Google Ads for Local Businesses: Complete Setup Guide for 2025

Google Ads can be a game-changer for local businesses—when set up correctly. We've seen local businesses generate 50-100+ qualified leads monthly with budgets as low as £500-£1,000. However, we've also seen businesses waste thousands with poorly configured campaigns that drive worthless clicks from irrelevant locations.

At Silver Spider Media, we manage Google Ads for local businesses across the UK and Ireland—from Belfast to Manchester, from single-location tradespeople to multi-location service providers. In this comprehensive guide, we'll show you exactly how to set up Google Ads campaigns that generate real leads from your local area.

Why Google Ads Works for Local Businesses

Local intent searches are incredibly valuable. When someone searches "plumber near me" or "accountant in Belfast," they're ready to hire—often within 24-48 hours. Google Ads lets you appear at the exact moment they're looking.

Consider the numbers:

• 46% of all Google searches have local intent
• 76% of people who search for something nearby visit a business within 24 hours
• 28% of local searches result in a purchase within 24 hours
• 72% of consumers who perform a local search visit a store within 5 miles

For local businesses, this means Google Ads isn't just about visibility—it's about capturing high-intent customers at the perfect moment.

Before You Start: Essential Prerequisites

1. Business Foundations

Before spending a penny on ads, ensure you have:

Professional Website: Mobile-responsive with clear service descriptions, contact information, and strong calls to action. Your website is where ad traffic lands—if it's not conversion-optimised, you're wasting ad spend.

Google Business Profile: Claimed, verified, and fully optimised. This is crucial—ads work synergistically with your Business Profile to dominate local search results.

Clear Service Area: Define exactly where you serve customers. Are you citywide? Region-wide? This determines your targeting strategy.

Tracking Setup: Google Analytics and conversion tracking installed. You can't improve what you don't measure.

When we started working with Right Choice Roofing Specialist, they had a basic website and unverified Google Business Profile. Before launching ads, we upgraded their site and optimised their profile. This foundation work meant their ads delivered 3.2x better conversion rates than industry averages.

2. Competitive Intelligence

Research your competition:

• What keywords are they targeting?
• What do their ads say?
• What landing pages do they use?
• What's their pricing strategy?

Use tools like Google's Keyword Planner and manual searches to understand the landscape. If competitors are bidding £8-£15 per click, you'll need budget accordingly.

Campaign Structure for Local Success

Proper campaign structure is the foundation of successful Google Ads. Here's our proven framework:

Campaign 1: High-Intent Local Services

Target: Customers searching for your specific services in your area

Structure:

• Ad Groups: One per service type (e.g., "Emergency Plumbing," "Boiler Installation")
• Keywords: Highly specific with location modifiers
• Budget: 40-50% of total budget
• Location: Precise radius or specific postcodes

Example Keywords:

• plumber in [city]
• emergency plumber [area]
• [service] near me
• [service] [city] [neighbourhood]

Campaign 2: Competitor Targeting

Target: People searching for your competitors

Structure:

• Ad Groups: One per major competitor
• Keywords: Competitor business names
• Budget: 10-20% of total budget
• Ad Copy: Highlight your differentiators

This is controversial but effective. When Bourne Accounting started targeting their competitors' names, they captured 23% additional leads at 40% lower cost than their main campaign.

Campaign 3: Brand Protection

Target: People searching for your business name

Structure:

• Single Ad Group: Your brand terms
• Keywords: Variations of your business name
• Budget: 5-10% of total budget
• Purpose: Ensure you appear for your own brand

Many ignore this, thinking "people already know us." Wrong. Competitors might bid on your name, or Google might show irrelevant results. Protecting your brand ensures you control the narrative.

Campaign 4: Discovery/Remarketing

Target: Website visitors who didn't convert

Structure:

• Display Ads: Visual ads following visitors
• Budget: 10-20% of total budget
• Duration: 30-90 day window

Remarketing converts 2-3x better than cold traffic. Most visitors won't convert on first visit—remarketing brings them back.

Location Targeting That Actually Works

Location targeting makes or breaks local campaigns. Here's our framework:

Strategy 1: Radius Targeting

Best for: Service businesses with defined service areas

Setup:

• Set multiple radius circles around your location(s)
• Smaller radius = higher bids (closer, more likely to convert)
• Larger radius = lower bids (further, less qualified)

Example for Belfast-based Tradesperson:

• 0-5 miles: £5.00 bid
• 5-10 miles: £3.50 bid
• 10-20 miles: £2.00 bid
• Exclude beyond 20 miles

Strategy 2: Postcode Targeting

Best for: Businesses targeting specific affluent or demographic areas

Setup:

• Research postcodes by demographics/income
• Target only high-potential areas
• Adjust bids by postcode performance

Premium CNC Cut & Design used this strategy, targeting industrial postcodes where their B2B customers operate. This focused approach reduced their cost per lead by 58% compared to broad radius targeting.

