LIA Google or Local Inventory Ads, how to deploy it

Google LIA (Local Inventory Ads) represents an advanced solution that allows businesses with physical stores to display their products and store information to local buyers searching on Google. This feature transforms retailers’ digital presence, efficiently connecting physical inventory with consumers’ online searches.

What is LIA Google

The lia google consists of an advertising system and free listings that allow retailers to showcase products from their physical stores directly in Google search results. This solution covers both paid ads (local inventory ads) and free organic listings (free local listings), creating multiple visibility opportunities for omnichannel businesses.

Main Functionality

The system works by integrating three essential components: product data, local inventory information, and Google Business profiles. When a consumer performs a search with local intent, such as “where to find product X near me”, the system presents available products in nearby stores, including pricing, availability, and location information.

Competitive Edge

Our expertise in martech allows us to develop implementations that maximize the results of the lia google. Through our proprietary data optimization models, we significantly increase the local visibility of our clients’ products, generating more in-store visits and online conversions.

Why LIA Google is Essential

Direct Impact on Sales

Google data shows that retailers using local inventory ads alongside Shopping ads see a 21% increase in store visits and a 9% increase in online conversions for products physically available. These numbers demonstrate the power of a well-executed omnichannel strategy.

Expansion of Digital Presence

Retailers displaying local inventory typically see 16% more impressions with their organic shopping listings on Google. This increased visibility directly translates to more business opportunities and greater brand recognition in the local market.

Local Competitive Advantage

With our implementation models, we create differentiated experiences that set our clients apart from the competition. Our technical approach ensures that products appear at the right moment, to the right people, in the right location.

Geographic Coverage and Availability

The system operates in 44 countries, including Brazil, the United States, Canada, Mexico, the United Kingdom, France, Germany, Australia, Japan, and many other strategic markets. This broad coverage enables multinational companies to implement consistent strategies across different regions.

Experiences by Region

Depending on the country, there are different user experiences:

Google Hosted Experience: In countries like Brazil, the United States, Canada, and others, after clicking on a local listing, users are redirected to a Google-hosted page showing product availability and pricing at the store.

Product Viewing Experience: In European countries like France, Germany, Belgium, and others, the system displays a product viewer with store and product information.

Implementation Modes

Local Inventory Ads (Paid Ads)

Paid ads allow products to appear in prominent positions in search results, Google Maps, YouTube, Shopping tab, Google Images, and Google Lens. This mode gives full control over bidding, targeting, and campaign optimization.

Free Local Listings

Free listings allow products to appear organically on the same surfaces of Google, at no additional cost. This feature complements paid ads, maximizing total product visibility.

Recommended Hybrid Strategy

We develop implementations that combine both modes, creating a robust digital presence that captures both paid and organic traffic, maximizing the return on digital marketing investment.

Technical Structure of Implementation

Essential Requirements

To implement successfully, the following are required:

Google Merchant Center account configured
Verified Google Business profiles linked
Structured product feed
Updated local inventory feed
Google Ads account (for paid ads)

Data Architecture

Our implementation methodology structures data in layers:

Product Layer: Contains basic information such as ID, title, description, images, prices, and categories.

Local Inventory Layer: Includes availability per store, specific pricing, store codes, and pickup information.

Business Layer: Business profile data including addresses, hours, phones, and identifier codes.

Integration and Synchronization

We develop automated systems that keep data synchronized across different sources, ensuring that product information, pricing, and availability are always up-to-date in real-time.

Product Page Experiences

Pages with Store Availability

This modality allows customers to be directed to pages on the website where they can browse the availability and prices of products in different stores. The implementation requires that the website clearly displays:

Availability per store
Prices by location
Pickup information
Details of the selected store

Store-Specific Pages

More advanced experience where each click directs to a store-specific page, showing products, prices, and availability customized for that particular location. This implementation requires:

Dynamic URLs with store parameters
Location-specific personalized content
Pickup and delivery information specific to the location
Proper structured data

Hosted by Google

For companies that do not have the technical capacity to display store availability on their websites, Google can host product pages with local information. This option requires the inventory verification process.

Inventory Verification Process

Need for Verification

The verification program ensures that product information in physical stores matches the data provided in the feeds. This process is mandatory for certain modalities and helps maintain the quality of information presented to consumers.

Verification Methodology

The process involves:

Data Submission: Sending product and inventory feeds
Contact Validation: Confirming the responsible person for verification
In-Store Verification: Physical checking of products and prices
Results Report: Documenting the verifications performed

Requirements by Modality

1-2 stores: Minimum number of verifications based on the chosen experience
3+ stores: Increased number of verifications required
Continuous Verifications: Periodic checks to maintain quality

Data Upload Methods

Direct File Upload

The simplest method where .txt, .xml, or .tsv files (up to 4GB) are uploaded directly to Merchant Center. Suitable for businesses with manual processes or smaller product volumes.

Automated Feeds

Our preferred implementation uses automated feeds that are updated regularly, keeping data always synchronized. We support:

SFTP: Secure file transfer
Google Cloud Storage: Cloud storage
Content API: API integration for real-time updates

Website-reported Autofeeds

Advanced technology that uses Google Tag Manager tags to collect inventory data directly from the website when customers check availability. This implementation eliminates the need for separate local inventory feeds.

