Timestamps:

0:00 - Intro
3:07 - Teo’s Google Ads generic search term script
5:00 - What are local store visits in Google Ads
6:50 - Why use Google Ads to drive in-store traffic?
8:32 - What are Local Inventory Ads & why are they effective
12:05 - Inefficiencies with location targeting for LIAs
13:48 - Teo’s advanced postcode targeting tool
16:50 - How to optimize local store visit campaigns
20:01 - Case study: 210% MoM increase in store visits
22:35 - Final thoughts

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Overview:

In this episode of the Paid Media Lab podcast, we’re speaking to Teodor Yordanov about how to master local campaigns in Google Ads - covering best practices, real-world strategies, and the common pitfalls to avoid.

Very few marketers understand how to bridge the gap between digital campaigns and physical store visits like Teodor Yordanov, Managing Director @ BYLT Media & Marketise Me. With over £100M in managed ad spend and deep experience across retail, ecommerce, and travel, Teo shares the exact tactics he uses to drive high-intent foot traffic at scale.

In this episode, we explore everything from store visit attribution and local inventory ads, to Teo’s postcode-based location targeting method - and the exact campaign structure that delivered a 210% MoM increase in store visits.

Key insights from the episode:

‍• A guide to local store visit campaigns

• The ins-and-outs of local inventory ads

• Smart postcode-level targeting strategies (with free tools!)

• A real-world strategy that drove a 210% MoM lift in store visits

Get the full written recap of the session here.