Using Google Ads for Local Businesses

In this guide, we will explore the effective utilization of Google Ads for local businesses. We aim to provide a practical approach tailored for small local businesses operating within limited budgets.

Why Choose Google Ads? To start, why opt for Google Ads? Google Ads is a powerful tool because it leverages high buying intent. When potential customers search on Google for a product or service in their vicinity, their intent to make a purchase is significant. By appearing in Google search results or on Google Maps, you can tap into this intent and drive substantial new business.

Google Ads also complements your SEO efforts. While achieving organic rankings in search engine results is important, it takes time, especially in competitive markets. Google Ads allows you to bolster your SEO efforts by targeting specific high-intent keyword phrases, ensuring you efficiently capture potential clients.

Furthermore, Google Ads enables you to claim more real estate on the first page of search results. You can appear in ads, the local map pack, and organic listings, establishing a strong online presence and increasing your chances of attracting potential customers.

The Preparation Phase

Before delving into Google Ads, comprehensive preparation is essential. Instead of hastily selecting keywords based on assumptions, conduct thorough research to establish a solid foundation for your campaign.

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    Analyze Your Competition

    Identify the businesses that are already bidding on the keywords you intend to target. Examine their ad copy, landing pages, and call-to-action strategies. This research provides valuable insights into your market's competitive landscape.

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    Keyword Research

    Invest time in keyword research to uncover the search terms potential customers use to find your product or service. Google's Keyword Planner tool, available within Google Ads, aids in discovering related keywords and gauging their search volume. Focus on identifying keywords with strong commercial intent.

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    Explore Related Searches

    Google's related search feature and tools like Answer the Public help uncover additional relevant keyword phrases. Seek out specific, actionable search terms that are likely to convert into clients.

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    Pay Attention to Bid Amounts

    Pay attention to Google's suggested bid amounts for keywords. Higher suggested bids often indicate stronger commercial intent. Some competitors might avoid certain keywords due to their lower conversion rates, while others focus on high-converting phrases.

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    Use Tools for In-Depth Analysis

    Tools like SpyFu can provide insights into your competitors' Google Ads strategies, revealing how much they spend, the keywords they target, and the success of their campaigns. Such information is invaluable for building your own strategy.

Optimizing Your Campaign

Continuously optimizing your Google Ads campaign is crucial to its success. Implement these strategies:

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    Test Multiple Ad Variations

    Write compelling ad copy that conveys important information quickly. Run multiple ad variations simultaneously and allow Google to determine which one performs the best. Regularly revisit and optimize your ad copy to improve click-through rates.

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    Leverage Ad Extensions

    Enable as many ad extensions as possible to increase the prominence and appeal of your ads. Extensions provide additional information and improve the chances of your ad standing out among competitors.

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    Device Targeting

    If your business caters to mobile users, set up device-specific campaigns. For mobile users, consider using "click to call" extensions to simplify the process of reaching your business.

Focus on Conversions

Ultimately, the success of your Google Ads campaign is measured by conversions. To track and enhance your conversion rate:

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    Create Relevant Landing Page

    Craft landing pages that align closely with your ad copy and targeted keywords. Ensure a seamless transition from ad to landing page, improving the chances of conversion.

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    Implement Call Tracking

    If phone calls are vital to your business, use call tracking tools to trace calls back to the specific keywords and ads that led to them. This data helps you optimize your campaign for high-value leads.

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    Connect Google Ads with Google Analytics

    Link your Google Ads account with Google Analytics and enable auto-tagging to gain insights into the effectiveness of your campaigns. Create conversion goals within Google Analytics to track user interactions and gauge your campaign's performance.

In summary, using Google Ads for local businesses requires thorough preparation, diligent optimization, and a focus on conversions. By conducting research, choosing the right keywords, and refining your campaign over time, you can harness the power of Google Ads to attract local customers and drive your business forward.

Jeff Hecht

Jeff Hecht

Jeff is the Founder and Managing Director of the Aronson Hecht Agency. He grew up in the advertising industry at his father's' agency. He has over 40 years in sales and marketing experience. Jeff brings that experience to every client and every project we work on.