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Google Ads expanded its Promotion Assets with new barcode and QR code options, giving advertisers more ways to share promotional offers.

These new formats make it easier for customers to redeem online and in-store offers, bridging digital and physical shopping experiences.

Details:

• Barcode option supports multiple formats, including Aztec, Data Matrix, and EAN-8.
• QR codes can contain up to 720 characters of text.
• Links are not supported in QR codes.
• Advertisers must provide valid barcode numbers for barcode format.

How it works. Advertisers can select either barcode or QR code options when creating Promotion Assets, then input their specific promotional information within the format constraints.

Why we care. These new promo code options provide more flexibility in running cross-channel promotions and can improve redemption tracking. The barcode format enables better in-store integration, while QR codes make it easier for customers to claim offers on mobile devices, potentially increasing conversion rates.

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First seen. This update first came to our attention when Google Ads Strategist Thomas Eccel posted it on LinkedIn:

Bottom line. This update gives advertisers more flexibility in how they present promotional codes, potentially increasing redemption rates through easier customer access.

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About the author

Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.

In 2008, Anu’s career started with

 delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.

Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host of weekly podcast PPCChat Roundup.

She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.

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