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Local inventory ads

More and more, shoppers are using digital to find what they need in shops near them. In fact, searches for “shopping near me” have grown 3x in the past two years. Reach these consumers with local inventory ads that help nearby shoppers know what you have in stock, driving more sales to your physical shop.

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Here's what you can do with local inventory ads

Promote in-store inventory

Nearly half of all shoppers globally say that they confirm that what they want is in stock before going to the shop. When you use local inventory ads, you're letting these prospective customers know that you have exactly what they want, right when they're looking to buy. Today, we have over 2B offers mapped to physical shop locations globally.

Bring your local shop online

Create a virtual storefront that pairs seamlessly with your physical one by offering details like store hours, product availability and directions.

Measure performance

Keep an eye on your shop's performance online and off. Our robust analytics will help you understand the impact that your digital ads have on in-store sales.

Whether they're searching on desktop, smartphones or by voice, surface your products to nearby shoppers on Google.

Google Search

Highlight your local inventory and important business information front and centre on Google Search, where hundreds of millions of people do shopping-related searches each day.

Google Assistant

We'll highlight in-stock products from your local feed to nearby shoppers searching with the Google Assistant. For shoppers, finding nearby products, getting shop directions or adding items to a shopping list is just a 'Hey Google' away.

Google Images

Shoppers are turning to Google Images to get ideas about what to buy. Now, you can also capture the attention of nearby shoppers searching for inspiration on this visual surface.

STORE VISITS CONVERSION GOAL

Optimise for online and in‑store conversions

Whether your customers are looking for what you sell online or in the real world, you can reach them in both places. Add the store visits goal in your Smart Shopping campaigns to optimize for both online conversions and in-store purchases.

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  • Success story

    Big 5 Sporting Goods increases Google Search-driven foot traffic to stores by 25%

    Performance marketing digital agency Elite SEM partnered with Big 5's digital marketing team to develop a retail strategy that drove a strong end-of-year festive period performance. Using local inventory ads to show real-time availability of products for last-minute shoppers, Big 5 was able to drive an increase in Google Search-driven foot traffic.

    “ Thanks to this trifecta partnership between Big 5, Elite and Google, we've found that shops don't make you slower, or less capable, but are actually an opportunity to make more meaningful connections by bridging the gap with digital.”
    — Sarah McMahon, Director of Digital Marketing & CRM at Big 5

    Performance marketing digital agency Elite SEM partnered with Big 5's digital marketing team to develop a retail strategy that drove a strong end-of-year festive period performance. Using local inventory ads to show real-time availability of products for last-minute shoppers, Big 5 was able to drive an increase in Google Search-driven foot traffic.

    Performance marketing digital agency Elite SEM partnered with Big 5's digital marketing team to develop a retail strategy that drove a strong end-of-year festive period performance. Using local inventory ads to show real-time availability of products for last-minute shoppers, Big 5 was able to drive an increase in Google Search-driven foot traffic.

    “ Thanks to this trifecta partnership between Big 5, Elite and Google, we've found that shops don't make you slower, or less capable, but are actually an opportunity to make more meaningful connections by bridging the gap with digital.”
    - Sarah McMahon, Director of Digital Marketing & CRM at Big 5

    Key stats

    25%

    increase in Google Search-driven foot traffic to local shops year on year

  • Success story

    Williams-Sonoma

    Thanks to digital, people can shop whenever they want, wherever they want. Williams-Sonoma, Inc., the iconic lifestyle retailer, needed to better understand the context around where and how its customers were shopping. Local inventory ads enabled its mobile shoppers to easily find out whether the products that they were searching for were in stock at the closest shop. And once in the shop, shoppers were more likely to extend the experience by signing up for cooking classes, getting knives sharpened or watching a live demo on how to make the ultimate vegetable salad.

    “ We love this physical and digital coming together, because that's how our customers live… We want to be there online when our customer searches for information… to inspire our customers to have their home better reflect who they truly are.”
    — Felix Carbullido, Chief Marketing Officer, Williams-Sonoma

    Thanks to digital, people can shop whenever they want, wherever they want. Williams-Sonoma, Inc., the iconic lifestyle retailer, needed to better understand the context around where and how its customers were shopping. Local inventory ads enabled its mobile shoppers to easily find out whether the products that they were searching for were in stock at the closest shop. And once in the shop, shoppers were more likely to extend the experience by signing up for cooking classes, getting knives sharpened or watching a live demo on how to make the ultimate vegetable salad.

    Thanks to digital, people can shop whenever they want, wherever they want. Williams-Sonoma, Inc., the iconic lifestyle retailer, needed to better understand the context around where and how its customers were shopping. Local inventory ads enabled its mobile shoppers to easily find out whether the products that they were searching for were in stock at the closest shop. And once in the shop, shoppers were more likely to extend the experience by signing up for cooking classes, getting knives sharpened or watching a live demo on how to make the ultimate vegetable salad.

    “ We love this physical and digital coming together, because that's how our customers live… We want to be there online when our customer searches for information… to inspire our customers to have their home better reflect who they truly are.”
    - Felix Carbullido, Chief Marketing Officer, Williams-Sonoma

    Key stats

    20%

    higher return on ad spend

  • Success story

    SportScheck

    SportScheck used local inventory ads to get real-time product inventory information in front of mobile searchers. After rolling out local inventory ad campaigns for its in-store inventory, the brand saw an upswing in both in-store traffic and offline revenue.

    “ As a multi-channel retailer, it was important for us to reach customers across every channel. Local inventory ads were a great way to reach our customers with relevant product information when they went online to search.”
    — Rahel Götz, Team Lead for Online Performance at SportScheck

    SportScheck used local inventory ads to get real-time product inventory information in front of mobile searchers. After rolling out local inventory ad campaigns for its in-store inventory, the brand saw an upswing in both in-store traffic and offline revenue.

    SportScheck used local inventory ads to get real-time product inventory information in front of mobile searchers. After rolling out local inventory ad campaigns for its in-store inventory, the brand saw an upswing in both in-store traffic and offline revenue.

    “ As a multi-channel retailer, it was important for us to reach customers across every channel. Local inventory ads were a great way to reach our customers with relevant product information when they went online to search.”
    - Rahel Götz, Team Lead for Online Performance at SportScheck

    Key stats

    +108%

    increase in shop visits at a constant rate

    +2X

    offline revenue for traffic driven by local inventory ads

Let's set up your local inventory ads

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Frequently asked questions

What is needed to participate in local inventory ads?

To participate in local inventory ads, you'll need a Google My Business account and local inventory data through a local products feed (which shows what you sell in shops) and a product inventory feed (which shows prices and quantities for what's available in your shop).

You need at least one physical shop location to participate in local inventory feeds. You do not need an e-commerce website.

How am I charged for local inventory ads?

You pay when a user clicks on your local inventory ad, just like the way standard Shopping ads are charged. This means that you're only charged when a user expresses interest in your product.

Where can my local products show up?

In addition to showing up in local inventory ads on Google Search and Google Images, your local products will also be eligible to show up on the Google Assistant, and on the “See what's in store” knowledge panel on Google Search and Google Maps free of charge.