For local businesses, online visibility within their communities is crucial. However, competing with the ad spending of national brands on platforms like Google Ads can be challenging. Local businesses need to be more strategic and focus on targeting their local area effectively.

Interestingly, over 80% of consumers prefer local shopping, with almost 60% willing to pay more for it! Smart advertisers can leverage this by emphasizing their local presence when potential customers search for their products or services online.

Both Google Ads and Microsoft Ads offer features that can help local businesses stand out in local searches. Let’s explore my top three strategies for localizing search ads:

Contents

1. Dynamically insert locations in your Responsive Search Ads
2. Create location assets (and optimize your Google Business Profile)
3. Take advantage of other local ad assets

Localizing Your Google Ads

Here are three effective ways to localize your Google Ads. Want to further enhance your local campaigns? Our free Google Ads Grader provides instant insights into key metrics and optimization suggestions.

1. Dynamic Location Insertion in Responsive Search Ads

Tailoring ad copy to each location you serve is crucial, but manually creating numerous ads for every town is impractical. Targeting each ad in a separate campaign would also create a management nightmare.

Instead of manual adjustments, use dynamic location insertion in your Responsive Search Ads. Similar to Dynamic Keyword Insertion, this feature automatically customizes ads with the user’s location.

To begin, create a new headline or description in an RSA. When you’re ready to insert the location, type an open bracket { to trigger a prompt. Select “location insertion” from the menu.

Specify the desired location type (city, state, or country). This determines the level of local focus. For example, a Boston-based searcher would see different ad variations based on the chosen format.

Finally, include “default text” within the dynamic location insertion. This will appear when Google can’t insert the location due to character limits or identification issues.

A headline like “Proudly Serving {LOCATION(City): Your City}” will dynamically change to “proudly serving Boston” or “proudly serving Cambridge.” For longer location names, the default text “proudly serving your city” will be used. Is your Google Ads account structure optimized for local success? Our free guide to the perfect Google Ads account structure can provide answers.

2. Location Assets and Google Business Profile Optimization

Claiming, completing, and updating your Google Business Profile (GBP) is essential for local SEO and PPC. It helps customers find you and can significantly boost your online presence.

By linking your GBP to your ads and creating location assets (previously location extensions), your ads can prominently display your local address(es) and current hours to nearby searchers. Mobile users can even call your branch directly from the search results. Clicking the address opens your complete GBP, enabling users to get directions or navigate via Google Maps.

Furthermore, with location assets enabled, your GBP might appear as a sponsored listing in the local map pack, accompanied by additional text to help you stand out.

Recently, Google has introduced enhancements to location assets, such as featuring your GBP’s cover photo alongside your text ads.

Microsoft Advertising offers similar location extensions. Unlike Google Ads, linking your GBP or Bing Places account isn’t required. Simply input each location’s address and hours within Microsoft Advertising. They have also launched Local Search Ads for Bing, which emphasizes advertisers’ location extensions in local map results.

3. Utilizing Other Local Ad Assets

While location assets are prominent, other assets can enhance the local appeal of your PPC ads. Structured snippets, for instance, can list neighborhoods you serve, complementing your ads.

Set up neighborhood structured snippets by choosing the “neighborhood” header when creating a new one. List at least three areas you serve as “values,” prioritizing your top neighborhoods for maximum visibility. These snippets can appear alongside others highlighting your services, brands, models, etc.

Sitelinks are also valuable for local ads. If you have dedicated landing pages for different areas or offices, use them as sitelinks. This emphasizes your local expertise and directs users to the most relevant page.

Lastly, utilize callout assets. With 25 characters each, they allow you to highlight unique aspects of your business. Differentiate yourself from national brands with callouts like “local family owned,” “serving Boston since 1989,” “local experts,” etc.

Microsoft Advertising offers unique features like Marketing with Purpose Business Attributes (found in your account settings). This allows advertisers to showcase their brand’s commitment to community responsibility, accessibility, environmental responsibility, and inclusivity, including attributes like “small business” and “local business.”

Choose any relevant attributes within “marketing with purpose.” Once applied, your ads might display a highlighted attribute, as shown below.

Embrace Your Local Advantage in PPC Ads

Regardless of budget, you have a local edge in search engine advertising. Showcase your local identity in your PPC ads. Not only will people support you, but they are more likely to choose you over generic competitors. Try these ideas, and if you need further assistance in maximizing your local ad campaigns, explore our solutions. We can help you connect with customers, no matter where they are!