Google PMax, Smart Campaigns to prioritize high-intent offline conversions

Starting June 17, Google Ads will change how it optimizes offline conversions (e.g., store visits, sales) across Performance Max (PMax), Omnichannel Goals, and Smart Campaigns. The focus is to prioritize locally engaged users on high-intent channels like Google Search and Maps.

Why we care. Google is shifting focus from conversion volume to higher-quality offline actions. The change targets users more likely to take in-store steps (e.g., visiting a physical location) rather than just maximizing total conversions. You may see a dip in overall conversions and an uptick in CPC and cost per store visit. However, the conversions that do come through are expected to be more valuable, both in quality and incremental impact.

The details. Google will now optimize more aggressively for users interacting with local surfaces, especially Maps and Search. These platforms are the strongest drivers of in-store actions, Google said.

What to expect. Advertisers should prepare for a transition period. The shift in targeting behavior may lead to short-term fluctuations in campaign metrics.

• To maintain performance, Google recommends loosening Smart Bidding targets, expanding location coverage, and diversifying offline goals to include actions like calls or direction requests not just store visits.

In an email sent out to advertisers, Google advises advertisers to refresh ad creatives, add more search themes, and eliminate ad scheduling restrictions to ensure full delivery potential.

Bottom line. Google is dialing in on local intent as a signal for offline conversion value. Advertisers that act now – by updating campaign settings, creative assets, and measurement strategies – will be better positioned to capture meaningful in-store results as these changes roll out.