Why Local PPC Matters for Businesses
For businesses that rely on foot traffic or serve specific geographical areas, Local PPC (Pay-Per-Click) campaigns are an essential marketing strategy. Unlike traditional PPC campaigns that target a broad audience, Local PPC focuses on reaching potential customers within a defined location.
By leveraging platforms like Google Ads, Bing Ads, and social media advertising, businesses can ensure that their ads are seen by people actively searching for nearby services and products. This guide will take you through the best practices for running successful Local PPC campaigns.
Choosing the Best Platforms for Local PPC
To maximise the effectiveness of your Local PPC campaign, selecting the right advertising platform is key.
1. Google Ads
Google Ads offers several ad formats suited for local businesses:
- Search Ads – Appear at the top of search results for location-specific queries.
- Google Maps Ads – Help businesses get discovered by users searching for services on Google Maps.
- Google Display Network – Display banner ads on relevant local websites.
- Local Service Ads – Available for certain industries, these appear at the very top of search results with a “Google Guaranteed” badge.
2. Microsoft Ads (Bing Ads)
While less competitive than Google, Microsoft Ads can be a valuable channel for reaching users who prefer Bing and have high buying intent.
3. Facebook & Instagram Ads
Meta’s advertising platform allows businesses to target users based on location, interests, and demographics, making it a great option for local brand awareness and engagement.
4. Nextdoor Ads
Nextdoor is a neighbourhood-based platform that connects businesses with local communities, making it ideal for location-based advertising.
Setting Up a Winning Local PPC Campaign
A well-structured Local PPC campaign ensures that your ads reach the right people at the right time.
1. Define Your Local Targeting
Refine your audience by targeting specific locations using:
- Radius Targeting – Show ads to users within a set distance from your business.
- City or Postcode Targeting – Focus on specific areas based on relevance.
- Geo-Fencing – Deliver ads to users when they enter a particular location (ideal for events or retail stores).
2. Conduct Local Keyword Research
Keyword selection is crucial for ensuring your ads appear for relevant searches. Use tools like Google Keyword Planner to find:
- Geo-Specific Keywords – Terms that include your location (e.g., “plumber in Manchester” or “best café in London”).
- Service-Based Keywords – Focused on what your business offers (e.g., “emergency electrician near me”).
- Competitor Keywords – Target keywords that potential customers might use to find competitors.
3. Optimise Google My Business (GMB)
An optimised Google My Business profile complements your Local PPC efforts by increasing visibility in Google’s Local Pack. Ensure your listing includes:
- Accurate business details (name, address, phone number, website)
- Updated business hours
- High-quality photos and videos
- Customer reviews and responses
Writing High-Converting Local PPC Ads
Your ad copy should be compelling and relevant to your local audience. Key elements include:
- Location in Headlines & Descriptions – Reinforce your geographical relevance (e.g., “Fast & Reliable Plumbing Services in Birmingham”).
- Clear Call-to-Action (CTA) – Guide users towards an action (e.g., “Call Now,” “Get Directions,” “Book Today”).
- Use of Ad Extensions – Enhance your ad with:
- Location Extensions – Show your address and a link to Google Maps.
- Call Extensions – Enable users to call your business directly from the ad.
- Sitelink Extensions – Direct users to relevant pages like ‘Services’ or ‘Contact Us.’
Optimising Local PPC for Maximum ROI
After launching your Local PPC campaign, continuous optimisation is key to improving performance.
1. Monitor & Adjust Bids Based on Performance
Bid adjustments help ensure your budget is spent effectively. Consider:
- Higher Bids During Peak Hours – Target users when they’re most likely to convert.
- Device Bid Adjustments – Increase bids for mobile users if calls or foot traffic are important to your business.
- Location-Based Bid Adjustments – Allocate more budget to high-performing areas.
2. A/B Test Your Ads
Experiment with different variations to see what performs best. Test:
- Headlines & CTAs
- Offers & promotions
- Landing page layouts
3. Leverage Retargeting for Better Conversions
Not all visitors will convert on their first visit. Retargeting helps bring them back by showing ads to:
- Users who visited your website but didn’t take action.
- Past customers who may need your services again.
- People who interacted with your business on social media.
Measuring Success: Key Local PPC Metrics
Tracking key performance indicators (KPIs) helps determine the success of your campaign.
1. Essential Metrics to Track
- Click-Through Rate (CTR) – Measures how many people clicked your ad.
- Cost-Per-Click (CPC) – Indicates how much you’re paying per click.
- Conversion Rate – Tracks how many clicks resulted in an action (e.g., call, purchase, sign-up).
- Call Tracking Metrics – If phone calls are a goal, use call tracking software to measure call volume and quality.
- Foot Traffic Attribution – Use Google’s store visit tracking to measure how many ad-clickers visit your physical location.
2. Use Google Analytics & PPC Dashboards
To gain deeper insights, integrate Google Ads with Google Analytics to monitor:
- User behaviour post-click
- Location-based conversion tracking
- Multi-channel attribution
Advanced Local PPC Strategies
To stay ahead of competitors, consider these expert tactics:
1. Leverage Hyper-Localised Ads
Use geo-modifiers in your ads to create personalised messaging based on a user’s exact location.
2. Create Custom Landing Pages for Local Areas
Rather than directing all users to a generic homepage, develop location-specific landing pages tailored to each targeted region.
3. Use Call-Only Ads for Immediate Engagement
If phone calls drive most of your business, set up call-only campaigns to encourage direct engagement without requiring a website visit.
4. Implement Automated Rules
Use Google Ads’ automated rules to:
- Pause low-performing ads.
- Adjust bids based on time of day or competition levels.
- Increase budget for high-converting locations.
Final Thoughts: Mastering Local PPC for Business Growth
Local PPC advertising is a game-changer for businesses that depend on location-based customers. By targeting the right audience, optimising ad performance, and tracking key metrics, you can maximise ROI and consistently attract more local leads.
Start implementing these strategies today and watch your business grow within your local market!
