Boosting Store Visits By 169% Using Local PPC Strategy
- Builders Surplus needed to drive more foot traffic to its physical stores and increase local visibility across multiple U.S. locations.
- We launched tightly geo-targeted Google Ads campaigns linked to each store’s Google Business Profile and optimized them around high-performing product categories like cabinets, flooring and doors.
- In just a few months, Builders Surplus increased store visits by 169%, cut cost-per-visit by 49% and surpassed 4,000 visits in April alone — even with one week of paused ads.
The Challenge
Builders Surplus needed a localized paid media approach that prioritized
in-store visits over online transactions and accurately measured performance at the store level.
In-Store Visits Over Online Conversions
Standard campaign setups were optimized for online actions, but Builders Surplus needed ads that directly impacted foot traffic across their physical locations.
No Local Attribution Framework
Without store-level tracking, they couldn’t connect ad interactions to real-world visits, limiting insight into what was working and where.
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Individual Campaign Structure
We created separate campaigns for each store to manage budgets and performance independently, allowing for precise local optimization.
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Geo-Targeting Radius
Tight radius targeting was applied around each store to focus spend exclusively on nearby, high-intent shoppers.
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Category-Based Ad Groups
Each campaign was organized into ad groups based on key product categories like cabinets, doors and flooring to improve campaign clarity and performance.
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Localized Ad Messaging
We wrote location- and product-specific ad copy to increase relevance, boost CTR and better connect with shoppers looking for in-stock deals.
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