SEA is often also called search engine advertising, sponsored links or keyword advertising. Although these terms cannot be distinguished from each other in terms of content, local search engine advertising must be differentiated from the classic Google ads.   In Local SEA, the ads are not only filtered according to thematic aspects, but the geographical location also plays a role. As a result, it is possible for advertisers to specialise in users who are located in a certain area or a selected city.   In this way, Local Google Ads connect online and offline intersections of the customer journey.