Yes. As of November 2026, Google has replaced country of sale with feed labels, and you can switch an existing Shopping campaign's feed label or country of sale in its Settings tab. What you still can't change is the linked Merchant Center account: for a different account, you need a new campaign.
Older guides say the country of sale is locked once a Shopping campaign is created. That was true of the old setting, but Google has since moved product selection from "country of sale" to feed labels, and the feed label can be edited.
What replaced country of sale?
Feed labels. Google says products used to be selected for campaigns by country of sale, and feed labels now replace it. For campaigns created before feed labels existed, Google automatically set the feed label to the two-letter country code of the original primary country of sale, so existing targeting kept running.
A few rules worth knowing:
- You can select only one feed label per campaign.
- Feed labels work in Standard Shopping, Smart Shopping, Demand Gen and Performance Max campaigns. Other campaign types still use country of sale.
- A feed label can have up to 20 characters: uppercase A-Z, digits, hyphens and underscores, with no spaces.
- In the Google Ads API, the old
sales_countryfield is deprecated in favor offeed_label, and the Merchant Center ID is immutable for Shopping campaigns.
How do you change it on an existing campaign?
- In Google Ads, open the campaign and go to the Settings tab.
- Under the products to advertise, select a specific feed label or a country of sale.
- To switch several campaigns at once, select them, click Edit, choose Remove country of sale, then Use all available feeds or Select a specific feed label, and apply.
| Setting | Where | Can you change it later? |
|---|---|---|
| Linked Merchant Center account | Google Ads campaign | No, create a new campaign |
| Feed label or country of sale | Google Ads campaign settings | Yes |
| Location targeting | Google Ads campaign settings | Yes |
| Feed label and language of a data source | Merchant Center | No, create a new data source |
What else has to change to sell in a new country?
The feed label only decides which products the campaign can advertise. Where the ads show depends on location targeting. If you choose "All countries and territories", Google shows the ads only in the countries where your products are sold.
To sell in a new country, Merchant Center also has to be ready:
- Add the country to your product data source, or create a data source for it with its own feed label.
- Set up shipping for that country, with costs in the same currency as your products.
- Make sure the campaign's location targeting includes the new country and doesn't exclude it.
In practice: if the new country has its own currency, language or margins, build a separate campaign with its own feed label instead of repointing an existing one. Budgets and reporting stay clean per country, and one market can't quietly eat another's budget. For more on targeting, see my guide to location targeting, and for setup from scratch, how to get products on Google Shopping.
Sources
- Google Merchant Center Help: Use feed labels to advertise products from specific product data sources - https://support.google.com/merchants/answer/14994087
- Google Merchant Center Help: Create a Shopping campaign - https://support.google.com/merchants/answer/3455481
- Google Merchant Center Help: Set up Shopping ads and free listings in multiple countries - https://support.google.com/merchants/answer/15404838
- Google Ads API reference: Campaign.ShoppingSetting - https://developers.google.com/google-ads/api/reference/rpc/v22/Campaign.ShoppingSetting