Set up a Local campaign

This article covers how to create a Local campaign.

Before you begin

Before you set up a Local campaign, you’ll need to meet the shop visit conversion eligibility requirements. Only accounts that meet these requirements will see the option to set up a local campaign. See this guide for more information, and ask your account representative if shop visits are available in your location.

Refer to our best practices guide before starting. Campaigns should run for a minimum of 30 days, and target 10 or more locations per account (can be spread across multiple campaigns).


  1. Sign in to your Google Ads account.
  2. Click Campaigns from the page menu on the left.
  3. Click the plus icon 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 stores in which your products are sold. Click the radio button next to the option that you want to choose.
    • For Google My Business, you can select all locations in the account for the Local Campaign by ticking “Use all locations in your linked Google My Business account”. You can also untick 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
    • If you choose “affiliate locations”, use the “Select a chain” window to click the country of your location and then the location’s chain. You can use all or a subset of your account chains.
    • Note that 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.
  7. Enter a name for your campaign in the “Campaign name” field.
  8. 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 from each other 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 five lines of text informing users of 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. Consider 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
    • 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 5MB
      • 1:1 ratio image
        • Minimum size 314x314
        • Maximum file size 5MB
      • 1:1 ratio logo
        • Minimum size 116x116
        • Maximum file size 5MB
    • You can crop your images to fit a 1:1 or 1.91:1 resolution. Accepted formats: jpg, png.
    • Video: Required; must be at least 10 seconds
      • Enter a valid YouTube URL.
  9. 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 maximise the number of shop visits within your daily budget.
    • 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.
  10. Click Save and continue at the bottom.
  11. 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.

Creating 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. To create additional 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 your Local campaign to see an overview.
  3. Click Ad groups.
  4. Click the plus icon to create a new ad group.
  5. Fill out all the assets (see details above).
  6. Click Save and continue at the bottom.

If desired, ad groups can be scheduled to pause or enable at a specific time. See Set up automated rules for details. 

Optimisation and bidding

Local campaigns use the Maximise Conversions Value bid strategy, which will automatically maximise the number of shop visits that your campaign is driving within your daily budget.

To view the total conversion value driven by your campaign, set a value for the Shop Visits conversion action. The default value is set to £1, but you can change it under “Conversions” in the “Tools” menu. 

How to edit your conversion action settings for shop visits


  1. Sign in to your Google Ads account.
  2. Click the tools icon in the top right-hand corner of your account.
  3. Under "Measurement", click Conversions.
  4. Find the shop visit conversion action that 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.
    Click Conversions to use the “Conversion window” setting. Click View-through conversions to use the “View-through conversion window” setting.
  7. Click Done.


Local campaigns use machine learning to determine where best to place your ad on the Google Search Network, Google Display Network, YouTube and Maps. Local campaigns report conversions in one aggregate count across these channels. View the Per Shop report to see shop visits and other local actions conversions, categorised by location.

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