Getting PPC advertising right as a local business

PPC (Pay-Per-Click) advertising can be a fantastic and cost-effective way for local businesses to generate fresh leads, from using Google Search ads to target localised searches such as “plumber Bristol”, to image and video ads served as Facebook ads to local individuals with an interest in your products and services. 

There are several best practices to keep in mind. Implementing these strategies will help optimize your PPC campaigns and maximise your return on investment. Here are some key practices to consider:

Define Your Campaign Goals

Before launching your PPC campaign, clearly define your goals. Are you looking to generate phone calls, form submissions, or foot traffic to your store? Having a specific goal in mind will help you tailor your campaign accordingly and measure its success.

Target Local Keywords

Focus on keywords that are relevant to your local audience. Incorporate location-specific keywords such as city names, neighbourhoods, or landmarks in your PPC ad copy and targeting settings. This ensures that your ads are seen by users who are specifically looking for local businesses like yours.

Use Geotargeting

Take advantage of geotargeting features in PPC platforms like Google Ads. Set your campaign to target a specific geographic area where your business operates. This helps ensure that your ads are shown to users in your local vicinity, increasing the likelihood of generating leads from your target market.

Optimise Ad Copy

Craft compelling and relevant ad copy that highlights the unique selling points of your business. Include a strong call-to-action (CTA) that prompts users to take the desired action, such as “Call Now” or “Get a Free Quote.” Incorporate local elements, such as mentioning the city or neighbourhood, to create a sense of familiarity with your target audience.


Increase in Conversions


Increase in from submissions


Reduced Bounce Rate


More Keywords

Create Dedicated Landing Pages

Develop dedicated landing pages that align with your PPC ads and campaign goals. These pages should provide clear information, offer a seamless user experience, and encourage visitors to take the desired action. Customise landing page content to reflect local aspects and address the specific needs of your local audience.

Utilise Ad Extensions

Ad extensions provide additional information and value to your PPC ads. Use location extensions to display your business address, phone number, and map location directly in the ad. This helps users find and contact your business easily, increasing the chances of generating leads.

Monitor and Optimize Performance: Regularly monitor the performance of your PPC campaigns to identify areas for improvement. Track key metrics such as click-through rates (CTR), conversion rates, and cost per lead. Identify underperforming keywords, ads, or targeting settings and make data-driven optimizations to increase campaign effectiveness.

Implement Conversion Tracking: Set up conversion tracking to measure the success of your PPC campaigns. Track specific actions that indicate a lead, such as form submissions or phone calls. This data will provide insights into which keywords and ads are driving the most valuable leads, allowing you to allocate your budget effectively.

Test and Refine: Experiment with different ad variations, landing page designs, and targeting settings to find the winning combination. A/B test different elements of your PPC campaigns, such as ad headlines, CTAs, or landing page layouts, to optimize performance and generate more leads over time.

Budget Wisely: Allocate your PPC budget strategically. Start with a budget that allows for experimentation and learning. As you gather data and identify successful strategies, gradually increase your budget to scale your lead generation efforts while maintaining a positive return on investment.

Remember that PPC campaigns require ongoing monitoring and optimization to ensure their effectiveness. Stay updated with the latest PPC trends, adjust your strategies accordingly, and continuously refine your campaigns to generate a steady stream of leads for your local business. 


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