How To Increase Google Ads Store Visits: Proven Strategies That Drive Foot Traffic

To increase Google Ads store visits, businesses must first understand the meaning of this metric. “Store visits” in Google Ads represent estimated foot traffic driven by ad interactions, measured using GPS, Wi-Fi, and Google account data.

For brick-and-mortar businesses, this metric is vital. It connects online advertising efforts with real-world results. Boosting store visits can lead to increased revenue, enhanced customer engagement, and improved local brand visibility.

In this article, we’ll explore actionable, data-driven strategies to optimise your Google Ads campaigns specifically for in-store traffic. Whether you’re running a retail shop, restaurant, or showroom, these insights can help drive measurable offline success.

Key Takeaways

• To increase Google Ads store visits, ensure your Google Business Profile is linked and verified. This enables location extensions and accurate tracking of in-store conversions.
• Campaign types, such as Local Campaigns and Performance Max, are specifically designed to increase Google Ads store visits by targeting nearby users across Google Search, Google Maps, YouTube, and Google Display.
• To effectively increase Google Ads store visits, use geo-targeted keywords, mobile-friendly landing pages, and ad copy with in-store incentives to drive foot traffic from nearby searchers.

What Are Google Ads Store Visits?

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Google Ads store visits are an advanced conversion tracking feature that estimates the number of people who physically visited your brick-and-mortar location after interacting with your ads. These “store visit conversions” in Google Ads are derived using anonymised, aggregated data from users who have opted into Location History on their Google accounts.

Google uses GPS signals, Wi-Fi networks, Google Maps data, and location-enabled devices to measure foot traffic with high confidence.

This metric bridges the gap between online advertising and offline results, helping local businesses understand how their digital campaigns directly impact in-store activity. For example, a user may click on a local search ad, get directions to your store, and then visit in person. This journey can be tracked and attributed to your Google Ads campaign.

To be eligible for store visit conversions in Google Ads, your business must meet several key requirements:

• A Google Business Profile (formerly Google My Business) must be linked to your Google Ads account.
  
• Your account needs to consistently receive a high volume of ad interactions and in-store foot traffic.
  
• Your store location must be verified and accurate in Google Maps.
  
• Location extensions must be enabled and active in your ads.
  

Google’s store visit data is currently only available to businesses in eligible countries and industries. Supported business types typically include:

• Retail stores
  
• Restaurants and cafés
  
• Auto dealerships
  
• Hotels and hospitality services
  
• Healthcare clinics
  
• Fitness centers
  

Service-based businesses without a physical storefront or with low foot traffic generally won’t qualify for store visit tracking.

By enabling store visit conversions, businesses can better evaluate campaign ROI, understand customer behaviour, and optimise local marketing efforts. It’s an essential tool for any brand looking to increase Google Ads store visits and drive offline conversions from online interactions.

Why Google Ads Store Visits Matter for Local Businesses

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For local businesses, the benefits of store visit conversions go beyond tracking foot traffic. They offer a clearer picture of how online advertising drives real-world sales. In-store purchases often have higher average order values and provide more opportunities for upselling compared to online checkouts. B

y measuring store visits, businesses can more accurately assess the return on investment (ROI) of their Google Ads campaigns and make more informed marketing decisions.

Google plays a pivotal role in the online-to-offline (O2O) journey. A typical customer might search for “coffee shop near me,” click on a local ad, use Google Maps for directions, and then visit that location. Without store visit tracking, this path remains invisible to advertisers. With it, businesses can attribute in-store footfall to specific keywords, devices, and even ad creatives.

For local retailers, restaurants, salons, and other physical stores, this data is transformative. It empowers them to connect the dots between digital intent and physical action, improve local campaign targeting, and ultimately increase Google Ads store visits more strategically. In a market where customer journeys span both screens and streets, store visit tracking is not just a metric; it’s a competitive edge.

How to Set Up Google Ads for Store Visits (Step-by-Step)

To effectively track store visits in Google Ads and boost in-store foot traffic, businesses need to follow a structured setup that connects digital ads to physical locations. Here’s a step-by-step guide to get started:

1. Link Google Ads with Google Business Profile

The first step is to connect your Google Business Profile (GBP) with your Google Ads account. This enables Google to associate your ads with your physical store locations.

• Sign in to Google Ads.
  
• Go to “Tools & Settings” > “Linked Accounts.”
  
• Select “Google Business Profile” and choose the verified business location(s) you want to link.
  

This integration allows Google to display your address, store hours, and directions directly within your ads.

