From Clicks to Foot Traffic: How Geofencing Turns Online Ads into Real-World Results

Why Google Ads May Not Be Enough

Google Ads does allow radius targeting, but their in-store conversion tracking (known as “Store Visits”) is typically reserved for larger chains. To qualify, a business usually needs:

• 10+ active storefronts across different markets.
• High traffic volume, with hundreds of daily ad interactions and hundreds of in-person visits per month.
• Enough data density for Google to preserve user privacy while providing reliable reports.

That means if you’re running one, two, or even three storefronts, you won’t have access to this feature. The offline attribution tools simply won’t unlock, no matter how much you spend. This creates a gap for local businesses who want to connect the dots between online ads and offline visits.

(We provide a huge treasure trove of data and insights into how the campaign is preforming.)

The Alternative: True Geofencing

Through programmatic ad platforms, we can:

1. Define exact locations with polygon-level precision (down to a competitor’s building footprint or an event space).
2. Serve display, video, and mobile ads to people who enter those zones.
3. Track visits to your store via a separate conversion zone, with the conversion objective being a location visit.
4. Retarget users who have entered your conversion zone, ensuring they see your brand again and become part of your custom audience for future campaigns.
5. Optimize campaigns not just for clicks, but for verified in-store traffic.

For example, The Creative Company recently helped a U.S.-based company maximize the impact of its conference sponsorship. By setting up a geofence around the event venue, attendees who entered the area were automatically added to a digital retargeting audience, enabling the client to continue engaging with them long after the conference ended.

(We can examine each campaign in detail with visits, click-through rates, cost per thousand impressions, and video watch times.)

Creative Requirements

Unlike search ads, geofencing campaigns depend on strong visuals:

• Display Ads: The must-have sizes are 300×250, 728×90, 160×600, and 320×50. Visuals should feature products, storefront lifestyle scenes, or seasonal themes with 5–7 word headlines and a clear call-to-action.
• Video Ads: Short 15–30 second spots can add impact, especially in streaming environments. These should showcase your store, your people, and your products. All videos start muted, so captions and strong visuals are critical.

Streaming video inventory includes popular platforms such as Hulu, Roku, and other connected TV environments, giving your ads the same premium feel as national brands—at a fraction of the cost.

A single photoshoot can often supply creative assets for an entire year of campaigns, making this a cost-efficient investment.

At The Creative Company, our design and video team develops campaign-ready creative assets often from a single photoshoot that supplies visuals.

Cost and Commitment

Programmatic geofencing offers flexibility that traditional media buys can’t. With programmatic:

• Budgets can start as low as a few thousand dollars per month and scale up as needed.
• There’s no requirement to commit to a year-long contract—you can run seasonally, monthly, or continuously.
• Every dollar spent is tied back to measurable performance metrics, including foot traffic.

By comparison, some traditional media options may require significant annual commitments but bundle in professional video production as part of their package. While that has value for brand storytelling, it lacks the precision and attribution that programmatic geofencing delivers.

Key Metrics to Measure Success

Geofencing campaigns are priced and optimized using industry-standard metrics:

• Conversion Zone Visits: The primary KPI—measured when someone exposed to an ad later visits the defined location. Benchmarks often fall between 0.2%–0.5%+ of impressions.
• CPM (Cost per Thousand Impressions): Display averages $4–$8; Connected TV often ranges $12–$18.
• CTR (Click-Through Rate): Display benchmarks are typically 0.1%–0.3%.
• VCR (Video Completion Rate): Connected TV and pre-roll campaigns often achieve 85%–95%+ completion rates.
• Secondary Metrics: Online orders (if applicable), ad frequency, and attribution lift (comparing exposed vs. unexposed audiences).

For example, a $2,000/month campaign in Madison may deliver ~273,000 impressions. At a 0.3% visit rate, that could mean 800+ tracked store visits—real customers you can tie back to your advertising spend.

Takeaways

For local businesses, advertising shouldn’t stop at generating clicks. With geofencing, we can connect the dots between digital impressions, in-store visits, and repeat engagement through retargeting. It’s a smarter way to spend your ad budget, making sure your message reaches the right people at the right time, and ultimately drives them where it matters most..

At The Creative Company, we specialize in helping businesses and nonprofits make the leap from clicks to customers with geofencing strategies that work. If you’re ready to see how this approach could bring more people through your doors, let’s start a conversation.