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.
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.
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
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.
Just like any other ad element, backgrounds should be tested methodically. Here is how:
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.
Before uploading anything, make sure your images meet Google’s best practices:
High resolution, clean imagery is not just for show. Google can penalise low quality assets, which reduces impressions and eligibility.
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.
Here is what we have seen with clients optimising imagery in PMAX campaigns:
These gains are significant. They can reshape your campaign performance and help you scale profitably.
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.
Let us create product imagery that converts. Get in touch today for a free account review and image audit.Book Your Free PPC Audit
