This chart breaks down what actually drives local conversions. Proximity is the biggest factor, but not the only one. Paid ads influence decisions, but less than expected.
Reviews and trust signals have a strong impact. Brand familiarity and website experience matter far less in local contexts.

Essential Statistics

• 61 percent of conversions are driven by location or proximity.
• 22 percent come from ads and offers.
• 13 percent are influenced by reviews and ratings.
• Only 3 percent are driven by brand familiarity.
• Just 1 percent are impacted by website experience.
• Trust signals rival paid media in influence.

Key Takeaways

• Location is the primary driver of local intent and conversions.
• Reviews carry more weight than most marketers expect.
• Paid ads help, but are not the dominant factor.
• Brand matters less at the local level than convenience and trust.
• Website experience plays a minimal role in local decisions.
• Trust and proximity together drive the majority of outcomes.

Actionable Insights

• Optimize for proximity-based searches. Make sure your business listings are fully optimized for local SEO so you show up when location matters most.
• Invest heavily in reviews and ratings. Reviews influence more conversions than brand familiarity, so build a system to consistently generate positive feedback.
• Use ads to support, not replace trust signals. Paid media works best when paired with strong reviews and reputation.
• Prioritize Google Business Profile optimization. Accurate location data and visibility directly impact conversion rates.
• Do not overinvest in website tweaks for local traffic. The data shows minimal impact, so focus resources on visibility and trust instead.
• Combine proximity, reviews, and ads for best results. These three factors together create the strongest local conversion engine.

Local customers care about two things: how close you are and whether they trust you. Everything else is secondary. – Neil Patel