Affiliates & Google Ads How to scale sales with minimal risk
A practical guide for online stores that want to combine their own Google Ads campaigns with affiliate programs where partners run Search & Shopping Ads.
Do I pay “twice” if an affiliate bids on the same terms as me?
You don’t pay twice for the same click, but there’s a risk of commissions on inevitable sales (brand). Solution: brand‑bidding rules and differentiated commissions.
Are affiliate‑run Shopping Ads worth it?
Yes, on non‑brand or long‑tail where incrementality is real. On brand, only with approval and reduced commission.
What happens on Black Friday?
Let affiliates scale on non‑brand and long‑tail; keep control on brand & best‑sellers in your own account.
Appendix: Terms & Conditions Template
EN — Key Clauses
Exact‑match bidding on brand terms is prohibited.
Google Ads allowed on non‑brand only; exceptions require written approval.
Why you should allow affiliates to run Google Ads for your store
Done right, this strategy delivers incremental traffic, new customers, and fast scaling with limited financial risk. The key is enforcing clear policies and monitoring.
Benefits
Access new audiences: non‑brand & long‑tail demand.
Scale without locked cash: affiliates pay clicks; you pay revenue.
SERP domination: multiple entries vs. competitors.
Allowing affiliates to run Google Ads expands your reach, brings new customers, and scales efficiently — provided you enforce clear rules and active monitoring.