Understanding Local Inventory Ads (LIA)


The death of the high street is nothing new. Now, brands are increasingly looking towards technology solutions to help improve overall shopping experiences, improving shopping experiences for consumers – meaning it’s as easy as tapping on your smartphone screen to place an order, and have your goods delivered to your doorstep.

As more and more shoppers are turning to tech to speed up their buying process, the high street is starting to take the hit. To combat this, Google has launched a type of ads, which allows retailers to promote in-store inventory online. Welcome Local Inventory Ads (LIA).

In our latest blog post we explain how they work and the benefits that LIA can have for your digital campaigns.  

How they work:

Local Inventory Ads target online traffic close to nearby high street shops. Shoppers searching for a product on Google, will see the ad, displaying key info that the shoppers needs to influence their purchase decision: header title, image, price and distance of the nearest store stocking the product, as well as a map of the store location and shopper reviews, if available.

Once an e-shopper clicks the ad they will be directed to the shop’s landing page or a storefront hosted by Google.

Features such as ‘Click and collect’ and ‘On Display to Order Product’ can be added to the ad.

Google states that 3 in 4 people who conduct a local search on smart phones visit a physical store within 24hrs.

Benefits of LIA:

  • Data from nearby traffic to the store can be collected such as what products are trending etc.
  • In-store products get visibility online as well as offline.
  • Local Inventory Ads can help drive foot fall traffic down the sales funnel by engaging with the shopper online, who can see information of the instore product already when searching for it online, then coming to the store to test the product, for example to try out a guitar or to test out a perfume.
  • Local Inventory Ads can be used with Smart Shopping Campaigns.

Why partner with Kelkoo?

If you are a merchant and you want to boost your instore visits and conversions, we can help you set up LIA campaigns for your store locations, while providing support to optimise your campaigns. Our PPC teams are on hand to offer you Ad Hoc reporting and Quarterly Business reviews with depending on your business needs. Keen to learn more? Why not contact our team and start converting clicks into sales today.

Kelkoo Group has 20 years’ experience in ecommerce, digital advertising and consumer analytics. We can support your entire campaign, from set up through to tracking sales and conversion data to help you get the results your online store needs to succeed. Feel free to get in touch to find out more about how our product portfolio can drive quality traffic to your online store and improve your online presence.