Local campaigns in Google Ads - when they make sense for your business

Local campaigns were originally a standalone campaign type. Google has since integrated local objectives more deeply into Performance Max campaigns. But the underlying purpose is the same: driving physical visits, calls, and direction requests to your business location. For businesses where the point of sale is the physical premises, this matters.

What local campaigns optimise for

Rather than optimising for website conversions, local campaigns target store visit conversions. Google estimates when an ad click leads to an in-store visit using aggregated, anonymised location data from signed-in Google users. This is modelled data - it is not exact - but it gives you a meaningful signal about whether your ads are driving foot traffic.

Direction requests, phone calls, and local page clicks are also tracked as conversions. These are more directly attributable - a direction request is a clear intent signal that someone is planning to visit you.

The asset requirements

Local campaigns require your Business Profile (formerly Google My Business) to be claimed, verified, and up to date. Your address, opening hours, and phone number need to be accurate. The campaign pulls location information directly from your Business Profile, so any inaccuracies there show up in your ads. Images, headlines, and descriptions are used across Search, Display, YouTube, and Maps placements.

Who benefits most

Businesses with high foot traffic dependency and strong local competition benefit most. A national chain trying to drive visits to specific stores. A restaurant competing with others on Google Maps. A car dealership where test drives require a physical visit. A solicitor or accountant where the first meeting happens in person.

Businesses that mostly sell online, or professional services where the engagement is entirely remote, will not see the same value from local objectives.

Measuring results honestly

Store visit conversions are modelled estimates. They should be treated as directional signals rather than precise counts. If you see store visits trending up alongside local campaign spend, that is a good sign. Do not build a business case on the exact numbers - they are approximations. Pair the data with actual revenue figures and footfall counts if you have them to get a fuller picture of whether the campaigns are delivering value.