Google Merchant Center for Agencies Expands Globally

Google has expanded Merchant Center for Agencies to agencies globally. The rollout extends access to agencies outside the U.S. and Canada, where the platform first launched in March. The update was confirmed by Google Ads Liaison in a post on X.

Merchant Center for Agencies is a management layer built above individual client Google Merchant Center accounts. Access is restricted to agencies managing Merchant Center accounts on behalf of other businesses. Individual brands are not eligible for the platform.

What the Platform Does

Agency overview dashboard brings client accounts into one view

This dashboard gives agencies a single interface where multiple client accounts can be tracked together. The hub provides agencies with a unified view of all connected client accounts from a single login, including onboarding status and active critical alerts. Rather than logging into each client account separately to check for feed errors or account issues, agencies can monitor account health across their full portfolio from one interface.

Portfolio-wide diagnostics highlight issues across clients

Another part of the update is portfolio-wide diagnostics. Portfolio-wide diagnostics allow agencies to filter issues by client, country, or marketing method and sort them by potential impact. Store quality metrics, out-of-stock inventory monitoring, and promotions management are available within individual client account views.

Ads opportunities link product data to campaign decisions

The platform also includes an ads opportunities feature that aims to identify high-potential, low-traffic products across the full client portfolio. From that view, agencies can set custom label values for campaign targeting within Google Ads without navigating into each account individually.

Client optimization tools focus on product and inventory signals

The client optimization section is built around monitoring store quality metrics and inventory status. One example includes tracking out-of-stock products. Agencies can also manage promotions from within the interface, which ties product availability and campaign activity together.

Merchant Center for Agencies is accessible at merchants.google.com for existing Merchant Center users. Watch the video below to learn more about Merchant Center for Agencies.
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What this Rollout Means for Advertisers and Marketers

The platform is part of Google's broader move to consolidate agency-side account management within its own ecosystem, reducing the need for manual account-switching workflows or third-party feed management tools.

For agencies working with large advertiser groups, especially in retail and e-commerce, the update ties together product availability, diagnostics, and campaign-level decisions in one system.