Mastering the Art of Setting Up Local Campaigns in Google Ads: A Step-by-Step Guide

by | Dec 3, 2023 | Google Ads

In the bustling marketplace of the digital age, standing out can be a herculean task, especially for small, local businesses. But what if there was a way to cut through the noise and reach customers right in your vicinity? Enter setting up local campaigns in Google Ads, a powerful tool designed to target specific geographic areas and drive in-store visits and sales. By harnessing this tool, local businesses can connect with potential customers right when they are looking for what the business has to offer.

Key Takeaways

  • Google Ads Local Campaigns are designed to help local businesses draw in customers and increase store visits.
  • Preparation is key when setting up a successful campaign, including creating a Google My Business profile and defining objectives & goals.
  • Leveraging ad extensions, analyzing performance regularly, expanding marketing efforts & exploring other advertising opportunities can help optimize campaigns for desired results.

Understanding Google Ads Local Campaigns

Illustration Of A Map With Location Pins Representing Local Campaigns

Imagine a spotlight that illuminates your business amidst the bustling marketplace, drawing in local customers right when they’re in your vicinity and looking for what you offer. That’s exactly the power Google Ads local campaigns bring to your fingertips. These campaigns are designed to reach customers in specific geographic areas, encouraging in-store visits and sales for small, local businesses. They are a boon for businesses with a physical location that cater to customers in a particular geographic region, making them the perfect tool for local ad campaigns.

Whether it’s a quaint café in a bustling city, a mom-and-pop store in a small town, or a car repair shop serving a specific neighborhood, Google Ads local campaigns can be the magic wand that makes your business stand out. But how exactly do these local campaigns work? And what are their benefits, such as increasing local store visits? We will further examine these aspects.

How Local Campaigns Work

In the world of Google Ads, local campaigns are the smart wizards who know exactly where to cast their spells. These campaigns are:

  • Geo-targeted
  • Optimized automatically
  • Reach potential customers in the vicinity of your business
  • Advertise on multiple Google platforms, including Google Search, Google Maps, YouTube, and Gmail

Think of it as a smart billboard that appears to potential customers exactly when and where it matters.

Behind this wizardry is Google’s machine learning technology. It optimizes bids, ad placements, and asset combinations based on the locations of your shop, your campaign budget, and your ad assets. Consider it akin to a smart assistant, knowledgeable about your business, acquainted with your customers, and making certain your ads reach the appropriate audience at the right time through the right ad group.

Benefits of Local Campaigns

Just like a well-crafted magic spell has multiple effects, the benefits of using Google Ads local campaigns, including local PPC ads, are manifold. These campaigns offer:

  • Increased relevance
  • Improved performance
  • Reduced costs
  • Precise audience targeting

Consider it like a compass, directing potential customers straight to your doorstep.

And what if you have more than one location? Fear not! Google Ads local campaigns have got you covered. Businesses with multiple locations can leverage these campaigns to optimize store sales for each location. Think of it as possessing multiple tools, each customized to the distinct needs of your various business locations.

Preparing for Your Local Campaign

Photo Of A Person Creating A Google My Business Profile

Now that we understand what Google Ads local campaigns are and their benefits, it’s time to prepare for the journey. Just as an adventurer prepares for a quest by packing the right tools and mapping out the route, setting up a successful local campaign requires creating a Google My Business profile and defining clear objectives and goals for your campaign.

Think of your Google My Business profile as your business’s online ID card. It provides potential customers with essential information about your business, including location, hours of operation, and customer reviews. Moreover, defining your campaign objectives and goals is like setting your compass, guiding your campaign to the right audience, and measuring its success. We will further examine these steps.

Creating a Google My Business Profile

A Google My Business profile is your business’s digital front door. It allows you to manage your online presence across Google, including Google Search and Google Maps. It’s like a digital signboard that not only tells potential customers who you are but also provides them with essential information like your business hours, directions to your location, and even customer reviews.

Setting up a Google My Business profile is like setting up a tent at a campsite. You need to:

  1. Pick the right location (Google)
  2. Set up the tent (create the profile)
  3. Make sure it’s visible and welcoming for any visitors (provide complete and accurate information)

Once set up, it serves as a comfortable base for your local campaign, providing potential customers with all they need to know about your business.

Defining Campaign Objectives and Goals

Defining clear objectives and goals for your local campaign is like setting a destination for your journey. It guides your campaign towards the right customers, locations, and measures its success effectively. Whether you aim to:

  • Increase brand awareness
  • Drive website traffic
  • Generate leads
  • Increase sales

Having a clear objective and goal will ensure your campaign is on the right path.

Consider it akin to a lighthouse guiding your campaign. By defining clear objectives and goals, you ensure that your campaign stays on course, reaches its destination, and achieves its desired results.

Setting Up Your Google Ads Local Campaign

With your Google My Business profile set up and your campaign objectives clearly defined, it’s time to set sail on your local campaign journey. Setting up your Google Ads local campaign involves enabling location extensions and configuring campaign settings. Setting up your Google Ads local campaign could be compared to setting the sails and directing the ship correctly.

But how exactly do you enable location extensions? And how do you configure campaign settings? We will tackle these steps together.

Enabling Location Extensions

Illustration Of Enabled Location Extensions On A Mobile Screen

Location extensions in your campaign are like markers on a map. They provide potential customers with essential contact information and directions to your business. Consider it as leaving a trail for your potential customers, leading them directly to your business.

So, how do you enable these location extensions? It’s simple. All you need to do is provide Google with your business’s contact information, and Google will do the rest, showing this information when your ad appears on Google Search, Google Maps, or the Display Network.

