Google Shopping Ads now show merchant location labels

Google is quietly testing a new way to make Shopping ads feel more local. Select ads using local inventory feeds now display the merchant’s city or town directly above the product title — think “London” or “Tonbridge” — giving shoppers a clearer sense of where the store is based.

Why we care. The new location labels make Shopping ads feel more local and trustworthy, helping nearby retailers stand out in crowded results. Clear city or town indicators can increase click-through rates and drive more in-store visits from shoppers who prefer buying close to home.

It also gives merchants using local inventory feeds a competitive edge by highlighting proximity without needing new ad formats or extra setup.

How it works. The label appears within Shopping ads that already use local inventory data. It joins existing formats like:

• In-store
• Pickup later
• Curbside pickup

But unlike those, this label focuses purely on the store’s location, not fulfillment options.

The catch. Google hasn’t officially announced the feature. Details on rollout, eligibility, and technical requirements remain unknown.

Between the lines. Merchants using local inventory feeds may get a visibility boost if they operate in recognisable or high-trust locations. For users, it’s another nudge to choose nearby retailers over marketplace or long-distance sellers.

First seen. This update was spotted by PPC News Feed founder Hana Kobzová.