Google Ads Introduces Features to Boost In-Store Activity

Google Ads has rolled out two new features aimed at helping advertisers connect their digital campaigns to in-store activity. The updates, which are set to arrive just in time for the holiday shopping season, will allow retailers to reach nearby consumers who appear ready to visit a location and make it easier to track in-store purchases back to Google Ads.

The first feature is called Local Customer Optimization, a new campaign-level setting within Performance Max campaigns focused on store goals. This setting prioritizes consumers based on their proximity to the business location and their interest in visiting the store. It uses signals from people navigating, planning trips or searching for locations across Google Maps, Waze, and local formats on Google Search.

The second feature is Store Sales, which will allow eligible advertisers to connect existing sales data from sources such as a CRM or Google Sheets directly within their Google Ads account. This will enable advertisers to track in-store purchases made at physical locations and use that data for reporting and Smart Bidding, including optimizing toward store sales or incorporating offline revenue alongside online conversions.

The Store Sales update is expected to begin rolling out at the end of September, while Local Customer Optimization is set to roll out globally soon. Both features are designed to help retailers make the most of their holiday marketing efforts and optimize their campaigns for in-store activity.