Google is updating how Smart and PMax campaigns optimize for local intent. According to Search Engine Land, beginning June 17, Google Ads will roll out an update affecting how it handles offline conversions across Smart Campaigns, Performance Max (PMax), and Omnichannel Goals.

The platform says Google will begin to prioritize users who are actively engaging with Google Search and Maps, two channels it identifies as strong drivers of in-store activity.

The update is designed to surface ads more aggressively to people showing high intent to take offline actions, such as visiting a store or making a purchase in person. This means that Google is fine-tuning its systems to give more visibility to ads in moments when people are searching or navigating locally, which often signals stronger buying intent.

Offline conversions now include more than just store visits

Part of this update is how Google is redefining what counts as an offline conversion. It’s no longer just about a physical store visit. Google is encouraging advertisers to track other types of local interactions, such as phone calls and requests for directions. These signals, while not direct purchases, still indicate strong intent and can play a key role in the path to an offline sale.

How advertisers can adapt to these changes

Google recommends several specific adjustments. Advertisers should loosen Smart Bidding targets, giving the system more flexibility to explore audiences and signals that may not have seemed efficient before but now align better with the new offline optimization strategy.

They should also expand location coverage to make ads visible in more local search scenarios, especially on Maps. In addition, advertisers can refresh their ad creatives and add more search themes. This will help Google better match content with user intent.
Google also recommends eliminating restrictive ad schedules that could prevent ads from showing when local users are most active.

‍