Strategy 3: Location Extensions + Local Inventory

Best for: Businesses with physical locations wanting foot traffic

Setup:

• Link Google Business Profile to ads
• Enable location extensions
• Show proximity in ad copy

Pro Tips for Location Targeting

1. Always use "Presence" targeting: Target people physically in your area, not just those "interested in" your area
2. Exclude irrelevant locations: If you don't serve certain areas, exclude them explicitly
3. Use location bid adjustments: Increase bids for high-performing postcodes, decrease for poor performers
4. Consider mobile adjustments: Mobile searchers are more likely to convert for local services

Keyword Strategy for Local Businesses

Keyword Types to Target

1. Core Service Keywords

• [service] [location]
• [service] near me
• [service] [city] [neighbourhood]
• [service] in [county]

Example Match Types:

• Exact: [plumber Belfast]
• Phrase: "plumber in Belfast"
• Broad Match Modifier: +plumber +Belfast

2. Emergency/Urgent Keywords

• emergency [service]
• urgent [service]
• same day [service]
• 24 hour [service]

These convert exceptionally well but cost more. Bid accordingly.

3. Specific Service Keywords

• [specific service] [location]
• [brand name] [service] [location]
• [problem] [location]

Example:

• boiler installation Belfast
• Worcester boiler Belfast
• leaking tap Belfast

4. Buying Intent Keywords

• [service] prices [location]
• cheap [service] [location]
• best [service] [location]
• [service] quote [location]

Keywords to Avoid (Negative Keywords)

Negative keywords save massive budget by excluding irrelevant searches:

Universal Negatives:

• free, cheap, DIY, jobs, salary, courses, training, apprenticeships, volunteer

Service-Specific Negatives:

For trades: free quote often means shoppers, not buyers For professional services: cheap often means unsuitable clients

Our standard negative keyword lists have 100-200 terms. When we implemented comprehensive negatives for LA Engineering Northwest, their click-through rate increased 89% and cost per lead dropped 42%.

Ad Copy That Converts Local Customers

Anatomy of a Perfect Local Ad

Headline 1: [Service] [Location] | [USP] Example: "Emergency Plumber Belfast | 24/7 Service"

Headline 2: [Specific Benefit] Example: "No Call-Out Charges | Fixed Prices"

Headline 3: [Social Proof or Offer] Example: "4.9★ Rating | Book Online Now"

Description 1: Expand on benefits, include urgency Example: "Fast response times across Belfast & surrounding areas. All work guaranteed. Family-run business with 20+ years experience serving local homes."

Description 2: Call to action + differentiators Example: "Call now for same-day service or book online 24/7. Transparent pricing, no hidden fees. See why we're Belfast's trusted plumbers."

Display Path: Reinforce location Example: www.yoursite.com/Belfast/Emergency-Plumber

Ad Extensions Are Essential

Ad extensions increase click-through rates by 10-25%. Use every relevant extension:

1. Location Extensions Shows your address, distance, map marker Enables "Get Directions" clicks Links to Google Business Profile

2. Call Extensions Click-to-call button on mobile Track phone calls as conversions Adjust by time of day (no point showing at midnight if you're closed)

3. Callout Extensions Short phrases highlighting benefits:

• "24/7 Emergency Service"
• "No Call-Out Fees"
• "Family-Run Since 1998"
• "All Work Guaranteed"

4. Sitelink Extensions Links to specific pages:

• Services page
• About us
• Testimonials/Reviews
• Contact/Quote page

5. Structured Snippets Lists of services or features:

• Services: Boiler Installation, Repair, Maintenance, Emergency
• Brands: Worcester, Vaillant, Baxi, Ideal

6. Price Extensions Show pricing (if comfortable):

• Boiler Service: From £89
• Emergency Call-Out: £45

Transparency builds trust and filters out price shoppers.

Mobile Ad Considerations

60-70% of local searches happen on mobile. Optimise accordingly:

• Shorter headlines (they truncate on mobile)
• Strong call-to-action in first description
• Enable click-to-call
• Mobile-specific landing pages
• Fast-loading pages (under 3 seconds)

Bidding Strategies for Local Campaigns

Starting Out: Manual CPC

For new campaigns with limited data:

Start Manual CPC

• Set bids 20-30% below suggested
• Increase by 10-20% daily for top positions
• Decrease by 20-30% for wasted spend

Goal: Gather 30-50 conversions before switching to automated

Scaling Up: Target CPA

Once you have conversion data:

Target CPA (Cost Per Acquisition)

• Set target cost per lead
• Google optimises bids to achieve target
• Works well with 30+ conversions/month

Example: If your average profit per job is £400 and close rate is 30%, you can afford £120 per lead. Set Target CPA at £80-£100 for profitable scaling.

