Microsoft Local Inventory Ads (LIA): Driving Foot Traffic (2026)

Local Inventory Ads (LIA) bridge the online-offline gap.

• User searches "Running Shoes near me."
• Ad shows: "Nike Air Max - $100 - In Stock at Foot Locker (2.1 mi)."
• User drives to store. User buys. On Bing, this is crucial because Bing Maps users are often looking for directions.

In this "Mega-Authority" guide, we cover:

1. The Setup: Feeds required.
2. Curbside Pickup: The "Pick up today" badge.
3. Local Storefront: The generic landing page.
4. Measurement: Store Visits.

Part 1: Feed Requirements

You need THREE things:

1. Main Feed: All products.
2. Local Inventory Feed: Store Code, Item ID, Price, Quantity.
3. Business Location Feed: Address, Hours, Store Code.

• Integration: You usually push this from your POS (Point of Sale) system via an API partner (like Feedonomics).

Part 2: The "Pickup Today" Badge

This badge increases CTR by 20%.

• In your Local Feed, set availability to in_stock.
• Enable "Curbside Pickup" in Merchant Center settings.
• The ad will highlight speed of acquisition.

Part 3: Microsoft Hosted Local Storefront

You don't need to build a custom landing page for every store. Microsoft provides a Hosted Local Storefront.

• User clicks ad.
• They land on a Microsoft-hosted page showing: Map, Hours, Phone, and the Product.
• Benefit: It's fast and optimized for mobile.

Part 4: Measuring Success

How do you know they went to the store? Enable "Store Visits" conversions.

• Microsoft uses GPS location data (from mobile users logged into Bing/Edge/Cortana).
• It is an extrapolation (statistical model), but accurate enough for trending.

Part 5: Summary & Checklist

Your Action Plan:

1. Export inventory data from your POS.
2. Format into a "Local Inventory Feed."
3. Sync "Google My Business" locations to "Bing Places."
4. Launch an LIA Campaign.

Drive the drive.