Starting February 28, 2025, Google Ads will prioritize locally engaged users for Smart campaigns and Performance Max campaigns with store goals.
This means more focus on Search and Google Maps while reducing view-through conversions from Display and YouTube.
What This Means:
- Fewer conversions, higher cost-per-conversion
- More valuable offline actions
- Better long-term performance
Google’s Recommendations:
- Adjust Smart Bidding targets to capture higher-value conversions
- Add more offline conversion goals (Local Actions, Store Visits, etc.)
- Expand location targeting for better reach
- Remove geo-targeting & ad scheduling to optimize performance
- Refresh creatives for better engagement
Advertisers should prepare for potential conversion shifts and tweak strategies accordingly.
This update was shared by Anthony Higman.