E-commerce
October 1, 2026
Wondering how to display product ratings in your Google Ads? It is possible, and it is a real conversion driver. The yellow stars visible in the search results catch the eye and reassure buyers even before they click.
Concretely, there are two distinct mechanisms: seller ratings for text ads, and product ratings for Shopping ads. Each has its own eligibility criteria and activation procedure. The trap? Many merchants do not know they are already eligible, or do not know how to collect the necessary reviews.
So how do you display product ratings in your Google Ads? On the agenda:
Why are product ratings so visible in results?
What is the difference between seller ratings and product ratings?
What are the conditions for displaying stars in your ads?
How to activate product ratings in Google Merchant Center?
How to check if your ads are already displaying ratings?
Let's go.
Summary
Why are product ratings so visible in search results?
Imagine a search for adjustable dumbbells. The results show several ads, but only two display yellow stars. Your eye is immediately drawn to these ratings, especially when one of them shows "9K+" reviews with an average of 4.5 stars. This brand seems dominant, reliable, and makes you want to click.
Product ratings act as an instant trust signal. In a world where the buyer cannot touch the product, reviews replace in-store advice. They reduce uncertainty and increase the likelihood of conversion.
For a merchant, this is a huge competitive advantage. If your competitor displays stars and you don't, they capture attention and preference, even with a similar price. Ratings are not a cosmetic detail: they directly influence click-through rates and sales. Furthermore, stars improve your brand perception, reinforce your credibility, and help you stand out in a crowded market. By investing in review collection, you create a virtuous cycle: more ratings, more clicks, more sales, and therefore more reviews.
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What is the difference between seller ratings and product ratings in Google Ads?
A distinction must be made between two types of ratings in Google Ads: seller ratings and product ratings. Seller ratings appear in classic text ads, as stars next to your site's name. They assess the overall quality of your shop, not a specific item.
Product ratings, on the other hand, are displayed in Shopping ads, directly below the product title. They show the average rating and the number of reviews for that specific product. This is what you see when you search for an item and some ads display yellow stars.
The difference is crucial: seller ratings are automatic, whereas product ratings require a manual configuration in Google Merchant Center. Understanding this distinction prevents you from searching in the wrong place and wasting time. In summary, seller ratings build trust in your shop, while product ratings highlight the specific quality of each item, two complementary levers to maximize your advertising impact.
What are the requirements for displaying seller ratings in your text ads?
Seller ratings in text ads are automatic. Google displays them if your store meets three conditions. First, you must have more than 100 reviews in the last 12 months, originating from your country. These reviews can come from Google Customer Reviews or partners like Trustpilot.
Next, your average rating must be at least 3.5 out of 5 stars. Finally, the URL visible in your ad must match the one associated with the reviews. If you change your domain, the reviews will no longer be linked.
Many merchants are eligible without knowing it. Google displays ratings automatically, and you might not even notice. It is therefore essential to check regularly whether your ads are already showing these stars, as this boosts your credibility with no extra effort. To maximize your chances, ensure your reviews come from trusted sources and that your rating remains above the threshold. Once eligible, you will benefit from an immediate competitive advantage.
How to check if your ads are already showing seller ratings?
To find out if your text ads are displaying seller ratings, log in to your Google Ads account. Go to "Ads & extensions", then "Extensions". At the bottom of the page, click on "Automated extensions".
The report that appears contains performance statistics for automated extensions, including seller ratings if you are eligible. You will see the number of impressions, clicks, and the click-through rate generated by these ratings.
If the ratings do not appear, check that you meet the requirements: more than 100 reviews, an average rating above 3.5, and a consistent URL. If this is not the case, focus on collecting reviews to reach the threshold. Once eligible, Google will activate the ratings automatically. Remember to check this report regularly to track your performance and identify optimization opportunities.
How do I enable product ratings in Google Merchant Center?
To display product ratings in your Shopping ads, go to Google Merchant Center. In the left-hand menu, click on "Growth", then "Manage programs". Look for "Product ratings" and click "Get started".
You will be directed to an interest form. It asks you for information about your Merchant Center account, the estimated number of product reviews, and how you collect and manage reviews, including the distribution of 1 to 5 star ratings.
Submit the form, and the Google team will contact you for the next steps. This process is not instantaneous, but it is necessary to enable product ratings. Once in place, your Shopping ads will display stars, increasing their visual appeal. Prepare your data in advance to speed up processing and ensure your product feed is up to date to avoid any delays.
How to check the number of reviews for your domain on Google?
Google offers a simple tool to check the number of reviews associated with your domain. Go to the Google Shopping ratings viewing page and insert your site's URL in the field provided. For example, for a site like Cabelas.com, the tool displays 152 reviews with an average of 4.7 stars.
