In today’s digital world, local businesses can’t rely on word-of-mouth alone to attract customers. Whether you run a restaurant, a dental clinic, or a home service company, having a strong online presence is essential. That’s where Google Ads comes in—offering a powerful way to connect with potential customers in your area exactly when they need your services.
With Google Ads, your business can appear at the top of search results when someone nearby searches for “best coffee shop near me” or “plumber in [your city]”—putting your brand in front of people actively looking for what you offer. But running successful local Google Ads campaigns requires the right strategy, from choosing the best keywords to optimizing your ads for maximum visibility and conversions.
In this guide, we’ll break down everything you need to know about Google Ads for local businesses, including how to:
✅ Set up a location-targeted campaign
✅ Optimize your ad copy for local searches
✅ Use Google My Business to enhance your ads
✅ Track performance and improve your return on investment
If you’re ready to drive more foot traffic and online bookings, let’s dive in!
How google ads helps local businesses grow
Google Ads is one of the most effective tools for local businesses to attract more customers, increase brand visibility, and drive sales. Unlike traditional advertising, where businesses spend money hoping to reach the right audience, Google Ads allows you to target potential customers who are actively searching for your products or services in your area.
Here’s how Google Ads can help local businesses grow:
✅ instant visibility on search results – When someone searches for services or products in your area, your business can appear at the top of Google’s search results, increasing the chances of getting clicks and visits.
✅ targeted local reach – With Google Ads’ location-based targeting, you can show your ads to people in a specific city, region, or even within a set radius of your business, ensuring you reach the right audience.
✅ cost-effective marketing – Unlike traditional ads, where you pay for exposure regardless of results, Google Ads operates on a pay-per-click (PPC) model, meaning you only pay when someone clicks on your ad.
✅ more foot traffic and phone calls – Features like call extensions and Google Maps integration allow potential customers to call your business or get directions with just one click, making it easier for them to take action.
✅ remarketing to past visitors – Google Ads enables you to retarget users who have previously visited your website but didn’t convert, reminding them of your business and encouraging them to come back.
✅ data-driven insights – Google Ads provides detailed reports on clicks, conversions, and ad performance, allowing you to optimize your campaigns for better results over time.
By leveraging these features, local businesses can increase their online presence, drive more traffic, and ultimately boost revenue, all while ensuring their ad budget is spent efficiently.
Setting up your first google ads campaign for local reach
If you're a local business looking to attract nearby customers, setting up a Google Ads campaign with location targeting is a must. By following the right steps, you can ensure that your ads reach the right people at the right time—when they’re searching for your services. Here’s a step-by-step guide to setting up your first Google Ads campaign for local reach.
1. choose the right campaign type
When creating a new Google Ads campaign, you’ll need to select a campaign goal. For local businesses, the best options include:
Local search ads (great for appearing in Google Search results)
Google Maps ads (ideal for driving foot traffic to your store)
Display ads (useful for brand awareness in your local area)
2. set up location targeting
To ensure your ads reach people near your business, follow these steps:
In Google Ads, go to the “Locations” section.
Choose “Enter another location” and type in your city, region, or a custom radius around your business.
Exclude areas where you don’t want your ads to appear.
3. select the right keywords for local searches
To target local customers, focus on keywords with location intent such as:
“best coffee shop near me”
“emergency plumber in [city]”
“affordable hair salon in [neighborhood]”
Use Google’s Keyword Planner to find relevant keywords that people in your area are searching for.
4. write compelling ad copy with a local focus
Your ad copy should highlight your location, unique selling points, and a clear call-to-action (CTA). Example:🚀 "Looking for the best pizza in New York? Visit [Your Business Name] today! Order now or stop by – we're just around the corner!"
5. use ad extensions to enhance your local ads
Google offers ad extensions that can boost your visibility:
Location extensions: Show your business address and a map link.
Call extensions: Let customers call you directly from the ad.
Sitelink extensions: Direct users to specific pages like “Book Now” or “View Menu.”
6. set a budget and bidding strategy
For local campaigns, start with a daily budget that aligns with your marketing goals. Use Smart Bidding strategies like:
Maximize Clicks (if you want more website visits)
Maximize Conversions (if you want more bookings or calls)
7. monitor, analyze, and optimize your ads
Once your campaign is live, keep an eye on key metrics like:
CTR (Click-Through Rate) – Shows how often people click your ad.
Conversion Rate – Tracks how many clicks turn into actual customers.
Cost-Per-Click (CPC) – Helps manage ad spend efficiently.
Regularly optimize your campaign by adjusting keywords, ad copy, and bid strategies based on performance data.
