This project started when the owner of an independent UK guitar store reached out to us after reading one of our case studies. He wanted to see if we could bring the same kind of results to his e-commerce campaigns. However, during our first conversation, it quickly became clear that a bigger opportunity was hiding in plain sight: his two physical stores.
While chatting, we discovered something interesting: most of his in-store sales came from people who’ve already been looking for specific gear online, but none of his ads were actually reaching those people when they were nearby and ready to buy.
That’s when we suggested trying Local Inventory Ads, a feature that shows real-time, in-stock products to nearby shoppers. The idea was to utilize the same budget he was already spending on local awareness and Facebook ads, but target it at people with genuine purchase intent.
TL;DR: The Results:
Within two weeks, the store teams were calling to say the difference was obvious. Five months later, store visits had tripled, in-store sales were up 230%, and we hadn’t spent a penny more than before.
Want to drive more shoppers to your physical store without sacrificing your online sales or bottom line? Let’s chat.
The Challenge
The retailer had already invested in online advertising, but like many others in the industry, their campaigns treated e-commerce and physical retail as two separate worlds. Their previous agency had never implemented Local Inventory Ads, and the client wasn’t even aware of the feature. This meant they were missing out on a high-intent audience: musicians who were actively searching for products nearby and ready to buy today.
Our goal was to connect these two channels without disrupting the existing e-commerce success.
The Strategy
Our first step was to understand how the business managed its stock. We discovered that inventory for both stores was synced through the central warehouse, which allowed us to integrate a Local Inventory feed directly into Google Merchant Center without complex third-party tools.
We structured the campaigns by location, running a separate setup for each store. This made it possible to evaluate individual performance and fine-tune delivery per region.
Before launch, we established baseline data for both stores, including average weekly visitors and in-store revenue. This allowed us to measure the real impact of the new campaigns, not just rely on online metrics.
Execution
We built a complete e-commerce measurement foundation and then layered Local Inventory Ads on top of it, ensuring that any shift toward in-store visits wouldn’t reduce online revenue.
Because store visit data was reported with a short delay, we scaled carefully and deliberately. We adjusted budgets in small steps, continuously optimized the product feed, and met weekly with store managers to review results.
Two weeks after launch, the client called me and said that both stores were noticeably busier. The sales teams were feeling it long before the numbers confirmed it.
Results
After five months, the results were undeniable.
| Metric | Before LIAs | After LIAs | Change |
|---|---|---|---|
| Store Visits | Baseline | 3× higher | +200% |
| In-Store Sales | Baseline | Increased by 230% | +230% |
| Ad Spend | — | Reallocated | 0% increase |
The most important change wasn’t just the volume of visitors, but their intent. According to both store managers, customers who arrived after seeing these ads already knew what they wanted. They spent less time browsing and made larger purchases.
Of course, it’s hard to tie a specific client to seeing an ad, but the average time people spent in the store dropped, as well as the average visitor-to-purchaser rate.
The biggest winners were pedals and electric guitars, classic high-intent categories where players often research online before visiting a shop to try them in person.
Challenges and Insights
Attribution is always a challenge with local campaigns, and we didn’t chase perfect tracking. The growth was clear enough in the numbers and in-store results. Rather than slowing down progress in pursuit of complete attribution, we focused on measurable outcomes that mattered to the business.
Three key lessons emerged:
- Intent matters more than engagement. Even with fewer clicks, Local Inventory Ads drove higher-value customers.
- Data integrity is everything. Clean, synced inventory data allowed us to scale smoothly and keep ads accurate.
- Online and offline channels can amplify each other. Treating them as one ecosystem led to stronger overall performance.
Business Impact
This campaign didn’t just increase store traffic – it reshaped the company’s outlook. While many music retailers in the UK are struggling, this client is thriving. Following the success of the project, they plan to expand and open three additional stores over the next two years.
Local Inventory Ads didn’t just generate new sales. They helped fuel real business growth in an industry that’s become increasingly challenging for brick-and-mortar retailers.
Key Takeaway
For years, online marketing has focused almost entirely on e-commerce conversions. But the real opportunity lies in connecting digital behavior with physical buying intent.
By using data from online performance to inform local visibility, we helped a guitar retailer transform its stores into powerful, data-driven sales engines.
Local Inventory Ads don’t just bring people into the store – they bring in buyers.