This tool allows you to know if you are eligible for seller ratings. If the number of reviews is less than 100, you know you need to step up your review collection. If the average rating is below 3.5, you need to improve customer satisfaction.
Use this tool regularly to track your progress. It is a key indicator of your online reputation, and it helps you anticipate the activation of ratings in your ads. By monitoring this data, you can adjust your review collection strategy and maintain a high rating, which builds your credibility with buyers.
Why are product ratings a key differentiator in Shopping ads?
In the dumbbell example, price was the first differentiator. But beyond price, product ratings are a powerful trust signal. An ad with 9,000 reviews and 4.5 stars visually dominates other results, even if the product is more expensive.
For small brands, ratings are even more crucial. They allow you to compete with big names by proving that other customers have been satisfied. Without ratings, your ad looks anonymous and less trustworthy.
Ratings increase click-through rates and conversion. Buyers are more likely to click on an ad that shows social proof. It is an investment of time that pays off, especially in competitive niches. By displaying stars, you create a sense of familiarity and security, which can tip the scales in your favor at the time of the purchase decision.
How to collect product reviews without over-soliciting your customers?
To display product ratings, you need reviews. But how do you collect them without harassing your customers? The key is to ask for a review at the right time, for example after delivery, when the experience is still fresh. Use a personalized follow-up email with a direct link to the review page.
You can also integrate the review request into your thank-you page or order tracking. The important thing is not to send multiple requests for the same order, at the risk of annoying the customer.
To go deeper, consult our guide on collecting customer reviews without over-soliciting buyers. There you will find concrete strategies to obtain reviews naturally and effectively. By diversifying your collection channels, you increase your chances of getting authentic and positive reviews, which strengthens your reputation.
How do product ratings influence the ranking of your Shopping ads?
Product ratings are not just a visual element. They can influence the ranking of your ads in Google Shopping. Google uses the quality of your ads, including reputation, to determine Ad Rank. A good reputation score can improve your position.
This means that product ratings can help you be more visible, even with lower bids. It is a strategic advantage for merchants who invest in customer satisfaction.
To understand how Google ranks Shopping ads, check out our article on Shopping ad ranking. You will discover key factors like relevance, quality, and bidding. By optimizing these elements, you can improve your positioning and attract more qualified traffic.
What are the pitfalls to avoid when enabling product ratings?
The first pitfall is believing that product ratings activate automatically. Unlike seller ratings, they require a manual process in Google Merchant Center. Many merchants are unaware of this step and miss out on a competitive advantage.
The second pitfall is failing to check eligibility. If you don't have enough reviews or if your rating is too low, you won't be able to activate ratings. Therefore, you need to work on gathering reviews beforehand.
Finally, beware of non-compliant reviews. Google requires reviews to come from reliable, verified sources. Purchased or fake reviews can lead to an account suspension. Stay within the rules to benefit from ratings in the long run. By avoiding these mistakes, you maximize your chances of success and protect your online reputation.
How does Qstomy help improve your ratings and reputation?
Qstomy, the Shopify AI agent, can help you get better product ratings by improving the customer experience. Thanks to its recommendation, upsell, and cross-sell features, it guides your customers to the right products, reducing returns and negative reviews.
Qstomy also manages parcel tracking and after-sales service, two critical moments for customer satisfaction. A well-supported customer is more likely to leave a positive review. By streamlining these interactions, you naturally increase your average rating.
Additionally, Qstomy can help you answer customer questions about your products, such as during private sales or for unpackaged products. To learn more, check out our guides on managing customer questions on member-only sales and on products sold without packaging. By integrating Qstomy, you improve every touchpoint, which translates into more positive reviews and a better reputation.
What is the checklist before enabling product ratings in Google Ads?
Before you get started, make sure you have:
More than 100 reviews over the last 12 months, with an average rating higher than 3.5 stars.
A Google Merchant Center account set up and verified.
A product feed up to date with complete data.
A product ratings interest form submitted and approved by Google.
In short, product ratings are a profitable investment. They increase trust, click-through rates, and conversions. Take the time to enable them, and you will reap the rewards. Follow this checklist to ensure everything is in order before submitting your request.
FAQ
Can I display product ratings without using Google Merchant Center? No, it is mandatory for Shopping ads.
Are seller ratings automatic? Yes, if you meet the eligibility requirements.
How long does it take to enable product ratings? The process can take a few weeks after submitting the form.
To go further: How to integrate Shopify with Amazon for products, stock, and reviews? - Qstomy, How to use an AI chatbot to sell premium products without being pushy? - Qstomy, How to use an AI chatbot for product recalls: inform without panicking customers? - Qstomy.
Enzo
October 1, 2026
