Welcome to this week’s PPC Pulse. Updates focus on Merchant Center access for agencies, bidding strategy, and how PPC marketers are adapting to industry changes.
Google expanded access to Merchant Center for Agencies, moving the product from pilot into general availability in the United States and Canada. At the same time, a recent Ads Decoded discussion clarified several assumptions advertisers often make about Smart Bidding and campaign “cold starts.” Outside of Google, the newly released State of PPC 2026 report provides a useful snapshot of how marketers are actually using AI and automation inside their PPC workflows.
Here’s what happened this week and why it matters for advertisers.
Merchant Center For Agencies Now Available In The US And Canada
Google’s Merchant Center for Agencies is now generally available in the United States and Canada.
The product first appeared in initial pilot form toward the end of 2024 with select agencies. Then, a broader rollout to select partners in October 2025. With this update, Google is expanding access to agencies that manage ecommerce advertisers across multiple Merchant Center accounts.
Merchant Center for Agencies provides a centralized workspace where agencies can manage multiple Merchant Center accounts in one place.
According to Google documentation, the platform includes tools designed to monitor account health, detect product issues earlier, and identify optimization opportunities across a portfolio of client accounts.
Key capabilities include:
- A single dashboard for monitoring multiple Merchant Center accounts.
- Diagnostics that surface item-level and account-level issues.
- Visibility into optimization opportunities like promotions, shipping configuration, and product availability.
- Oversight tools that allow agencies to track account health across clients.
The goal is to reduce the time agencies spend switching between Merchant Center accounts and improve visibility into issues that may affect product listings and Shopping campaign performance.
While it’s now available in the United States and Canada, you still have to contact Google to get the Merchant Center for Agencies account created.
Why This Matters For Advertisers
Merchant Center issues can often show up as performance problems rather than obvious technical errors.
If products are disapproved, feeds contain errors, or shipping settings are misconfigured, those issues can quickly limit product visibility across Google surfaces. Advertisers may see reduced impressions or traffic without immediately realizing the root cause sits inside Merchant Center rather than their campaigns.
For agencies managing multiple e-commerce clients, monitoring those signals across all accounts can take time and bandwidth away from campaign strategy.
A centralized interface does not eliminate the need for feed management or troubleshooting, but it can make it easier to detect problems earlier and prioritize fixes before they affect campaign…
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