E-commerce is evolving fast, and now a new opportunity has emerged for online stores in Google Shopping! With local inventory ads, customers can now see not only whether a product is available in an online store but also whether it’s in stock at a nearby physical store. This feature is a game-changer for online retailers who also operate brick-and-mortar stores.
But what exactly does this mean for online businesses? How can Google Shopping’s new feature help increase sales and improve the customer experience? Let’s dive in!
Why Are Local Inventory Ads a Game-Changer in Google Shopping?
Today’s consumers frequently search for products online but often prefer to see and try them in person before purchasing. Local inventory ads address this need by providing:
✅ Real-time stock information – Customers can check if the product is available in a store nearby.
✅ Faster purchasing decisions – If a customer needs a product immediately, they won’t have to wait for delivery.
✅ Increased in-store traffic – Online searches can lead to physical store visits, benefiting both webshops and retail locations.
Imagine a customer sitting in a café searching for the “best bicycles” on their phone. Google Shopping results will not only show prices and product images but also indicate whether the bike is available at a nearby store. This significantly speeds up the purchasing process and increases the chances of in-store conversions.
How Do Google shopping Work?
Local inventory ads only appear for users near your physical store, making them highly targeted and relevant. Customers can see:
- “In-store” – The product is available in the store for immediate purchase.
- “Collect today” – Customers can reserve and pick up the item on the same day.
- “Collect later” – The product is currently out of stock but will be available soon.
- Distance information – Shows how far the store is from the customer.
The performance of local inventory ads can be tracked through Google Ads, providing valuable insights into campaign effectiveness and customer behavior.
How to Set Up Local Inventory Ads?
If you want to take advantage of this feature for your webshop, follow these steps:
1️⃣ Create or update your Merchant Center account – If you don’t have one yet, register on Google Merchant Center and enable local inventory ads.
2️⃣ Verify your Google Business Profile – Ensure your Google My Business profile is up-to-date and verified.
3️⃣ Upload a local inventory feed – Maintain a regularly updated spreadsheet that lists products available in your stores, stock levels, and in-store prices (if different from online prices).
4️⃣ Set up a local storefront on Google – If you don’t have a custom-built storefront, Google can host your store data, but it must pass an approval process.
5️⃣ Enable ads in Google Ads – If your local product feed is uploaded, the ads will automatically appear in Performance Max campaigns. For Shopping campaigns, you must manually enable local product ads.
What Are the Benefits for Webshops?
For online retailers, this feature provides a huge opportunity by combining e-commerce with in-store shopping, creating a seamless omnichannel experience.
🔹 More in-store purchases – Online searchers are often ready to buy, increasing in-store foot traffic.
🔹 Faster conversions – Customers can get their products immediately instead of waiting for shipping.
🔹 Better inventory management – Use data insights to optimize stock levels and promotions.
For a webshop, this isn’t just about increasing traffic—it’s a new way to maximize revenue by blending online and offline sales.
Should You Implement Local Inventory Ads?
If you run a webshop and also have a physical store, this feature is a must-have! Customers expect faster service, and local inventory ads provide exactly that.
The best part? Setting up local inventory ads is simple, and Google Ads tools make it easy to track campaign performance.
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