Waze will no longer serve Ads starting September 1, 2023.

We will wind down the current Waze Ads product and advertisers will have the opportunity to keep existing campaigns running through August 31, 2023.

We are already working to transition Waze Ads to Google Ads technology and look forward to helping advance your business objectives through our new Waze Ads product soon.

During this transition, we have an alternative solution you may already be familiar with: Performance Max for Store Goals (PMax). This Google campaign uses AI to maximize your in-store visits and sales by bringing geo formats across Search, Display, GMail, Google Maps, and YouTube into a single product. For questions on PMax, you can contact your existing Google channel of support or reach out to Google Support home page. You can also check out our Waze Support Hub if you have any Waze Ads questions.

Case study

Wall’s saw an 3.3% lift in ice cream sales amongst Indonesian drivers during Ramadan

Each year during Lebaran, the end of Ramadan, nearly 30 million Indonesians go on “mudik travel,” in which they journey back to ancestral homes and villages to celebrate with their families. Approximately 1.2 million motorists were expected to leave Jakarta to celebrate the Lebaran season, with many more riding buses and motorcycles. British ice cream brand Wall’s knew these travelers would be making pit stops at mini-markets along the way to stock up on snacks for their trips. With Waze’s help, Wall’s reached out to motorists as they navigated their routes home to engage with travelers on the go and capture in-the-moment sales.

A season of movement

Wall’s wanted to get in on the fun during the Lebaran season and reach Indonesian travelers with a “surprise-and-delight moment” on Waze. Wall’s hoped these special moments would drive brand awareness and increase navigations to points of sale during a cluttered holiday advertising season.

Wall’s joins the journey

To drive location awareness, Waze turned all Pins marking Wall’s points of sale into Wall’s Pins. If travelers were searching for the nearest mini-markets, they were served Search ads to ensure Wall’s was first in every refreshment conversation. In addition to Pins and Search, Takeover ads reminded Wazers to enjoy a Wall’s ice cream while on the road with a Drive There CTA navigating them to the nearest mini-market selling Wall’s along their route.

Making a special time that much sweeter

Waze helped Wall’s generate 25,000 store leads over two weeks, and receive 87,400 engagements for a best-in-class 2.2% click-through rate. By partnering with Waze for this campaign, Wall’s experienced a 3.3% sales increase over its previous holiday season campaign, and received the Silver Smarties award at MMA Indonesia. Best of all, thousands of travelers found themselves a sweet treat during a special journey.

Get started

The Goal

Drive brand awareness and increase store visits among travelers during Lebaran.

The Approach

Partnered with Waze to create Wall’s Pins and launch Takeover ads that navigated drivers to Wall’s points of sale.

The Results

Drove 25K store leads, 87K+ engagements and a 3.3% sales increase.


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