A recent study by Google explored consumer behavior among 4,500 participants that answered a vertical-specific online survey. The study results help to conclude what factors are important to customers when they see mobile ads.

Customers on-the-go using mobile devices usually look for relevant places located nearby. As it turns out, four out of five local searchers want to see ads customized to their city, zip code or immediate surroundings.

Also, they are looking for information they can act on immediately. Fifty percent of consumers said that when they performed a local search on their smartphones, they visited a store within a day.

The research reveals that mobile searchers usually look for business hours, directions to a local store and the physical address of the store. In fact, most consumers who searched for local information on a mobile device visited a store within 5 miles.

over 60% of consumers want the ads they see customized to their city or zip code, or customized to their immediate surroundings. Most of them used the “get directions” or the call button in ads, and they feel that having the local address in an ad is very important and helpful.