[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fdrive-online-traffic-into-stores-with-google-ads":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":12,"class_list":14,"acf":23,"head_links":336,"breadcrumbs":337,"reading_minutes":147,"category":345,"head":347},"2024-04-29T16:32:23",{"rendered":6},"\n\u003Cp>\u003Cstrong>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.thinkwithgoogle.com\u002Fconsumer-insights\u002Fconsumer-journey\u002Fincrease-foot-traffic-and-in-store-sales\u002F\">Searches for “open now near me” have grown globally by over 400% YoY\u003C\u002Fa>, proving that consumers are increasingly searching with local intent. Therefore, your brand must be able to serve its audience with the required information. \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Paid search ads are one tactic that can support buyers in this stage of their journey, influencing them to visit your store in a specified location.\u003C\u002Fp>\n\n\n\n\u003Cp>In this article, we’ll explore how you can optimise your search advertising efforts to drive your audience to your brick-and-mortar location with Google Ads.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#tailoring-ad-copy-to-drive-store-visits\">Tailoring ad copy to drive store visits\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#drive-high-intent-audiences-to-their-closest-store\">Drive high-intent audiences to their closest store\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#grow-store-visits-with-performance-max-for-shop-goals\">Grow store visits with Performance Max for shop goals\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"tailoring-ad-copy-to-drive-store-visits\">\u003Cstrong>Tailoring ad copy to drive store visits\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>An important aspect of driving customers to your physical store is tailoring ad copy so it’s localised. An effective way to do this would be to set up\u003Cstrong> \u003C\u002Fstrong>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fgoogle-ads\u002Fanswer\u002F9773001?hl=en-GB\">\u003Cstrong>location insertion\u003C\u002Fstrong>\u003C\u002Fa> within your responsive search ads. This is a great way for advertisers who have stores in multiple cities as this method allows you to easily customise ads in one go without having to write individual headlines for different locations.\u003C\u002Fp>\n\n\n\n\u003Cp>If you’re a brand with multiple physical locations in the same city, e.g. a logistics company, we would recommend including headlines similar to ‘We deliver to {Location(City)} which will ensure that, depending on the user’s location settings, your ad will display the city in the headline that’s closest to them e.g. ‘We deliver to Birmingham’.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F04\u002Flocation-city.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-28164\" width=\"400\" height=\"253\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Another recommendation to optimise your ad copy for store visits would be to call out any unique selling points for customers who visit your store. Examples include free in-store collection, opening hours, or even the number of stores within a specific location, highlighting the convenience of visiting the physical store.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"drive-high-intent-audiences-to-their-closest-store\">\u003Cstrong>Drive high-intent audiences to their closest store\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Customers will show intent from the get-go when they’re interested in visiting your physical store. These users will be searching with a level of readiness that presents them as the right target audience. \u003C\u002Fp>\n\n\n\n\u003Cp>Shoppers use Google to\u003Cem> \u003C\u002Fem>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.thinkwithgoogle.com\u002Fintl\u002Fen-emea\u002Fconsumer-insights\u002Fconsumer-journey\u002Fconnect-with-customers\u002F\">\u003Cem>‘guide their decision-making process across the funnel’\u003C\u002Fem>\u003C\u002Fa> so it’s crucial that your paid search ads capitalise on those searching for your physical location. In Google Ads, you’ll often see search terms appearing for users searching for ‘nearest X to me’ or ‘X near me’. These search terms display strong intent, so we need to ensure we capture them.\u003C\u002Fp>\n\n\n\n\u003Cp>A typical campaign structure for this would be to segment these terms into their own ad group. We implemented this structure for a logistics client who had a KPI of driving store visits in addition to driving online conversions. By segmenting these terms and utilising more bespoke ad copy, we saw a +38% uplift in CTR and a -12% decrease in CPCs month-on-month.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F04\u002Fnear-me-google-function-paid.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-28165\" width=\"629\" height=\"321\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"grow-store-visits-with-performance-max-for-shop-goals\">\u003Cstrong>Grow store visits with Performance Max for shop goals\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>For businesses wanting to grow their offline sales, setting up a \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fgoogle-ads\u002Fanswer\u002F12971048?hl=en-GB&ref_topic=12970830&sjid=4882181560777283694-EU\">\u003Cstrong>Performance Max campaign for shop goals\u003C\u002Fstrong>\u003C\u002Fa> will provide a centralised area to manage budgets, utilise image and video assets, as well as take advantage of Google’s largest properties such as Search, Maps, YouTube, Gmail & Display Network to increase consumer visibility.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1432\" height=\"498\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F04\u002Fpmax-local-ads.