Local SEO is a fierce contest where businesses fight for visibility in their areas. Good SEO can get you noticed, but to really lead in local searches, especially for high-intent queries, you need to excel in local search ads.
Those top spots in search results? They’re earned through savvy ad strategies, not just organic reach.
Remember, the top spots in search results are often secured through paid ads. To get your business there, it’s more than just choosing the right keywords or making an eye-catching ad. It’s about really understanding and using location targeting in Google Ads effectively.
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In this guide, we’ll explore the common missteps that can trip up your campaign before it even gets going.
When you create a campaign in Google Ads, you have near-limitless location targeting options to choose from. Targeting the whole world, country, state, city, or zip code–the steps are easy and nearly identical.
1. Gut instincts vs. hard data: The battle you need to win
Relying on intuition over data is like navigating a minefield blindfolded. Your personal experiences, while valuable, are not your customer’s experiences.
You might think your business only appeals to locals, but data might reveal a customer base willing to go the extra mile – literally – for a service they trust.
Dive into Google Analytics, not your gut, to see where your real audience lives and breathes online.
2. Demographics: A double-edged sword
Knowing your customers is one thing; assuming you know where they all live is another. Towns and cities might have very different demographic profiles, but none are strictly homogenous.
Your ads need to reach beyond the comfort zone of familiar territories. Blend demographics with other targeting signals to create a campaign that speaks to individuals, not just postcodes.
3. The radius trap: Bigger isn't always better
Radius targeting seems straightforward, but it’s a game of precision, not guesswork. A 10-mile radius might sound like double the reach of a 5-mile radius, but in reality, it quadruples your coverage – and potentially your budget.
The key is finding the sweet spot: enough reach to connect with your audience, not so much that you dilute your efforts.
4. CRM data: A starting point, not the destination
Your CRM is packed with valuable info, but it doesn’t tell the whole story about where your customers are. People often search while on the move, so their current location is crucial, not just their home address. With most searches in the US happening on mobile devices, your customers could be looking for you from anywhere, like home, work, or on the go. Remember, the data you’ve collected from your customers is a key asset in fine-tuning your Google Ads campaigns.
Use your CRM data to measure offline conversions. But when setting up location targeting, use your customer’s location data as a starting point for your analysis, not the end.
Launching your campaign is just the beginning. Location targeting is not a ‘set and forgets’ affair. Markets evolve, cities change, and people move. Regularly revisiting your targeting settings ensures your campaign adapts and thrives in a dynamic landscape.
Analyzing and optimizing your location performance isn’t just a good practice – it’s essential for your ad spend’s ROI. Dive deep into Google Ads’ location report. These tools offer insights into where your ads shine and where they fall flat. Use these learnings to fine-tune your approach, balancing reach and precision for maximum impact.
Final thought: Play the long game
Google Ads location targeting is a complex chess game. The board is ever-changing, and the players are unpredictable. Avoid these pitfalls, and you’re not just playing the game – you’re strategizing to win. Remember, in the world of direct response marketing, it’s not about being everywhere; it’s about being where it counts.
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Jovan Simic, Account Manager
Jovan Simic is an experienced media buyer responsible for over $30M in profitable ad spend. At Inceptly, Jovan has collaborated with prominent brands, including Advanced Bionutritionals, Amplify Solar, Fittrack, John Crestani, and The Social Man, demonstrating his versatility and expertise. His deep understanding of media buying and consistent track record of success make him an invaluable asset to the industry.
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