Mastering Location Ads: The Secret Weapon to Boost In-Store Traffic | InSyte Podcast Recap
In today’s digital-first world, marketers and business owners are constantly looking for ways to bridge the gap between online marketing and offline sales. Enter location ads — a powerful tool that allows businesses to drive foot traffic into physical stores by leveraging digital strategies.
In the latest episode of the Insyte Podcast, hosts Seth and Mike unpack the concept of location ads, exploring how they work, their real-world applications, and why they might just be the most aggressive yet subtle marketing tool for capturing your competitors’ customers.
What Are Location Ads?
Location ads are a form of digital advertising that target potential customers based on their physical location. But it goes beyond simple geotargeting — these ads allow businesses to not only serve ads to users within a certain radius of their store but also track how many of those users physically walk into their location, a metric known as footfall.
For retail-first businesses — like restaurants, boutique shops, and any store with a brick-and-mortar presence — location ads offer a way to measure the direct impact of online ads on offline sales.
Real-World Use Cases for Location Ads
Seth and Mike highlight three primary ways businesses can use location ads:
- Geotargeting Around Your Store: Create ads that target anyone within a set radius of your store (e.g., 5km around a McDonald’s location).
- Combining Location and Audience Data: Refine your targeting by combining location data with audience interests — for example, targeting users near your store who also follow your brand on Facebook.
- Competitor Poaching: The most aggressive tactic — placing geotags around competitors’ stores (like KFC) and serving ads to users who walk into those locations, inviting them to check out your alternative (like McDonald’s).
Setting Up Location Ads
The process of running location ads can be done through various platforms:
- Facebook and Instagram Ads: Using Meta’s ad tools, businesses can target users by location and track offline conversions.
- Demand-Side Platforms (DSPs): These allow you to run ads across the internet, similar to Google Display Ads, and measure footfall from users who engage with those ads.
Even if you run a single-location business, you can still benefit from location ads. Footfall tracking works whether you have one store or a thousand, with GPS data accurate to about 10 meters.
Competitor Targeting: Too Aggressive?
One of the most intriguing use cases Seth and Mike discuss is using location ads to poach competitors’ customers. For example, an Audi dealership could target users who visit a nearby BMW showroom, serving them Audi ads as they browse their phones.
While this strategy may sound aggressive, it’s more subtle than traditional direct marketing. Unlike email or SMS campaigns, location ads feel like regular push ads — users simply see them while scrolling, without realizing they’re part of a hyper-targeted audience.
Integrating Location Ads into Your Omni-Channel Strategy
To prevent location ads from feeling “creepy,” Seth and Mike advise businesses to focus on seamless integration. Rather than blatantly referencing a competitor visit (“We saw you were at KFC — try McDonald’s instead”), they recommend using softer messaging to create a natural ad experience.
Location ads work best when combined with other channels like:
- Google Ads: Complement your geotargeting strategy with search ads that capture high-intent users.
- Social Media Ads: Use Facebook and Instagram to retarget users based on both location and interest.
- Email and SMS: For a more personalised follow-up, encourage foot traffic and online engagement.
Get Started with Location Ads
Location ads are a cutting-edge way to connect your online marketing efforts with real-world results. Whether you’re a small business owner or managing a multi-store retail brand, these ads offer unmatched potential to boost foot traffic and outmaneuver your competition.
If you’re ready to test out location ads for your business, drop us a comment below or reach out via our website. Let’s get more people walking through your doors!
👉 Watch the full episode on YouTube
For more insights or help with your e-commerce store, reach out to us at Syte. Our expert team is here to guide you through every step of your digital journey. Let’s grow your business together!