In an age where customers rely heavily on Google to find what's nearby, Local Campaigns have become a powerful tool to turn online searches into real-world visits. Especially in 2025, as foot traffic makes a strong comeback and "near me" searches keep climbing, ignoring this channel is no longer an option.
What Is a Google Local Campaign?
Google Local Campaigns are automated ad campaigns designed specifically to drive physical store visits. They run across Google Search, Google Maps, YouTube, and the Display Network.
These campaigns work best for businesses with physical locations — think restaurants, retail stores, gyms, clinics, and service providers.
Key benefits:
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Automated bidding and placements
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Ads optimized for users who are most likely to visit your store
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Coverage across high-intent platforms like Maps and Search
How to Set It Up Right
Setting up a Local Campaign is relatively simple — but doing it right makes the difference.
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Link your Google My Business (GMB) account: This is non-negotiable. Make sure all store locations are verified.
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Upload high-quality assets: Include store images, videos, compelling copy, and clear calls-to-action.
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Start with a modest budget: Begin with $30-$50/day and scale based on performance.
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Structure: If you manage multiple store locations, group them logically (by region or performance) for better control.
Optimization Tips to Maximize Impact
Even though Local Campaigns are automated, optimization is still essential:
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Track “Store Visits” as a conversion goal
Ensure your campaign is measuring offline impact via Google’s modeled store visits data. Connect your GMB and Ads account properly to enable this. -
Localize your creative
Highlight neighborhood-specific language, limited-time offers, or local partnerships. Ads that “feel” local get more clicks. -
Use promotions to drive urgency
For example: “10% off all orders this weekend at our Main Street store.” -
Geo-fencing and scheduling
Use radius targeting (e.g., 5-10 miles) around your store and adjust ad scheduling to your actual business hours. -
Test formats
Try carousel images, video assets, and static banners — Google will automatically optimize what works best.
What Metrics to Watch
Measuring success in Local Campaigns means looking beyond just clicks. Keep an eye on:
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Store Visits (estimated by Google using location history and signals)
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Click-to-Directions: A strong sign of local intent
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Search Impressions: Especially on “near me” or branded queries
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Call clicks: How many users tap to call your store
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Engagement on Maps: Pins, views, and interactions
Use these to build a more complete picture of your offline impact.
Case Study Example
A mid-sized restaurant chain in Singapore ran Local Campaigns across five outlets. Before the campaign, average weekend footfall was 400 visitors/store.
After a 4-week campaign:
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Store visits rose by 25%
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Click-to-directions increased 3x
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Phone inquiries spiked 40%
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ROAS (based on modeled revenue per visit) was 4.2x
Key contributors to success:
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Tailored copy per store
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Daily promotions tied to weekday lunch specials
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Bidding strategy focused on peak dining hours
Final Thoughts
Google Local Campaigns are low-barrier, high-reward, especially for businesses with clear offline goals. They offer automation with just enough room for creative and strategic input to make a difference.
Whether you’re a single-location store or managing hundreds of outlets, integrating Local Campaigns into your strategy can unlock new levels of foot traffic and real-world conversions.
✅ Tip: Tools like AdsPolar can help centralize multi-location campaign data if you're managing several accounts or clients, making optimization faster and more scalable.
Test consistently, adjust based on store behavior, and don’t overlook the power of hyperlocal marketing in 2025.