A Retailer’s Guide to Driving Foot Traffic with Search Ads

Contrary to popular sentiment, your customers don’t live exclusively online. Sure, they may spend hours scrolling through social media, clicking on search results, and swiping their way through life, but at some point, they step away from their screens. They venture into the real world and — most importantly — shop in stores like yours.

So, can these two worlds connect? Absolutely. We’ve seen firsthand how a well-executed search ad campaign can turn online clicks into real-world results. For instance, one of our clients saw $60K in leads month over month, while another achieved a 300% ROI on our search marketing services.

While search ads are often seen as an e-commerce powerhouse, they can be just as effective for brick-and-mortar businesses. In fact, they might be the missing piece in your foot traffic puzzle.

Think about it: If someone is Googling “best running shoes near me” or “pizza open now,” they’re not just browsing for fun. They’re on a mission, and with the right ad strategy, your store can be their final destination.

In this blog, we’re covering the power of search advertising and how it can turn online interest into foot traffic. From local targeting that puts your store on the map (literally) to mobile-first strategies, here’s how search ads can get more people walking through your doors.

Why Local Search Matters

Here’s a state that should make every business sit up and pay attention: 76% of people who search for something nearby on their smartphone visit a business within a day. Even better? 28% of those searches result in a purchase.

It makes sense. After all, when someone searches "best coffee shop near me," they’re not looking for a history lesson on espresso. They want caffeine, and they want it now.

This is the magic of local search. People actively rely on search engines to guide them to the nearest (and best) option. Whether it’s a last-minute gift, a new outfit, or a desperately needed tire replacement, these searches are fueled by urgency.

So, how do you make sure your store is the one they find and walk into? Enter: search ads.

Targeting Local Shoppers with Search Ads

When it comes to attracting foot traffic to your store, location is everything. The great thing about search ads is that they allow you to target local shoppers with precision. It’s a bit like putting up a neon sign that only lights up when the right customer walks by — no wasted energy, just the right audience.

A couple of techniques can help make sure your ads hit the bullseye. First, let’s talk geofencing. Geofencing works by setting up a digital "fence" around your store's physical location. When someone enters this zone, your ad pops up like a friendly reminder that your store is right around the corner.

But location isn’t the only factor — keywords with local intent are essential. Phrases like "near me," "in [city name]," or "close by" signal that the searcher is ready to make an in-person visit. These keywords are your best friends for capturing those users who are looking for something nearby — whether it's a new jacket or an emergency umbrella.

And then we have ad extensions, or assets, which complement an existing ad with useful business information. These let you provide even more relevant info to potential customers, such as your address, phone number, or even a direct link to your location on Google Maps. It’s all about making it as easy as possible for people to visit.

Of course, knowing how to set up ad campaigns effectively is key, and that’s where a proven process makes all the difference. At PH3, we don’t just run ads; we leverage marketing processes backed by 20+ years of experience. No guesswork, just results.

When you follow a proven system, the proof is in the pudding. Take our work with Dorado Beach Real Estate. Despite strict targeting limitations in real estate, we ran Google display and search ads that outperformed expectations — earning click-through rates that were 4% higher than the industry average and racking up over 10 million impressions within just two years.

Optimizing for Mobile

Let’s be real: In a world where your customer’s second home is their smartphone, a mobile-first strategy isn’t just smart — it’s essential. Mobile users are often on the move, which is why you need to optimize your search ad strategy for mobile.

One of the key tools in your mobile-first toolkit is mobile bid adjustments. This involves increasing or decreasing your bids based on device type, location, and even time of day — ensuring your ads appear when and where they’re most effective.

For instance, if mobile users in a specific area are more likely to convert, you can adjust bids to capture that high-intent traffic. Whether they’re on their lunch break or rushing to pick up groceries, mobile users need instant answers, so your ads should be right there, ready to deliver.

And let’s not overlook the growing influence of voice search. With virtual assistants like Siri, Google Assistant, and Alexa becoming a part of our everyday lives, voice search is rapidly changing the local search landscape.

This means you need to think beyond traditional text-based keywords and consider how people phrase queries out loud. A search for “pharmacy near me” could easily turn into “Hey Siri, where’s the closest pharmacy?” So, aim for clear, concise, and mobile-optimized content that voice assistants can easily relay.

At the end of the day, it’s all about being intentional with your ad strategy. And sometimes, having a team that really thinks through the details can make all the difference. For instance, we helped Northwest Church reduce their Google ads cost by 92% while increasing their CTR by 133%. We even secured them a Google Grant that provided $10,000 in free Google ad spend each month, reducing their overall marketing expenses. With experts strategizing your next move, you can save big and see measurable results.

Crafting Can't-Miss Deals

What’s better than finding something you need nearby? How about finding something you need and a killer deal to go with it? With offer-based ads, you can tap into that split-second decision-making process.

Let’s say you’re running a flash sale. Someone’s searching for “sneaker store near me,” and your ad pops up with “This weekend only: 20% off all shoes!” You’ve just created a limited-time offer that’s almost too good to pass up — and you know what that means: foot traffic. They’re not just browsing anymore; they’re heading to your store, eager to score that deal.

Want to make it even easier for them to say "yes"? Add call extensions and store visit CTAs like “Click to get directions” or “Call now to check availability.” These little tweaks add a layer of urgency and convenience, making it easy for potential customers to take action.

When you mix location-based ads with irresistible promotions, you’re doing more than just inviting people to visit — you’re giving them a reason to head straight to you.

Need help brainstorming those can't-miss ideas that make your brand stand out? PH3’s got you covered. As the only Agency + Brewery in the nation, we’ve got the creative juices (literally and figuratively) to ensure your promotions not only stand out — they get seen by the right people.

Get Digital to Get Physical

Search ads aren’t just for e-commerce. When done right, they can get customers through your door, ready to shop. By targeting the right local audience, optimizing for mobile, and offering tempting promotions, you can turn digital interest into real-life traffic.

Need help brewing up search ads that’ll have customers running to your store? We’ve got you covered. We’ll pour the perfect blend of strategy and creativity to ensure your ads are optimized and ready to roll. Reach out today.