2. Enable Location Extensions

Location extensions are essential for store visit tracking. They show your business’s address, a map marker, and the distance from a user’s location in your ads.

• In Google Ads, navigate to “Ads & Extensions” > “Extensions.”
  
• Click the plus (+) button and choose “Location Extension.”
  
• Select the linked business location(s) and save.
  

These extensions increase ad visibility and encourage users to visit your store in person.

3. Create Location-Based Campaigns

Design campaigns specifically targeting local intent.

• Use radius targeting around your business address (e.g., 5–10 km).
  
• Focus on keywords with high local intent (e.g., “near me” searches).
  
• Consider Local Campaigns or Performance Max for store goals, which are optimised for driving offline visits.
  

Local campaigns automatically optimise placements across Search, Maps, YouTube, and Display to increase Google Ads store visits efficiently.

4. Set Up Store Visit Tracking and Analytics

Google automatically tracks store visits for eligible accounts, but ensure the following:

• You meet Google’s store visit eligibility criteria (sufficient foot traffic, ad clicks, and linked GBP).
  
• You’re using a campaign type that supports store visit conversions (e.g., Local Campaigns).
  
• Enable store visit conversions in your conversion settings to view metrics.
  

To review performance:

• Go to “Campaigns” > “Columns” > “Modify Columns.”
  
• Under “Conversions,” add “Store Visits” to your report.
  

By following these steps, you’ll not only accurately track foot traffic but also enhance your ability to increase Google Ads store visits through improved local targeting and performance analysis.

Which Google Ads Campaign Is Best for Store Visits?

If your goal is to increase Google Ads store visits, choosing the right campaign type is essential. Google offers several ad formats specifically designed to drive foot traffic to physical locations. Here are the top-performing campaign types for boosting in-store visits:

1. Local Campaigns

Image source: Claire Jarrett

Local Campaigns are purpose-built to drive store visits. They automatically optimise your ads across Google Search, Maps, YouTube, and the Display Network to display your business information, such as address, directions, and store hours, to nearby users.

• You only need to provide ad copy, creative assets, and a store location.
  
• Google utilises machine learning to deliver the most relevant message to the right local audience at the optimal time.
  
• Best for: Multi-location businesses, retail stores, restaurants, and service providers.
  

2. Performance Max for Store Goals

Image source: GamerSEO

Performance Max campaigns with a store visit goal take automation to the next level.

• These campaigns use Google’s AI to target users across all platforms (Search, Maps, YouTube, Gmail, Display).
  
• Designed to optimise for offline goals such as store visits or in-store sales.
  
• You can upload product feeds, promotions, and geo-targeting info to enrich the ad experience.
  
• Best suited for: Retailers seeking to unify online and offline conversions into a single, performance-driven strategy.
  

3. Call-Only Ads

Image source: Ruler Analytics

Call-only campaigns don’t drive direct store visits, but they support them by encouraging users to call your business.

• Ideal for appointment-based businesses, such as clinics, auto services, and restaurants.
  
• Increases walk-ins by converting interested searchers into confirmed visits through phone conversations.
  

4. YouTube Ads for Local Branding

Image source: Digital Marketer

YouTube’s video reach can build brand awareness and influence foot traffic.

• Use skippable in-stream ads with geo-targeting and local messaging.
  
• Great for showcasing store tours, seasonal promotions, or customer testimonials.
  
• Works well in conjunction with Local or Performance Max campaigns.
  

Choosing the right campaign type and aligning it with your business goals is crucial for effectively utilising Google Ads to drive in-store foot traffic and boost store visit conversions.

Optimisation Tips to Increase Foot Traffic

To effectively increase Google Ads store visits, campaign setup is only the first step. Optimisation plays a critical role in driving real, measurable foot traffic to your physical store. Here are four powerful tactics to refine your campaigns and convert ad views into in-store visits.

1. Use Geo-Targeting and Radius-Based Bidding

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Precision targeting ensures your ads reach people who are most likely to walk into your store. Enable geo-targeting to focus your ads on users within a specific location radius, typically 3 to 10 kilometres from your store.

Pair this with radius-based bidding, which adjusts your bid amounts based on proximity to your location. For example, you can bid higher for users within a 2 km radius and lower for those farther away. This approach maximises ad spend where it’s most likely to result in store visits.

2. Schedule Ads for Peak Store Hours

Image source: Erik Mclean

Align your ad schedule with your busiest in-store hours to capture real-time intent. Use Google Ads’ ad scheduling tool to run your campaigns during peak foot traffic times, like lunch hours for restaurants or weekends for retail.