By carefully setting up your Google Ads campaign with local reach in mind, you can increase brand visibility, attract nearby customers, and boost sales—all while keeping your ad spend efficient. With the right strategy, your business can dominate local search results and stay ahead of competitors.
Choosing the right keywords to target local customers
Selecting the right keywords is one of the most important steps in running a successful Google Ads campaign for local businesses. The right keywords ensure that your ads appear when potential customers in your area search for services or products like yours. Here’s how to find and use the best local keywords for your campaign.
1. understand the different types of keywords
Before choosing your keywords, it's important to know the different types that can impact your local ad performance:
Branded keywords – These include your business name (e.g., “Joe’s Coffee Shop”).
Service-based keywords – These describe what you offer (e.g., “best plumber” or “affordable haircut”).
Local intent keywords – These include location-specific terms (e.g., “pizza delivery in Miami” or “dentist near me”).
Long-tail keywords – These are more specific phrases (e.g., “best organic grocery store in downtown Austin”).
Focusing on service-based and local intent keywords will help you attract nearby customers looking for your business.
2. use keyword modifiers for better targeting
Local customers often search using certain words that indicate their intent. Here are some common keyword modifiers you should include:
✅ Location-based modifiers:
“near me” (e.g., “car repair near me”)
“in [city]” (e.g., “best nail salon in Toronto”)
“near [landmark]” (e.g., “gym near Central Park”)
✅ Urgency-based modifiers:
“open now” (e.g., “24-hour pharmacy open now”)
“same-day” (e.g., “same-day appliance repair in Chicago”)
“emergency” (e.g., “emergency plumber in Dallas”)
✅ Service-based modifiers:
“best” (e.g., “best Italian restaurant in Seattle”)
“cheap” / “affordable” (e.g., “affordable moving company in LA”)
“top-rated” (e.g., “top-rated cleaning service in Boston”)
3. use google keyword planner to find high-performing keywords
Google’s Keyword Planner is a free tool that helps you discover which keywords local customers are searching for. To use it:
Go to Google Ads and navigate to Keyword Planner.
Enter a keyword related to your business (e.g., “hair salon”).
Set the location filter to your city, region, or a custom radius.
Review keyword search volume and competition level to find the best options.
Look for keywords with moderate to high search volume and low to medium competition to get the best results.
4. focus on negative keywords to avoid wasted spend
Negative keywords prevent your ad from showing up in irrelevant searches, saving your budget for better-qualified leads. For example:
❌ If you only offer luxury services, exclude “cheap” and “free” keywords.
❌ If you don’t provide online services, exclude “online” and “virtual” keywords.
❌ If you only serve a specific area, exclude searches from locations you don’t serve.
You can add negative keywords in Google Ads > Keywords > Negative Keywords.
5. match keyword types to campaign goals
Google Ads allows you to set keyword match types to control how broadly your ads appear. Choose the right match type based on your advertising strategy:
Broad Match (e.g., pizza delivery) – Shows your ad for related searches but may be less targeted.
Phrase Match (e.g., “pizza delivery”) – Ensures your ad appears only when the phrase is included in a search.
Exact Match (e.g., [pizza delivery] ) – Targets only the exact keyword, ensuring precise targeting but fewer impressions.
For local businesses, using a mix of phrase match and exact match works best to attract high-quality leads.
Choosing the right keywords ensures your Google Ads campaign reaches local customers actively searching for your business. By using location-specific, intent-driven, and well-optimized keywords, you can increase click-through rates, conversions, and foot traffic while keeping your ad spend efficient.
Writing compelling ad copy that converts
A well-crafted Google Ads copy can be the difference between someone clicking on your ad or scrolling past it. Since you have only a few seconds to grab attention, your ad needs to be clear, engaging, and action-driven. Here’s how to write compelling ad copy that attracts local customers and drives conversions.
1. start with a strong, attention-grabbing headline
Your headline is the first thing people see, so it should be:
✅ Relevant – Include your service and location (“Best Car Repair in Miami”).
✅ Actionable – Use words that encourage clicks (“Get a Free Estimate Today!”).
✅ Specific – Highlight unique selling points (“50% Off for New Clients”).
💡 Examples of strong headlines:
“Top-Rated Plumber in Chicago | 24/7 Emergency Service”
“Best Hair Salon in New York | Book Your Appointment Now”
“Affordable AC Repair Near You – Call Now for a Free Quote”
2. highlight your unique selling points (USPs)
Why should customers choose you over competitors? Emphasize what makes your business special, such as:
Fast service (“Same-Day Appointments Available”)
Special discounts (“10% Off for First-Time Customers”)
Local expertise (“Serving [City] for Over 10 Years”)
Customer trust (“500+ 5-Star Google Reviews”)
💡 Example:
❌ Weak: “We offer plumbing services in Miami.”
