Google Local Inventory Ads (LIAs) are a Google Ads format that promotes in-store product availability to nearby shoppers searching on Google. When someone searches for a product, a Local Inventory Ad can show them that the item is available at a nearby physical store, including the store's address, opening hours, and current stock status. They are designed to drive foot traffic to retail locations rather than online sales.
How do Google Local Inventory Ads work?
Local Inventory Ads pull data from two sources: a Google Merchant Center product feed containing your product catalogue, and a local inventory feed that maps each product to the specific stores where it is currently available. When a qualifying search is made by a nearby user, Google matches the query to your product feed and serves an ad showing local availability. Clicking the ad takes the user to a Google-hosted Local Storefront page or directly to your website, depending on how the campaign is configured.
What do you need to run Local Inventory Ads?
Running Local Inventory Ads requires:
- A Google Merchant Center account with a standard product feed set up and approved
- A local product inventory feed that maps products to specific store locations with current stock data
- A Google Business Profile for each physical store location, verified and linked to Merchant Center
- A Google Ads account linked to Merchant Center with Shopping campaigns enabled
- Opt-in to the Local Inventory Ads programme within Merchant Center settings
Are Local Inventory Ads available in Thailand?
Google Local Inventory Ads are available in Thailand following their expansion into Southeast Asia. Eligibility requires verified Google Business Profiles for each store location and the ability to maintain an accurate local inventory feed that reflects real-time or near-real-time stock levels. Keeping the feed updated is the main operational challenge: ads that show a product as available when it is out of stock create a poor customer experience and can result in policy violations. For retailers with inventory management systems, automating the feed update process is strongly recommended.
Who are Local Inventory Ads best suited to?
Local Inventory Ads work best for retail businesses with physical stores that carry product inventory consumers might research online before buying in person. Categories where they tend to perform well include electronics, home goods, apparel, and sporting equipment. They are less relevant for pure e-commerce businesses, service businesses, or retailers without a reliable way to maintain accurate inventory data. For businesses in Thailand with both an online store and physical locations, LIAs can complement standard Shopping campaigns by capturing shoppers who prefer to buy in person rather than online.