OTRUSA Boosts Omnichannel Sales with Google Local Inventory Ads

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Overview

• OTRUSA is a leading wholesale distributor of Off-The-Road (OTR) tires since 1999
• 40,000+ SKUs across mining, construction, agriculture, logistics
• Challenge: Drive more local sales while reducing shipping friction  

Objective

OTRUSA aimed to eliminate friction for high-intent customers by promoting local pickup. With Local Inventory Ads, they could display nearby, in-store availability and pricing directly in Google search results—offering customers a more convenient, faster path to purchase.

One thing that really surprised me—GoDataFeed was able to generate Google Local Inventory feeds using just a single input. Very efficient and well-designed. —Leo Linthong, E‑Commerce Manager

Solutions & Strategy

OTRUSA implemented Google Local Inventory Ads with GoDataFeed powering the product feed. Within four weeks, they launched their first campaigns, promoting in-stock availability across Google’s ecosystem, which includes:

• Google Search & Shopping – surfacing in-stock products for “near me” queries.
• Google Maps & Images – ensuring discovery across multiple search entry points.
• YouTube & Google Assistant – capturing attention during research and voice-based searches.

Key Success Factors

• Accurate pricing and timely inventory updates
• Optimized product feeds that enhance titles, descriptions and categories    
• Clear instructions and pickup eligibility
• Retargeting of previous site visitors for higher conversion

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‍Google Local is now a profitable source of high-intent traffic for us —Leo Linthong, E‑Commerce Manager

Setup & Insights

The setup required approximately four weeks, covering Google store address verification, Merchant Center registration, and LIA feature enablement. Though the Google product approval process was thorough, OTRUSA accounted for it and built their timeline accordingly. Their feeds’ configuration and optimization was handled efficiently with support from GoDataFeed's team.

Big Wins

• 42% month-over-month growth in pickup orders. That’s the immediate impact OTRUSA saw in July after launching Google Local Inventory Ads, with orders coming in 34% above the 2025 monthly average.
• The campaign also drove more inbound calls for pickup orders and boosted visibility and engagement through Google Shopping.
• OTRUSA sees Local Inventory Ads as a profitable and scalable growth channel, making products more accessible to local, ready-to-buy customers

Working with GoDataFeed

GoDataFeed allowed OTRUSA to handle a high-volume catalog without manual feed maintenance. The platform imported product and inventory data from Shopify, applied business rules for location-specific availability, and published timely updates to Google Merchant Center.

• Optimized and accurate feed synchronization of 40,000+ SKUs
• Ongoing validation, optimization and feed monitoring
• Easy feed previews to catch data issues before submission
• Expert support throughout setup and troubleshooting

Without GoDataFeed, we wouldn't have been able to sync inventory at the speed and scale required for Google Local Inventory Ads

Looking Ahead

OTRUSA plans to explore additional local-focused ad formats, expand feed-based promotions, and deepen targeting strategies that support their pickup-first business model. Google LIAs helped OTRUSA bridge the gap between online search and offline pickup — a strategy that any retailer can replicate to connect with the omnichannel customer.

Advice for other local retailers: “While setup requires planning, the payoff in conversions and customer satisfaction makes it worth the effort.”  - OTRUSA Team

What are Google Local Inventory Ads? 

• Ads that show store availability, price, and pickup availability
• Store details, such as map, hours, contact info, and location
• They are labeled “in store” or “Pick up today” and trigger a Google-hosted storefront with richer details—ideal for converting search-to-store shoppers

How to Sell on Google?

• To run Local Inventory Ads (LIAs), merchants submit a primary Google Shopping feed plus a Local Product Inventory feed (for price, availability, and store_code), set up Google Business Profile, verify locations, and enable the feature inside Google Merchant Center
• Learn more in our Complete Guide to Google Local Inventory Ads: https://www.godatafeed.com/articles/google-local-inventory-ads

Why Local Ads Work? 

• Reach omnichannel shoppers: they buy 70% more often and spend around 30% more
• 70–80% of shoppers check online inventory before visiting a store.
• Boost visibility everywhere: LIAs appear across Google Search, Shopping, Maps, Images, YouTube, and Assistant.
• Drive measurable lift: On average, LIAs deliver 21% more store visits and 9% higher online conversions.

Omnichannel Growth Driver

Why Google Local Inventory Ads matter to merchants:

• Meet modern buyers where they shop — online & in-store
• Increase visibility across Google’s ecosystem
• Convert “near me” searches into local sales
• Boosts impressions & conversions via Shopping listings

Takeaway

For brick and mortar merchants, Google Local Inventory Ads bridge the gap between online discovery and in-store fulfillment. By showcasing local availability in Google Search, Maps, and Shopping, brands connect with omnichannel shoppers who want speed, convenience, and confidence before they buy.

With GoDataFeed powering the product data layer, merchants like OTRUSA can scale across multiple locations with timely inventory and pricing updates, without manual intervention. Reach high-intent customers searching “near me” across Google Search, Maps, Shopping, Images, and even voice assistants.

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