Google just announced that it’s expanding its local inventory ads first launched for users in the US last fall to more countries starting today. The ads, which promote items from local nearby retailers to shoppers on Google, are now available in the UK, Germany, Australia, Japan, and France.
Google said today that it will also start showing the ads to desktop users:
We have also expanded support for store-only products and campaigns to desktop devices, enabling retailers to promote stores to the right customers at the right time. For example, you can prioritize showing local products to get shoppers in your doors during the weeks and days leading up to the holidays. As items go out of stock online and last-minute shipping costs increase, retailers who can provide cost-effective, quick in-store purchase options stand out in the crowd
Retailers can get an overview on the program here and users will in the countries above should start to see the local “in store” ads appear in search results.