results per country.

Key takeaways

• Same language and currency (e.g. Germany and Austria): add the country to your existing data source; no other data changes are needed.
• Same language, different currency: Google can convert prices automatically, but your site must still show the original price clearly.
• Different language: create a separate data source with translated titles, descriptions and variants, and matching translated landing pages.
• Landing pages must not switch language or currency automatically based on the visitor’s location. Give each language a fixed URL.
• Shipping must be configured for every country, in a currency that matches the offer.

All requirements in this guide come from the Google Merchant Center Help Center, checked on 27 September 2026. Google changes Merchant Center regularly, so confirm details in the linked pages before you launch.

Step 1: Choose your countries with data, not guesses

Start where demand already exists:

• In Google Analytics, look at sessions, add-to-carts and purchases by country.
• In Google Ads, check where your existing Shopping clicks come from, and whether you are already excluding countries.
• Check that you can actually serve the market: shipping cost and time, returns, payment methods, customs duties and local tax.

One to three well-prepared countries beat ten half-ready ones. A country where you can’t offer competitive delivery will cost money in clicks that don’t convert.

Step 2: Understand the three multi-country scenarios

Google’s help page Show products in multiple target countries splits the work by language and currency:

This table is the heart of multi-country Shopping. Most of the effort goes into the third row: translating your product data and your store.

Step 3: Add countries in Merchant Center

Google’s guide to setting up Shopping ads and free listings in multiple countries describes the basic flow:

1. In Merchant Center, go to Business info → Countries and add the countries you want to sell in.
2. In Settings → Data sources, open your product data source and add the extra countries next to the Countries field, for countries that share the feed’s language.
3. For a new language, add a new data source with the translated product data and select the countries it should serve.
4. In Shipping and returns, set up a shipping policy for each new country. Google notes that the currency of the shipping service should match the currency of the offer.

Merchant Center’s interface changes often. If the menu names differ in your account, the linked help pages are the reference.

Step 4: Localise your product data

Google’s supported languages and currencies page says your product landing pages should be in the same language as your product data, and warns that products might have limited performance when key elements (title, description and variant information) don’t match the language of the data source.

For each new language, translate at least:

• Title. Put the words local shoppers actually search for first. A literal translation of your English title is rarely the best search term. Check local keyword data or the search terms report once you have traffic.
• Description. Translate fully; keep product facts consistent with the landing page.
• Variant attributes such as colour, size, material and pattern, using local conventions (EU vs US sizes, metric units).
• Product type and custom labels if you use them to structure campaigns.
• Links so every item points to the landing page in the matching language.

Keep identifiers (GTIN, MPN, brand) exactly the same. They identify the product, and translating them breaks matching.

Step 5: Get prices, currency and tax right

Google recommends localising price and currency fully, with prices in the currency of the target country. Where you don’t, currency conversion is switched on in every Merchant Center account: Google converts your price into the shopper’s currency and shows both. Two conditions matter:

• your landing pages must clearly show the price in the original currency;
• you still need to meet the language requirements for that country.

Currency conversion is the quick route; local-currency prices usually look more trustworthy to shoppers. If you use the target country’s currency, Google’s multi-country guide notes that you must also follow that country’s price and tax requirements.

Step 6: Localise the landing pages

This is where many international Shopping campaigns fail. A shopper in France clicks a French ad and lands on an English product page. They leave, and you still pay for the click.

Google is explicit on one point in its multi-country setup guide: dynamically switching the content of a landing page, such as its language or currency, based on the user’s location is against requirements. In practice that means:

• One URL per language. The French product lives at, for example, example.com/fr/product or fr.example.com/product, and that URL always shows French.
• No automatic geo-redirects from the URL in your feed to another version.
• Consistent details. Price, availability and product details on the page must match the feed.
• Translate the whole buying path: product page, cart, checkout, shipping and returns information, and the confirmation email if you can.

Our comparison of subdirectories vs subdomains helps you choose the URL structure for those language versions.

Step 7: Build campaigns per country

In Google Ads:

• Location targeting must match the countries selected in Merchant Center, or products won’t show.
• Separate campaigns per country (or at least per language) make budgets, bids and reporting much easier to manage. Different markets have different costs per click and conversion rates, so one shared budget usually ends up spending where clicks are cheapest, not where profit is highest.
• Select the right products. When creating a Shopping or Performance Max campaign, you choose which products to advertise by country of sale or feed label. Make sure each campaign uses the feed meant for its country.
• Add local negative keywords in each language once search term data comes in.

Step 8: Measure per country and adjust

Review each country separately:

• clicks, cost, conversions and return on ad spend;
• product disapprovals and warnings in Merchant Center diagnostics (they are enforced per country);
• landing page behaviour in analytics: bounce, add-to-cart and checkout completion by language.

A high click-through rate with a poor conversion rate in one country often points to a landing page problem: untranslated checkout, surprising shipping costs, or a missing payment method.

Checklist before you launch a new country

• Country added in Merchant Center and in Google Ads location targeting
• Data source covers the country, in a language supported there
• Titles, descriptions and variants translated and keyword-checked
• Prices in local currency, or original price clearly shown for currency conversion
• Shipping policy set up for the country, in the matching currency
• Landing pages translated, each language on a fixed URL, no geo-redirect
• Checkout, returns and contact information available in the language
• Separate campaign or reporting view for the country

How ConveyThis helps with international Shopping

ConveyThis handles the two translation jobs in this guide:

• Landing pages. It translates your store into any of 210 languages and serves each language on its own URL (a subfolder or subdomain), with hreflang tags and translated titles and meta descriptions. Each product therefore has a stable French, German or Spanish URL you can use in the matching feed. If you use the optional automatic redirection by browser language, check that your feed URLs still open in the feed’s language; for Shopping landing pages it is safest to leave it off.
• Product feeds. ConveyThis can translate an XML product feed through a special feed URL, and the translations appear in your dashboard where you can edit them. The steps are in the help article How to translate a product feed.

A glossary keeps product names and brand terms consistent between the feed and the store. Integrations are available for Shopify, WooCommerce and many other platforms, and plans are listed on the pricing page.

For the wider picture of selling abroad, read our guide to cross-border e-commerce.

Frequently asked questions

Can I use one Merchant Center feed for several countries? Yes, if the countries share a language. Add the extra countries to the data source and set up shipping for each. For a different language, create a separate data source with translated data.

Can I advertise English product data in a non-English country? Google allows products in any language it supports for the target country, but your landing pages should match the language of your product data. In most non-English markets, translated data and pages perform better and reach more shoppers.

Do I need prices in local currency? Not always. Currency conversion is enabled by default and shows shoppers an estimated local price, as long as your site clearly shows the original price. Local-currency pricing is still recommended for the best results.

Why aren’t my products showing in the new country? The usual causes are: the country isn’t added to the data source, shipping isn’t configured for it, Google Ads location targeting doesn’t include it, or the products are disapproved under that country’s policies.

Ready to give every Shopping click a landing page in the shopper’s language? Create a ConveyThis account.