Google has rolled out a new feature for retailers that could be a game changer: Pickup Later. Advertisers will have the ability to showcase items that are not currently in stock at a nearby store, but can be purchased online and shipped to that location for customer pickup (BOPIS).
Imagine this: a shopper searches on Monday for a specific product on Google. That item isn’t on the shelf at their local store, but the retailer can guarantee delivery by Friday. Instead of being invisible to the shopper, the shopping ad appears with a “Pick up by Fri” badge, displayed alongside other ads that might say “In Store” or “Pick up Today.”
This simple change means retailers now have an expanded way to show up in Google Shopping results — even when the product isn’t immediately in the store.
Why Pickup Later Matters
Google prioritizes local inventory ads (LIA) in the shopping results. That means if a retailer relies only on ecommerce campaigns, promoting products that only ship to the customer’s home, their shopping ads might not appear at all in a local search context.
Pickup Later bridges this gap, helping retailers stay visible in Google’s most competitive real estate.
Benefits for Advertisers with an Existing Local Inventory Setup
If you already run Local Inventory Ads and support ship-to-store, here’s why Pickup Later should be part of your mix:
- Capture out-of-stock demand: Normally, products not in stock at a given location wouldn’t appear in Local Inventory Ads. With Pickup Later, you can still show up and drive store traffic.
- Support niche and specialty items: Products like extended sizes or low-turnover SKUs may not be stocked locally. Shoppers who see a “Pickup by [date]” badge know they can still get the item in-store and try it on, with the convenience of easy in-store returns.
- Expand campaign reach: More products become eligible for local ad formats, giving you broader coverage.
- Performance on par with Local Inventory Ads: Omnichannel metrics for Pickup Later have seen a 14% Omni CVR lift, similar to traditional Local Inventory Ads showcasing in-stock items.
Benefits for Advertisers Without a Local Inventory Setup
If you don’t yet run Local Inventory Ads but offer ship-to-store, Pickup Later is a low-barrier entry point:
- No inventory feed required: Traditional Local Inventory Ads demand frequently updated inventory feeds and compliant landing pages, which can be complex and resource-intensive. Pickup Later skips these requirements.
- Familiar Local Inventory Ad experience: Google still applies a local pickup badge for nearby shoppers, making your ads more relevant locally to help drive store foot traffic.
- Prove the value before scaling: With little overhead, you can test performance and build a case for investing in a full local inventory setup later.
- Comparable performance: Google reports performance is on par with traditional Local Inventory Ads.
The Bigger Picture: Scaling Omnichannel Strategy
The Pickup Later program is an ideal complement to existing ecommerce and local ad strategies. It helps ensure that when shoppers search locally, your products are in the mix — whether or not they’re on the shelf today.
For retailers who want to maximize their omnichannel presence in Google, this is a natural next step. Bottom line: Whether you’re already running Local Inventory Ads or haven’t yet tackled them, Pickup Later is a smart, scalable way to increase visibility, capture more demand, and drive store traffic.