✅ Strong: “Need a Plumber in Miami? Get Fast, Affordable Repairs – Call Now!”
3. use a clear call-to-action (CTA)
Your CTA tells customers exactly what to do next. A strong CTA should:
Be direct (“Call Now,” “Book Online,” “Get a Free Quote”)
Create urgency (“Limited Spots Available – Act Fast!”)
Show benefits (“Claim Your Free Consultation Today”)
💡 Examples of strong CTAs:
✅ “Call Now for a Free Estimate – Limited Time Offer!”
✅ “Book Your Haircut Online & Get 10% Off!”
✅ “Schedule Your HVAC Tune-Up Before Summer Hits!”
4. include relevant keywords in your ad copy
To make your ads more relevant and clickable, include high-intent local keywords in:
Headlines (“Best Coffee Shop in Toronto – Open Now”)
Descriptions (“Visit our Downtown Toronto café for fresh-brewed coffee”)
Display URLs (“yourwebsite.com/toronto-coffee”)
💡 Example:❌ Weak: “We sell running shoes.”✅ Strong: “Best Running Shoes in NYC – Free Same-Day Delivery!”
5. add ad extensions for more visibility
Ad extensions help expand your ad space and provide more useful information to potential customers.
🔹 Location Extension – Shows your business address & Google Maps link.
🔹 Call Extension – Adds a clickable phone number for instant calls.
🔹 Sitelink Extension – Directs users to specific pages (e.g., “Book Now” or “View Services”).
🔹 Promotion Extension – Highlights discounts and special offers.
💡 Example Ad with Extensions:🚗 “Top-Rated Auto Repair in Dallas – Get a Free Estimate!”✔ ASE-Certified Technicians | Same-Day Repairs | 10% Off for First-Time Customers📍 [123 Main St, Dallas, TX] | 📞 Call Now
6. create multiple ad variations and test performance
To see what works best, create at least 3-4 variations of your ad and run A/B tests. Experiment with:
Different headlines (“Affordable Cleaning Service” vs. “Top-Rated House Cleaners”)
Unique CTAs (“Call for a Free Quote” vs. “Book Your Cleaning Today”)
Various offers (“First Service Free” vs. “Save 20% on Deep Cleaning”)
Check your ad click-through rate (CTR) and conversion rate to find the winning version.
By writing engaging, keyword-rich, and action-driven ad copy, you can attract more local customers and increase conversions. Keep testing different variations, refining your message, and optimizing your Google Ads campaign to get the best results possible.
Using google my business to enhance your google ads
Google My Business (GMB) is a powerful tool that works alongside Google Ads to improve local visibility, credibility, and customer engagement. By integrating your GMB profile with Google Ads, you can make your ads more informative, trustworthy, and conversion-friendly. Here’s how to leverage Google My Business to enhance your Google Ads campaigns.
1. connect google my business with google ads
To display your business location, contact details, and reviews in your ads, you need to link your Google My Business account to Google Ads. Here’s how:
Sign in to your Google Ads account.
Click on "Ads & Extensions", then select "Extensions".
Choose "Location Extension" and link your GMB account.
Google will now pull your business address, phone number, and directions into your ads.
✅ Benefits of linking GMB to Google Ads:
Shows your physical location in Google Search and Google Maps ads.
Increases trust by displaying your Google reviews and ratings.
Makes it easier for customers to call or visit your store with one click.
2. use location extensions to attract nearby customers
Location extensions help boost ad engagement by displaying:
Your business address
A Google Maps link
A “Call” button
💡 Example:🚗 “Best Car Repair in Dallas – Fast & Affordable!”📍 [123 Main St, Dallas, TX] | 📞 Call Now
How to set up location extensions:
Go to Google Ads > Ads & Extensions > Extensions
Select "Location Extension" and choose your linked GMB profile
Save changes, and your ads will now show location details
3. highlight customer reviews for credibility
People trust businesses with high ratings and positive reviews. Google My Business reviews can automatically appear in Google Ads (if you qualify for seller ratings). To encourage more positive reviews:
✅ Ask happy customers to leave a Google review
✅ Respond to all reviews (both positive & negative)
✅ Maintain at least a 4.0-star rating to qualify for seller ratings in ads
Bonus: A high star rating boosts CTR (click-through rate) and reduces ad costs, as people are more likely to trust and click on your ad.
