Why Local Search is a Goldmine for Your Business
Local search ad campaigns are digital advertising strategies that help businesses reach nearby customers who are actively searching for their products or services. These campaigns appear across Google’s platforms, including Search and Maps, targeting users based on their location and search intent.
Key Components of Local Search Ad Campaigns:
- Primary Objective: Drive store visits, phone calls, and direction requests
- Target Audience: Local customers with high purchase intent
- Ad Placement: Google Search, Maps, YouTube, Display Network, and Gmail
- Campaign Types: Performance Max for store goals and Local Services Ads
- Budget: Starting at $10-50 per day for new advertisers
The numbers tell the story: 81% of consumers research products online before making a purchase decision, and nearly 60% would pay more to support a local business. This creates a massive opportunity to connect with customers when they’re looking for local solutions.
Local search ads work because they capture customers with immediate intent. When someone searches “pizza near me” or “emergency plumber,” they aren’t just browsing—they’re ready to buy. This high-intent traffic converts faster and more reliably than traditional advertising.
I’m Rusty Rich, founder of Latitude Park. Since 2009, I’ve helped hundreds of local businesses and franchises build successful local search ad campaigns, from single-location restaurants to multi-state operations.
The Foundation: Setting Up for Local Success
A strong local search ad campaign needs a solid foundation: your Google Business Profile (GBP). Think of it as your 24/7 digital storefront. Before spending on ads, a complete and optimized GBP is essential. It tells Google who you are, where you are, and what you offer, so your ads can reach the right people.
Ensure your business address, phone number, and business hours are precise and current. Once your profile is complete, link it to your Google Ads account to create location assets. These assets make your ads truly local by showing your address, providing directions, and adding a clickable call button.
Your service area definition is equally important. Whether you have a physical storefront or serve a 20-mile radius, defining this area precisely helps Google match you with nearby customers. For a complete guide, see our post on Optimizing Google My Business. A well-optimized profile dramatically improves ad performance.
Who Should Use Local Search Ads?
If customers need to find you in person or within a specific area, local search ad campaigns are for you. They are versatile and work for nearly any business serving a geographic area.
- Service-based businesses (plumbers, electricians) are a natural fit, capturing customers with urgent needs.
- Brick-and-mortar stores (boutiques, pharmacies) thrive by driving local foot traffic.
- Businesses expanding to new regions can build awareness quickly in an unfamiliar market.
Industries like home services, healthcare (dentists, clinics), restaurants, real estate, and automotive repair consistently see exceptional results. If location matters to your success, local search ads can transform how you attract customers.
Creating Your First Local Search Ad Campaign (Step-by-Step)
Creating local search ad campaigns used to be complex, but Google’s Performance Max for store goals has been a game-changer. It uses Google AI and machine learning optimization to handle the heavy lifting, automatically optimizing your automated bidding and ad placement to drive store visits.
The setup is straightforward. In your Google Ads account, create a new campaign with the “Local store visits and promotions” objective and select Performance Max. The magic happens when you link your Google Business Profile to define your store locations. This allows Google to show ads to people close enough to visit. You’ll then set your budget and provide creative assets.
Once live, Google’s machine learning analyzes user behavior, proximity, and search intent to serve your ads at the right moments. The system gets smarter over time, learning which ad combinations drive the most value. For more guidance, see our guide on Google Ads for Local Businesses.
How Local Campaigns Work Across Google’s Platforms
Local search ad campaigns follow customers across Google’s ecosystem. Your ads appear on the Google Search Network for high-intent local searches, on Google Maps as promoted pins and map search ads, on YouTube to relevant viewers, and across the Google Display Network, Gmail, and even Waze (for US businesses). This multi-platform approach meets customers wherever they are in their digital routine.
Setting Your Budget and Providing Assets
You have complete control over your spending. Google recommends a budget of $10 to $50 per day for new businesses. A modest budget provides enough data for Google’s machine learning to optimize effectively. Since local PPC results are easily trackable, it’s simple to see the return on your investment.
Your asset groups are the building blocks for your ads. Provide compelling headlines and descriptions with a local focus, like “Downtown’s Favorite Coffee Roaster.” Use high-quality images of your storefront and products, a clean logo, and short video assets to boost engagement. The more diverse, high-quality assets you provide, the better Google’s AI can test combinations to find what resonates with your local audience.
PMax vs. Local Services Ads: Which Is Right for You?
