Google LIA (Local Inventory Ads)

LIA (Local Inventory Ads) is the web-to-store solution from Google.


The user is geolocated and can access your ad if he is located near your store.

He then lands on a "showcase" page hosted by Google on which he can consult your physical stocks, the store's hours and how to get there, for example.

2 required feeds are offered by Lengow for setting up product ads in stores:

  • The Local Products feed: will allow you to create and complete the product sheets for your LIA ads.
  • The Local Products Inventory feed: will allow you to send your store inventory data.

Note: remember to retrieve the store code (store ID) given by Google so that the stock information is correctly relayed on the "showcase" page. 

If you have an inventory feed per shop (which is often the case), Lengow suggests a reprocessing of your inventory catalogues to provide Google with a single Local Product Inventory feed. Contact your Lengow account manager for more information.

1 required feed has to be managed outside Lengow:
  • Google My Business Locations

1 optional feed can be managed in Lengow if the products are also available on the merchant website (if the products are not available on the website, this feed is not necessary)
  • Google Shopping
Our optimisations techniques advices for LIA program are available on our blog.  
More info on Local Ads here!  

To sum it up


Which data link these feeds?

Click on the image to view it large.


More about "Local product inventory" feed

More about "Local products" feed

More about Google My Business Locations

More about Google Shopping Feed

Access Google's LIA Help Center

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