How would you feel if you could tell a person hunting for a new house about your building business? Or introduce your family law practice to people visiting the courthouse?
That would be some business opportunity, wouldn’t it?
Those people, most likely, would be in dire need of your professional services, after all. Not to mention that you’d be talking to them precisely at the time when they might be thinking of you the most.
Well, here’s the good news – You can do just that with local PPC ads and geotargeting.
In this post, I’ll tell you all about it. We’ll discuss what local PPC ads are, how they work, and how you could use geotargeting to grow your professional services firm.
We’ll also cover how you can geotarget specific prospects by identifying physical locations that might suggest they’d need your help, and advertise to them at that very moment.
But let’s start with the basics.
Local PPC ads are a feature of Google Ads that lets you target customers in a specific region or location (or a number of them, at that.) With local PPC, you can deliver your ads to customers within your immediate area or region. Or target people in any other specific place where you want to promote your local business.
(Note, local PPCs ads are different from local service ads. We’ve written and explained the latter here.)
Local PPC ads are ideal if your business:
With local PPC, you ensure that only those people see your ads, and you do not squander your budget by advertising to people who could never become customers.
Geotargeting and proximity targeting (the latter can also be called radius targeting) is a way to make the above happen. Geotargeting and proximity targeting use mobile location services to trigger advertising to customers who currently are within a radius of a specific location or a point of interest.
Google Ads offers a whole range of options to geotarget customers. For one, you can target customers using the following criteria:
TIP: When running local PPC ads, you can combine the above criteria and target multiple locations simultaneously.
IMPORTANT – Just like you can specify locations to target, you can also exclude certain areas and prevent your ads from appearing in those locations.
Here’s how all this works in practice.
There are two things you must remember about setting up local PPC ads:
Overall, Google Ads offers simple tools to specify either a location or radius to target.
Furthermore, you can specify additional directives regarding whom the search engine should be showing your ads.
You can target or exclude customers based on the following criteria:
In the end, let me offer you some tips for running more effective geotargeted ads.
Local PPC ads let you advertise your professional services to customers who:
As a result, Local PPC and geotargeting lets you laser-target highly relevant customers and ensure that people who click on your ads are the ones who can buy from you.