If you’ve ever run Google Ads for a local business, you’ve probably seen metrics like local actions or other engagements in your reports and wondered what they actually mean. They sound important, but Google doesn’t exactly explain them in a way that feels clear or practical.
The truth is, these actions often matter more than clicks. Especially for local businesses. They show how people interact with your business before they ever visit your website or walk through your door.
Let’s break this down in plain language.
What Google Means by “Local Actions”
Local actions are interactions people take with your business directly from a Google ad or Google Business Profile. These actions usually happen when someone is searching with local intent, like “near me” or “open now.”
Common local actions include:
- Clicking to call your business
- Requesting directions
- Visiting your location page
- Clicking to message
- Viewing your hours
- Clicking on your address
These actions show intent. A person who asks for directions is much closer to becoming a customer than someone who just clicks an ad and leaves.
That’s why local actions are so valuable.
Why Local Actions Matter More Than Website Clicks
For many local businesses, the goal isn’t traffic. It’s foot traffic, phone calls, and appointments.
A plumber doesn’t need thousands of site visits.
A restaurant doesn’t need long blog reads.
A roofer doesn’t need someone browsing for an hour.
They need contact.
Local actions show real interest. Someone clicking “Call” or “Directions” is usually ready to act. That’s why Google tracks these separately.
What “Other Engagements” Means in Google Ads
This is where things get confusing.
“Other engagements” is a catch-all metric. It includes interactions that don’t fall neatly into clicks or conversions but still show user engagement.
These may include:
- Expanding ads
- Viewing images
- Interacting with extensions
- Clicking on business information
- Engaging with location details
Google doesn’t always spell out each interaction clearly, which frustrates advertisers. But the key idea is this: other engagements show interest, not commitment.
They’re signals. Not final actions.
How Local Actions Fit Into the Customer Journey
Local actions usually happen before a conversion.
Think about how people actually search.
Someone searches “roof repair near me.”
They see your ad.
They tap to call.
They ask a question.
Then they decide.
That call may not convert instantly, but it’s still valuable. Google counts that interaction as a local action because it moved the customer closer to a decision.
Why Google Prioritizes These Metrics
Google cares about user experience. They want search results to help people solve problems quickly.
Local actions tell Google:
- The ad was relevant
- The business information was useful
- The user found what they needed
That’s why ads with strong local engagement often perform better over time. Google rewards relevance.
Where You’ll See Local Actions in Google Ads
You’ll usually see these metrics when running:
- Local search campaigns
- Performance Max campaigns with location assets
- Search ads with location extensions
- Maps-based ads
If your business has a physical location or service area, Google wants users to interact with you locally, not just visit your site.
Common Mistakes Businesses Make With Local Actions
Many advertisers ignore these metrics because they don’t look like traditional conversions. That’s a mistake.
Other common issues include:
- Not tracking phone calls properly
- Not connecting to Google Business Profile.
- Using outdated location info
- Ignoring message clicks
- Judging performance only by CPC
Local actions often drive real revenue, even if they don’t show up as form fills.
How to Improve Local Actions Performance
You don’t improve local actions by tweaking ads alone. You improve them by improving your presence.
Here’s what helps:
- Accurate business hours
- Clear service descriptions
- High-quality photos
- Good reviews
- Fast response times
- Correct phone numbers
When your Google Business Profile looks trustworthy, people interact with it.
Ads amplify that trust. They don’t replace it.
Local Actions vs Conversions: Which Is More Important?
It depends on the business.
For local service businesses, local actions can be more valuable than website conversions. A phone call may matter more than a form submission.
For e-commerce, local actions may be less important.
The mistake is treating all businesses the same.
A smart advertiser looks at:
- customer behavior
- sales process
- conversion path
- offline results
Then decides which actions matter most.
How to Measure Real Value From Local Actions
The real challenge isn’t getting local actions. It’s understanding their impact.
Good ways to measure value include:
- Tracking call quality
- Asking customers how they found you
- monitoring foot traffic
- correlating ads with busy periods
- reviewing call recordings
Not every action converts. But patterns tell stories.
Why “Other Engagements” Still Matter
Even if they don’t lead directly to sales, other engagements help you understand interest.
They show:
- What parts of your ad attract attention
- Which extensions do people interact with
- How visible your business feels
Ignoring them means missing insight.
Final Thoughts
Local actions and other engagements in Google Ads aren’t vanity metrics. They’re signs of real-world interest. They show how people interact with your business when they’re close to making a decision.
Clicks are easy to measure.
Engagement is harder.
But engagement often leads to revenue.
If you’re running local ads and only watching clicks, you’re missing half the picture.
If you’re running Google Ads and unsure how to interpret local actions, other engagements, or real performance, RethinkingWeb can help. We work with businesses to build ad strategies that focus on meaningful interactions, not just surface-level metrics.
Reach out to RethinkingWeb and let’s make your Google Ads work where it actually counts — in real customer actions.