Advanced: Maximize Conversions

For established campaigns:

Maximize Conversions

• Google optimises for maximum lead volume
• Set monthly budget as control
• Best for businesses that can handle variable lead flow

Bid Adjustments

Layer these multipliers:

Location: +30% for highest-performing postcodes, -30% for poorest Device: +20% for mobile if it converts better Time of Day: +40% during business hours, -50% outside hours Day of Week: +20% for best-performing days

When we implemented advanced bid strategies for Eden Gardens NI, their cost per lead dropped 34% whilst lead volume increased 52%.

Tracking and Measuring Success

Essential Conversion Tracking

Track everything valuable:

Primary Conversions:

• Form submissions
• Phone calls (over 60 seconds)
• Live chat initiations
• Quote requests

Secondary Conversions:

• Email clicks
• Directions requests
• Website engagement (3+ pages)

Key Metrics to Monitor

Traffic Metrics:

• Impressions: Are you showing up enough?
• Clicks: Are people clicking?
• CTR (Click-Through Rate): 3-8% is good for local

Conversion Metrics:

• Conversion Rate: 5-15% for local services
• Cost Per Click: Industry dependent
• Cost Per Conversion: Are you profitable?
• Conversion Value: What's each lead worth?

ROI Metrics:

• Return on Ad Spend (ROAS): 3:1 minimum, 5:1 ideal
• Customer Lifetime Value vs. Acquisition Cost

Google Analytics Integration

Beyond conversion tracking, integrate Analytics for:

• User behaviour analysis
• Landing page performance
• Device/browser insights
• Geographic heat maps

Common Mistakes (And How to Fix Them)

Mistake 1: Too Broad Targeting

Problem: Targeting entire county/region with small budget Fix: Focus on 5-15 mile radius around your location

Mistake 2: Neglecting Negative Keywords

Problem: Wasting budget on irrelevant clicks Fix: Add 50+ negative keywords immediately, review weekly

Mistake 3: Poor Landing Pages

Problem: Great ad, terrible website—visitors bounce Fix: Create dedicated landing pages per service, optimised for mobile

Mistake 4: Ignoring Phone Calls

Problem: Only tracking form fills, missing 50%+ of conversions Fix: Implement call tracking, value phone conversions equally

Mistake 5: No Ad Testing

Problem: Running same ad for months without testing Fix: Always have 3-4 ad variations, pause poor performers monthly

Mistake 6: Impatience

Problem: Changing everything after 3 days because "it's not working" Fix: Gather 7-14 days data, 30+ conversions before major changes

Right Choice Roofing Specialist made several of these mistakes initially. After restructuring their campaigns with proper negatives, tighter location targeting, and conversion-optimised landing pages, their cost per lead dropped from £87 to £31 whilst lead quality improved.

Local Service Ads vs. Regular Google Ads

Google Local Service Ads (LSAs) are a newer option for specific industries:

How LSAs Differ:

• Pay per lead, not per click
• Google screens and verifies your business
• Appear above regular ads
• Limited to specific industries (currently)

Industries Currently Eligible:

• HVAC
• Plumbers
• Electricians
• Locksmiths
• Garage door services
• Appliance repair

Should You Use LSAs?

If available for your industry, yes—run both LSAs and regular ads. LSAs capture ultra-high-intent customers, whilst regular ads give you more control over messaging and landing pages.

Your 30-Day Google Ads Launch Plan

Week 1: Foundation

• Set up Google Ads account
• Install conversion tracking
• Research keywords
• Build negative keyword list
• Create 3 ad variations

Week 2: Campaign Build

• Create campaign structure
• Set location targeting
• Write ads
• Set up ad extensions
• Connect Google Business Profile

Week 3: Launch & Monitor

• Launch with 50% of budget
• Monitor daily
• Add negatives
• Adjust bids
• Test landing pages

Week 4: Optimise

• Analyse performance
• Pause poor keywords
• Scale top performers
• Launch remarketing
• Increase budget if profitable

Budget Recommendations

Minimum Viable Budget

Small Service Area (Single City):

• £500-£800/month
• Focus on 1-2 core services
• Tight location targeting

Medium Service Area (Multiple Cities/County):

• £1,000-£2,000/month
• Cover 3-4 services
• Multiple ad groups

Large Service Area (Regional):

• £2,000-£5,000/month
• Comprehensive service coverage
• Multiple campaigns

What to Expect

Month 1: Testing phase, higher costs, learning Month 2-3: Optimisation, improving efficiency Month 4+: Mature performance, predictable ROI

Most local businesses see profitable ROAS by month 2-3 with proper management.

Get Professional Help

Google Ads can be complex, and mistakes are expensive. If you're spending £1,000+/month, professional management typically pays for itself through improved performance.

At Silver Spider Media, we specialise in local Google Ads for businesses across the UK and Ireland. Our clients achieve an average 4.2x return on ad spend within 3 months.

We offer:

• Complete campaign setup and management
• Landing page creation and optimisation
• Monthly reporting and strategy calls
• Integration with SEO and Google Business Profile
• Transparent pricing with no long-term contracts

Explore our paid advertising services or get a custom quote for your business.

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Ready to dominate your local market? Contact us for a free strategy call to discuss your Google Ads potential.