Every day, people search to find things nearby. To better understand their local search behavior, Google partnered with Ipsos MediaCT and Purchased 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.