Local inventory ads policies

The local inventory ads feature is designed to surface local product and shop information to users when the item that they're searching for is available nearby. It's available for retailers who have local brick-and-mortar business locations in Australia, Austria, Brazil, Canada, Denmark, France, Germany, Japan, the Netherlands, Norway, Sweden, Switzerland, the UK and the US.

To participate in local inventory ads, you must adhere to Shopping ads policies and the following exceptions and additions.

Supported languages: Currently, direct local inventory ads support is offered in English, French, German and Portuguese. For all other languages, please refer to our Help Centre content.


The following Shopping ads policies do not apply to local inventory ads:

  • Online payment and transaction requirements. Your site does not require an online checkout and payment option. If you offer online checkout and payment, you must adhere to website policies, including the posting of return and refund information, etc. Learn more about quality standards for your ads and website
  • Delivery. Given that local inventory ads and free local product listings require an in-shop purchase and pick-up, no delivery information is required.

Additional requirements

The following additional restrictions apply in order to participate in local inventory ads (not Shopping ads):

  • You must have a local brick-and-mortar business location where customers can physically visit, view and purchase the desired item.
  • If you require customers to be club or shop members to purchase products, you're ineligible to participate in local inventory ads. However, if you allow non-members to purchase, but at different prices, you can participate as long as you use non-member pricing for your local inventory ads, and ensure non-member pricing is displayed on your landing page. You can also display member pricing if desired.
  • You cannot advertise via local inventory ads if your shop's primary purpose is to promote products that violate Shopping ads' content policies.
  • You will not (and will not allow any third party to) use 'lsft' to track, collect or upload any data that personally identifies an individual (such as a name, email address or billing information), or other data that can be reasonably linked to such information by Google.
  • If you use a third party to measure local inventory ads or free local product listings, the information derived from users engaging with your ads or listings on Google cannot be used by you nor by any other party for creating targeting segments, remarketing purposes, or performing any browser or device fingerprinting.
  • You must be physically located in the country at which your ads are targeted.
  • You may be asked to participate in inventory verifications.

Personally identifiable information (PII)

Your customers' PII should not be provided with any local inventory ads data. For example, do not include names, email addresses, phone numbers, customer identifiers, payment method information, credit card information, club card codes or any other demographic information that would allow attribution of such information to a particular individual.

If you breach this provision and provide PII to Google, you remain solely responsible for such disclosed PII.

Google will not disclose timestamps, inventory numbers, quantities or extended amounts that are identifiable to your company. However, Google may publicly disclose generalised availability data.

Note: The purpose of 'lsft' is to allow you to identify traffic on your own website resulting from showing your local products on Google. You may specify a parameter, 'lsft', in your dynamic tracking URL in Google Ads, which may be used to append parameters on links to your website or product pages from the local shop front.


Retailers participating in local inventory ads must adhere to all standard data quality requirements, including accurate inventory and pricing data (e.g. quantity and price are up to date). If you're having issues with your local inventory ads or free local product listings, go to our Contact us form.

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