You can also analyse your store’s historical foot traffic data via Google Business Profile or POS systems to determine optimal windows for ad delivery. This increases the chances that a user who sees your ad will visit immediately.

3. Use Local Inventory Ads (LIAs)

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Local Inventory Ads display your available in-store products directly in Google Search and Shopping results. When users search for a product near them, these ads show your store’s location, product availability, and price.

This removes friction from the buyer’s journey and satisfies local search intent. Shoppers are more likely to visit if they know the item they want is in stock nearby. LIAs work exceptionally well for retailers of electronics, clothing, and home goods.

4. A/B Test Ad Copy Focused on In-Store Incentives

Use A/B testing to refine your messaging. Try variations that include compelling in-store offers like:

• “Visit today for 10% off!”
  
• “In-store exclusive deals this weekend”
  
• “Pickup in-store and save”
  

Highlighting urgency or exclusivity encourages customers to make the trip instead of shopping online. By combining smart location targeting, strategic timing, product visibility, and persuasive messaging, you can significantly enhance your ability to increase Google Ads store visits and drive local engagement.

Leveraging Offline Conversion Tracking

To truly maximise the effectiveness of your campaigns and increase Google Ads store visits, it’s crucial to go beyond just tracking clicks and impressions. Offline conversion tracking allows businesses to connect Google Ads activity with actual in-store purchases, service bookings, or completed consultations.

Importing Offline Conversion Data

By importing offline conversion data into Google Ads, you can attribute sales or actions that occur after a customer visits your physical store. For example, if someone clicks on your ad, visits the store, and makes a purchase, that data can be uploaded and linked to the original ad interaction.

To do this, you’ll need:

• A unique customer identifier (like phone number or email) is collected at the point of sale.
  
• A method to match that data with your ad click history via Google’s GCLID (Google Click ID) system.
  

This data can be uploaded manually or through automated workflows using tools such as Zapier or CRM systems.

Using CRM + Google Ads Integrations

Many businesses streamline this process by integrating their Customer Relationship Management (CRM) systems directly with Google Ads. CRMs like Salesforce, HubSpot, or Zoho allow you to track the customer journey from click to conversion seamlessly.

This helps in segmenting high-value customers, understanding which ads drive the best offline results, and adjusting budgets based on actual return on investment (ROI) rather than assumed impact.

Benefits of Closed-Loop Attribution

Closed-loop attribution connects online ad spend with offline revenue. This provides a comprehensive view of customer behaviour, from the initial click to the final purchase, enabling smarter bidding, more effective targeting, and more personalised ads.

Ultimately, offline tracking ensures you’re not just increasing store visits, but turning them into measurable business growth.

Measuring Success: Metrics That Matter

When aiming to increase Google Ads store visits, it’s essential to track the right performance metrics to understand what’s driving actual business outcomes. Beyond foot traffic, measuring deeper engagement and intent helps refine campaigns for better ROI.

Store Visits vs. Store Sales

Store visits track the number of users who physically visited your location after interacting with your ad. While this is a strong indicator of campaign effectiveness, it doesn’t confirm a purchase. To go further, businesses should integrate offline sales data (via CRM or point-of-sale systems) to link visits with actual store sales, creating a clearer picture of revenue impact.

View-Through Conversions

Not every customer clicks your ad before visiting your site. View-through conversions measure store visits that occur after someone views, but doesn’t click your ad. These are especially useful for Display and YouTube campaigns, where users may see your message and act later. Including this metric helps capture the full influence of your brand visibility on in-store traffic.

Local Actions: Calls and Direction Requests

Local actions show high intent and are valuable leading indicators of store visits:

• Phone calls from call extensions.
  
• Direction requests via Google Maps or local search results.
  

These actions signal a strong interest in visiting your store and should be tracked alongside store visits to optimise for the complete customer journey. Together, these metrics help you assess and optimise your strategy to increase consistent, meaningful, and profitable foot traffic.

Common Mistakes That Hurt Store Visit Conversions

Many businesses struggle to increase Google Ads store visits because of avoidable errors in campaign setup and execution. Understanding these common pitfalls can help you optimise for better in-store results.

