Shop visits now available in Google Ad grants

Google Ad Grants accounts can now optimize for real-world foot traffic. Advertisers using the nonprofit program are able to set “shop visits” as an account-level goal — a move that enables campaigns to optimize toward in-person visits.

Driving the news. Previously, attempting to mark shop visits as a goal inside Ad Grants would trigger an error. That restriction appears to have been lifted, allowing eligible accounts to include store visit conversions in their primary goal configuration.

The update means nonprofits and local organizations can now align bidding and optimization with physical visits — particularly impactful for visibility in Maps placements and location-driven search results.

Why we care. For nonprofits, museums, places of worship, community centers, and other location-based organizations, digital engagement doesn’t always translate into mission impact. The ability to optimize for shop visits bridges that gap, tying ad performance directly to footfall.

Between the lines. As Google continues emphasizing local intent and Maps-based discovery, bringing store visit optimization to Ad Grants expands how nonprofits compete for nearby audiences. It shifts the focus from just clicks and website traffic to measurable, offline action.

What to do. Ad Grant advertisers should review their account-level goals and confirm shop visits are enabled where eligible. Optimizing toward foot traffic could materially improve local impact — especially for organizations reliant on in-person engagement.

Spotted by: This update was spotted by Google Ads Expert Jason King who shared the update on LinkedIn.

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