As a local business, attracting nearby customers is key to your growth. Google Ads offers an excellent platform to help you achieve that goal by allowing you to target people who are actively searching for products or services like yours. Whether you’re a local restaurant, a retail shop, or a service provider, Google Ads can boost your online visibility and drive foot traffic to your business.
In this beginner’s guide, we’ll walk you through the steps to effectively use Google Ads for your local business, ensuring you reach the right audience and maximize your return on investment (ROI).
Why Use Google Ads for Local Businesses?
Google Ads is one of the most powerful advertising platforms for local businesses, providing multiple advantages:
- Target Local Audiences: Google Ads allows you to target users based on their location, ensuring your ads reach potential customers in your area.
- Instant Visibility: Your ads appear at the top of Google search results, giving your business immediate exposure to users who are actively searching for local services.
- Measurable Results: With Google Ads, you can track key metrics like clicks, impressions, and conversions to assess the effectiveness of your campaigns.
- Cost-Effective: Google Ads works on a pay-per-click (PPC) basis, meaning you only pay when someone clicks on your ad, making it a cost-effective option for local businesses.
Step 1: Set Up a Google Ads Account
Before you can start running ads, you’ll need to set up a Google Ads account. Here’s how:
- Sign up for Google Ads: Visit Google Ads and sign up using your Google account.
- Set Your Business Information: Ensure your business name, website URL, and billing details are correctly entered.
- Link Google Ads with Google Analytics: If you have a Google Analytics account, linking it with Google Ads allows you to track conversions and measure your ad performance more accurately.
Step 2: Create a Local Campaign
Once your account is set up, create a campaign designed specifically for local businesses. Google Ads offers a campaign type called Local Campaigns, which is tailored to help you drive in-store visits and local actions like calls and form submissions. Follow these steps to create your campaign:
- Choose a Campaign Goal: Select a goal that aligns with your business objectives, such as “Visit your store” or “Call your business.”
- Set Your Location Targeting: Define your target area by selecting a specific radius around your business or inputting a city, region, or postal code. This ensures your ads are shown to people within a relevant geographic range.
- Set Your Budget: Determine how much you want to spend on your ads. Start small and adjust as needed based on your results.
- Choose Your Ad Extensions: Add location extensions to display your business address, phone number, and other relevant details directly in your ads.
Step 3: Select the Right Keywords for Local Search
In Google Ads, keywords are what trigger your ads to show when users search for related terms. For local businesses, choosing the right keywords is essential to ensure you target the right audience. Focus on:
- Local keywords: Include terms that specify your location. For example, instead of just “plumbing services,” use “plumbing services in [City Name].”
- Service-specific keywords: Combine local terms with the services you offer, such as “best pizza restaurant in [City Name]” or “haircut services in [Neighborhood Name].”
- Location modifiers: Add terms like “near me,” “nearby,” or the name of a landmark or neighborhood to attract local searchers.
Use Google Keyword Planner to discover keyword ideas and estimate their search volume. Remember to focus on keywords with high relevance to your business and consider both short-tail (e.g., “restaurants in [City Name]”) and long-tail (e.g., “affordable Italian restaurants in [Neighborhood Name]”) keywords for better targeting.
Step 4: Craft Compelling Ad Copy
Your ad copy needs to stand out and compel users to take action. Focus on highlighting what makes your local business unique, such as:
- Special Offers or Discounts: If you’re offering a limited-time discount or promotion, make sure it’s included in your ad.
- Your Business’s Unique Selling Proposition (USP): Showcase what differentiates your business from competitors, like “family-owned,” “locally sourced ingredients,” or “expert service.”
- Clear Call-to-Action (CTA): Encourage users to take action by using strong CTAs, like “Visit Us Today,” “Call Now for a Free Quote,” or “Order Online.”
Also, include Location Extensions to display your physical address and contact information, making it easier for potential customers to visit or contact you directly.
Step 5: Optimize for Mobile Devices
A large number of local searches come from mobile devices, so it’s essential that your ads and website are optimized for mobile users. Here’s what to focus on:
- Mobile-Friendly Website: Ensure that your website loads quickly on mobile devices and is easy to navigate. If you have a physical store, include your address, hours, and a clear map for easy directions.
- Click-to-Call: Enable Call Extensions so users can click on your phone number directly from the ad to call your business instantly.
- Location Extensions: Use this feature to show your business address and encourage users to visit you in person.
Google Ads’ Local Campaigns are designed to optimize ad delivery across both desktop and mobile, but ensuring your website is mobile-friendly will improve the chances of conversions.
Step 6: Measure and Optimize Campaign Performance
Once your local campaign is live, you’ll need to monitor its performance regularly. Use Google Ads and Google Analytics to track key metrics such as:
- Clicks and Impressions: How many people clicked on your ad and saw it.
- Conversions: Track actions like calls, form submissions, or store visits.
- Cost-per-Click (CPC): Keep an eye on your average CPC and adjust bids if needed.
- Quality Score: Improve your Quality Score by optimizing your ad relevance and landing page experience.
Make adjustments to your campaign based on performance. For example, if certain keywords are performing better, consider increasing your bids for those keywords. Likewise, if a particular ad copy resonates with users, create more ads with similar messaging.
Conclusion
Google Ads can be a game-changer for local businesses looking to attract more customers and increase revenue. By targeting the right audience, selecting relevant local keywords, optimizing your ad copy, and measuring performance, you can run a successful campaign that drives local traffic and boosts your business growth.
Ready to start using Google Ads for your local business? Contact us today to set up your first campaign and maximize your online visibility!