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-28166\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>This campaign type increases user engagement with your brand during the research phase, and Google will optimise your campaign to help connect your business with its target customers.\u003C\u002Fp>\n\n\n\n\u003Cp>To find out more about the different types of offline conversion imports, click \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fgoogle-ads\u002Fanswer\u002F2998031?hl=en-GB\">here\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FPaid-Media_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27529\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n",false,"standard",[10],40,[],[13],135,[15,16,17,18,19,20,21,22],"post-28149","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ppc",{"page_content_modules":24,"hero":143},[25,91],{"acf_fc_layout":26,"reduced":27,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":27,"title":28,"content":6,"authors":29},"blog_post_content",true,"Drive online traffic into offline stores with Google Ads",[30],{"id":31,"path":32,"display_name":33,"job_title":34,"description":35,"avatar_url":36,"acf":37},33,"\u002Fabout\u002Four-team\u002Fimpression-team\u002F","Team Impression","","This post may have been written by a past member of the Impression team, or be a collaboration of us all. We hope you like it!","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":34,"full_bio":34,"specialist_service_links":7,"photo":38},{"ID":39,"id":39,"title":40,"filename":41,"filesize":42,"url":43,"link":44,"alt":34,"author":45,"description":34,"caption":34,"name":46,"status":47,"uploaded_to":42,"date":48,"modified":48,"menu_order":42,"mime_type":49,"type":50,"subtype":51,"icon":52,"width":53,"height":53,"sizes":54},12476,"Impression-Icon","Impression-Icon.jpg",0,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&q=90","\u002Fimpression-icon\u002F","12","impression-icon","inherit","2021-11-02 16:49:21","image\u002Fjpeg","image","jpeg","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",500,{"thumbnail":55,"thumbnail-width":56,"thumbnail-height":56,"medium":57,"medium-width":58,"medium-height":58,"medium_large":59,"medium_large-width":60,"medium_large-height":60,"large":61,"large-width":62,"large-height":63,"1536x1536":64,"1536x1536-width":65,"1536x1536-height":65,"2048x2048":66,"2048x2048-width":67,"2048x2048-height":67,"post-thumbnail":68,"post-thumbnail-width":69,"post-thumbnail-height":70,"12_col":71,"12_col-width":72,"12_col-height":73,"default_landscape":74,"default_landscape-width":75,"default_landscape-height":76,"default_portrait":77,"default_portrait-width":76,"default_portrait-height":75,"6_col_and_margin_short":78,"6_col_and_margin_short-width":69,"6_col_and_margin_short-height":73,"11_col_and_margin":79,"11_col_and_margin-width":80,"11_col_and_margin-height":73,"9_col_rectangle":81,"9_col_rectangle-width":82,"9_col_rectangle-height":83,"11_col":84,"11_col-width":85,"11_col-height":73,"staff_image_696_600":86,"staff_image_696_600-width":87,"staff_image_696_600-height":76,"rectangular_thumbnail":88,"rectangular_thumbnail-width":89,"rectangular_thumbnail-height":90},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=200&q=90&w=200",200,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=768&q=90&w=768",768,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=1536",1536,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=2048&q=90&w=2048",2048,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,600,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",696,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":92,"reduced":27,"top_overlap":93,"bottom_underlap":93,"disable_observer":-1,"heading":94,"cta_text":95,"cta_link":96,"items":97},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[98,118,132],{"type_key":16,"title":99,"excerpt":100,"to":101,"postedAt":102,"readingTime":103,"image":104,"authors":105,"category":115},"Impression x Meta: The Metrics That Matter – Key takeaways","\u003Cp>This event took place in partnership with Meta in London on the 1st of October 2026. If you couldn’t make it, here is what each speaker covered.  Introduction to the event, hosted by Liam Wade The session opened with a chess story. In 1996, renowned chess grandmaster Gary Kasparov beat IBM’s Deep Blue supercomputer in […]\u003C\u002Fp>\n","\u002Fblog\u002Fthe-metrics-that-matter-key-takeaways\u002F","2026-10-06T12:41:30",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F10\u002Fandrei-zolotarev-tPn5zuS9DpU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[106,109,112],{"name":107,"image":108},"Liam Wade","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":110,"image":111},"Amy Stamper","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002F4Vy9GYew-Amy-Stamper.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":113,"image":114},"Harriet Fitzgerald","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":116,"name":117},"\u002Fblog\u002Fcategory\u002Fppc\u002F","PPC",{"type_key":16,"title":119,"excerpt":120,"to":121,"postedAt":122,"readingTime":123,"image":124,"authors":125,"category":131},"What’s new in Paid Media: August 2026 industry updates","\u003Cp>Whilst for many of us the summer holidays are in full swing, the ad platforms haven’t taken a single day off. If you’re just heading back to the office after a stint at the beach, here’s what you missed in August. Meta AI rolls out campaign analysis and optimisation in Ads Manager Meta has built […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-august-2026-industry-updates\u002F","2026-09-01T12:00:26",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F09\u002Fnikolett-emmert-LFY3Lo-V07A-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[126,128],{"name":127,"image":36},"Joe Turnbull",{"name":129,"image":130},"Akshaya Korada","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FAkshaya-Korada.