Why Great Product Imagery is the Unsung Hero of Google PMAX Campaigns

In the highly competitive world of Google Shopping and Performance Max (PMAX) ads, product imagery is one of the most overlooked yet powerful levers for improving performance. When users are presented with a sea of similar products, often with near identical prices and specifications, it is the image that can make all the difference between a scroll past and a click.

While many advertisers rely on plain white backgrounds and default manufacturer imagery, forward thinking brands are now using lifestyle imagery, smart bundling, and background testing to stand out. And it is working.

The Power of First Impressions

According to Google, product images are the single most influential factor in determining whether a user clicks on a Shopping ad. In fact, 50 percent of online shoppers say images helped them decide what to buy.¹

But it is not just about having an image. It is about having the right image.

Why Lifestyle Backgrounds Outperform White Backgrounds

Lifestyle imagery, meaning photos that show your product in a real world setting, can lead to a 30 to 50 percent increase in click through rate compared to standard white background images.²

• They provide context. Shoppers can imagine the product in their own lives.
• They create emotional engagement. People buy based on feelings, not just logic.
• They stand out visually. A phone on a rustic table or being held in someone’s hand stands out in a carousel of sterile white boxes.

Real example: lifestyle backgrounds in phone retail

Take refurbished tech brands for example. Many retailers are still using stock images or flat lays on white. Brands that introduce subtle props such as a charging cable, packaging, or a hand in frame report up to a 25 percent drop in cost per click and improved conversion rates.³

At Can-Do Digital, we worked with a refurbished mobile phone company to upgrade their Google Shopping product images. All mobile phones look exactly the same, so by applying a storng image with a relevant background, we were able to see some impressive growth in CTR and subsequently sales.

Testing Different Backgrounds: What Works and What Does Not

Just like any other ad element, backgrounds should be tested methodically. Here is how:

1. Segment your product feed. Use feed rules or custom labels to duplicate SKUs with different images.
2. Run split campaigns or asset groups. Compare like for like image variants across identical product groups.
3. Use Google’s Experiments or track changes within PMAX asset reporting.

Tip: Subtle textures such as marble, wood, or pastel backdrops often outperform heavily staged scenes in many industries. Avoid over editing or overly stylised content unless it matches your brand tone.

Optimising for Image Quality and Feed Compliance

Before uploading anything, make sure your images meet Google's best practices:

• Minimum size: 100 by 100 pixels for most products, or 250 by 250 for clothing
• Accepted formats: JPEG, PNG, or WebP
• Avoid watermarks, logos, and promotional overlays
• Keep file sizes under 16MB

High resolution, clean imagery is not just for show. Google can penalise low quality assets, which reduces impressions and eligibility.

Showcasing Bundles That Convert

Bundled products are a proven way to increase order value and drive higher engagement in Shopping and PMAX campaigns. But if the image only shows one item or a plain box, you're likely missing out on clicks. High-performing bundles always make it easy for shoppers to see exactly what they’re getting.

According to Feedonomics’ 2023 trends report, retailers that displayed all items clearly in their bundle imagery saw up to 42 percent higher conversion rates. The key is to photograph every item in the bundle cleanly, spaced out with good lighting, and arranged in a way that looks premium but not cluttered.

Key takeaways for your own bundles:

• Lay out products side by side or in a tiered layout
• Avoid clutter, but do not hide any products
• Highlight value without cramming text into the image

Recommended Tools and Platforms

• Product Hero Image Editor – Helps automate and stylise Shopping visuals
• Canva Pro or Figma – Ideal for quick lifestyle image mockups
• Shoptimizer or Feedonomics – Useful for enriching your product feed to match your visuals

The Bottom Line: Performance Uplifts Are Real

Here is what we have seen with clients optimising imagery in PMAX campaigns:

• Click through rate uplift: 20 to 50 percent from lifestyle images versus plain backgrounds
• Conversion uplift: 15 to 35 percent when bundles are clearly shown
• Return on ad spend improvement: Up to 40 percent when product images are tested alongside strong creative assets

These gains are significant. They can reshape your campaign performance and help you scale profitably.

Final Thoughts

In an advertising environment where automation handles most of the optimisation, product imagery remains one of the few creative elements you can fully control. Done properly, it can be the difference between a passive impression and an engaged customer.

If you need support building and testing better images for your Shopping or PMAX campaigns, our team is here to help with a practical and creative approach that gets results.

Sources:

1. Think with Google – The Power of Product Images
2. Smart Insights – Product imagery statistics 2023
3. Internal agency client benchmarks from 2024
4. Feedonomics and Huel case study from 2023