How to implement pickup later for local inventory ads

Pickup later allows you to provide a direct online to offline experience for your customers. For items that can be picked up in store within a specific SLA regardless of store availability, pickup later allows you to use your stores as an omnichannel asset and differentiator. Unlike other local inventory ads features, pickup later does not require full inventory information.

Pickup later for local inventory ads gives you full flexibility for granular SLA information at the store level for each product. Additionally, pickup later for local inventory ads is compatible with all of the other local inventory ads products: you can advertise pickup later alongside in-stock inventory in a way that maximizes the value of your stores as omnichannel assets.

Pickup later for local inventory ads runs in conjunction with Shopping ads, only surfacing when customers are more likely to engage with pickup later than alternatives based on user intent.

Implementation guide for pickup later for local inventory ads

In order to implement pickup later for local inventory ads, you must meet the following requirements:

  1. You must satisfy all requirements for local inventory ads, please review our implementation guide.
  2. You must be able to identify your store locations that are eligible to fulfill online orders.
  3. You must be able to fulfill store pickup orders even when a product is not physically in-stock at your store locations.
  4. You must meet the website requirements outlined below, which also include the merchant hosted local storefront (full) or merchant hosted local storefront (basic) requirements. Request a review of your website by filling out this form.
  5. Verify that your local product inventory feed contains out of stock items (with quantity [quantity] set to “0”).
  6. Add the required attributes to your primary and local product inventory feed.
  7. Link Google Ads and enable your campaigns.

Website requirements

To be eligible for pickup later for local inventory ads, your website must meet the merchant hosted local storefront (full) or merchant hosted local storefront (basic) requirements.

Important: The Google-hosted local storefront cannot be utilized in combination with pickup later for local inventory ads.

In addition, your website must meet the requirements listed below on both desktop and mobile devices, including tablets. Once you are certain that your website meets the requirements, request a review of your website by filling out this interest form:

  • Display your pickup later option on your landing pages or in your checkout flow.
  • Allow customers to select the store where their order will be shipped.
    • Stores can be displayed after clicking on a link (for example: “check availability” or by entering a postal code or address).
    • Alternatively, store selection can occur in your checkout flow after a customer has added an item to their cart.
  • Display the item’s price on your product page.
    • Note: the price must match the value of the price [price] attribute in your primary feed or local inventory feed. Submit the price [price] attribute in your primary feed for national default pricing and in the local product inventory feed for any store-specific overrides.
  • Indicate pickup date and pickup fee (if a pickup fee will be charged).
    • This may be displayed in your checkout flow alongside store selection.
  • Provide an option to select other store locations.
    • This may be displayed in your checkout flow alongside store selection.
  • Allow users to complete and pay for their order on your website.
  • Provide a pickup confirmation message when the order is ready (for example: email or SMS).
  • Do not require customers to enter payment information before exposing your fulfillment options.

Website recommendations

In addition to the website requirements above, we recommend the following:

  • Do not require customers to create an account before exposing your fulfillment options (for example: provide a “checkout as guest” option).
  • Do not require customers to enter address information before exposing your fulfillment options.

Feed requirements

Important: Pickup later for local inventory ads allows you to advertise offers where the quantity is “0” (out of stock). Inventory offers with a quantity [quantity] larger than “0” will be treated as regular inventory ads.

Pickup later enables you to create ads showing your local products regardless of whether the product is in the store when the order is placed. In order to create ads showing your local products for your in-stock items, you must verify your store inventory. Learn more about inventory verification.

In addition to the feed requirements for the merchant hosted feature, please add the following attributes to the assigned feeds below. Select the type of merchant hosted local storefront (MHLSF) you are using to ensure that you submit the correct values. If you are new to local inventory ads, we recommend that you use merchant hosted local storefront (basic). Learn more about the merchant hosted local storefront.

Merchant hosted local storefront (basic)

Attribute Required or optional? Feed Possible values Note
Pickup method [pickup_method] Required Local product inventory feed ship_to_store, not_supported

Submit “ship_to_store” in the local products inventory feed if the product can be shipped to the relevant store.

Submit “not_supported” if the product cannot be shipped to the relevant stores.


Pickup SLA [pickup_sla]
Required Local product inventory feed next_day,
2-day,
3-day,
4-day,
5-day,
6-day,
multi-week

Do not submit “same_day” as a value for pickup SLA [pickup_sla].

If the item's pickup method [pickup_method] is set to “not_supported” leave pickup SLA [pickup_sla] blank.

Link [link] Required Primary feed URL parameter or URL path The link [link] attribute will be used for pickup later for local inventory ads and the merchant-hosted local storefront (basic) feature.
Mobile link [mobile_link] Optional Primary feed URL parameter or URL path If you have a mobile-optimized page, submit the mobile link [mobile_link]attribute.
Ads redirect [ads_redirect] Optional Primary feed URL parameter or URL path Use the ads redirect [ads_redirect] attribute to specify additional landing page parameters for a product in a Shopping ad.

Merchant hosted local storefront (full)

Attribute Required or optional? Feed Possible values Note
Pickup method [pickup_method] Required Local product inventory feed ship_to_store, not_supported

Submit “ship_to_store” in the local products inventory feed if the product can be shipped to the relevant store.

Submit “not_supported” if the product cannot be shipped to the relevant store.

Pickup SLA [pickup_sla] Required Local product inventory feed next_day,
2-day,
3-day,
4-day,
5-day,
6-day,
multi-week

Do not submit “same_day” for pickup SLA [pickup_sla].

If the item's pickup method [pickup_method] is set to “not_supported” leave pickup SLA [pickup_sla]blank.

Link template [link_template] Required Primary feed URL parameter or URL path The link template [link_template] attribute will be used for pickup later for local inventory ads and the merchant-hosted local storefront (full) feature.
Mobile link template [mobile_link_template] Optional Primary feed URL parameter or URL path If you have a mobile-optimized page, submit the mobile link template [mobile_link_template]attribute
Ads redirect [ads_redirect] Optional Primary feed URL parameter or URL path Use the ads redirect [ads_redirect] attribute to specify additional landing page parameters for a product in a Shopping ad.

Best practices

You may expose the pickup later option in ads showing your local products if an item is out of stock at a local store, but can be shipped to the local store for a customer to pick up.

  • Set the following attribute values in your local products inventory feed:
    • Quantity [quantity]: “0
    • Pickup method [pickup_method]: ;“ship_to_store
    • Pickup SLA [pickup_sla]: choose one of the following values: "next_day", "2-day", "3-day", "4-day", "5-day", "6-day", "multi-week"
Note: You may only select one omnichannel fulfillment option for each item in your inventory feed. Inserting two rows for the same item at the same store will cause an error.

Implement both the pickup later feature and the pickup today feature to expose your full range of fulfillment options to customers. Please review the pickup today implementation options.

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