Google Ads adds per-product campaign eligibility dashboard What has changed in Google Ads

Google Ads has added a new view in the Products section that shows which campaigns each product is eligible for. Instead of jumping between Shopping, Performance Max, and product diagnostics to work out where an item can or cannot serve, you can now see eligibility at the product level in one place.

The update includes:

• • A pop up panel for each product listing Eligible and Not eligible campaigns

• • A table with product details, status, issues, and priority flags

• • A line graph that summarises campaign status trends over time

• • Filters to segment and review eligibility views faster

Why this matters commercially

In ecommerce, product coverage is not a nice to have. It is a direct driver of revenue capture and efficiency. When a product is missing from a key campaign, you lose volume you could have profitably taken. When products overlap across campaigns unintentionally, you can create internal competition that pushes costs up without increasing total sales.

This dashboard matters because it reduces the time and uncertainty involved in answering a basic question: is this product actually able to spend in the campaigns we are relying on?

Impact on acquisition systems and performance

Faster diagnosis of spend and revenue gaps

A common performance problem is a feed that looks fine at a headline level, while a meaningful share of SKUs are blocked, disapproved, or simply not eligible for the campaigns that drive growth. The new view makes it easier to spot:

• • Products that are not running in expected campaigns

• • Products that are eligible but not effectively prioritised

• • Recurring eligibility issues that correlate with sales dips

Better control of campaign overlap and budget leakage

Overlap between Shopping and Performance Max can be commercially expensive when it is accidental. You can end up paying for the same demand twice, or letting the system favour products that win auctions, not the products that win margin.

Per product eligibility visibility helps you catch overlap earlier, before it becomes a structural budget problem. It also supports cleaner segmentation when you are using campaign priority, product groups, or account structure to separate:

• • High margin SKUs that can scale

• • Loss leaders that need tight bidding discipline

• • Products that require different creative or landing pages to convert

What founders, CMOs, and marketing leads should pay attention to

This is not just a convenience update. It is a control surface for unit economics.

• • Coverage: Ensure your revenue driving SKUs are eligible in the campaigns you expect to carry growth

• • Overlap: Confirm you are not creating internal competition across campaign types without a clear reason
  • Operational speed: Shorten the time from performance drop to root cause, especially when changes happen in the feed, pricing, or inventory

Where businesses typically miscalculate

Most teams over focus on bidding settings and under invest in product level hygiene and structure. The usual oversimplifications look like this:

• • Assuming “the feed is approved” means products are eligible everywhere they should be

• • Letting Performance Max and Shopping both run broad without clear rules on what each is meant to do

• • Measuring account performance in aggregate while missing SKU level profitability swings

This dashboard will not fix those issues by itself, but it makes them harder to ignore and quicker to act on.

Practical next steps

• • Review eligibility for your top revenue and top margin products first

• • Check for products that are eligible in multiple campaigns where you did not intend overlap

• • Use the issue and status indicators to build a repeatable weekly feed and eligibility check

If you want more commercially grounded takes on acquisition systems and performance discipline, explore our blog. We share what we see working in real accounts.