Performance Max does not treat your Google Business Profile locations as passive profile details. In a campaign built for store goals, the locations you connect become core inputs for deciding where ads may be eligible, which local audiences to reach, and how Google optimizes bids, placements and asset combinations for offline outcomes such as store visits, store sales, calls and direction clicks.
You choose the locations to promote—every location in the linked profile or a specific location group. Google then uses that location set with your budget, conversion goals and ad assets. The system can also use a radius around those locations, either one you provide or one it calculates from factors such as travel preferences, business category, population density and nearby competitors.
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What the locations control in Performance Max
A Performance Max campaign for store goals starts with a practical question: which physical stores should the campaign promote? Google’s guidance says you must define those locations when creating the campaign. The selected locations are passed into the campaign’s optimization system alongside budget and creative assets.
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That location feed influences several decisions:
- Local eligibility: ads can be eligible to show with information about the selected stores on supported Google surfaces.
- Geographic reach: the stores help establish where the campaign seeks people who may visit or interact with them.
- Optimization: bidding and combinations of text, image, video and local information are optimized toward the conversion goals you select.
- Measurement: visits and other local actions can be attributed to individual stores, while store-sales reporting is provided at campaign level.
These inputs do not guarantee an impression on a particular service, a visit, a sale or a specific amount of foot traffic. They tell Google which locations and outcomes matter so its automated system can make eligibility and bidding decisions.
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Which location sources can a campaign use?
Google Ads supports more than one way to identify physical locations. Choose the source that matches your relationship with the stores.
| Location source | When it fits | What you select | Important constraint |
|---|---|---|---|
| Your own locations | You own or operate the stores represented by a Google Business Profile. | All profile locations or a location group containing only the stores for this campaign. | You need the required access to the Business Profile account. An owner may need to approve an access request. |
| Affiliate locations | Your products are sold through supported chains or retailers that you do not own. | A supported chain or affiliate location set. | Availability depends on whether the relevant chain is supported in Google Ads. |
| Selected Google Maps locations | You need a limited set of individual map locations rather than a connected Business Profile. | Specific Maps locations. | Google’s setup documentation says up to 10 Maps locations can be synced at one time. |
For a business’s own stores, use the profile’s “Our locations” option. Use “Affiliate locations” only when another business’s stores sell your products. Mixing those relationships can produce a campaign feed that does not reflect who operates each location.
How to link a Business Profile to Google Ads
The labels in Google Ads can change, so check the current interface while following these steps. The documented route is through the Assets area or Location manager.
- Open the location controls. In Google Ads, go to the Assets tab or open Location manager.
- Choose a location source. Select a Google Business Profile for your own stores, a supported chain for affiliate locations, or selected Google Maps locations.
- Choose “Our locations” when linking your own profile. Select the Business Profile account and the profile locations you want available in Google Ads.
- Approve access if prompted. If the profile is managed in another account, its owner may have to approve Google Ads’ request before locations can be used.
- Wait for synchronization. Google’s instructions estimate 24–28 hours for locations to appear as synced. Do not diagnose a failed connection during that window unless the interface shows a specific error.
- Check the resulting location set. Confirm names, addresses and status in Location manager before attaching the source to a campaign.
Linking the profile makes locations available to the account; it does not automatically mean every campaign will promote every store. The campaign’s own location-group selection determines which stores are used for that campaign.
How to choose locations in a Performance Max store-goal campaign
For a new campaign, Google documents a setup path using the Local store visits and promotions objective with the Performance Max campaign type. You can also create a campaign without goal guidance and configure the store goals yourself.
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- Start a new campaign and choose the Performance Max campaign type.
- Choose Local store visits and promotions, or proceed without goal guidance if that better matches your account setup.
- Review the conversion goals available to the account.
- Under the campaign’s feeds or location settings, choose either all Business Profile locations or an existing or newly created location group.
- Select only the stores that the budget, offers and inventory can actually support.
- Complete the asset groups and budget, then publish the campaign.
A location group is useful when one campaign covers a region, brand format or promotion that applies to only part of your network. For example, a seasonal offer available in 12 stores should not automatically use a profile containing 80 stores.
Can store visits and store sales be selected together?
In Google’s documented campaign-creation flow, store visits and store sales cannot both be selected at the same time. Choose the eligible goal that matches the measurement you can support. Google does allow online and offline goals together when that combination reflects the campaign strategy, but the available options depend on account eligibility.
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Location assets and geographic targeting are related, but they are not the same control. The location asset feed identifies the stores and supplies local information. Geographic targeting determines where Google may seek people in relation to those stores.
For store-goal Performance Max campaigns, Google says geographic reach is inferred from the physical locations specified. Its guidance advises against adding ordinary geographic targets—including radius targets—when location assets are applied. You can still add exclusions when a place must be left out.
When Google sets the radius
Store-goal campaigns use radius targeting around Business Profile and affiliate local-asset locations. You may provide a radius in location targeting, or Google may determine one automatically. Automatic selection is based on the chosen locations and users’ preferred travel distance, with business vertical, population density and existing competitors also listed as factors.
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There is no universal automatic distance. A dense urban store, a rural branch and a specialist destination can receive different practical reach. Do not interpret a radius as a promise that every person inside it will see an ad.
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Google lists Google Maps, Waze, Search, YouTube, Display, Business Profiles and Gmail among eligible surfaces for store-goal campaigns. “Eligible” means the campaign may qualify for an appearance there; it does not guarantee delivery on each surface.
