In recent years, we have seen that small and medium businesses are pushed to the margins owing to soaring inflation, supply chain disruption, and changing customer behaviour.
The pandemic has created a major shift in customer buying behaviour. Recent reports show that - shoppers use ‘buy online’ and ‘pick up at store’ options for buying.
Efficiency and convenience are what the shoppers enjoy. And it is convenient for shoppers to buy online and pick up already-bagged products from local stores. Hence, local availability is the biggest factor determining the buyer's decision in 2023.
Today, identifying and reaching the target audience is crucial for making product decisions for local businesses. And there is no better time to invest in local inventory ads.
In this post, we will discuss the Google Update-Local Inventory Ads Overview 2023. Here, we have shared practical tips for adapting and planning the strategy and staying abreast of Google ads updates.

What are Local Inventory Ads?
Local Inventory ads allow you to showcase your product or services online. It lets the shoppers know that the product they are looking for is available at their local shop.
When the shoppers click on your ads, Google will take you to the local storefront. Here, a Google-hosted page or omnichannel landing page will display your business. Of course, you need to meet the requirements of Google.
Through the local storefront, the shoppers view the in-house inventory, shop hours, and direction of your store.
What is the Benefit of local inventory ads?
The Benefits of local inventory ads are:
Takes your local store online:
You can use the Google-hosted storefront or your own website to showcase your products. In addition, for a robust digital local storefront experience, you can partner with the merchant-hosted storefront feature.
Promotes your inventory:
It lets the shoppers know that the product they are searching for on Google is available at your store.
Show up the 'Store Pick Option' on local inventory ads
Highlight the 'pick today option' on local inventory ads. This option displays products-
● Picked on the same day.
● Products are to be picked on the next day or some other day.
● Products reserved for online shopping
● 'Pick up later option for inventory products' that are not available but can be picked up later.
● 'Pick up later option for shopping ads'. This option enables you to pick your product later. Unlike Local inventory ads, the pickup later option doesn't necessitate you to provide information on the local inventory.
Measures the Performance of the Digital Ads
Local inventory ads allow you to monitor the performance of digital ads.
What is the difference between Google hosted vs Merchant hosted local storefronts?
Google offers two options for delivering (LIA):
Google-hosted local storefronts
Merchant-hosted local storefronts
Google-hosted local storefronts
A Click on the LIA directs the shopper to your Google-hosted local Storefronts (GHLS). Further, this page showcases the information about your business that helps to convert to sales. Information includes:
● Product Description
● Website link
● Contact number
● Maps and navigation
● Hours of operation
The major con of (GHLS) is that it doesn't direct the shoppers to the purchase page.
Merchant-hosted local storefronts
The Merchant-hosted local storefronts are rewarding for merchants. Because such ads provide the information of a single merchant.
On clicking the ads or ad listing, the ad directs the customer to the retailer's website. Therefore, giving a seamless two-step experience to buyer.
Above all, it is essential to note that, for the MHLS option, the website of the product landing pages needs to meet Google's requirements.
If you’re looking for a one-click solution, to draw customers straight to your website Merchant hosted local storefronts are recommended.
Conclusion
Google Local Inventory ads (LIA) offer a great opportunity for retailers to showcase their products on Google.
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