For a local services business looking to increase visibility and drive relevant traffic, choosing the right type of Google Ads campaign is crucial. The campaign you choose should be tailored to meet your business goals, target the right audience, and optimize for conversions. Here’s a breakdown of the best Google Ads campaigns for local services businesses and how they can help you attract more local customers.
1. Local Search Campaign
A Local Search Campaign is one of the best options for businesses that want to target customers who are actively searching for services in their area. This campaign type allows you to show ads to people searching for specific services near your business location. For example, if you’re a plumber in Melbourne, your ads will be shown to users who search for “plumber in Melbourne” or “emergency plumbing services near me.”
This type of campaign is ideal because it focuses on reaching customers with high purchase intent, ensuring your business appears at the right moment when potential clients need your services. If you’re unsure how to structure your Local Search Campaign, working with a Google Ads consultant can help you set up the right keyword strategy and location targeting for maximum impact.
2. Google Ads Smart Campaign
For local services businesses that want to automate their ad management and still reach the right customers, Google Ads Smart Campaigns are an excellent choice. Smart Campaigns are designed for business owners who want to focus on their services rather than spending time optimizing ads. Google automatically optimizes your ads based on your goal—whether it’s generating phone calls, website visits, or store visits.
Smart Campaigns are easy to set up and allow you to target a specific area, helping you reach local customers effectively. However, while they’re automated, it’s still beneficial to work with a Google Ads consultant who can ensure the campaign is structured to meet your specific business needs and deliver the best results.
3. Google Ads Local Services Ads
If you’re running a local services business, Local Services Ads (LSAs) are a great option. These ads appear at the very top of Google Search results, above standard search ads, when users search for services like yours in their local area. For example, if you run an HVAC company, your ad could appear at the top of the search results when someone looks for “HVAC repair near me.”
LSAs provide a high level of visibility, and they also display important information like your business name, phone number, and ratings. Additionally, Local Services Ads are backed by Google’s guarantee, which can increase consumer trust. A Google Ads consultant can help you create and manage LSAs, ensuring your local business gets the maximum exposure.
4. Display Campaign with Geotargeting
A Display Campaign on Google Ads is typically used for broader brand awareness, but with geotargeting, it can be highly effective for local services businesses. This type of campaign lets you place banner ads or visual ads on websites that your potential customers are likely to visit. When combined with precise geotargeting, you can ensure your ads are displayed to people within your local service area.
This campaign is great for local businesses that want to build brand recognition and stay top-of-mind for future customers. You can also use remarketing in Display Campaigns to target users who have previously visited your website but haven’t converted yet. If you need assistance creating an effective Display Campaign strategy, a Google Ads consultant can help you design ads that resonate with your local audience.
5. Call-Only Campaigns
For service-based businesses that rely heavily on phone calls, a Call-Only Campaign might be the best option. These campaigns are designed to drive phone calls to your business rather than website visits. The ad itself will encourage users to call you directly, making it ideal for businesses like locksmiths, plumbing services, or home repair companies, where immediate customer contact is crucial.
Call-Only campaigns allow you to set up your ads in a way that only people who want to speak to you will call, making it a great choice for businesses focused on immediate service. A Google Ads consultant can help you craft effective call-to-action messaging and optimize your campaign for local targeting.
6. Remarketing Campaigns
Remarketing is an excellent strategy for keeping your local services business in front of potential customers who have interacted with your website or ads previously. With Remarketing Campaigns, you can show ads to users who visited your site but didn’t convert—such as those who filled out your contact form but didn’t schedule an appointment.
This method can help you stay top-of-mind and encourage previous visitors to return and take the next step in becoming a customer. A Google Ads consultant can help you create remarketing lists based on user behavior and ensure your ads are optimized for local targeting.
7. Performance Max Campaigns
Performance Max Campaigns is a newer, automated campaign type that optimizes ads across all Google platforms (Search, YouTube, Display, Maps, etc.). This type of campaign is ideal if you want a comprehensive strategy to reach potential customers on various platforms and devices while optimizing for specific goals like local phone calls, website visits, or directions to your business.
For local services businesses, Performance Max can help you reach a wider audience while ensuring your ads are displayed at the optimal time to drive local traffic. A Google Ads consultant can assist in configuring this campaign type to focus on local targeting and conversions, ensuring you get the best ROI.
Conclusion
The best Google Ads campaign for a local services business depends on your specific goals, whether it’s generating phone calls, increasing website traffic, or driving in-store visits. For local services, Local Search Campaigns, Smart Campaigns, and Local Services Ads are among the most effective options. If you want to maximize the impact of your Google Ads campaigns, working with a Google Ads consultant can help you fine-tune your strategy, select the right campaign type, and optimize your ads to drive the best results for your local business.
