Because of the growing popularity of searches with local intent, Google has released Local Inventory Ads (LIA) a few years ago as a variation of Product Listing Ads (PLA), which includes information on when a product is available at a nearby store location. Google, when taking into account the local intent of each search query in determining when LIAs should be featured, can serve these units in similar format to traditional PLAs. Google can even deliver other LIA-specific formats, such as beneath a Google Maps display.
Although LIA units are becoming an important part of paid search campaigns for physical store locations, there are several situations where advertisers may want to consider pausing LIAs. Columnist Andy Taylor has written an post on Search Engine Land that explores when advertisers might want to rely on local inventory versus regular product listing ads. Check out his post below!