Boost In-Store Sale

Increase Foot Traffic with Google Local Inventory Ads (LIA)

Google Local Inventory Ads is another incredible channel for brands and retail merchants using Google platform to reach their potential customers. What makes these Ads different from other promotional activities is their ability to pull location and local inventories, driving in-store traffic to brick-and-mortar stores rather than online stores.

Google Local Ads

Google Local Inventory Ads Overview:

Google local inventory Ads showcase your products and store information to nearby customers searching through Google. When customers click your Ad, they come to a Google-hosted page for your store, called the “Local Storefront”. Shoppers use the local storefront to view in-store inventory, get store hours, stock availability, promotions, find directions, and much more.


  1. Promote your in-store inventory: Let local buyers know that your brick-and-mortar store has the products they are looking for, at the moment they search in Google.
  2. Bring your local physical store online: Use the Google’s local storefront to showcase your items online.
  3. Measure performance: Monitor the impact of your Google local ads have on foot traffic and in-store sales.


Google is currently supporting retailers who have brick-and-mortar stores in Australia, Brazil, Canada, France, Germany, Japan, Norway, Switzerland, UK and USA.

How to Setup Google Local Inventory Ads in 5 Easy Steps

Step 1: Set up your accounts

We require three separate accounts to run Google Local Inventory Ads (LIA):

  • Google Merchant Center
  • Google My Business Locations
  • Google Ads Accounts

Step 2: Activate Local Inventory Ads in Merchant Center

  • Step 2 is for enabling LIA in Merchant Center settings.

Step 3: Create, Register and Submit Product Feeds

1. Once we have joined the LIA program, Octopus creates and submit two types of product feeds:

  • Local Products Feed: The local products feed is a list of all the items that you are selling in your brick-and-mortar stores with attributes describing the products.  Some attributes are required for all items, but some are needed for certain types of items, and others are recommended.
  • Local Product Inventory Feed: The local products inventory feed is a list of the items you are selling in each store.  Moreover, in this case some attributes are required for all products, some are required for certain types of products, and others are recommended.

2. Register and submit local feeds

A feed has to be registered the first time Octopus submits it to the Google Merchant Center.

3. Upload the feeds

Once the feed is registered, Octopus can upload the data to the Google Merchant Center.  We use ‘Scheduler’ to send the data automatically to the Merchant Center.

Octopus ensures that the local products feed or local product inventory feeds uploaded, contain all the required product attributes.  This avoids the chances for Google to reject the feeds.

Once the registration is complete and local feeds are submitted, you may check the live Ads to make sure the feeds have been mapped correctly.

Step 4: Request Inventory Verification

Once Octopus has submitted the product data, inventory verification checks are required. These checks help Google ensure that the inventory information submitted matches what is actually in the physical stores.

Step 5: Enable Local Inventory Ads in your Google Ads Shopping Campaigns

To enable Google Local Inventory Ads, you must have an active Shopping campaign in your Google Ads account. If you do not have one, create a Google Ads account. To enable Local Inventory Ads, simply navigate to the Settings tab and check the “Enable local inventory ads” box.

You are all set now!

If you encounter with any problems in setting up your Local Inventory Ads or configuring and running your Google Shopping campaigns, feel free to get in touch with us for free consultation.

Google Local Ads - Disply in Google

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