Google will stop serving Showcase Shopping ads and remove Showcase Shopping ad groups beginning on April 1, the company stated in an email to advertisers sent on February 23. After April 1, previous Showcase Shopping ad layouts will become part of Product Shopping ad groups. Advertisers will retain access to performance data for removed ads and ad groups in their account reports. The history of the format. Google has previously said that approximately 40% of product searches are for broad terms. Showcase Shopping ads, which were first as a multi-image Shopping format, were intended to provide retailers with a way to “showcase” a curated group of products, and mostly surfaced for broad, non-branded searches, like “summer dresses” (in the example above). Why we care. After April 1, Showcase Shopping ads will be included in Product Shopping ad groups. “I would just suggest monitoring Shopping ads for a few weeks after the change, since it is possible advertisers could see an influx of top-of-funnel placements (since Showcase ads tended to be top-of-funnel),” said Kirk Williams, owner of ZATO Marketing.