Google's Default: Local Inventory Ads Now Enabled

Google to Enable Local Inventory Ads by Default in Shopping Campaigns

Google recently announced that starting August 31st, Local Inventory Ads (LIA) will be automatically enabled for all Shopping campaigns by default. This significant change, confirmed on the Google Ads Developer Blog, will impact advertisers using Shopping campaigns. The shift eliminates the ability to disable Local Inventory Ads through the Google Ads API, necessitating updates to code and campaign configurations for those who separate local inventory from online stock.

Key Changes to Note

Previously, advertisers had to manually set the enable_local field to true in a campaign's ShoppingSetting to showcase products from their Local Inventory Ads feed. However, after August 31st:

• Shopping campaigns will universally feature Local Inventory Ads.
• The Campaign.ShoppingSetting.enable_local field will no longer be customizable.
• Google will consider the setting as enabled, irrespective of the submitted value.

This move aligns Shopping campaigns with Performance Max for Retail, where Local Inventory Ads are already activated by default.

Attention to Developers

Developers working with Google Ads API v25.1 or newer versions should halt attempts to set enable_local to false. Such endeavors will result in a ContextError.OPERATION_NOT_PERMITTED_FOR_CONTEXT response. While previous codes using older API versions will remain operational, Google will treat any attempts to disable Local Inventory Ads as having the setting turned on.

Options for Advertisers

For advertisers who previously deactivated Local Inventory Ads in specific Shopping campaigns, two alternatives are now available:

• Create a listing scope with CampaignCriterionService, setting product_channel to ONLINE.
• Utilize the Inventory filter within Google Ads campaign settings to exclude local inventory and manage budgets separately for online and local products.

In essence, Google is transitioning from a straightforward campaign setting for inventory control to a more nuanced approach through inventory filtering.

Other Campaign Types Unaffected

This change exclusively impacts Shopping campaigns and does not alter how the enable_local field functions for other supported campaign types like Performance Max and Demand Gen.

Final Thoughts

As of August 31st, Local Inventory Ads will be automatically activated for every Shopping campaign. Advertisers accustomed to deactivating local inventory should revise their API integrations and inventory filtering strategies accordingly to adapt to this upcoming alteration.

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