Introduction to Local Advertising with Google Ads: A Step-by-Step Guide for Business Owners

by | Dec 1, 2023 | Google Ads

In the vibrant marketplace of today, connecting with local customers is pivotal for the prosperity of small businesses. An introduction to local advertising with Google Ads, a potent tool in the digital marketing arsenal, serves as a bridge between companies and their desired audience, creating a path for potential customers to traverse towards them.

Key Takeaways

  • Google Ads is a powerful tool for local businesses to reach their target audience and drive store visits.
  • Local advertising can be implemented through Google Ads with options such as Local Services Ads, campaigns, and search ads.
  • Advanced strategies like geo-targeting & remarketing enable marketers to maximize return on investment while navigating digital advertising towards success.

Understanding Google Ads for Local Businesses

Illustration Of Google Ads For Local Businesses

Consider Google Ads as a beacon, guiding potential customers to your business. With a whopping 46% of all Google searches being related to local information, leveraging Google Ads is no longer optional but a necessity for businesses aiming to connect with customers in their vicinity. Google Ads offers google ads local campaigns, a type of local advertising that can be displayed across various Google platforms like the Google Search Network:

  • Google Search
  • Google Display
  • Google Maps
  • Gmail
  • YouTube

These campaigns are designed to help businesses reach their local audience and drive local store visits by targeting relevant business locations.

Digital marketing, particularly local advertising, is instrumental for local businesses, connecting them with potential customers in their vicinity and boosting sales. As the digital landscape evolves, businesses must adapt their advertising strategies to reach customers where they are most likely to be – online. Essentially, Google Ads act as a guide, leading businesses towards success in the digital marketplace.

The Power of Local Advertising

Local advertising acts as a draw, pulling customers towards your business. By targeting your local customer base through local ads, you can boost sales and increase customer loyalty. Phone calls and foot traffic are the lifeblood of local businesses, especially brick-and-mortar and service-based businesses.

Furthermore, local landing pages are instrumental in a successful local SEO strategy. Here are some key benefits of using local landing pages:

  • 80% of local searches on mobile phones or desktops result in conversions
  • Local advertising is the key to unlocking doors to potential customers
  • Local landing pages can drive sales and boost your business growth

Types of Local Advertising on Google

Google Ads is like a treasure chest filled with various types of local advertising options for businesses with multiple locations. This includes Local Services Ads, Local Campaigns, and local search ads. Google Local Services Ads (LSAs) are the crown jewels that appear prominently above paid search ads and organic listings on Google search results pages, helping your business to stand out.

Local Campaigns, on the other hand, are like a compass guiding customers to your business. They are designed to drive local actions such as store visits, calls, and driving directions. These campaigns can be featured on Google Maps, Google Search, YouTube, Google Display, and Gmail. With these types of local advertising at your disposal, your business is well-equipped to reach your local audience and drive more foot traffic to your physical locations.

Setting Up Your Google Business Profile

Photo Of Google Business Profile Setup

Before you start your local advertising journey, establishing a Google Business Profile is the initial important step. Think of your Google Business Profile as your business’s passport in the digital world, allowing you to freely navigate the realm of local advertising.

Establishing a link between your profile and Google Ads account is akin to constructing a bridge, enabling your ads to appear in the map placement. A Google Business Profile lets you give your PPC ads an additional boost by including site extensions. This increases the visibility of your ads on the internet. In essence, setting up a Google Business Profile is like planting the seeds for a successful local advertising campaign.

Creating Your Listing

Creating a Google Business Profile is like setting up your storefront in the digital world. It starts with visiting the Google My Business website and signing in or creating a new Google account. Once you’re in, it’s time to lay the foundation of your digital storefront – provide your business name and address. Be sure to choose a category that best represents your business.

Don’t forget to add your business phone number and website URL. Now, it’s time to verify your business by phone, email, or postcard. To give your storefront a unique appeal, consider adding highlights to your Google Business Profile. These can help distinguish your business from competitors and showcase special offers. Finally, to ensure your storefront is visible to potential customers, publish your profile.

Optimizing Your Listing

Think of optimizing your Google Business Profile as decorating your digital storefront to make it more appealing and visible to potential customers. The process is akin to arranging the products in your store – you want to make sure everything is in its place and easily accessible to the customers.

Enhancing your Google Business Profile can significantly increase your visibility in local search results. Here are some tips to optimize your profile:

  1. Select the appropriate category for your business.
  2. Add photos and videos to make your profile more engaging.
  3. Regularly update your profile with new offers and events to boost your visibility in Google search local ranking.

