Anthony Higman found out that Google Ads is making changes to how offline conversions are handled in Smart and Performance Max (PMax) campaigns with Store Goals. S
tarting February 28, 2025, Google will increase focus on locally engaged users on channels with higher local intent, such as Search and Google Maps, while limiting view-through conversions (VTCs) from Display and YouTube.
This shift is meant to drive higher-value store visit conversions but may result in lower conversion volume and higher cost-per-conversion.
Google’s Goals for This Change: Enhance campaign efficiency: Improve long-term performance and optimization.
Drive higher-quality conversions: Generate more valuable and incremental offline actions.
Maximize ROI: Ensure ad spend delivers the best possible results.
Recommendations for Performance Max (Store Goal & Omni):Relax targets: Adjust Smart Bidding targets or offline conversion values.
Diversify offline conversion goals: Add Local Actions Conversions alongside Store Visits or Store Sales.
Expand location targeting: Increase the number of targeted locations.
Consolidate campaigns: Combine multi-location campaigns unless there’s a strategic reason to separate them.
Review campaign settings(advice from Google): Remove geo-targeting (these campaigns already optimize based on linked locations).
Remove ad scheduling (let campaigns run without restrictions).
Broaden audience targeting (remove unnecessary exclusions).
Creative optimization: Refresh and diversify creatives for better engagement.
Recommendations for Smart Campaigns:
Expand reach: Add more search themes and business locations.
Optimize creatives: Update ad text and images to highlight unique offerings.