Automatic Extraction (Crawling)

Google can automatically extract inventory information from the website using StoreBot, creating inventory feeds without manual intervention. This requires that the website does not block Google crawlers.

Product Data Specifications

Mandatory Attributes

Identification:

ID [id]: Unique product identifier
Title [title]: Descriptive product name
Description [description]: Full product details
Image link [image_link]: URL of the main image

Classification:

Condition [condition]: new, used, or refurbished
Availability [availability]: in stock, limited availability, out of stock
Price [price]: Product price with currency

Unique Identifiers:

GTIN [gtin]: Global product code
MPN [mpn]: Manufacturer part number
Brand [brand]: Manufacturer name

Recommended Attributes

Categorization:

Google product category [google_product_category]
Custom product type [product_type]
Item group [item_group_id] for variations

Details:

Color [color]: Predominant color
Size [size]: Product size
Material [material]: Manufacturing material
Gender [gender]: Target audience
Age group [age_group]: Adult, child, baby

Pricing Attributes

Prices:

Sale price [sale_price]
Sale price effective date [sale_price_effective_date]
Unit pricing measure [unit_pricing_measure]

Local Inventory Specifications

Basic Structure

Each inventory entry must contain:

Product ID: Corresponding to the main feed
Store code: Unique identifier of the location
Availability: Current product status
Price: Store-specific price (if different)
Quantity: Number of units available

Pickup Information

Pickup method [pickup_method]:

buy: Direct purchase
reserve: Pre-order
ship_to_store: Ship to store
not_supported: Not available

Pickup SLA [pickup_sla]:

same_day: Same day
next_day: Next day
2-day, 3-day, etc.: Specific days
multi-week: Multiple weeks

Advanced Features

Pickup Today

This feature highlights same-day or next-day pickup options, creating urgency and convenience for customers. It requires:

Confirmed availability
Fast fulfillment processes
Product pages with pickup information
Integration with reservation systems

Pickup Later

Allows promoting products that can be shipped to stores for later pickup, expanding the effective inventory available for local sale. Modalities:

With product data: Uses the main feed to create automatic pickup inventory

With inventory data: Granular control by store and product

On Display in Store

Feature for products on display that are not available for immediate purchase, such as large furniture. Customers can view them in-store and place orders for delivery.

Campaign Integration

Performance Max

Automated campaigns that automatically include local products when all feed labels are used. Our optimized configuration maximizes performance both online and locally.

Shopping Campaigns

Traditional campaigns that can be enabled to include local products. We allow specific targeting by:

Click type (local vs online)
Channel (local vs shopping)
Channel exclusivity

Bidding Strategies

We recommend automated strategies such as Maximize Clicks or Manual CPC for local campaigns, considering that visits to the physical store have a different value than online conversions.

Reports and Analysis

Key Metrics

Channel Performance:

Local share of voice
Impressions by region
Inventory coverage

Engagement:

CTR of local ads
Interactions with free listings
Store visits generated

Conversion:

Local conversion rate
Average transaction value
ROI by channel

Advanced Optimization

Product Data:

Enrich titles
Optimize images
Improve descriptions
Accurate categorization

Inventory:

Update frequency
Availability accuracy
Dynamic pricing management
Updated pickup information

Campaigns:

Bid adjustments
Refined segmentation
Budget optimization
Geographic expansion

Common Problems Solutions

Products Not Appearing

Required checks:

Feed data validation
Synchronization between Merchant Center and Business Profiles
Proper campaign setup
Product approval status

Typical solutions:

Feed updates
Correct mandatory attributes
Google policy verification
Account linking reconfiguration

Data Issues

Common inconsistencies:

Store codes mismatched
Outdated pricing
Incorrect availability
Incomplete product information

Implemented corrections:

Real-time synchronization automation
Continuous data validation
Quality monitoring processes
Automatic error correction processes

Performance Issues

Performed diagnostics:

Local competitiveness analysis
Bidding optimization
Product data improvement
Segmentation refinement

Best Implementation Practices

Data Preparation

Proper feed structuring
Continuous data validation
Real-time synchronization
Data backup and redundancy

Continuous Optimization

Performance monitoring
Data-driven adjustments
A/B testing of configurations
Strategy evolution

Omnichannel Integration

Experience alignment
Data consistency
Unified customer journeys
Integrated result measurement

Merchant Center Setup

Add-on Activation

Access Settings: Click on the settings and tools icon
Add-ons Selection: Choose “Add-ons” tab
Activation: Select “Local inventory ads” or “Free local listings”
Country Setup: Configure for each desired market

Account Linking

Business Profiles:

Link business profiles
Verification of ownership
Store data synchronization

Google Ads:

Merchant Center and Ads account linking
Enable local products
Campaign setup

Data Upload

Main Feed:

Set up product feed
Define mandatory attributes
Data validation

Local Inventory:

Set up local inventory feed
Map store codes
Schedule updates

Verification and Approval

Review Process

Submit Example: Provide product example URL
Technical Verification: Google checks the implementation
Approval: Confirmation of compliance with requirements
Activation: Products start showing

Approval Criteria

User Experience:

Clear store information
Visible availability
Accurate prices
Defined pickup options

Technical Compliance:

Proper structured data
Appropriate page performance
Mobile compatibility
Accessibility for crawlers

Monitoring and Continuous Optimization

Key KPIs