Prerequisites for vehicle ads in the EEA and the UK

This article describes the minimum requirements for a Merchant Center account to be allowlisted for the vehicle ads programme in the EEA and the United Kingdom.

Minimum requirements

Your Merchant Center account must meet the following criteria to be allowlisted for vehicle ads:

• The country mentioned in your business information should match the target country of your vehicle ads. For example, if the target country for your vehicle ads is the UK, your business must have a valid address in the UK.
• You must not have any data sources in your account during the allowlisting process.
• The Merchant Center account that's used for vehicle ads shouldn't be used to run other marketing methods such as Shopping ads or free listings. If other marketing methods are enabled in the Merchant Center account, Google may deactivate them during the allowlisting process.
• The Merchant Center accounts shouldn't be linked to a Google Ads account during the allowlisting process.
• If the Merchant Center account is a sub-account of an advanced account, the advanced account and its other sub-accounts must also meet the above mentioned criteria.
  • For example, an existing advanced account structure can't host a sub-account with vehicle ads targeting a country outside the EEA and the UK or a sub-account with any other marketing method active. If an advanced account structure is desired, then a new advanced account should be created to host a sub-account for vehicle ads targeting the EEA and the UK.

Use this form to submit your interest in participating in the vehicle ads programme.

If the requested Merchant Center account does not meet any of the above mentioned criteria, it may delay the allowlisting process and may require a new Merchant Center account to be created.

After the Merchant Center account is allowlisted for vehicle ads, you can set up data sources and link the account with a Google Ads account.