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":116,"name":117},{"type_key":16,"title":133,"excerpt":134,"to":135,"postedAt":136,"readingTime":103,"image":137,"authors":138,"category":142},"What’s new in Paid Media: July 2026 industry updates","\u003Cp>The sun’s finally out, but paid media hasn’t slowed down to enjoy it. Here’s what’s been going on while you were meant to be on the beach. Reddit upgrades Ads Manager with Split Testing and an AI ad generator A Free-form Ads Generator is entering beta, which uses Reddit Community Intelligence to scan your website, […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-july-2026-industry-updates\u002F","2026-08-04T11:16:31","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fgetty-images-BRL3vv9p-Fw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[139,141],{"name":140,"image":36},"Harry Clements",{"name":129,"image":130},{"to":116,"name":117},{"type":144,"style":145,"heading":28,"date":4,"updatedAt":146,"reading_minutes":147,"image":148,"imageAlt":28,"categories":149,"collections":335},"blog-post","light","2024-04-29T16:32:24",3,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F04\u002Fclark-street-mercantile-P3pI6xzovu0-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[150],{"id":10,"count":151,"description":152,"link":116,"name":117,"slug":153,"taxonomy":154,"parent":42,"meta":155,"acf":156,"head_links":157,"resource_count":158,"yoast_title":159,"yoast_meta":160,"yoast_json_ld":204,"_links":303,"path":116},272,"\u003Cp class=\"p1\">Keeping up to date with the latest digital trends, strategies, and announcements can be difficult. Our digital experts regularly blog about the PPC news that’s stirring up the industry, so check back regularly or sign up to our newsletter to stay informed!\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">Find out more about our \u003Ca href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC services\u003C\u002Fa>, or browse our latest tips, advice and opinions below.\u003C\u002Fp>","ppc","category",[],[],[],16,"PPC Blog | PPC Tips, Advice & Guides | Impression",[161,163,166,169,172,175,178,180,182,184,187,190,193,196,198,201],{"property":162,"content":159},"title",{"property":164,"content":165},"description","Keeping up to date with the latest PPC trends, strategies, and announcements can be difficult. Browse our tips, advice and opinions in our latest PPC blogs!",{"name":167,"content":168},"robots","index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1",{"property":170,"content":171},"canonical","https:\u002F\u002Fadmin.impressiondigital.com\u002Fblog\u002Fcategory\u002Fppc\u002F",{"name":173,"content":174},"og:locale","en_GB",{"property":176,"content":177},"og:type","article",{"property":179,"content":159},"og:title",{"property":181,"content":165},"og:description",{"property":183,"content":171},"og:url",{"property":185,"content":186},"og:site_name","Impression",{"property":188,"content":189},"og:image","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FABFPXguH-Opengraph-BLUE.jpg?auto=compress%2Cformat&q=90",{"property":191,"content":192},"og:image:width",1200,{"property":194,"content":195},"og:image:height",630,{"property":197,"content":49},"og:image:type",{"property":199,"content":200},"twitter:card","summary_large_image",{"property":202,"content":203},"twitter:site","@impressiontalk",{"@context":205,"@graph":206},"https:\u002F\u002Fschema.org",[207,215,225,236],{"@type":208,"@id":209,"url":209,"name":159,"isPartOf":210,"description":165,"breadcrumb":212,"inLanguage":214},"CollectionPage","https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcategory\u002Fppc\u002F",{"@id":211},"https:\u002F\u002Fwww.impressiondigital.com\u002F#website",{"@id":213},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcategory\u002Fppc\u002F#breadcrumb","en",{"@type":216,"@id":213,"itemListElement":217},"BreadcrumbList",[218,223],{"@type":219,"position":220,"name":221,"item":222},"ListItem",1,"Home","https:\u002F\u002Fwww.impressiondigital.com\u002F",{"@type":219,"position":224,"name":117},2,{"@type":226,"@id":211,"url":222,"name":186,"description":34,"publisher":227,"inLanguage":229,"potentialAction":230},"WebSite",{"@id":228},"https:\u002F\u002Fwww.impressiondigital.com\u002F#organization","en-GB",{"@type":231,"target":232,"query-input":235},"SearchAction",{"@type":233,"urlTemplate":234},"EntryPoint","https:\u002F\u002Fwww.impressiondigital.com\u002Fsearch?q={search_term_string}","required name=search_term_string",{"@type":237,"@id":228,"name":186,"url":222,"logo":238,"image":244,"sameAs":245,"@context":249,"email":250,"foundingDate":251,"legalName":252,"vatID":253,"description":254,"telephone":255,"address":256,"location":263,"areaServed":296},"Organization",{"@type":239,"inLanguage":229,"@id":240,"url":241,"contentUrl":241,"width":242,"height":243,"caption":186},"ImageObject","https:\u002F\u002Fwww.impressiondigital.com\u002F#\u002Fschema\u002Flogo\u002Fimage\u002F","https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F06\u002FA5LuTDrq-Impression_Wordmark.png",920,176,"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F04\u002FFAVxDeOS-Nottingham.jpg",[246,247,248],"https:\u002F\u002Fwww.linkedin.com\u002Fcompany\u002Fimpression-digital-limited","https:\u002F\u002Fwww.facebook.com\u002Fimpression\u002F","https:\u002F\u002Fwww.instagram.com\u002Fimpressiontalk\u002F","https:\u002F\u002Fwww.schema.org\u002F","hello@impressiondigital.com","2012-11-07","Impression Digital Limited","GB186363774","Impression is an award-winning digital marketing agency based in the UK and USA. 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