Google’s Local Ads documentation says promoted places on Waze are available only through Performance Max for store-goal campaigns bidding to Store Visits, Store Sales or Local Actions Directions, and only in listed markets. Check the current country list and your account interface before planning a Waze-specific reach assumption.
Conversion goals and account eligibility
The store-goal setup can expose four types of outcomes:
- Store visits: modeled visits to physical locations, available only to accounts that meet Google’s eligibility requirements.
- Store sales: imported or otherwise supported offline sales measurement; Google describes this as requiring an allowlisted account that is eligible for store sales.
- Contacts: Google-hosted local contact actions.
- Directions: Google-hosted direction requests or clicks.
Store visits require an active account eligible for that goal. Store sales has the additional allowlist requirement. If an account is not eligible for store visits, local actions such as contacts and direction clicks may still be available.
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Eligibility is separate from the number of stores in the profile. Google recommends at least 10 business locations for campaigns using store visits or store sales, and at least five locations for local-action campaigns. These are recommendations, not universal minimum rules that guarantee approval or performance.
How Performance Max uses the location set to optimize
Once the campaign is live, Google combines the chosen locations with budget, conversion signals and asset-group content. The system can adjust bids, decide which eligible inventory to enter and assemble different assets for different contexts. A person searching for a nearby store, viewing a video or browsing a Business Profile may receive different combinations while the campaign pursues the same offline objective.
The campaign does not simply broadcast the same ad around every pin. Automated optimization weighs the likelihood and value of the selected conversion goals. The quality of your store data, hours, addresses, product relevance and conversion setup therefore affects whether the location set is useful.
What the location set does not do
- It does not force delivery on Maps, Waze, Search, YouTube, Display, Gmail or Business Profiles.
- It does not create a fixed, guaranteed radius around every store.
- It does not make an account eligible for store visits or store sales.
- It does not replace accurate profile information or conversion tracking.
Reporting: what you can see by store and by campaign
Google distinguishes reporting levels by conversion type. Visits and local actions are reported for individual stores, allowing you to compare which locations receive attributed activity. Store sales are reported at the campaign level rather than as a store-by-store result in the documented guidance.
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Do not judge a newly launched campaign immediately. Google recommends waiting for one to two complete conversion cycles before making a full performance assessment or changing targets. The length of a conversion cycle depends on the account’s measured behavior, so the recommendation is a waiting period rather than a fixed number of days.
A practical reporting review
- Verify that the intended locations are present and active in the campaign feed.
- Check whether each store has enough operating hours and accurate address information.
- Review visits and local actions by store for outliers, rather than treating the campaign total as uniform across branches.
- Evaluate store sales at campaign level, since the documented report does not break that goal down by individual store.
- Wait through the recommended one or two conversion cycles before deciding that a target or location set is failing.
Choosing between your own locations and affiliate locations
| Decision question | Choose your own Business Profile locations when… | Choose affiliate locations when… |
|---|---|---|
| Who operates the store? | Your company owns or operates the locations. | A supported retailer or chain operates the locations and sells your products. |
| What access is needed? | You can link the Business Profile or obtain approval from its owner. | The relevant chain or affiliate source is available in Google Ads. |
| How do you limit scope? | Select all profile locations or create a location group. | Select the supported affiliate chain or available location set. |
| What should the campaign promote? | Your stores, services and local promotions. | Products available through partner stores. |
The key test is ownership and campaign intent, not which source contains more pins. A larger feed is not automatically better if the offer, inventory or conversion measurement applies to only a subset.
Troubleshooting common location problems
Locations do not appear after linking
Allow the documented 24–28-hour synchronization window first. Then check that the profile owner approved any access request, the correct Google Ads account is linked and the locations are not suspended or missing required business information.
The campaign reaches an unexpected area
Review the selected location group and the campaign’s radius settings. Store-goal campaigns may use an automatically determined radius, so the practical reach is not necessarily a distance you typed. Remove conflicting geographic targets in line with Google’s guidance, and use exclusions for areas that must not be served.
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A desired store-goal conversion is missing
Open the account’s conversion-goal and eligibility details. Store visits require eligibility, and store sales additionally requires an allowlisted eligible account. If those options are unavailable, configure the local-action goals that the account supports.
One branch receives little activity
Confirm that the branch is included in the campaign’s location group, has accurate profile data and is covered by the promotion. Compare it with other stores only after the campaign has completed one to two conversion cycles; early differences may reflect learning rather than a permanent location problem.
Pre-launch checklist
- Connect the correct Business Profile, chain or Maps source.
- Confirm ownership and access approvals.
- Wait for synchronization and verify every address.
- Create a location group that matches the actual offer and inventory.
- Select a conversion goal the account is eligible to measure.
- Use Google’s recommended store counts as a planning guide: 10 or more for store visits/store sales, and five or more for local actions.
- Do not add unnecessary geographic targets when location assets already define the store geography; add exclusions if required.
- Check current surface and country availability, especially for Waze.
- Plan to wait one to two complete conversion cycles before a full evaluation.
The practical answer
Performance Max uses linked Google Business Profile locations as campaign-level signals, not decoration. You decide which stores belong in the campaign, Google uses those stores to shape local eligibility and geographic reach, and its automation combines them with budget, assets and eligible offline goals. The most reliable setup is therefore deliberate: link the right location source, select a focused location group, choose measurable goals, avoid conflicting geographic controls and evaluate results only after the campaign has had time to complete its conversion cycles.
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