Grocery delivery service Instacart has partnered with Google to allow its North American CPG partners to market their products in Google Shopping ads.

Instacart’s Canadian partners, which include brands such as Danone, Unilever and Nestlé’s Purina, as well as others in the U.S., such as Oikos and Kraft Heinz, will be able to leverage Instacart’s data to target ads for their products on Google Shopping and track the results of their campaigns.

“Instacart-powered Google Shopping Ads are a highly-actionable ad format that helps our CPG brand partners reach high-intent consumers,” says the company’s VP of ads product Ali Miller. “Now, people searching on Google can see a brand’s Google Shopping ad, click to purchase it on Instacart, and get that product delivered to them in under an hour – that’s a game changer for marketers.”

The delivery company launched Instacart Ads in Canada in May 2022, allowing brands to promote their products across the platform using first-party data. The ad offering collects information from Instacart’s catalogue of 1.4 billion products and provides aggregated, anonymized and retailer-independent data, as well as customizable reports with category trends and conversion performance metrics.

Instacart Ads generates, on average, a 15% increase in sales for its partner brands, according to the company. It currently has more than 5,500 partners in North America.

Instacart teamed up with Google after announcing earlier this week that it would start testing ads on Caper Carts, its AI-supported grocery shopping carts. The pilot is kicking off with Good Food Holdings’ Bristol Farms brand in California, and will eventually be available in Canada, according to the company.