Google Tests a New Look for Local Inventory Ads

As reported by Search Engine Land, and originally spotted by Mike Blumenthal, Google appears to be running a limited test for local inventory ads (LIA) in the US.

This is another strong signal of Google’s desire to go “local” in 2017, as earlier this year a Google spokesperson also told the media that AdWords is actively exploring conversion tracking on location-specific phone numbers.

How it works

The result shows a map with two local inventory ads right below it where the local pack results would typically appear.

For comparison purposes, the current results showing the local pack vs. the results showing LIAs are shown below:

Local Pack

Local Inventory Ads

It isn’t surprising to see Google putting more efforts into local queries since the company indicated last May that local searches on mobile devices are growing 50 percent faster than mobile searches overall.

Stay tuned for more updates regarding LIAs, and location-specific queries.