When launching local search ad campaigns, you’ll choose between two powerful options: Performance Max for store goals and Local Services Ads. They serve different business models and goals. Performance Max is ideal for driving foot traffic to physical locations, while Local Services Ads are perfect for service providers who want to pay only for qualified leads.
| Feature | Performance Max for Store Goals | Local Services Ads (LSAs) |
|---|---|---|
| Primary Goal | Drive store visits, offline sales, local actions, and calls. | Generate direct leads (calls, messages, booking requests). |
| Cost Model | Pay-per-click (CPC) for various clicks, sometimes CPM for pins. | Pay-per-lead (PPL) – you pay only when a customer contacts you. |
| Best For | Businesses with a physical location promoting broad local awareness and traffic (e.g., retail, restaurants). | Service-based businesses seeking direct customer inquiries (e.g., plumbers, electricians, lawyers). |
| Trust Signal | Relies on strong brand assets and Google Business Profile reviews. | Features Google Guaranteed, Google Screened, or License verified badges. |
Performance Max for Store Goals
Performance Max for store goals is designed to maximize in-store value and drive foot traffic for businesses with physical locations. It works across Google’s entire network, using AI to find the best ad placements to reach people most likely to visit your store. This approach is excellent for promoting locations across Google’s full inventory with broad audience reach, making it ideal for retail stores, restaurants, and cafes. For more details, see Google’s guide on About Performance Max for store goals.
Local Services Ads (LSAs)
Local Services Ads (LSAs) use a “pay for results, not clicks” model. You only pay per lead (a call, message, or booking), making them highly efficient for generating direct leads. LSAs appear at the very top of search results and feature a Google Guaranteed badge or Google Screened badge. This badge tells customers that Google has vetted your business, creating instant credibility and trust. This is invaluable for home services, legal practices, and healthcare providers. Our guide on Google Local Service Ad explores this format in detail. To begin, see Google’s page on Getting started with Local Services Ads.
Optimizing and Measuring Your Campaigns for Maximum ROI
Launching local search ad campaigns is just the beginning. The real work is in continuous optimization, where you use data to refine and improve performance. Unlike traditional marketing, every click, call, and store visit is trackable, giving you the power to maximize your return on investment.
We constantly test ad copy, fine-tune location targeting, and adapt to the ever-changing local landscape. Optimization is an ongoing conversation with your data, not a one-time task. For more insights, The Plain-English Guide to Local PPC offers excellent perspectives.
Best Practices for Your Local Search Ad Campaigns
To get the most from your campaigns, implement these proven strategies:
- Use Ad Extensions (Assets): Provide more value within your ads. Use location extensions for your address, call extensions for instant calls, and promotion extensions to highlight special offers. Learn more in our guide to the Best Google Ad Extensions for Local Business Clients.
- Write Localized Ad Copy: Speak directly to your community. Use dynamic location insertion and location-specific language (e.g., “dentist in Lincoln Park”) to build an immediate connection.
- Refine Your Targeting: Focus your budget on what works. Don’t be afraid of excluding underperforming locations like zip codes that generate clicks but no conversions.
Measuring the Success of Your Local Search Ad Campaigns
Local PPC offers crystal-clear insights into what’s working. Key metrics prove your campaign’s success and are far more accountable than traditional marketing.
Track store visits to measure foot traffic, call clicks and driving direction requests to gauge high-intent actions, and other local actions like website visits from local ads. For deeper analysis, use offline conversion tracking to connect online ads to in-store sales. You can review your performance in detail by segmenting reports in your Google Ads account.
Frequently Asked Questions about Local Search Ads
Here are answers to common questions about local search ad campaigns.
How much do local search ads cost?
You control your budget. Costs vary by industry, location, and competition. Google suggests starting with $10 to $50 per day. This budget is effective because local searches have high purchase intent. Pricing models differ: Performance Max campaigns use a cost-per-click (CPC) model, while Local Services Ads use a cost-effective pay-per-lead model, where you only pay for customer contacts.
How long does it take to see results from local ads?
You can see initial results like clicks and calls within days. However, full optimization takes time. Google’s AI needs a learning period, so we recommend running campaigns for at least 30 days to allow the system to gather enough data for peak performance. Patience during this initial phase leads to stronger, more consistent results in the long run.
Can I run local ads without a physical storefront?
Yes. Service-area businesses (plumbers, cleaners, consultants) thrive with local ads. Instead of a physical address, you define a service area in your Google Business Profile. The campaign goal shifts from driving store visits to generating leads like calls and messages. Local Services Ads are especially effective for this model, as they are designed for lead generation.
Conclusion: Turn Local Searches into Loyal Customers
Local search ad campaigns are your ticket to connecting with customers in today’s digital marketplace. From setting up your Google Business Profile to launching Performance Max and Local Services Ads, these tools empower you to reach customers at their exact moment of need.
When someone makes a high-intent search like “emergency plumber near me,” your business can be there to provide the solution. The benefits are clear: increased foot traffic, improved local brand awareness, and faster, high-intent conversions that boost your bottom line. Best of all, every result is trackable, allowing you to make smart, data-driven decisions with your marketing budget.
For franchises, scaling local search ad campaigns across multiple markets requires specialized expertise. At Latitude Park, we’ve developed strategies designed for multi-location businesses, ensuring each franchise maximizes its local impact.
Ready to transform local searches into loyal customers?
