Google has released a highly anticipated update to its Demand Gen ads: Checkout Links are now officially supported. This feature was previously available only in Performance Max and Standard Shopping campaigns — but as of April 24, 2025, U.S. advertisers using Demand Gen ads can now send users directly to the checkout page, bypassing the traditional product landing page. This opens up a faster route to conversion — but only if used strategically.
What Are Checkout Links?
Checkout links allow advertisers to send users directly to the checkout page with a product preloaded into the cart. This eliminates the typical landing flow on a product page first, then clicking “Add to Cart” and heading to the checkout.
For certain products, this frictionless journey can significantly improve conversion rates. However, it’s not a one-size-fits-all solution and key caveats must be considered.
Image Courtesy of Google.
Who Should Use Checkout Links?
This feature is ideal for products that:
- Require no personalization
- Don’t need additional information before purchase
- Have a low-consideration buying process
Examples include standard consumer goods, accessories, or digital products.
If your product requires user input (e.g., engraving text, size selection, or special instructions), check-out links should not be used. In such cases, bypassing the product page can lead to confusion or missed personalization options, ultimately hurting the customer experience and sales.
How to Enable Checkout Links in Google Merchant Center
To set up checkout links, follow these steps:
- Go to Google Merchant Center
- Navigate to Business Information
- Scroll down to the Checkout section
- Add your cart or checkout URL template
This template must be customized for your eCommerce platform. For example, Shopify merchants can use URLs like:
https://example.com/cart/{id}:1In this URL:
{id}refers to the variant ID from your product data feed.:1indicates the quantity of the product being added.
Make sure you use the correct product ID, especially for Shopify, where you’ll need the variant ID, not the SKU.
You can find more specific tutorials for the UI version.
And the checkout_link_template.
Adding Checkout Links via Feed Rules or Supplemental Feeds
If you prefer not to configure it directly in the Merchant Center UI, add checkout URLs using feed rules or supplemental feeds. Create a column with the checkout link template and merge it with your existing product data. This allows more granular control, especially if only some products are eligible for direct checkout.
Test Before Fully Committing
While this feature sounds like a time-saver, it’s essential to test the impact on performance:
- Enable Checkout Links for 30 days
- Compare conversions with the previous 30-day period without the feature
- Review any drop in performance, bounce rate, or cart abandonment
Some consumers may be confused if they’re taken straight to checkout without seeing reviews, images, or complete product descriptions. This is particularly true for newer brands or high-value products where trust-building content is essential.
YouTube Ads Are Included
An exciting aspect of this release is that it now supports YouTube in-stream inventory. This means your video Demand Gen ads can also benefit from direct-to-checkout flows, potentially shortening the funnel for impulse purchases driven by video ads.