Local Search Ads / Google Map is extremely effective to attract customers close to their store, e.g. restaurant, coffee shops, bakery.
How to do local seach ads well? The first basic requirement is to have a Google My Business account and link it to the Google Ads account through location extensions in Google Ads campaigns. This will enable the ads to show up on Google Map and local search results.
The optimization of the local search ads should focus more on
mobile device
location
If there are enough store visits Google will provide a conversion tracking of store visits. The requirement of sufficient store visits is related to privacy issue. The store visit conversion is not provided at the click level. Instead it will be provided through Google backend modeling process and thus resolve the privacy issue.
Have the store visits tracking will allow much better targeting in terms of keyword and bidding.