Did you know that nearly half (46%) of all Google searches are looking for local information? That’s a lot of potential customers for your local business.
Moreover, nearly 3 in 4 consumers that perform one of those local Google searches visit a business within five miles of their location.
Given stats like these, it’s no wonder that 65% of small to medium-sized businesses run Google Ads campaigns. If your business isn’t one of them, now’s the time to change that.
Google Ads can be a gamechanger for local businesses looking to attract nearby customers. Master Google Ads, and you can make sure your ads appear to the right customers at the right time. Read on as we walk you through how to optimize Google Ads campaigns for local business success.
Sections
Optimize for local SEO integration
Google rewards businesses that optimize for both organic search and paid ads. Here are three ways you can incorporate SEO into your Google Ads campaigns:
1. Use locally relevant keywords
When creating Google Ads campaigns for your local business, use keywords that include the name of your city, neighborhood, or even local landmarks. For example, instead of just using “coffee shop,” use “coffee shop in Austin,” “best coffee near downtown Austin,” or “coffee shop near Zilker Park.”
2. Match ads with local content
The landing pages you direct your ads to should have the same messaging as your ads. If you’re targeting local customers, ensure the page is optimized for local SEO with your business address, local phone numbers, and city-specific keywords.
3. Leverage your Google Business Profile
Ensure your Google Business Profile is up-to-date. By linking Google Ads with your Google Business Profile, you increase the chance of your business showing up in local search results. Google’s local pack highlights Google Business Profiles, giving your local business more exposure to nearby customers.
Refine location targeting to reach local customers
For your ads to be seen by potential customers who are near your local business, you need to use location targeting. Here’s how to refine it for better results.
1. Use radius targeting
Radius targeting allows you to focus your ads on people within a specific distance of your business. For example, a pizza shop can target customers within a 5-mile radius of their storefront. This method ensures that your ads are reaching potential customers who are most likely to convert because they are nearby.
2. Target by city or ZIP code
If your business operates in multiple locations, Google Ads allows you to target specific cities or even ZIP codes. This is particularly useful for local businesses like real estate agents or home service providers that may only serve certain areas.
3. Adjust bids by location
Not all areas will perform equally for your business. By reviewing performance data, you can adjust your bids to be higher for areas that convert well, while lowering bids in less effective locations. This strategy ensures you are getting the most out of your budget by focusing on high-performing areas.
Utilize ad extensions for local businesses
Ad extensions increase your ad’s real estate in the search results, making your ad more engaging and clickable to potential customers. Google Ads offers several types of ad extensions that are particularly useful for local businesses.
Location extensions
Location extensions allow you to display your business address and show your location on Google Maps directly within the ad. This feature is great for driving foot traffic, as it makes it easy for nearby customers to find you.
Call extensions
Many local customers prefer to contact businesses by phone. Call extensions place your phone number directly in the ad, allowing mobile users to call you with a single tap. This is especially useful for service-based businesses like plumbing, hair salons, or restaurants that take reservations.
Sitelink extensions
If your business offers multiple services or has promotions, sitelink extensions can be highly effective. They allow you to add extra links under your main ad that lead to specific parts of your website, such as a page for booking appointments, viewing promotions, or browsing your product offerings.
Review extensions
Social proof is a powerful driver for local businesses. By adding review extensions, you can display positive reviews directly within your ad. Seeing great feedback from other customers helps build trust and encourages new customers to click through to your website.
Promotion extensions
Promotion extensions allow you to highlight special offers or sales directly within your ad. Whether it’s a seasonal discount or a limited-time offer, promotion extensions attract more attention and incentivize customers to take immediate action. For example, if you’re running a 20% off deal for new customers, showcasing it in your ad can help increase click-through rates and drive more conversions.
Start advertising your local business on Google today
Google Ads offers local businesses unparalleled opportunities to reach potential customers in their area. By focusing on local SEO integration, refining your location targeting, and utilizing ad extensions designed for local exposure, you can significantly improve your campaign performance and get more people through your doors.
Ready to get started? Contact Your Marketing People today for a Google Ads strategy tailored for your local business.
