Study finds major waste in Google Shopping ads on Black Friday

Black Friday is peak retail season, yet many brands still lose money on Google Shopping ads for products they’ve already sold out of.

The problem. Ads continue to run after items go out of stock, triggering cost-per-click charges with little to no chance of conversion. In a ShoppingIQ study of 500 global retailers, 97% continued to pay for clicks on unavailable products, often for 24 to 48 hours.

Why we care. Out-of-stock ads waste budget, distort campaign performance, and confuse algorithmic learning. When clicks lead to dead ends, conversion rates drop, rankings slip, ROI falls, and future bidding becomes less efficient.

Example. Argos reportedly continued to promote out-of-stock items during Black Friday, frustrating shoppers and wasting ad spend.

Stock update refresh rates.

• ~24 hours: 90% of retailers
• 6–23 hours: 5%
• 48 hours: 2%
• Other: 3%

The bigger picture. Google Shopping accounts for approximately 75% of U.S. retail search spend, yet its default settings still allow out-of-stock ads to run unchecked.

Bottom line. Real-time stock management is a must for retailers running high-stakes campaigns during Black Friday and other peak periods. Otherwise, every wasted click is money down the drain.

The report. How Retail Marketers Are Bleeding Budget on Google Shopping Ads On Black Friday