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, Senior Paid Media Director at Book Up Media and Marketize 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.