ads_labels
Additional granular labels for Shopping campaigns, beyond custom_label_0 through custom_label_4. Useful for accounts hitting the five-label ceiling.
Also known as: ad_label
Channel support
| Channel | Status | Field name | Notes |
|---|---|---|---|
| Google Merchant Center | Optional | ads_labels | — |
| Meta Commerce Manager | Not supported | — | — |
| TikTok Shop | Not supported | — | — |
| Pinterest Catalog | Not supported | — | — |
| Amazon | Not supported | — | — |
| Bing Merchant Center | Optional | ads_labels | — |
Why it matters
Most accounts find five custom labels sufficient, but high-complexity catalogs (multi-brand, multi-region, multi-margin-tier) sometimes need more. ads_labels is the overflow.
The overflow slot for accounts past the five custom_label limit. Most accounts find five custom labels sufficient — ads_labels is for cases with genuine 6th, 7th, 8th dimensions that need encoding.
The pattern: comma-separated labels in one string. "winter-2026,premium-tier,UK" encodes three dimensions in one field. Less elegant than custom_label_0 through 4, but works when the structured slots are exhausted.
The signal that you need this field: campaigns reference more than 5 distinct catalog segments simultaneously. If your rule logic combines six or more dimensions to identify a product set, you've outgrown the custom_label slots and need ads_labels for the overflow.
Format rules
-
Comma-separated labels
Applies to: Google Merchant Center, Bing Merchant Center
Valid examples
winter-2026,premium-tier,UK Multiple dimensions in one label string
Related fields
custom_label_0 The first of five free-text custom label fields you can use to tag products with your own segmentation logic — margin tiers, ROAS bands, seasonal flags, anything that's useful for product set rules or campaign segmentation.
Read morecustom_label_1 The second custom label slot. Identical to `custom_label_0` at the system level — the convention is to use it for a different segmentation dimension.
Read moreads_grouping Groups items for Shopping campaign organisation. Used at the campaign level (separate from product_type or custom_label) to define which items belong to which ad groups.
Read moreFAQ
When do I actually need this?
Rarely — five custom labels cover almost all cases. Use ads_labels when you're genuinely past the ceiling, not pre-emptively.
Last reviewed: 26 May 2026
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