Are you tired of feeling frustrated with your local ad campaigns? Have you been struggling to figure out why your local pay-per-click (PPC) efforts aren’t giving you the return on investment (ROI) you expected? Believe me, I understand. I’ve experienced those same frustrations. My breakthrough came when I shifted my focus away from trying to be huge. I had to swallow my pride and admit that my local markets were the only ones that truly mattered. I had dreams of going national, thinking everyone needs PPC or SEO, so why not capture the entire market? That was my mindset then.

Budgets have a way of bringing you back down to earth. Just a few days into my national campaign, it hit me: I simply didn’t have the financial resources to spend massive amounts on PPC. Competing on a national scale was beyond my reach. Then came the “aha” moment. I realized that while these giant corporations with their IPOs and enormous budgets might dominate the national scene, they couldn’t match me locally. They lack the intimate knowledge of my neighborhood, the unique aspects that make my area special. And guess what? Those same big players you’re up against? They don’t understand your local market as well as you do either! It’s time to revitalize that local PPC campaign and give it a boost. Here are 7 strategies for local businesses using PPC.

1. Review Your Financials

Every PPC budget has its limits. For small or local businesses, those limits are often reached quite quickly. Therefore, it’s crucial to invest only in your most profitable products or services. It’s a fundamental principle, yet we often find ourselves promoting our entire range of offerings instead of concentrating on the most lucrative ones for our PPC campaigns. Take a moment to consult with your accountant and ensure your financial records are set up to identify not only the products or services generating the highest revenue but also the ones yielding the most profit.

2. Integrate Google Search Console with PPC

Have you been running an SEO campaign? Analyze your top-performing keywords. Which searches are giving you the highest impressions? Your action item is to pinpoint the keywords generating the most impressions using your Google Webmaster Tools, now known as Google Search Console. Then, compare those keywords with your financial data. If you’re receiving a large number of impressions for a keyword associated with a profitable service or product, but not getting clicks for that keyword, it might be worthwhile to create a dedicated ad group for that term.

It’s about achieving optimal search engine placement, not solely focusing on search engine optimization.

3. Tailor Ad Groups and Copy to Specific Cities

There are countless ways to structure your PPC campaign, but we’ve discovered that the more locally targeted your ad groups and ad copy are, the better the results. For instance, imagine you operate a local business in Orange County, California, and have a restricted budget. To maximize your return on ad spend, you’d typically create a campaign targeting Orange County as a whole, with ad groups for various keyword sets. While this is a solid strategy, consider the impact of creating individual campaigns for each city where you generate the most business. This approach would involve creating a campaign specifically for Irvine, for example, with ad groups containing keywords and ads tailored to that city. The aim is to be as locally relevant as possible! What does this mean for you? Improved Quality Scores, higher click-through rates, and increased conversion rates. Local relevance pays off!

4. Infuse Callouts and Site Links with Local Flair

As you likely know, ad extensions are a fantastic way to expand your advertisement’s visibility and boost conversions. However, many local businesses only utilize address or phone number extensions to showcase their local presence. Let’s take those ad extensions to the next level by leveraging the power of local relevance. While your area code and address are valuable, consider adding your location to both your callout extensions and site links. You can then customize these for each city-specific ad group you’ve created.

Additionally, be sure to explore Google’s new local search ads for maps. Three cheers for local PPC!

5. Include Zip Codes in Ad Copy and Display URLs

Using numbers in your ad copy is an effective way to make it stand out. Take it a step further by incorporating your zip code. Imagine you’re a plastic surgeon in Beverly Hills. What better way to signal that you’re the surgeon people are seeking than by including that coveted 90210 zip code in your ad? Two prime locations to add your zip code or city name are within the ad text and the display URL. The example ad below illustrates this technique:

6. Speak the Local Language

To truly connect with the locals, you need to speak their language. As a surfing enthusiast, one of my favorite spots is San Onofre State Park. However, we don’t call it that; we call it “SanO.” If you want to resonate with the local surfing community in San Clemente, California, don’t just use generic terms like “beach,” “ocean,” or “water.” Instead, incorporate local lingo like “SanO,” “Trestles,” “T-Street,” or “Lost Winds.” If you’re unfamiliar with these terms, that’s perfectly fine! It simply means you’re not the intended audience. Using local jargon, just like including pricing in your ad copy, can help filter out irrelevant clicks. Your target market has its own unique way of speaking. Recognize this and craft your ad copy in a way that resonates with your local community. Here’s an example of how an ad for the Rip Curl store in San Clemente could be tailored for local appeal:

It’s time to leverage local lingo and relevance to your advantage. Speak the local language, and your customers will be more inclined to visit your business.

7. Turn Distance into an Advantage

Are convenience, travel time, or location important factors for your target audience? If so, let’s use that to our benefit. Have you ever come across an ad like this?

Here’s how we can add a local touch to this type of advertisement:

We’ve simply combined a potential business objective – attracting more customers – with locally relevant information. The more relevant the message, the better the outcome. Whether you’re a local business or a national brand, it’s time to think beyond location extensions and start fully utilizing all the tools available. Garrett Mehrguth is the CEO of Directive Consulting, a company specializing in local SEO services for small to medium-sized businesses. Garrett is also a frequent speaker and educator, sharing his expertise on SEO, content marketing, and PPC multiple times a month throughout Orange County and Los Angeles, California.