Optimize rules
Set a rule once instead of editing products one by one. Your feeds drop the products you don't want to advertise and label the rest, so you can bid smarter in Google Ads.
Create a rule
Pick a preset
Go to Optimize in the app menu. Click Add rule, or click a preset under Start from a preset to get a form that's already filled in.
Choose feeds
Open Apply to feeds and tick the feeds that should use the rule. Leave it empty to save the rule for later.
Check the rule
- IF: pick a field, a comparison and a value, like Discount % greater than
0. Choose all or any when you add more conditions. - THEN: pick Exclude from feed, Include in feed or Set a field. With Set a field, choose the Field and type the Value, like Custom label 0 =
on_sale.
Matching products on the right shows products the rule matches. Click the button next to it to see how many match in total.
Publish
Click Add rule. If the rule is used by a feed, check the product count for each feed, then click Publish changes.
Open the feed
Go to Manage feed and open the feed. On the Conditions tab, the Optimize rules card lists the rule with its number.
See the field
On the Products tab, open a product the rule matches. The field shows the new value, like Custom label 0: on_sale. Google gets it at its next feed fetch.
Publishing sends the changes to Google and Meta. Products a rule excludes stop showing in your ads.
Presets
| Preset | Products it picks | Label it fills |
|---|---|---|
| Tag products on sale | Discount % greater than 0 | Custom label 0 = on_sale |
| Tag low-priced products | Price less than 20 | Custom label 1 = budget |
| Tag products running out | Inventory less than 5 | Custom label 2 = low_stock |
| Tag your bestsellers | Tag contains bestseller | Custom label 3 = bestseller |
Adjust the numbers to fit your store before you save.
Which rule wins
The rule with the smaller number wins when two rules decide the same thing for the same product: one excludes and another includes, or both fill the same field. Otherwise all rules apply together. Use the arrows on Optimize to change the order. CSV rules share the same order.
Good to know
- Rules change only what the app sends to Google or Meta. Your Shopify products stay the same.
- Products you exclude, include or edit by hand keep their own value.
- Include in feed only brings back products another rule removed. Out-of-stock products stay out.
- Remove a rule from every feed before you delete it.
- For Title and Description, you can add text at the end or the front, or find and replace. Type
/or click</>in Value to insert a product detail, like{Vendor}.
FAQs
Will a rule change my Shopify products?
No. Rules only change what the app sends to Google or Meta. Delete the rule and the feed goes back to how it was.
Do rules apply to products I add later?
Yes. New products are checked against your rules on the next sync.
Two of my rules disagree. Which one applies?
The one with the smaller number. Use the arrows on Optimize to change the order.
Can I use one rule in several feeds?
Yes. Tick several feeds in Apply to feeds, or click Select rules on a feed's Conditions tab.
Changelog
- November 2026: New rule form with IF / THEN steps, action cards and a feed picker. Matching products loads on its own as you edit.