1. Location
Google Local Paid Ads
Why, When & How to Use Them

2. Why pay for advertising on Google?

3. Do you want more business?

4. Yes!

5. Do you want more control over lead flow?

6. Easily turn ads on/off

7. Do you want people to see you 1st when they search for your business?

8. Bid on your brand Reinforces: brand recognition local-ness of biz
organic/pack position

9. Do you want to appear when people search for your competitors?

10. Bid on competitors brands
Costs more
Can’t use their brand name in your ads
Landing page critical
(must be relevant for other brand’s name)

11. Do you want more leads from areas where you don’t rank well?

12. Happily pay for local ads!

13. Do you want to appear
1st in the search results?

14. Do you want to appear
1st in the Local Pack?

15. Ads can do that

16. Ads always show first
Organic Results

17. Ads always show first
Local Pack Results

18. Ads always show first
Maps Results

19. Ads always show first
Mobile Results

20. Small Screens Up to 4 ads above Local Pack and organic results
Ads can be long

21. Maps Ads
MUST use location extension
Top of list
Green map pins

22. https://support.google.com/google-ads/answer/2404182?hl=en
Location Extensions

23. Local Pack Ads Google decides when to show them
Look like regular listings
Appear at top of pack
Only 1 per Local Pack
Must use local extension
Unless searcher specifically clicks on “WEBSITE”, they land on GMB listing

24. Local Pack Ads Only 1 per Local Pack Must use local ad extension
Non“WEBSITE” clicks go to GMB listing

25. It’s ALL About Targeting

26. Target by:
Location
Day/Time
Calls Only
Ad Placement
+ more

27. Location Targeting Radius Targeting

28. https://support.google.com/google-ads/answer/6372656
Day & Time Targeting
Ad scheduling: Choose the specific days and times when you want your ad to appear for relevant queries

29. https://support.google.com/google-ads/answer/53215?hl=en
Placement Targeting
(Display Network only)
Choose where you want ads to appear online
And/or enable automatic placements by Google AI

30. Call-Only Targeting Add Location Extension to show in Pack/Maps

31. https://support.google.com/google-ads/answer/2453991?hl=en
Call & Text Extensions
Adds clickable phone number
Can tack on to existing ads
Turn on and off
Call/text costs the same as a click

32. https://adespresso.com/blog/guide-google-ads-ad-extensions/

33. Combined

34. https://support.google.com/google-ads/answer/148778
Preview & Diagnosis Tool
Lives in Google Ads account
See how ads appear to searchers
Views don’t effect your stats
Helps you to troubleshoot problems

35. Do It Yourself ?
Budget LESS than $1500/mo:
DIY with Smart Campaigns

36. Smart Campaigns Set up minimal via Google My Business
3X better than Adwords Express
Managed via Google AI
Display varies by device
Images often in ads

37. Hire Someone?
Budget MORE than $1500/mo:
Hire a professional

38. AdWords Set up & management difficult Many more features & options
Expect to pay a pro $300 - $1500/mo
Get one who’s certified

39. Consider a Hybrid Give a pro your goals & budget
Have them set up campaigns
and optimize them for 6-12 weeks
Get training to manage in-house
Have the pro on call for questions

40. Not via middleman taking a cut
Pay Google Directly
Not via middleman taking a cut

41. Rule of Thumb:
$$$ you’ll pay for good lead
Bid $ =
Divided by 4

42. Facebook Ads Advertise to get email addresses
Then, communicate directly via

43. Not Advertising ?
Research YOUR opportunities and compare with your goals
Consider a Smart Campaign that you can trigger when wanted

44. Using AdWords ? Zero in on your targeting Test different extensions
Try different combos of extensions
Make long ads
Match ads to landing pages

45. Combine targeting to: pay only for phone calls
that only come in when business open
only from people in your market area
and only when they search for “propane” terms

46. What’s a call like that worth to your business?