Google is getting ready for a big shift. Local Service Ads are being moved into the main Google Ads platform, and Google has started publishing new help documents to explain how this change will work. One of the latest additions is a help page titled About Local customer optimization within Performance Max campaign for store goals.
This document explains a new Performance Max (PMax) feature that Local Service Ads campaigns will eventually move into. So, what exactly does this feature do?
According to Google, local customer optimization is built into Performance Max campaigns for store goals, and its job is to help you reach people who are either close to your business or already interested in it. More importantly, it focuses on reaching people who are ready to take action right away, whether that means visiting your store or getting in touch with you.
In simple terms, this feature tries to catch potential customers at the exact moment they need you most. That could be while they’re navigating with Google Maps, planning a trip, or searching on Google Search or Waze for a service in a specific area.
A Closer Look at Performance Max for Store Goals
The help doc also links out to another resource called About Performance Max for store goals, which breaks down the bigger picture. This page explains that Performance Max campaigns for store goals are designed to help businesses share the right information with potential customers, so they can decide when and how to visit a physical store.
To make things easier, these campaigns handle a lot of the heavy lifting for you. Once your campaign is live, your stores get promoted across some of Google’s biggest platforms, including:
- Google Search Network
- Google Maps
- Waze
- YouTube
- Gmail
- Google Display Network
All you really need to do is add some text, upload your creative assets, and set a budget. From there, Google takes care of optimizing everything so customers can find you more easily.
A Few Things to Keep in Mind
Before you get too excited, there’s an important limitation to note. Local customer optimization does not work with online campaign goals, and it also isn’t compatible with Performance Max campaigns that include products pulled from Merchant Center.
Why This Feature Could Be Useful?
For businesses with a physical location, local customer optimization could be a helpful way to boost visibility in your area. Google has shared a couple of key benefits that come with using this feature:
1. Capture ready-to-act customers: This feature helps you reach people who are already in action mode. That includes users who are planning a route, searching for a service, or traveling near your business location with the intent to act quickly.
2. Targeted local reach: Instead of spreading your budget everywhere, this feature lets you focus it on your local area. Your ads then show up in the right places, such as Google Maps, Waze, and local search formats within Google Search.
Below is a screenshot of the new help document for reference:
