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Performance Max uses the Google Business Profile locations you connect as campaign inputs for store-goal advertising. You choose all locations or a defined location group, then Google uses that set with your budget and ad assets to optimize bids, placements and asset combinations for offline outcomes such as store visits, store sales, calls and direction clicks. The selected locations also help determine where local ads can be eligible to appear.
What the locations control in Performance Max
A Google Business Profile (GBP) location is more than an address displayed in an ad. In a Performance Max campaign built around store goals, the location feed tells Google which physical stores the campaign is intended to promote. Google’s systems combine those locations with your budget, creative assets and conversion settings when deciding which auctions to enter, how much to bid and which asset combinations to show.
The location set influences three connected areas:
- Optimization: Bidding and delivery can be optimized toward offline value and conversions associated with the selected stores.
- Local eligibility: A store’s profile and location data can make ads eligible for local formats and surfaces.
- Geographic reach: The physical locations help Google infer the area in which users may be valuable to the campaign.
It does not mean every person near a store will see an ad, nor does it guarantee a placement on a particular Google service. Performance Max chooses delivery dynamically according to eligibility, auction conditions, budget and predicted results.
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Choose the locations your campaign should promote
Google’s campaign setup lets you define the stores included in a store-goal campaign rather than automatically promoting every location connected to your account. You can select all locations or use a location group. A group can be an existing set or one you create during setup, which is useful when a campaign covers only a region, brand division or subset of outlets.
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All locations
Select all Business Profile locations when the campaign has one offer, budget and conversion strategy for the entire store network. Review the profile first so closed, relocated or incorrectly categorized stores are not included.
A location group
Use a group when the campaign is limited to particular cities, territories, formats or franchisees. Separate groups allow different campaigns to promote different stores without changing the underlying Business Profile account.
Affiliate locations
Affiliate locations are for businesses whose products are sold through another company’s stores or supported retail chains. They are not a substitute for your own Business Profile locations: choose them when the physical outlet is owned or operated by the retailer, while your products are available there. Availability depends on whether the relevant chain is supported in Google Ads.
| Location source | Use it when | What to verify |
|---|---|---|
| Business Profile — “Our locations” | You own or manage the stores being promoted. | You have the required profile access and the selected stores are current. |
| Affiliate locations | Your products are sold at another retailer’s locations. | The chain is supported and the products are actually available at the selected outlets. |
| Chains | You need a supported chain as a location source. | The chain and market are available in your account. |
| Selected Google Maps locations | You need a limited set of individual map locations. | Google’s setup documentation allows up to 10 Maps locations to be synced at one time. |
How to link a Google Business Profile to Google Ads
The labels in Google Ads can change, but the location-source workflow is available from the Assets area or Location manager. Use this sequence for a business’s own stores:
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- Open the location controls. In Google Ads, go to the Assets tab or open Location manager.
- Add a location source. Choose Google Business Profile, then select the option for your own business locations, shown as Our locations in Google’s guidance.
- Choose the profile access path. Select an account or profile you manage, or send an access request when another Business Profile manager owns it. The owner may need to approve that request.
- Choose locations. Add all locations or select an existing location group. If no suitable group exists, create one that contains only the stores this account should advertise.
- Wait for synchronization. Google’s location-asset instructions estimate 24–28 hours for locations to appear after syncing. Do not assume a newly linked store is immediately eligible.
- Check the resulting list. Confirm names, addresses, opening status and the number of locations in Google Ads before creating ads or evaluating delivery.
If you are promoting products sold at a retailer, choose Affiliate locations instead of requesting access to the retailer’s Business Profile. The ownership relationship determines which source is appropriate.
Set up a Performance Max campaign for store goals
For a new campaign, choose the objective labeled Local store visits and promotions and then select Performance Max. Google also allows creating a campaign without goal guidance and configuring the store goals manually. The exact screen order can vary by account, but the decisions are the same.
- Start the campaign. Select Performance Max and the store-focused objective, or begin without goal guidance if you need to configure goals yourself.
- Choose conversion goals. Google documents store visits, store sales, contacts and directions for this setup. Contacts and directions are Google-hosted local actions; store visits and store sales require additional account eligibility.
- Select campaign locations. Under the campaign’s feeds or location settings, choose all linked Business Profile locations or a location group. This choice defines the stores the campaign is designed to promote.
- Add assets and budget. Provide the text, images, video and other required assets, then set a budget that can support the selected locations and conversion goal.
- Review online and offline goals. Google allows online and offline goals together when that reflects the business strategy. Keep only goals that represent outcomes you can measure and act on.
- Publish and allow learning time. Delivery and conversion reporting need time to accumulate. Avoid judging the campaign immediately after launch.
Store visits and store sales cannot both be selected at the same time in the documented campaign-creation flow. If you need both types of business information, plan separate measurement or campaign configurations that match the options currently shown in your account.
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Store-goal conversion options and eligibility
| Goal | What it represents | Eligibility or setup note |
|---|---|---|
| Store visits | Estimated visits to physical locations after ad interactions. | Requires an account eligible for store-visit measurement; Google recommends at least 10 business locations. |
| Store sales | Sales attributed to physical stores. | Requires an allowlisted account eligible for store-sales measurement; Google recommends at least 10 business locations. |
| Contacts | Calls or other contact actions hosted by Google. | Useful when store-visit measurement is unavailable; part of local-action setup. |
| Directions | Clicks requesting directions to a location. | Available as a local action; Google recommends at least 5 business locations for local-action campaigns. |
The location counts are Google recommendations, not universal minimums that guarantee eligibility. An account can still be ineligible for store visits or store sales even when it has the recommended number of outlets. Eligibility, data quality and account history are assessed by Google.
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How geographic targeting and radius work
Location assets and geographic targeting are related but they are not the same control. The location asset feed identifies the stores and supplies their business information. Geographic targeting controls where users may be reached in relation to those stores.
For store-goal Performance Max campaigns, Google says the physical locations can define the intended geography and advises against adding separate geographic targets, including radius targets, when location assets are applied. You can still add exclusions when a particular area should not be served.
Advertiser-defined radius
Google allows a radius to be set in location targeting for Business Profile and affiliate local assets. Use this when your travel-distance assumptions are clear and consistent with the store network.
Automatically determined radius
Google may determine the radius automatically. Its listed factors include the selected locations, users’ preferred travel distance, business vertical, population density and existing competitors. The result is not a fixed distance that applies to every store or user, and it does not promise that all nearby users will receive an impression.
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When to use exclusions
Use exclusions for areas that should not receive traffic because of service limits, franchise agreements, temporary closures or a deliberate regional strategy. Keep exclusions narrow enough that they do not accidentally remove the stores the campaign is intended to support.
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Google lists Google Maps, Waze, Search, YouTube, Display, Business Profiles and Gmail among the eligible surfaces for store-goal Performance Max. “Eligible” means the campaign may serve there; it is not a placement guarantee. The system selects inventory according to the campaign’s goals, assets, audience signals, location data and auction opportunities.
Waze promoted places are available through Performance Max for store-goal campaigns bidding to Store Visits, Store Sales or Local Actions Directions, but Google restricts that feature to listed markets. Check the current country and account availability before promising Waze delivery to a client or local team.
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Reporting: what you can see by store and by campaign
Google reports visits and local actions by individual store, allowing you to identify which locations are generating direction requests or estimated visits. Store sales are reported at campaign level rather than as a store-by-store sales table in the documented guidance.
- Store-level reporting: Use it to compare local actions or visit activity among the locations included in the campaign.
- Campaign-level store-sales reporting: Interpret the result for the campaign as a whole; do not assume the interface provides an equivalent store ranking.
- Conversion-cycle timing: Google recommends waiting one to two complete conversion cycles before making a full performance assessment or changing targets aggressively.
During the learning period, verify that the intended locations are present, conversion actions are recording and no store is closed or misclassified. A sudden zero can indicate missing eligibility or synchronization rather than a demand change.
Common setup problems and fixes
The profile does not appear as a location source
- Confirm that the Google Ads user has the necessary access to the Business Profile manager account.
- Ask the profile owner to approve a pending access request.
- Check whether the locations are verified and active rather than suspended, closed or duplicated.
- Allow the documented 24–28 hour synchronization window before escalating.
The campaign includes the wrong stores
Open the campaign’s location or feed settings and replace the all-location selection with a location group. Edit the group so it contains only the intended outlets. If several regional campaigns share one profile, maintain separate groups rather than relying on geographic guesswork.
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Review eligibility in the account. Store visits require an account eligible for that measurement, while store sales additionally requires an allowlisted account. If eligibility is unavailable, use eligible local actions such as contacts or directions, provided those actions match the campaign objective.
Ads appear outside the expected area
First check whether extra geographic targets or radius settings were added even though the location assets already define the intended geography. Remove unnecessary targets, retain deliberate exclusions and review the selected stores. Remember that automatic radius decisions can vary with travel behavior, density and competition.
Results look weak immediately after launch
Do not draw a final conclusion before one to two complete conversion cycles. Check location synchronization, asset completeness, conversion tracking and eligibility before changing budgets or targets.
A practical decision framework
Use these questions before publishing:
- Who owns the store? Choose your own Business Profile locations for stores you manage; choose affiliate locations for supported retailers that sell your products.
- Which outlets should receive the budget? Select all locations only when the offer and strategy apply network-wide; otherwise use a location group.
- What outcome can the account measure? Select store visits or store sales only when eligible. Otherwise consider contacts or directions.
- How many locations are available? Compare the network with Google’s recommendations of 10 locations for store visits or store sales and 5 for local-action campaigns.
- Is the geographic setup intentional? Let the store locations define the reach unless there is a specific reason to add exclusions or a controlled radius.
- Can the data be evaluated fairly? Confirm that locations are synced, conversion actions are active and enough time has passed for complete conversion cycles.
Key takeaway
Performance Max treats Google Business Profile locations as strategic campaign inputs. Linking a profile identifies the stores, selecting a location group controls which outlets are promoted, and the chosen store-goal conversions determine how Google optimizes and reports results. Keep the location source, geographic settings and conversion eligibility aligned, then allow synchronization and complete conversion cycles before judging performance.
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