---
title: How BuyerBridge Sets Up Google Vehicle Listing Ads (VLAs)
description: What Google Vehicle Listing Ads need and how BuyerBridge sets up the ad account, Merchant Center feed and store code for you.
---
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# How BuyerBridge Sets Up Google Vehicle Listing Ads (VLAs)
## The Google Ads, Merchant Center, website and store code pieces VLAs need, and which ones BuyerBridge handles.
Google Vehicle Listing Ads (VLAs) show a dealership's vehicles in Google results with a photo, price and mileage, and send shoppers to the vehicle's page on the dealer's website. They rely on four connected pieces: a Google Ads account, a Merchant Center account with a vehicle feed, a claimed website, and a Google Business Profile store code.
BuyerBridge sets most of this up during Google onboarding. Use this guide to see what each piece does, and to set up anything the client doesn't have yet. For the BuyerBridge steps, start with [How to Onboard a Client's Google Channel](https://support.buyerbridge.com/knowledge/onboarding-a-clients-google-channel-in-buyerbridge?hsLang=en).
### Quick Links
- [What BuyerBridge Sets Up for You](https://support.buyerbridge.com/knowledge/how-to-setup-google-vehicle-listing-ads#what-buyerbridge-does)
- [Step 1: Google Ads Account](https://support.buyerbridge.com/knowledge/how-to-setup-google-vehicle-listing-ads#create-google-ads-account)
- [Step 2: Google Merchant Center Account](https://support.buyerbridge.com/knowledge/how-to-setup-google-vehicle-listing-ads#create-google-merchant-center-account)
- [Step 3: Verify and Claim the Website](https://support.buyerbridge.com/knowledge/how-to-setup-google-vehicle-listing-ads#claim-website)
- [Step 4: Vehicle Inventory Feed](https://support.buyerbridge.com/knowledge/how-to-setup-google-vehicle-listing-ads#inventory-feed)
- [Step 5: Business Profile Store Code](https://support.buyerbridge.com/knowledge/how-to-setup-google-vehicle-listing-ads#configuring-google-business-profile-store-code)
- [Final Checklist](https://support.buyerbridge.com/knowledge/how-to-setup-google-vehicle-listing-ads#checklist)
### What BuyerBridge Sets Up for You
During Google onboarding, BuyerBridge:
- Creates a new Google Ads account under your manager account (MCC), or connects an existing one
- Uses the client's Business Profile store code, or suggests one
- Builds the vehicle feed from the client's inventory and uploads it to the Merchant Center account you select
- Adds account-level extensions, like sitelinks, callouts and the business logo
The client still needs a Google Business Profile, a Merchant Center account, and a claimed website. Those are below.
### Step 1: Google Ads Account
Your agency needs a Google Ads manager account (MCC). On the **Ad Account** step of onboarding, choose **Create a new Ad Account** and BuyerBridge creates it under your MCC. Or choose **Connect an existing Ad Account**.
The ad account needs a payment method before ads can run. Add it in Google Ads, then click **Recheck Status** in BuyerBridge.
### Step 2: Google Merchant Center Account
Merchant Center holds the vehicle feed that VLAs read from. If the client doesn't have an account:
1. Go to [merchants.google.com](https://merchants.google.com) and sign in with the same Google login that manages the client's Google Ads.
2. Enter the business name, country and time zone, and follow Google's setup prompts.
3. Link the Merchant Center account to the client's Google Ads account.
Then select it on the **Asset Connection** step in BuyerBridge.
### Step 3: Verify and Claim the Website
Google needs proof the client owns the website the vehicle links point to. In Merchant Center, add the dealership's website in the business information settings, then verify it with one method:
- **HTML tag:** a line of code in the homepage head
- **HTML file:** a file uploaded to the website's root folder
- **Google Analytics or Google Tag Manager:** quickest if the site already uses either one with the same login
After verifying, claim the website so Google ties it to this Merchant Center account.
### Step 4: Vehicle Inventory Feed
You don't build the feed yourself. On **Asset Connection**, click **Create Feed**, and BuyerBridge builds the vehicle feed from the client's inventory and uploads it to Merchant Center. If the automatic upload fails, BuyerBridge gives you a feed URL to add in Merchant Center by hand.
After upload, check the feed's diagnostics in Merchant Center. Fix any flagged items, like missing prices or broken vehicle links, at the source (the client's website or inventory feed provider).
### Step 5: Business Profile Store Code
The store code ties the vehicle feed to the dealership's physical location. Merchant Center requires the code in the feed to match the one on the Google Business Profile.
- If the profile already has a store code, enter it on **Asset Connection**.
- If it doesn't, click **Generate random code** or type any code you want, and use the same code on the Business Profile.
Multi-location dealers need a separate Business Profile, with its own store code, for each location.
### Final Checklist
- Google Ads account connected, with a payment method
- Merchant Center account selected and linked to Google Ads
- Website verified and claimed in Merchant Center
- Feed created and showing vehicles in Merchant Center diagnostics
- Store code matching the Business Profile
Questions? Email [support@buyerbridge.com](mailto:support@buyerbridge.com).
### Continue Learning
- [Back to Hub: Google Tools 101: Starting Guide](https://support.buyerbridge.com/knowledge/google-tools-101-starting-guide?hsLang=en)
- [How to Onboard a Client's Google Channel](https://support.buyerbridge.com/knowledge/onboarding-a-clients-google-channel-in-buyerbridge?hsLang=en)
- [How to Deploy Google VLAs with the PMax Playbook](https://support.buyerbridge.com/knowledge/how-to-deploy-a-google-performance-max-campaign?hsLang=en)
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