Google Ad Grants Now Supports Shop Visits
▼ Summary
– Google Ad Grants accounts for nonprofits can now set “shop visits” as a primary goal to optimize campaigns for driving real-world foot traffic.
– This update removes a previous restriction that caused an error when trying to select shop visits as a goal within the Ad Grants program.
– The change is particularly impactful for location-based organizations, allowing them to tie ad performance directly to in-person engagement and mission impact.
– It enables nonprofits to better compete for local audiences by aligning bidding with offline actions, especially within Google Maps and location-driven search results.
– Ad Grant advertisers should review and enable this goal where eligible to potentially improve their local impact through measurable foot traffic.
A significant update to the Google Ad Grants program now allows nonprofit advertisers to optimize their campaigns for real-world foot traffic. This change enables organizations to select “shop visits” as a primary account-level goal, directly linking their advertising efforts to in-person engagement. For many local nonprofits, digital metrics like clicks don’t fully capture their mission’s success, making this ability to target physical visits a game-changer for measuring true impact.
Previously, trying to set shop visits as a conversion goal within an Ad Grants account would result in an error message. That technical barrier has now been removed. Eligible nonprofit accounts can integrate store visit conversions into their core goal setup, allowing their campaigns to optimize toward driving people through their doors.
This development is particularly powerful for visibility within Google Maps placements and local search results. As Google continues to prioritize local intent and discovery through its Maps platform, providing this tool to Ad Grants users helps level the playing field. Nonprofits can now more effectively compete for the attention of nearby communities, shifting campaign focus from online interactions to tangible, offline actions.
For organizations like museums, houses of worship, community centers, and advocacy groups with physical locations, the implications are substantial. Digital engagement does not always lead to meaningful, on-the-ground support. By optimizing advertising for foot traffic, these groups can bridge that gap, ensuring their ad spend contributes directly to increased visitation and real-world participation.
Advertisers using the Google Ad Grants program should immediately review their account settings. It is crucial to confirm that the shop visits goal is activated if eligible. Aligning bidding and optimization strategies with this new objective can materially enhance a nonprofit’s local influence, especially for those whose operations and success depend on in-person attendance and support.
(Source: Search Engine Land)