4. enable call extensions for instant customer contact
Many local customers prefer to call a business directly. By activating call extensions, your phone number will appear in your ad, allowing potential customers to call with one tap.
How to add call extensions:
Go to Google Ads > Ads & Extensions > Extensions
Select "Call Extension"
Enter your business phone number
Set “Call Reporting” to track how many calls came from ads
💡 Example:🛠 “Emergency Plumber in NYC – Call 24/7 for Fast Service!”📞 [Click to Call]
5. use google maps ads for local store visits
Google My Business also powers Google Maps Ads, helping customers find and visit your store when they search for businesses nearby.
How to set up Google Maps Ads:
Choose “Local Campaign” when creating a new Google Ads campaign
Select your GMB location as the target
Optimize your ad copy with “Visit Us Today” or “Find Us on Maps” CTAs
✅ Google Maps Ads Benefits:
Directs customers to your physical store
Works great for businesses like restaurants, salons, auto repair, and retail stores
6. post updates and offers directly from google my business
Google My Business allows you to publish updates and promotions that appear in search results and maps. These can enhance your ads by showing:
Special discounts and seasonal offers
New products or services
Upcoming events
💡 Example: If you run a spa, you can post:“🌿 Spring Special: Get 20% Off Any Massage This Week! 🌿”
Regularly updating your GMB profile with offers, events, and announcements increases customer engagement and helps your Google Ads campaigns perform better.
Google My Business is a powerful tool that works hand-in-hand with Google Ads to improve local visibility, trust, and customer conversions. By linking GMB with Google Ads, adding location and call extensions, and using reviews and Google Maps Ads, you can attract more customers and maximize your ad performance. 🚀
How to track and optimize your google ads performance
Running Google Ads is just the first step; to get the best return on investment (ROI), you need to track key metrics and continuously optimize your campaigns. By analyzing data and making informed adjustments, you can improve conversions, lower ad costs, and maximize effectiveness.
Here’s a step-by-step guide on how to track and optimize your Google Ads performance.
1. set up conversion tracking
Before optimizing, you need to track what actions users take after clicking your ad. Google Ads Conversion Tracking helps measure valuable actions like:
✅ Website purchases
✅ Form submissions (lead generation)
✅ Phone calls
✅ Store visits
How to set up conversion tracking:
Go to Google Ads > Tools & Settings > Measurement > Conversions
Click “+ New Conversion Action”
Select your desired conversion type (website, phone calls, etc.)
Add the tracking tag to your website or integrate it with Google Tag Manager
💡 Why It Matters: If you’re running ads without conversion tracking, you won’t know what’s working and what’s not!
2. monitor key google ads metrics
To optimize performance, regularly check these important metrics in your Google Ads dashboard:
📌 Click-Through Rate (CTR) – Shows how many people click your ad.
Goal: Aim for 4-10% CTR for search ads.
Fix: If low, improve your headlines and ad copy.
📌 Quality Score – Google’s rating (1-10) of your ad relevance.
Goal: Keep above 6 for better ad placement and lower costs.
Fix: Use highly relevant keywords and improve your landing page experience.
📌 Cost-Per-Click (CPC) – How much you pay per click.
Goal: Reduce CPC while maintaining conversions.
Fix: Improve Quality Score and use bid adjustments.
📌 Conversion Rate (CVR) – The percentage of people who take action (buy, call, sign up).
Goal: Aim for 5-15% conversion rates.
Fix: Optimize landing pages and ad relevance.
📌 Return on Ad Spend (ROAS) – Revenue generated for every dollar spent on ads.
Goal: A ROAS of 4:1 means $4 earned for every $1 spent.
Fix: Improve ad targeting and landing page experience.
3. use google analytics to track deeper insights
For a more detailed view of user behavior, connect Google Ads with Google Analytics. This allows you to:
🔹 Track how long users stay on your website
🔹 See which pages they visit after clicking your ad
🔹 Identify where users drop off in the conversion funnel
How to link Google Ads with Google Analytics:
In Google Ads, go to Tools & Settings > Linked Accounts
Click on Google Analytics and link your account
Enable auto-tagging to track ad performance in Google Analytics
💡 Why It’s Useful: If users click your ad but leave quickly, your landing page may need improvement.
4. optimize keywords to improve ad performance
Your keywords directly impact how well your ads perform. Regularly optimize them by:
✅ Adding high-performing keywords
Use Google Keyword Planner to find new relevant terms.
Look at Search Terms Report to see what users actually search for.
✅ Using negative keywords
Prevent irrelevant clicks by excluding keywords that don’t match your business.
Example: A luxury shoe brand might exclude words like “cheap” or “discount”.
