SUMMARY: Last year local search ads were hype-du-jour in the online marketing world. For example, research firm Borrell Associates predicted local search ads would explode from $330 million in 2005 to $3.9 billion in 2010.
We wondered about the practical reality behind this hype. Does buying local search ads work right now? Here's a Case Study of a real-life campaign conducted by a retail chain over the past few weeks: