What is a page feed?
A page feed is a spreadsheet of URLs, each with custom labels such as category, margin or season, uploaded to Google Ads. Dynamic Search Ads and Performance Max use it to know which pages exist, how they group, and which one to generate an ad and a landing page from for a given search.
Why it exists
Without a page feed, Google crawls whatever it finds: out of stock products, the careers page, the legal notice. With one, you decide the set of destinations the algorithm is allowed to choose from. It turns "let Google figure it out" into "let Google choose among the pages we know convert".
How to use it
- Only pages that convert: category and product pages with a clear next step, nothing else.
- Labels that mean something: by intent, margin or campaign, so asset groups can target a label instead of a URL list.
- Kept in sync with the catalogue: a page feed pointing to dead pages is worse than no feed at all.
- Paired with exclusions: negative URLs for everything the feed does not cover.
The bigger picture
Page feeds are one of the few explicit controls left inside Performance Max, and one of the least used because they are unglamorous. Automation rewards the advertiser who feeds it clean inputs. A curated page feed is exactly that, and it costs an afternoon.
.svg)
