Create a Local campaign

Local campaigns help you to connect online advertising to your shopfront. You can promote your stores on Google search results, Maps, YouTube and other websites.

Eligibility Criteria

To access Local campaigns, you’ll need to have active location extensions or affiliate location extensions in your account or have a Google My Business account connected to Google Ads.

To support performance, we recommend running your campaigns for a minimum of 30 days and targeting 10 or more locations per account (can be spread across multiple campaigns).

This article explains how to create a local campaign.


1. Create a Local campaign

Create new campaign

  1. Sign in to your Google Ads account.
  2. Click Campaigns from the page menu on the left.
  3. Click the plus button and select New campaign.
  4. In the “New campaign” window, select Local store visits and promotions.
  5. In the next panel you can make a selection to either use Google My Business to select your store locations or affiliate locations to select shops in which your products are sold. Click the radio button next to the option you want to choose.
    • For Google My Business, you can select all locations in the account for the Local campaign by selecting 'Use all locations in your linked Google My Business account'. You can also deselect the box to select a specific subset of your locations. Click Use location group to apply an existing group, or 'Create new location group' to manually assemble and name a set location. That set will be applied to your campaign and saved as a reusable location group. Learn more about location groups
    • For “affiliate location”, choose an existing location group or create a new one. To create a group with all locations within a chain, use Select by chain (locations may take a few minutes to sync after saving). To create a group with a subset of locations from the chain, use Select by specific locations.
    • Geographic radius targeting will be inferred based on the physical business locations specified for your campaign. If needed, you can exclude certain geographic locations from your campaign.
  6. Click Continue.

2. Select your Local campaign settings

Select campaign settings

  1. Enter a name for your campaign in the 'Campaign name' field.
  2. Fill out the text assets for your ad, including:
    • Headline: Required; can have up to five. Limit of 30 characters.
      • Enter up to five lines of text to catch the attention of potential buyers. Make each of the headlines unique for the most effect.
    • Description: Required; can have up to five. Limit of 60 characters.
      • Enter up to five lines of text that summarise your offer.
    • Call to action: Required; can have up to five. Limit of 11 characters.
      • Enter up to 5 lines of text telling users how to interact with your business.
    • Final URL: Required; must enter a valid URL
      • Enter the URL that you want your ad to take users to.
    • Display path: Optional; can specify two paths
      • Enter up to two lines of text to complete a URL that users will be able to see on your ad. The domain must be the same as the final URL. If you leave this blank, Google Ads will use your final URL as the display URL.
    • Mobile final URL: Optional; must make a valid URL
      • Enter the URL to take your users to. Verify if the target site is mobile-friendly.
    • Click the Images and logos box to search and upload images for use in your ads.
    • Your campaign must have at least one image with a 1.91:1 ratio and one logo with a 1:1 ratio in order to serve.
  3. The following images and logo sizes are accepted (up to 20 each per campaign):
    • 1.91:1 ratio image
      • Minimum size 600x314
      • Maximum file size 5 MB
    • 1:1 ratio image
      • Minimum size 314x314
      • Maximum file size 5 MB
    • 1:1 ratio logo
      • Minimum size 116x116
      • Maximum file size 5 MB
  4. You can crop your images to fit a 1:1 or 1.91:1 resolution. Accepted formats: jpg, png.
  5. Video: Required; must be at least 10 seconds
    • Enter a valid YouTube URL.
  6. Enter information for the following settings:
    • Languages: The eligible languages that you are aiming to target with your ad
    • Bidding: The default bidding strategy is to Maximise conversion value, which will automatically maximize the value of your conversions within your average daily budget. If you only select one conversion action, such as store visits, bidding will maximise total conversions at your conversion value. In this case, bidding works in the same way as Maximise conversions.
    • Average daily budget: How much you’re willing to spend per day on your ad campaign. Contact your account manager for budget guidance.
    • Additional settings: An expandable section where you can input tracking or a specific mobile URL.
  7. Click Save and continue at the bottom.
  8. Your campaign will now be ready. On the next page, you can review your campaign’s settings. Click Ad assets to review the text and images you set for your ad.

Connect to local product feed

You can also promote the products and services available at each location. These steps show you how to connect your campaign to a local product feed. Before you begin you’ll have to first create a local product feed in the “business data” section.

  1. Follow the instructions above to create a Local campaign.
  2. Scroll to the bottom of your settings, and expand Additional settings.
  3. Expand “Product feed”. Select the box for Use a product feed for this campaign.
  4. Select your feed source.
  5. Google Ads (local product feed): With this option, you can select a local product feed that you’ve created in “business data".
  6. Merchant Center (local product feed): With this option, you’ll connect the Local Products in a Merchant Center account to this campaign.
    1. Select a Merchant Center account.
    2. Enter or paste a list of product IDs from this account, and click Add products.
    3. Drag your IDs in the order in which you want them to appear as ads.

3. Create additional ad groups

If you have more than one set of creative assets, you can create multiple ad groups. This approach works well for assets that represent different creative themes or should run on a specific schedule. Once you’ve created your Local campaign, you can then add more ad groups.

Create ad groups

  1. Click Campaigns in the page menu to see a full list of your Google Ads campaigns.
  2. In this list, click the name of the Local campaign in which you'd like to add more ad groups.
  3. Click Ad groups.
  4. Click the plus button to create a new ad group.
  5. Fill in all the assets (see details above).
  6. Click Save and continue at the bottom.
You can set up automated rules to pause or enable your ad groups to run at certain times.

4. Optimise bidding

Local campaigns use Maximise conversion value bidding. This bid strategy automatically maximises the conversion value of store visits, call clicks or driving directions for your campaign based on your average daily budget.

Conversion bidding guidelines

The conversion actions available depends on the account.

  • If you’re currently measuring store visits in your account, you’ll have store visits bidding automatically enabled for Local campaigns. Learn more About store visit conversions
  • If you're not measuring store visits, you can still use Local campaigns with local actions bidding (call clicks and/or driving directions biding)

To ensure Maximise conversion value bidding works properly, set a conversion value for your conversion actions.

  • By default, the conversion value for any of these conversion actions is set to $1.
  • If you select just one conversion action, such as store visits, bidding will maximise total conversions at your conversion value.

5. Edit your conversion action settings

Edit conversion actions

  1. Sign in to your Google Ads account.
  2. Click the tools icon in the upper right-hand corner of your account.
  3. Under 'Measurement', click Conversions.
  4. Find the store visit conversion action you’d like to edit from the list and click its name. You’ll see the settings for the conversion action.
  5. Click Edit settings.
  6. Click on a setting, make your changes and click Save. Repeat this step for all the remaining settings that you need to edit.
  7. Click Done.

Optimise performance

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