The most important facts in brief:
- Local ads enable you to target customers in your region
- Increased visibility for local search queries boosts brand awareness and trust
- Increase in branch visits and telephone inquiries through local advertising
- Integration of relevant keywords and location information improves the relevance of ads
- Full budget control and measurable success control through local ads
Local ads are a key to the success of regional companies in the digital age. They allow you to target potential customers in your area by combining regional search terms and geographical targeting.
As part of Google Ads campaigns, local ads increase visibility for local search queries and drive more qualified visitors to your business. For small businesses in particular, they strengthen brand awareness and trust in local providers. With relevant keywords and precise location information, you can reach targeted users in your region and increase the likelihood of conversions
What are local ads and how do they work?
Local ads are a special form of online advertising that targets users in a specific region. These ads appear for search queries with a local reference, such as “order pizza in Berlin”, and use geographical targeting and regional keywords.
By combining location information and relevant content, the ads are placed specifically for local search queries and on Google Maps. This allows companies to reach potential customers in their vicinity who are actively searching for their products or services. Local ads thus create a high level of relevance and promote direct conversions, which makes them particularly effective for local providers.
Local Ads vs. classic Google advertising
In contrast to traditional Google advertising, which addresses a broad target group nationwide, local ads focus on users in a specific geographical area. While traditional ads are more suitable for national or international campaigns, local ads offer regional companies the opportunity to increase their visibility in the area and target local customers. This makes them particularly effective for smaller companies and local providers.
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Which companies benefit from regional advertisements?
Local search engine advertising is particularly effective for companies with a strong regional focus. By targeting your potential customers in the vicinity, you increase your visibility precisely when they are actively searching for your products or services.
Find out here which sectors particularly benefit from local ads:
| Industry | Examples | Advantages of local ads |
|---|---|---|
| Local stores and retailers | Boutiques, restaurants, cafés, hairdressing salons | Reaching customers who want to shop locally |
| Service providers and craftsmen | Electricians, cleaning services, car dealerships | Targeted inquiries from customers on site |
| Medical facilities and practices | Doctors, dentists, physiotherapists | Addressing patients in the catchment area |
| Hospitality and tourism | Hotels, travel agencies, tourism companies | Increase in booking figures by addressing tourists |
Local Google marketing: The Google business profile
An optimized Google business profile is essential for successful local Google marketing. It increases visibility in local search results and provides users with important company information.
The combination of Google My Business and targeted local ads strengthens your online and offline presence. With tools such as “Google local services” and regional targeting, you can specifically address customers in your area, increase your brand awareness and minimize wastage. An up-to-date, complete company profile is the key to success in local Google marketing.
| Requirement | Recommendation |
|---|---|
| Minimum term | 30 days |
| Number of locations | At least 10 per Google Ads account |
| Responsive ads | At least 5 display titles, 5 descriptions, 5 calls to action |
| Bidding strategy | Maximize conversion value |
| Images and logos | Up to 20 images (min. 314×314), up to 5 logos (min. 116×116) |
| Video | At least 10 seconds long, mandatory for local campaigns |
Keyword research for local ads
Keyword research is essential for successful local ads. By identifying relevant search terms that potential customers in your region use, you can optimize your ads and increase your visibility.
Types of keywords:
| Keyword type | Example | Characteristics |
|---|---|---|
| Explicit keywords | “Pizzeria in Berlin Mitte” | Contain a clear indication of location |
| Implicit keywords | “Pizzeria” | No direct indication of location |
| Long-tail keywords | “Best vegetarian pizzeria in Prenzlauer Berg” | Lower search volume, but often higher conversion rates |
Tools such as the Google Ads Keyword Planner, Google Trends or AHREFS support the search for relevant terms. Make sure to integrate the keywords naturally into your ad texts without impairing readability.
An example of effective use of local keywords is the optimization for “plumber in San Diego”, which brought a company an estimated 7,600 monthly visits through organic search queries. Monitor keyword performance regularly to continuously improve your strategy.
Geographic targeting and alignment
Geographic targeting is a powerful tool to precisely target local customers and minimize wastage. With local Google campaigns, you can target your ads to cities, zip codes or a specific radius to increase the visibility of your business.
Choose targeting options that match your offer, but be careful not to target too narrowly so as not to limit ad reach. According to Google, adjustments to targeting, for example from “presence” to “presence or interest”, lead to at least 5% more conversions in industries such as travel or real estate. Smart targeting is crucial for the success of your local ads.
Budget planning and costs for local campaigns
Well thought-out budget planning is crucial for successful local ads. Even with a small budget, you can advertise in a targeted manner, as local campaigns address limited target groups. Google Ads works with a pay-per-click model (PPC), where the cost per click (CPC) varies depending on the industry.
Tips for making the best use of your budget:
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Set clear advertising objectives.
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Choose less popular but effective keywords.
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Integrate locally relevant keywords and location advantages into ads.
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Regularly check search query reports to exclude irrelevant terms.
For small companies, specialized consulting can make more sense than continuous agency support.
Mobile optimization for local ads
Since many local search queries are made via smartphones, mobile optimization is crucial. Ensure a responsive website, fast loading times and clear call-to-actions to improve the user experience and increase conversions.
Google Ads drives over 40 million calls per month via mobile ads. Use ad extensions such as location or call extensions to reach customers directly.
Advantages of local SEA
Local SEA offers precise targeting and increases visibility for regional search queries – ideal for driving physical visits and online presence.
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Targeted approach: Regional keywords and catchment areas minimize wastage and optimize advertising expenditure.
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Increased visibility: Optimized keywords and a Google My Business profile improve findability.
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Ad formats: Text ads target users, shopping ads highlight local products, display ads show offers and YouTube ads reach users in the vicinity.
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Promote store visits: Google Maps and Local Inventory Ads drive customers into the store, increase offline sales and provide information on availability and prices
Conclusion
Local Ads are an essential tool for regional businesses that want to target their audience and increase their visibility in search results. The combination of Google My Business, precise geographical targeting and the integration of relevant keywords gives you a powerful marketing strategy that is specifically tailored to local needs.
With formats such as Local Services Ads, classic Google Local Ads and other variants of Local Advertising, you can not only increase your online traffic, but also promote direct physical visits and telephone inquiries. Precise targeting minimizes wastage and allows you to make the best use of your budget.
Furthermore, local ads not only strengthen your online presence, but also the trust of potential customers in your brand. A prominent placement in local search queries or on Google Maps conveys professionalism and proximity – important factors for convincing customers and retaining them in the long term. Local search engine advertising offers measurable success control and allows you to react flexibly to customer needs and market changes. By using the strengths of Local Ads, you secure a decisive competitive advantage and position your company sustainably in the regional market.
FAQ about Local Ads
What are local ads?
Local ads are search ads that are specifically targeted at regional target groups and help companies to reach potential customers in their area. They appear in Google search results, on Google Maps and other local platforms.
How do Local Services Ads work?
Local Services Ads are a special form of Google ads that highlight service providers such as electricians or doctors in the vicinity of their potential customers. They are based on regional targeting and help to build trust by showing customer reviews and certifications.
What are the advantages of Google Local Ads?
Google Local Ads improve local visibility, encourage in-store visits or phone inquiries and strengthen trust in your brand. They are particularly effective thanks to precise targeting using geographical targeting and local keywords.
What distinguishes local advertising from traditional search ads?
Local advertising is aimed specifically at users in a particular region, while traditional search ads are targeted nationally or internationally. Local ads use geographical data and relevant keywords to address the target group precisely and minimize wastage.
