The news: Google wants to make things easier for local retailers ahead of the holiday season.

• Google is rolling out a Local Customer Optimization tool for Performance Max that will help brands reach local consumers on Google Maps, Search, and Waze when they’re nearby and likely to take action, a spokesperson said on LinkedIn.
• The company is also introducing a new Data Manager integration called Store Sales that aims to simplify how brands share in-store sales data with Google Ads accounts. This feature helps marketers optimize toward individuals with the highest potential to convert.

Why it matters: Advertisers with physical storefronts may be able to use the new features to attract in-store customers—something particularly valuable during the holiday season, during which US holiday retail sales will surpass $1.4 trillion this year, per our forecast, up 4.1% YoY.