Driving store visits
at scale

We flipped the objective. Instead of optimising for clicks, we used GPS-verified store visits as the primary conversion signal. Every verified visit feeds the algorithm, creating a closed feedback loop that continuously improves targeting.

• GPS-verified visits replace proxy metrics like CTR and clicks
• Each real visit informs the next bid, improving accuracy over time
• Multi-channel reach: Search, Maps, YouTube, Display & Gmail
• Smart Bidding engine learns what a real customer looks like

Driving measurable foot traffic to 140 physical stores is one of the hardest problems in retail marketing. Unlike e-commerce, there's no click-to-purchase to track — you're competing for attention in a digital environment while the real value is created in-store.

Standard digital KPIs (CTR, conversions, ROAS) don't tell the full story. The connection between digital ad spend and physical store visits was invisible — making it impossible to optimise for what actually matters.

By configuring a Google PMax campaign with store visit conversions as its core objective, we plugged real-world GPS data directly into Google's Smart Bidding engine.

Every verified visit to one of Dollarstore's 140 stores feeds the algorithm — allowing it to find, reach, and convert the highest-likelihood visitors across Search, Display, YouTube, Gmail, and Maps simultaneously.

The result is a closed feedback loop: each real visit informs the next bid, continuously improving targeting accuracy over time. At just 0.55 kr per verified visit, the economics hold up even under the most conservative assumptions.