Google is quietly experimenting with a new way to give Shopping ads a more local feel. For some ads that use local inventory feeds, the merchant’s city or town now appears directly above the product title — for example, “London” or “Tonbridge” — so shoppers can immediately see where the store is based.
Why we care. These new location labels can make Shopping ads seem more local and credible, helping nearby businesses stand out in busy results pages. Clear city or town markers may lift click-through rates and encourage more store visits from people who prefer to buy from local shops.
It also offers merchants using local inventory feeds a subtle advantage by emphasizing proximity, without requiring new ad types or additional configuration.
How it works. The label shows up in Shopping ads that already rely on local inventory data. It appears alongside existing formats such as:
- In-store
- Pickup later
- Curbside pickup
However, unlike those labels, this one is focused solely on the store’s geographic location, not on how or when the order can be fulfilled.
The catch. Google has not formally announced this feature yet, so information about its broader rollout, who qualifies, or any specific implementation details is still unclear.
Between the lines. Retailers using local inventory feeds could see improved visibility, especially if they’re based in well-known or high-trust areas. For shoppers, it’s another subtle prompt to pick local retailers instead of marketplaces or distant sellers.
First seen. PPC News Feed founder Hana Kobzová was the first to spot this change.