• No Linked Business Profile: One of the biggest mistakes is not linking your Google Business Profile (GBP) to your Google Ads account. Without this connection, Google cannot accurately associate your ads with your physical locations, meaning store visit conversions won’t be tracked or optimised. Ensuring your GBP is verified and linked is fundamental for location extensions, accurate ad targeting, and store visit reporting.
• Weak Local Intent in Ad Copy: Ads lacking clear local intent fail to attract users ready to visit your store. Generic ad copy that doesn’t mention location-specific keywords, in-store promotions, or local benefits misses the chance to engage nearby customers. Incorporate phrases like “near me,” “in-store only,” or your neighbourhood’s name to signal relevance and encourage physical visits.
• Poor Mobile Experience: Since many local searches happen on mobile devices, a poor mobile user experience can drastically reduce store visits. Slow-loading landing pages, confusing navigation, or a lack of clear directions frustrate potential customers and increase bounce rates. Ensure your mobile site is fast, easy to navigate, and includes prominent contact information, store hours, and click-to-call buttons.

Avoiding these mistakes is crucial to enhancing your store visit conversions and maximising the effectiveness of your Google Ads budget.

Case Studies: Brands That Increased Google Ads Store Visits

Several well-known brands have successfully leveraged Google Ads to increase store visits, turning online clicks into offline foot traffic with impressive results.

PetSmart: Driving Local Foot Traffic with Store Visit Conversions

PetSmart, a major pet supply retailer, used Google Ads store visit tracking to optimise their local campaigns across the U.S. By linking their Google Business Profile with their Ads account and focusing on local intent keywords, PetSmart discovered that their mobile ad clicks converted into store visits within five days.

This insight allowed them to shift budget toward high-performing local campaigns, resulting in an increase in overall in-store traffic during peak seasons. Their ROAS improved as more targeted ads reached nearby pet owners ready to shop.

Toyota: Using Performance Max to Boost Dealer Visits

Toyota dealerships utilised Performance Max campaigns optimised for store visits to promote new car models and service offers. By combining geo-targeting, video ads on YouTube, and location extensions, Toyota dealerships saw an increase in dealership visits and a notable boost in test drives booked.

The automated nature of Performance Max enabled the brand to allocate its budget dynamically across channels, increasing efficiency and reducing the cost-per-store visit. Dealerships reported improved conversion tracking with closed-loop offline sales data integrated into their CRM.

Strategies That Worked

Both brands emphasised:

• Linking Google Business Profiles for accurate location data.
  
• Using local and mobile-focused ad creatives.
  
• Employing automated campaign types like Local Campaigns or Performance Max.
  
• Leveraging offline conversion tracking to measure actual sales and visits.
  
• Adjusting bids and budgets based on location performance.
  

These case studies demonstrate how combining technology, data, and local insights can effectively increase Google Ads store visits and generate measurable offline business growth.

Final Checklist: How to Increase Google Ads Store Visits

Use this checklist to ensure your Google Ads campaigns are fully optimised to increase store visits and drive local foot traffic effectively:

• Location Extensions Enabled? Ensure your Google Business Profile is linked and that location extensions are active. This allows your ads to display your store address, phone number, and directions, encouraging visits.
• Local Keywords in Use? Incorporate geo-specific keywords like “near me,” neighbourhood names, and “in-store” phrases to capture high-intent local searches and attract nearby customers.
• Optimised Mobile Landing Pages? Ensure your landing pages load quickly on mobile devices, feature clear store information, and include easy-to-use contact options, such as click-to-call and maps.
• Using Performance Max Campaigns? Leverage Google’s AI-driven Performance Max campaigns optimised for store visits to automatically target users across Search, Maps, YouTube, and Display for maximum offline impact.
• Radius-Based Geo-Targeting and Bidding Set? Target ads within a specific radius around your store and adjust bids higher for users closer to your location.
• Ad Scheduling Matches Peak Store Hours? Run ads when your store is busiest to capitalise on real-time intent.
• Offline Conversion Tracking Enabled? Import sales or CRM data to link store visits with purchases and optimise campaigns based on true ROI.

Following this checklist helps you build a robust strategy that effectively drives local customers from online ads straight to your storefront.

Frequently Asked Questions

How long does it take for Google Ads store visits data to appear?

Google usually updates store visits data within 3 to 7 days after a user visits your store following an ad interaction, though timing can vary depending on volume and location.

Can online-only businesses track store visits?

No, store visit conversions require physical store locations linked via Google Business Profile and sufficient foot traffic to qualify.

How accurate are Google Ads store visit conversions?

Google uses aggregated, anonymised location data and advanced algorithms, making store visit estimates highly reliable but not 100% precise for individual visits.

Are store visit conversions included in Google Ads automated bidding strategies?

Yes, store visits can be used as a conversion goal in automated bidding strategies, such as Target ROAS or Maximise Conversions, to optimise for offline visits.

What are location extensions in Google Ads, and why are they important?

Location extensions display your business address, phone number, and map in your ads, making it easier for users to find and visit your store, which directly supports increased store visits.