Google introduces Local customer optimization for Performance Max

Google has introduced a new feature called ‘Local customer optimization’ for Performance Max campaigns focused on store goals. This tool is designed to prioritize advertisements for users who are in close proximity to a business or are actively engaged in activities such as trip-planning, navigating, or searching for local services.

The optimization targets high-intent users across various Google platforms, including Google Maps, Waze, Google Search, YouTube, Gmail, and the Google Display Network. The goal is to reach potential customers at critical moments when they are most likely to visit a physical location, request directions, or make contact with a business.

There are specific technical limitations to the feature: it is not compatible with Merchant Center product feeds or campaigns with online conversion goals. Advertisers wishing to use this feature must either create separate store-goals campaigns or remove Merchant Center product feeds from their existing Performance Max campaigns. For existing campaigns, the setting can be managed under ‘Budget and bidding optimization’ within the campaign settings.