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How can you use PPC to drive offline sales and foot traffic?

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If you run a brick-and-mortar business, you might think that PPC (pay-per-click) advertising is only useful for driving online sales and leads. However, PPC can also be a powerful tool to boost your offline sales and foot traffic, if you know how to use it effectively. In this article, we'll show you some tips and strategies to leverage PPC to attract more customers to your physical store.

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Mark Huvenaars

Founder of Railtown Δ Delivering Marketing Success — Marketer / Fractional CMO
Rob Colbourn

Joined-up digital marketing for owners of multiple businesses ? eCommerce & DTC ? B2B lead gen ? Performance Marketing:…
Amir A. Salam

Data-Driven SEO Expert | Top 5% in Linkedin

1 Use location-based targeting

One of the most important aspects of PPC for offline sales is to target your ads to the right audience based on their location. You can use geo-targeting features in Google Ads and Facebook Ads to show your ads only to people who are within a certain radius of your store, or who are searching for products or services near you. This way, you can increase the relevance and urgency of your ads, and reduce wasted impressions and clicks.

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Rob Colbourn

Joined-up digital marketing for owners of multiple businesses ? eCommerce & DTC ? B2B lead gen ? Performance Marketing: SEO & PPC
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Local PPC ads help you place your business in map search results if you don't feature there already organically For businesses like hairdressers or restaurants this can be a great way of driving bookings & appointments If you are a physical store selling products then you can even make the inventory that you have available in store viewable in PPC ads which allows people to check you have what they are looking for before they visit.

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Amir A. Salam

Data-Driven SEO Expert | Top 5% in Linkedin
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Location based targeting helps reduce waste impressions. By focusing your ads on a specific location, you eliminate impressions and clicks from users who are geographically unlikely to visit your store. This reduces wasted ad spend and optimizes your campaign budget for maximum impact.

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2 Optimize your ad copy and creative

Your ad copy and creative should also reflect your offline sales goals and entice your potential customers to visit your store. You can use local keywords, such as your city name, neighborhood, or landmarks, to make your ads more specific and appealing. You can also highlight your unique selling points, such as free in-store pickup, exclusive discounts, or limited-time offers, to create a sense of value and scarcity. Additionally, you can use images or videos that showcase your store, products, or staff, to build trust and familiarity.

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Amir A. Salam

Data-Driven SEO Expert | Top 5% in Linkedin
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Optimizing ad copy and creatives matter most using Local keywords like city names, neighborhoods, or landmarks makes the ad instantly relevant and relatable to the target audience. Showcasing exclusive in-store experiences, discounts, or limited-time offers creates a sense of urgency and motivates immediate action.

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3 Track your offline conversions

To measure the effectiveness of your PPC campaigns for offline sales, you need to track your offline conversions. This means linking your online ad clicks to your offline sales data, such as receipts, invoices, or loyalty cards. You can use various methods to do this, such as Google Ads store visits, Facebook offline events, or third-party tools like CallRail or DialogTech. By tracking your offline conversions, you can optimize your PPC budget, bids, and keywords, and improve your return on ad spend.

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4 Use remarketing and loyalty programs

Another way to use PPC to drive offline sales and foot traffic is to remarket to your existing customers and prospects who have shown interest in your products or services. You can use remarketing lists in Google Ads and Facebook Ads to show your ads to people who have visited your website, clicked on your ads, or subscribed to your email list. You can also use loyalty programs, such as rewards, coupons, or referrals, to incentivize your customers to come back to your store and make repeat purchases.

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5 Test and refine your PPC strategy

Finally, you should always test and refine your PPC strategy to find out what works best for your offline sales and foot traffic. You can use A/B testing tools, such as Google Optimize or Facebook Experiments, to compare different versions of your ads, landing pages, or offers, and see which one generates more clicks, conversions, and store visits. You can also use analytics tools, such as Google Analytics or Facebook Insights, to monitor your PPC performance and identify areas for improvement.

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Mark Huvenaars

Founder of Railtown Δ Delivering Marketing Success — Marketer / Fractional CMO
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Modern ad platforms like Google Search and Meta prioritize automatic bidding and creative optimization. While this streamlines the process, it's a quick way to burn through ad budgets if not aligned with broader organizational goals. Excessive testing can also dilute core brand messaging. Manual testing, vital for purposes beyond ad performance, faces challenges in this automated environment. Thus, understanding the nuances of bidding and creative optimizations for each platform is crucial. Embracing constant experimentation, while ensuring enough data to support hypotheses and being mindful of platform limitations, are key in refining paid media strategies.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Aqib Niaz

Digital Marketing Executive | Performance Marketer
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Location and callout extensions(Assets): Besides other strategies, the use of location and callout extensions in PPC ads can bring a lot of foot traffic. These extensions provide additional information such as store address, phone number, and a map marker directly in the ad. Callout extensions can also be used to highlight specific promotions, events, or incentives that encourage users to visit the store.

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How can you use PPC to drive offline sales and foot traffic?

1

2

3

4

5

6

1 Use location-based targeting

2 Optimize your ad copy and creative

3 Track your offline conversions

4 Use remarketing and loyalty programs

5 Test and refine your PPC strategy

6 Here’s what else to consider

Digital Marketing

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How can you use PPC to drive offline sales and foot traffic?

1

2

3

4

5

6

1 Use location-based targeting

2 Optimize your ad copy and creative

3 Track your offline conversions

4 Use remarketing and loyalty programs

5 Test and refine your PPC strategy

6 Here’s what else to consider

Digital Marketing

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