Configuring Campaign Settings

Configuring campaign settings is like fine-tuning your ship’s navigation system. It ensures your campaign is targeted to the right audience, at the right time, and in the right place. These settings include your campaign budget, targeting options, and ad assets.

Whether you’re setting your daily budget or choosing your targeting options, configuring your campaign settings ensures that your campaign performs optimally. Configuring your campaign settings is comparable to having an efficient machine that operates smoothly, reaching your potential customers at the opportune moment.

Optimizing Your Local Campaign

Setting up your Google Ads local campaign is just the beginning of your journey. To ensure your campaign reaches its destination, you need to continually optimize your Google Ads account. This involves crafting compelling ad copy, utilizing ad extensions, and regularly analyzing and adjusting your campaign performance.

Think of it as navigating through the ever-changing seas. The conditions may change, but by continually optimizing your campaign, you ensure that it stays on course and reaches its destination. We will further examine how to do this.

Crafting Compelling Ad Copy

Illustration Of A Person Writing Ad Copy With Local Elements

Crafting compelling ad copy for your local campaign is like writing an enticing invitation to your potential customers. It needs to capture their attention, pique their interest, and persuade them to visit your business. By including local elements and area names in your ad copy, you not only make it relevant to your audience but also add a personal touch that can attract more potential customers.

Whether you’re running a local bakery or a car repair shop, crafting compelling ad copy that speaks to your local audience can dramatically improve your campaign’s performance. Crafting compelling ad copy can be likened to speaking the local language, making sure your message resonates with your potential customers.

Utilizing Ad Extensions

Ad extensions are like additional sails on your campaign ship. They provide more information about your business, taking up more space on the search results page and attracting more attention. Ad extensions like site links, callouts, and structured snippets provide additional information about your business, making your ad more useful and compelling to potential customers.

Whether you’re adding site links to direct users to specific pages on your website or using callouts to highlight unique features of your business, ad extensions can significantly improve your ad performance. Using ad extensions can be compared to adding more colors to your palette, making your campaign more appealing and engaging.

Analyzing and Adjusting Campaign Performance

Just as a ship’s captain constantly checks the ship’s course and adjusts it as needed, analyzing and adjusting your campaign performance is a crucial part of running a successful local campaign. This involves monitoring key metrics, optimizing bids, and testing new ad assets.

Whether you’re raising your bid on high-performing keywords or creating new ad groups to target additional locations, regularly analyzing and adjusting your campaign performance ensures that your campaign stays on course and achieves its objectives. Regularly analyzing and adjusting your campaign performance is akin to keeping a keen eye on the horizon, ensuring your campaign remains on track and achieves its objectives.

Expanding Your Local Marketing Efforts

Running a successful Google Ads local campaign is like discovering a new land. But why stop there? There are more lands (opportunities) to explore, from leveraging Google Maps and local SEO to exploring other local advertising opportunities, such as YouTube Google Ads.

The world of local marketing is vast and full of opportunities. By expanding your local marketing efforts, you not only reach more potential customers but also strengthen your presence in the local market. We will outline the path to these new opportunities.

Leveraging Google Maps and Local SEO

Google Maps, local SEO, and the Google Search Network are like three powerful tools in your local marketing toolbox. By leveraging these tools, you can improve your online visibility and attract more potential customers.

Whether you’re optimizing your business listing on Google Maps or incorporating local keywords in your content for local SEO, these strategies can significantly improve your online visibility. Leveraging Google Maps and local SEO can be likened to illuminating your business more brightly, enhancing its visibility and appeal to potential customers.

Exploring Other Local Advertising Opportunities

Beyond Google Ads local campaigns, there are other local advertising opportunities that you can explore to boost your local marketing efforts. These include Google Local Services Ads, Performance Max campaigns, and the Google Guarantee badge.

These advertising opportunities are like uncharted lands, full of potential and rewards. By exploring these opportunities, you can:

  • Reach more potential customers
  • Diversify your local marketing efforts
  • Cast a wider net, attracting more customers
  • Enrich your business


In the vast ocean of digital advertising, Google Ads local campaigns are a beacon of light for local businesses. They enable businesses to target specific geographic areas, driving in-store visits and sales. From understanding what these campaigns are and how they work, to setting up and optimizing them, and even expanding your local marketing efforts, we have navigated through the entire journey. Now, with the right tools and knowledge in hand, it’s time for you to set sail on your own local campaign journey. Remember, every great journey begins with a single step. So, take that step today and watch your business flourish.

Frequently Asked Questions

How do I use Google Ads for local marketing?

To use Google Ads for local marketing, enable location assets in your account, set up or update your Business Profile listing, use location targeting and bidding by location, and optimize your keywords.

How much does it cost to advertise locally on Google?

On average, businesses spend $9,000-$10,000 per month on Google Ads, with an average cost per click of $2-$5. The most expensive keywords can cost over $50 per click. For small businesses in a local service area with minimal competition, $1,000 per month could be enough for ad spend.

What are local ads in Google Ads?

Google Local Services Ads help local businesses connect with potential customers searching for services in their area. These ads appear at the top of Google’s search results and are only paid if a customer contacts you directly through the ad.

How do I set up Google local service ads?

To set up Google Local Service Ads, you need to first check your eligibility and create an ad profile. Then, submit relevant paperwork and complete a background check. Finally, manage your budget and review ad leads for approval.

What is a Google Ads local campaign?

Google Ads local campaigns are designed to help small, local businesses reach their target audience in a specific geographic area, allowing them to drive more in-store visits and sales.

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.