Launching Your First Local Campaign on Google Ads

Illustration Of Local Campaign Launch On Google Ads

Initiating a local campaign on Google Ads is akin to embarking on a journey towards your target audience. But before you set sail, you need to prepare for the journey – define your campaign goal, target audience, and location. These are like the coordinates that guide your ship towards your destination – your potential customers.

Choosing an appropriate bidding strategy is like adjusting the sails to catch the wind – it optimizes your return on investment and helps you reach your campaign objectives. With the right preparations, you are ready to embark on your voyage towards local advertising success.

Choosing Your Campaign Goal

Selecting a campaign goal is similar to picking a destination for your journey. Your campaign goal should align with your business objectives, such as increasing store visits or generating leads. Your campaign goal is your guiding star, providing a clear direction for your advertising efforts.

Whether your goal is to:

Having a clear campaign goal is crucial. It’s like having a compass that guides you through the vast ocean of digital advertising towards your desired destination.

Defining Your Target Audience and Location

Identifying your target audience and location is akin to marking your map. It ensures your ads reach the potential customers in your area, increasing the likelihood of them finding your treasure – your business. With the right target audience and location, your ads will hit the mark and attract potential customers to your business.

Choosing a specific location for local Google Ads is like charting a course on your treasure map. It helps you direct your ads to the right people at the right location. By establishing location targeting preferences, you ensure that your ads are only displayed to users in the chosen locations, optimizing the efficacy of your campaigns.

Budget and Bidding Strategies

Allocating a campaign budget for your Google Ads is akin to gathering supplies for your journey. You need to ensure you have enough resources to reach your destination without running out midway. Your budget is your treasure chest – you need to use it wisely to maximize your return on investment.

Selecting a bidding strategy is similar to determining the use of your resources. Manual bidding gives you full control over how much you’re willing to pay for a click, while automated bidding strategies like Maximize Conversions or Target CPA can help optimize your bids for conversions. Experimenting with different strategies can help you find the most effective approach for your business.

Ad Creatives and Extensions for Local Campaigns

Photo Of Ad Creatives For Local Campaigns

Ad creatives and extensions are akin to the sails of your ship, drawing attention and offering more information about your business. They play a crucial role in the success of your local campaigns as they help your ads stand out and engage your target audience.

Ad creatives are the visual and textual components used to craft ads specifically catered to local audiences. They include:

  • Images
  • Videos
  • Headlines
  • Descriptions
  • Call-to-action buttons

These elements are designed to draw the attention of potential customers.

Ad extensions, on the other hand, are like the flag on your ship – they provide additional information and improve the overall quality of your ads.

Crafting Compelling Ad Copy

Creating engaging ad copy is similar to writing a captivating sea shanty – it should be catchy and memorable to retain your audience’s interest. Your ad copy is the song that lures potential customers towards your business.

A compelling call to action (CTA) is like the chorus of your sea shanty – it’s the part that the audience remembers and sings along to. It prompts the users to take action, whether it’s clicking on your ad, making a purchase, or learning more about your business.

Utilizing Ad Extensions

Ad extensions are akin to the extra sail on your ship – they offer more information and improve the performance of your ads. They’re like the bonus features that make your ads more appealing and informative to your target audience.

Adding ad extensions to your campaign is like adding extra sails to your ship – it gives you more power and speed. Ad extensions like:

  • Call extensions
  • Location extensions
  • Product extensions
  • Sitelink extensions

can enhance the quality of your ads and provide more information to your audience. With ad extensions, your ads are not only more powerful but also more informative and engaging.

Tracking and Measuring Local Campaign Performance

Illustration Of Local Campaign Performance Tracking

Monitoring and evaluating the performance of your local campaigns is similar to mapping your course during your journey. It’s how you know if you’re on the right track towards your destination. By tracking your ad performance, you can optimize your advertising efforts and maximize your return on investment.

Monitoring and evaluating your ad performance is important for several reasons:

  • It allows you to foresee potential challenges and make necessary adjustments.
  • It helps ensure that you’re meeting your campaign objectives.
  • It helps you make the most of your advertising budget.

By regularly monitoring and evaluating your ad performance, you can stay on top of your advertising efforts and make informed decisions to optimize your results.

Conversion Tracking

Establishing conversion tracking is akin to maintaining a logbook during your journey – it documents all significant events and aids in measuring the success of your journey. It’s a powerful tool for measuring the effectiveness of your campaigns and identifying areas for improvement.

