"Understanding Consumers' Local Search Behavior" "Every day, people search to find things nearby. To better understand their local search behavior, Google partnered with Ipsos MediaCT and Purchased\u00a8 on research studies with 5,000+ U.S. smartphone users. Participants completed an online survey or logged their smartphone search and in-store activities via a mobile diary. Our findings show that four in five consumers want search ads to be customized to their city, zip code or immediate surroundings. By engaging consumers with location-based ads, advertisers can provide them with the information they need to take action. Read the full study below." ""