How to Optimise Product Images for Merchant Center & Shopping Ads

When shoppers browse online, your product image is often the first (and only) impression they get before clicking. In Google Shopping ads and Merchant Center listings, a compelling product photo isn’t just helpful — it’s crucial. A blurry, poorly lit, or incorrectly sized image can tank your click-through rate (CTR), cause disapprovals in Merchant Center, or worse — drive traffic to your competitors. With visual content now driving a huge share of conversions in global e-commerce, optimising your product images isn’t a “nice to have” — it’s a non-negotiable.

Whether you're selling to shoppers in the UK, Europe, the US, or beyond, Google has clear rules — and even clearer user expectations — when it comes to how your products should be displayed. From background removal to resolution requirements, every pixel counts.

In this guide, we’ll walk you through how to:

• Comply with Google Merchant Center image rules

• Create high-quality product images (even without a studio)

• Optimise image formats, sizes, and URLs for Shopping ads

• Scale your optimisation for larger product catalogues

• Boost performance with A/B testing and feed hygiene

By the end, you’ll have a global-ready strategy to get your visuals right — and drive more sales.

What Google (and Shoppers) Expect from Your Product Images

Core Image Requirements by Google Merchant Center

Google has a clear set of rules for product images to ensure consistency and user trust across its Shopping platform:

• Accepted formats: JPEG, PNG, WebP (GIFs only for apparel and not as the main image)

• Minimum size: 100 x 100 pixels (250 x 250 for apparel)

• No watermarks, promotional text, or borders

• Clear, solid background (ideally white or light grey)

• Show the product only — no extra items or unrelated props

• Use high-resolution images (ideally 800–1600 pixels wide)

• Ensure image URLs are stable and direct

If you don’t meet these requirements, your product may be disapproved in Merchant Center — meaning it won’t appear in Shopping ads at all. Even if it’s technically approved, poor quality can lower ad performance and visibility.

Shopper Behaviour – What Makes Them Click

Globally, shoppers are influenced by visuals more than text — especially in mobile-first experiences. Here’s what catches their eye:

• Clarity & focus: The product should fill most of the frame (ideally 75–90%)

• Clean presentation: No background clutter or off-brand colours

• Visual trust: High-res images make a product feel more reliable

• Multiple views: People want to see angles, use cases, and scale (e.g., held in hand)

Whether someone’s browsing in the UK or the US, expectations are high — and the better your product looks in those tiny thumbnails, the more clicks you’ll earn.

How to Capture the Perfect Product Image (Even on a Budget)

DIY Photography Setup for E‑commerce Sellers

You’d be surprised how much you can achieve with just a few low-cost tools:

• Lighting is key: Use natural daylight or invest in affordable softboxes or ring lights to remove shadows and ensure even lighting.

• Backgrounds matter: Use a white sweep, poster board, or lightbox to create a seamless, distraction-free background.

• Tripods are your friend: Avoid shaky hands by stabilising your camera or phone.

• Camera settings: If using a smartphone, enable gridlines and lock focus. Shoot in the highest resolution available.

Pro tip: Avoid using filters. Represent the product as accurately as possible — what they see should match what they get.

Framing & Angles That Convert

Your goal is to make it easy for shoppers to visualise the product:

• Fill 75–90% of the frame with the product

• Centre the product with balanced spacing and symmetrical composition

• Show scale: Include a hand, model, or lifestyle scene in secondary images

• Offer multiple views: Top-down, side angles, and product-in-use shots provide clarity

If you sell globally, consistency across all markets builds trust.

Optimising Product Images for Upload & Feed Success

Prepping Images for Merchant Center

Before uploading, make sure your images are web-ready:

• Compress without losing quality: Use TinyPNG, Squoosh, or equivalent tools.

• Stick to JPEG or PNG: Ideal for compatibility and clarity.

• Maintain consistent dimensions: Uniformity improves feed quality.

• Save in sRGB colour profile: For accurate colour rendering across devices.

File Naming, URL Structure & Hosting Tips

• Descriptive file names: e.g. "blue-running-shoes-men.jpg" instead of "IMG_3845.jpg"

• Clean, stable URLs: Avoid tracking parameters or temporary URLs.

• Use a CDN: Improves load speed and global delivery.

• Ensure 200 status codes: Images must be crawlable by Google.

Scalable Image Optimisation for Large Product Catalogues

Bulk Editing Tools & Automation

• Google Product Studio: AI enhancements, background removal, lifestyle scene generation

• Batch tools: Photoshop actions, Canva Pro, Pixelz, GIMP scripts

• Feed managers: Channable, Feedonomics, DataFeedWatch

• Image APIs: TinyPNG, Cloudinary for mass processing

Keeping Image Quality High Across Markets

• Language-neutral visuals: Avoid embedded text

• Mobile-first: Compress images for faster loading on mobile

• Cultural relevance: Lifestyle images should resonate globally

• CDN-hosted: For consistent performance across regions

Testing & Improving Image Performance in Ads

How to A/B Test Product Images in Google Ads

• Create variations: e.g., lifestyle vs white background

• Use Google Experiments: Run split tests within your ad campaigns

• Track key metrics: CTR, conversion rate, bounce rate

Test variables:

• Angles: front vs side

• Models vs flat lay

• Cropped vs full view

• Background colour

Monitoring Image Impact on CTR & Conversions

• Use Google Ads reports: Evaluate image performance by product

• Check Merchant Center diagnostics: Spot disapprovals or issues

• Review landing page behaviour: Analyse bounce rate and engagement

Compliance vs Conversion-Focused Images

Feature	Compliant Image (Minimum)	Conversion-Optimised Image
Resolution	100x100 / 250x250	800x800+
Background	White/light grey	White or contextual scene
File Size	Under 16MB	Compressed (100KB - 300KB)
Composition	Product centred	Product fills 75-90% of the frame
File Format	JPEG / PNG	JPEG (max clarity)
Additional Images	Optional	Multiple angles & lifestyle shots
Mobile Speed Optimised	Sometimes	Always
Scalable Across Catalogues	Not always	Optimised via tools/automation

Conclusion: Turn Browsers into Buyers with Better Images

In a world where attention spans are short and competition is fierce, optimising your product images for Google Merchant Center and Shopping Ads is no longer optional — it’s essential. From meeting Google's compliance standards to mastering lighting, framing, and scaling across global markets, your images play a direct role in click-through rates, conversions, and overall ad performance.

Here’s a quick recap:

• Follow Google’s image rules to avoid disapproval

• Capture high-quality photos with a simple setup

• Optimise for upload with the right formats and compression

• Scale image management using the right tools

• Test and refine to improve performance over time

The brands that win on Google Shopping are the ones who treat visuals as an asset — not an afterthought.

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