Conversion tracking helps you monitor and evaluate the actions users take on your website after clicking on your ads. By tracking conversions, you can tune your campaigns and make data-driven decisions to improve your advertising performance.

Analyzing Campaign Data

Examining campaign data is akin to observing the stars – it provides insights into your audience’s behavior and preferences, helping you adjust your course as needed. It’s like using a telescope to get a clearer view of your audience and understand their needs and desires.

From the click-through rate (CTR) to the conversion rate and cost per conversion, there are several metrics that can be analyzed to gain insights into the effectiveness of your ads. Whether it’s examining the performance of various ad groups and keywords, or analyzing the demographics and locations of your audience, studying your campaign data is the key to navigating the sea of local advertising.

Advanced Strategies for Local Advertising Success

Innovative strategies for local advertising success are akin to the secret routes on your map – they assist you in reaching your destination more efficiently. These strategies include leveraging geo-targeting and remarketing to reach potential customers more effectively.

By understanding and leveraging these advanced strategies, you can steer your advertising ship towards success. With the right strategies, you can navigate through the vast ocean of local advertising and reach your destination – the treasure of local advertising success.

Leveraging Geo-Targeting

Geo-targeting is akin to using a compass – it aids in directing your ads towards the appropriate audience. By targeting specific geographical locations, you can ensure your ads reach the people who are most likely to become your customers.

Geo-targeting allows you to direct your ads to a specific radius around a location, like an airport or train station. It’s like setting up a lighthouse that guides potential customers to your business.

Remarketing for Local Businesses

Remarketing for local businesses is similar to casting a net to catch the one that got away. It involves targeting users who have previously interacted with your ads, increasing the likelihood of converting them into customers.

By targeting users who have already shown interest in your products or services, you can increase your chances of converting them into customers. Remarketing is a cost-effective strategy that helps local businesses maintain a deeper connection with their target audience.


To wrap up our voyage, we’ve navigated through the vast ocean of local advertising with Google Ads, discovering the importance of understanding Google Ads for local businesses, setting up a Google Business Profile, launching a local campaign, crafting compelling ad copy and utilizing ad extensions, tracking and measuring campaign performance, and leveraging advanced strategies for local advertising success. We’ve learned that with the right tools and strategies, any local business can navigate the sea of local advertising and reach the treasure of success.

Frequently Asked Questions

How do I use Google Ads for local marketing?

Google Ads can be used for local marketing by enabling location assets, setting up or updating your Business Profile listing, using location targeting and bid by location, and optimizing keywords.

What are local ads in Google Ads?

Google Local campaigns help local businesses reach potential customers in their area. These ads appear at the top of Google’s search results and are triggered based on user intent, distance to a venue, local searches, map searches, and more. When people search for nearby businesses, they may view local search ads that feature your business locations, allowing them to call or visit.

How do I create a local campaign in Google Ads?

To create a local campaign in Google Ads, sign in to your Google Ads account, click the plus button in the top left corner of the page, select “Local” from the campaign type options, enter a name for your campaign, and select your desired geographic location. Set up your campaign further by selecting an online conversion local campaign, a previously created feed, and entering an optional label.

How much does it cost to advertise locally on Google?

On average, businesses spend $9,000-$10,000 on Google Ads each month with an average cost per click of $2–$5. Small businesses who operate in a local service area with minimal competition may only need to allocate ,000 a month for ad spend. The most expensive keywords in Google Ads and Bing Ads cost $50 or more per click.

What is the purpose of Google Ads?

Google Ads provides an effective means of connecting advertisers with their desired audience via targeted search results, helping to drive website traffic.


About Preston Toor
Preston, the founder and co-owner of Results Digital, brings nearly a decade of rich experience in the digital marketing realm. His journey began in the world of WordPress web design, swiftly transitioning into the intricacies of SEO and Google Ads. His tenure at two prominent digital marketing agencies equipped him with invaluable insights and expertise in website design, SEO, and Google Ads management. Driven by an entrepreneurial spirit and a deep-seated passion for elevating businesses, Preston ventured to establish Results Digital. His commitment is rooted in guiding businesses to achieve unprecedented growth and success. On a lighter note, Preston’s admiration for Obi-Wan Kenobi, his favorite Jedi, mirrors his approach to digital marketing – wise, strategic, and always focused on the greater good. This is subtly reflected in his bio picture, a nod to his personal interests and character.