Here’s the truth: Waiting on Amazon to bless your new product with visibility is like waiting for a snail to win the Indy 500.
You don’t have time for that.
That’s why smart sellers don’t wait. They build momentum before Amazon ever knows their product exists. And the secret weapon?
🎯 Google Ads.
Yes, you can — and should — launch your product with Google Ads before it’s even listed on Amazon. Here’s exactly how.
⚡ The Amazon Algorithm Doesn’t Care About Your Feelings
I love Amazon for scale. It’s a beast.
But when you’re launching? It’s like showing up to prom without a date — no reviews, no traffic, no trust. You’re invisible until the algorithm maybe decides you’re worthy.
🕳️ Translation: you’re throwing your product into a black hole and hoping someone notices.
No thanks.
Instead of waiting, we create our own momentum. And that’s where Google Ads comes in.
📖 Storytime: From Zero to Pre-Order Hero
One of my clients, let’s call her Sarah, was launching a sleek new cold brew coffee maker. She asked, “Andy, how do I get traction before Amazon even lets me breathe?”
We built a simple landing page. We ran a few search ads. No Amazon. No reviews.
Just traffic, a killer headline, and a “Pre-Order Now” button.
She had 478 email signups and 76 pre-orders before her product ever touched a fulfillment center.
That, my friends, is how you flip the script.
✅ Step-by-Step: Google Ads Product Launch Blueprint
Here’s how to do what Sarah did — and do it even better.
- 🛬 Build a Landing Page That Converts
Forget Amazon for now.
You need:
- Bold headline that speaks to the pain or promise
- 3–5 benefit bullets (keep it juicy)
- A compelling founder story or influencer quote
- A clear call-to-action (CTA): “Pre-Order Now,” “Join Waitlist,” etc.
Use early testimonials or even mockups if needed. The goal is to get people excited.
- 🔥 Launch Three Core Google Ad Campaigns
Let’s not overcomplicate things. Start with these:
Branded Search Ads
- Protect your brand name.
- Don’t let competitors steal your thunder.
Non-Branded Search Ads
- Use long-tail, high-intent keywords.
- Examples:
- “best cold brew maker under $100”
- “portable iced coffee machine”
- “cold brew system no electricity”
Display or Discovery Ads (Optional)
- Great for retargeting visitors.
- Expect warming, not immediate conversions.
🎯 PRO TIP: Track everything. Conversions, form fills, sign-ups. If you’re not tracking, you’re guessing — and guessing ain’t a strategy.
- 📧 Build a Buyer List You Own
This part is golden. Every email you capture is:
- A future Amazon review
- A warm audience for upsells
- A VIP fan ready to buy again
Seriously. Owning your traffic = owning your future.
🛒 When to Flip the Switch to Amazon
Once you’ve got:
- Validated demand
- Customer emails
- Pre-orders and early reviews…
🎬 Now you’re ready to list on Amazon.
But now, instead of begging for visibility, you come in swinging:
- Built-in traffic
- Sales velocity
- Review-ready customers
- A keyword strategy that already converts
That’s how you launch instead of hope.
🧠 The Big Lesson
Don’t wait for Amazon to show you love. Build your own buzz, drive your own traffic, and walk into Amazon with momentum.
Because here’s the deal…
💥 The first click is the most important one. If you’re going to spend money on traffic, make sure it’s building your business — not Bezos’.
🧭 Repeatable Proverb:
“Own your traffic before you rent Amazon’s.”
Say it with me. Tattoo it on your ad budget.
💬 7 Must-Know Q&As for Launching with Google Ads
Q1: Can I advertise a product that doesn’t exist yet on Amazon?
A: Absolutely. You’re advertising a pre-order, not a lie.
Q2: What kind of page should I send Google Ads traffic to?
A: A landing page you control. No distractions, just conversion.
Q3: How much should I spend to test this?
A: Start with $20–$50/day. Adjust based on results.
Q4: Should I run Performance Max?
A: Not for pre-launch. Stick with Search for better control.
Q5: What’s the #1 goal of this pre-launch?
A: Build your buyer list and validate demand.
Q6: What if no one clicks or buys?
A: Great! You just saved a fortune before mass production.
Q7: When do I turn on Amazon PPC?
A: After your listing is live and you’ve got reviews lined up.
Need Help with Google Ads? If you’re ready to take your online store’s performance to the next level with Google Shopping Ads but need a helping hand, consider reaching out. I’m Andy Splichal, author of Make Each Click Count and host of the Make Each Click Count podcast. Whether it’s about creating high-performing Shopping Ads or mastering your overall Google Ads strategy, I’m here to help. Let’s make those clicks count!
ABOUT THE AUTHOR
Andy Splichal is the founder and managing partner of True Online Presence, author of the Make Each Click Count book series, host of the Make Each Click Count podcast, founder of Make Each Click Count University and certified online marketing strategist with twenty plus years of experience helping companies increase their online presence and profitable revenues.
He was named to Best of Los Angeles Awards’ Most Fascinating 100 List in both 2020 and 2021. To find more information on Andy Splichal, visit trueonlinepresence.com or read The Full Story on his website or his blog, blog.trueonlinepresence.com.
