Google PMax & Smart Campaigns Boost High-Intent Offline Sales
▼ Summary
– Google Ads will change its offline conversion optimization starting June 17, prioritizing locally engaged users on high-intent channels like Search and Maps.
– The shift focuses on higher-quality offline actions (e.g., store visits) over maximizing total conversions, potentially increasing CPC and cost per store visit.
– Google will optimize more aggressively for users interacting with local surfaces, particularly Maps and Search, as they drive in-store actions.
– Advertisers should expect short-term metric fluctuations and adjust by loosening Smart Bidding targets, expanding locations, and diversifying offline goals.
– Google advises updating ad creatives, adding search themes, and removing ad scheduling restrictions to maximize delivery potential during the transition.
Google Ads is making significant changes to how it prioritizes offline conversions, with updates rolling out to Performance Max, Omnichannel Goals, and Smart Campaigns beginning June 17. The platform will now emphasize locally engaged users on high-intent channels like Google Search and Maps, shifting focus from sheer conversion volume to higher-quality offline actions.
This strategic pivot means advertisers may notice two key shifts: potentially fewer overall conversions alongside increased CPC and cost per store visit. However, the conversions that do materialize are projected to deliver greater value, both in quality and real-world impact. Google’s internal data shows these platforms drive the strongest in-store engagement, making them ideal for businesses relying on foot traffic.
During the transition period, marketers should anticipate some metric fluctuations as the system adapts to the new optimization approach. To maintain campaign effectiveness, Google suggests several adjustments:
- Loosening Smart Bidding targets to accommodate the changing landscape
- The company has also advised refreshing ad creatives, incorporating additional search themes, and removing ad scheduling restrictions to maximize delivery potential. These recommendations came directly from Google’s communications to advertisers about the upcoming changes.
The underlying message is clear: Google is doubling down on local intent as a primary indicator of offline conversion quality. Businesses that proactively update their campaign settings, creative assets, and measurement approaches stand to gain the most from these adjustments. While the transition may require some patience, the long-term payoff could be more meaningful customer interactions and better in-store results.
(Source: Search Engine Land)
