Google changes default Local Inventory Ads behavior

Google is shifting its default settings for Shopping campaigns, making Local Inventory Ads (LIA) the standard for eligible advertisers. This change means that campaigns previously configured for product ads will now automatically include LIA functionality if the advertiser meets the criteria. Additionally, Google is replacing the existing "Local products" filter with a new, unspecified filter option within the Shopping campaign interface.

This update is significant for SEO professionals and marketers managing product campaigns, especially those with brick-and-mortar locations. The automatic inclusion of LIAs could increase local visibility and drive foot traffic to physical stores without requiring manual configuration. Marketers should review their eligible Shopping campaigns to understand how this change impacts their local presence and adjust their strategies accordingly, while also familiarizing themselves with the new filter to optimize product visibility.