Product Listing Ads or PLA, are Google’s Shopping Ads that are displayed on Google Search Engine Results Page (SERPs). PLA’s show product images, prices, and retailers – so are a good way to get your products in front of the right audience.
Placing PLA ads requires a Google Ads account that is synced with a Google Merchants account and is appropriately being fed information through a product feed. Unlike other forms of Google Ads, such as Search, Display or Video, most of PLA targeting is automated based on the product feed. Product Listing Ads use the CPC model, so advertisers only pay a desired set amount when a user clicks on their listing.
Here is an example of a PLA