✅ Adjusting match types
Use Phrase Match and Exact Match to better control ad visibility.
Example: Instead of Broad Match “best dentist”, use Phrase Match “best dentist in [city]” for local targeting.
5. improve ad copy and landing page experience
If people click your ad but don’t convert, your ad copy or landing page may need improvement.
🔹 A/B Test Different Ad Variations
Run multiple versions of your ad with different headlines, descriptions, and CTAs.
Example:
Ad A: “Best Italian Pizza in LA – Order Now!”
Ad B: “Authentic LA Pizza – Get 20% Off Today!”
Keep the best-performing version and optimize further.
🔹 Make Landing Pages Conversion-Friendly
Ensure fast load times (under 3 seconds).
Use clear CTAs (e.g., “Book Now” or “Get a Free Quote”).
Match ad messaging with landing page content.
6. adjust bidding strategy based on results
Google Ads allows different bidding strategies based on your campaign goals. Here’s how to choose the right one:
🎯 Goal: More Clicks? → Use Maximize Clicks
🎯 Goal: More Conversions? → Use Maximize Conversions
🎯 Goal: Lower Cost-Per-Click? → Use Manual CPC
🎯 Goal: Better Return on Ad Spend? → Use Target ROAS
Tip: If you're unsure, start with Enhanced CPC (ECPC), which adjusts bids based on conversion likelihood.
7. schedule ads for peak performance
Not all hours or days are equally effective. Use Ad Scheduling to:
✅ Run ads during business hours when customers can call or visit.
✅ Increase bids during high-conversion times (e.g., evenings for restaurants).
✅ Pause ads during low-conversion hours (e.g., midnight for retail stores).
How to set up Ad Scheduling:
In Google Ads, go to Campaigns > Settings > Ad Schedule
Set ads to run during your best-performing hours
Use bid adjustments to increase or decrease bids during peak/off-peak times
8. test and scale what works
Once you identify what works, scale your best-performing campaigns by:
✅ Increasing budget on high-ROAS ads
✅ Expanding top-performing keywords
✅ Testing new ad creatives to improve results further
Pro Tip: Avoid increasing budget too fast—scale gradually to maintain efficiency.
Tracking and optimizing your Google Ads performance is a continuous process. By monitoring key metrics, improving keywords and ad copy, and refining bidding strategies, you can ensure your campaigns deliver high ROI and drive real business growth.
Final thoughts: how to keep improving your local google ads strategy
Running a successful local Google Ads campaign isn’t a one-time effort—it requires continuous tracking, testing, and optimization. As customer behavior, competition, and Google’s algorithms evolve, staying proactive is key to maximizing your ad performance and getting the best return on investment (ROI).
Here are some final tips to ensure long-term success with your local Google Ads strategy:
✅ regularly review your campaign performance
Set aside time weekly or monthly to analyze your key metrics, including CTR, conversion rates, and ad spend efficiency.
Use Google Ads Reports and Google Analytics to identify what’s working and where improvements are needed.
✅ keep testing and optimizing your ads
Run A/B tests on different ad variations to see which headlines, descriptions, and CTAs perform best.
Try new ad formats like Google Maps Ads, Local Service Ads, and Video Ads for better engagement.
✅ refine your targeting strategy
Adjust location settings to focus on the most profitable areas.
Use audience segmentation to target repeat customers, new visitors, and high-intent buyers differently.
✅ improve landing page experience
Ensure your landing page loads quickly, is mobile-friendly, and has a clear CTA that matches your ad.
Test different offers, images, and layouts to increase conversions.
✅ monitor competitors and industry trends
Keep an eye on what competitors are doing with tools like Google Ads Auction Insights.
Adapt your strategy based on seasonal trends, local events, and customer demand.
✅ leverage automation and smart bidding
Use Smart Bidding strategies like Target CPA (Cost-Per-Acquisition) or Maximize Conversions to let Google optimize your bids for better results.
Experiment with Performance Max campaigns to automate ad placements across Google’s networks.
need expert help?
let adicator digital marketing agency optimize your google ads
Managing Google Ads for local businesses can be time-consuming, and small mistakes can lead to wasted budget. If you want expert support to fine-tune your ads, maximize ROI, and grow your business, Adicator Digital Marketing Agency is here to help.
🚀 What we offer:
✔️ Custom Google Ads strategies tailored to your business
✔️ Keyword research and competitor analysis for the best results
✔️ Landing page optimization to increase conversions
✔️ Continuous tracking, testing, and improvement for higher ROI
📞 Contact Adicator today and let us take your local Google Ads strategy to the next level! 🎯