How to Reach Local Customers with Google Ads

May 7, 2018 Seth Spriggs

The data is clear: if you’re looking to connect with consumers who are actively looking for services and products like yours, it’s more important than ever to have a presence on search engines. According to Google, four out of five consumers use search engines to find local information – and of those, 50 percent of smartphone searchers and 34 percent of computer and tablet searchers go on to visit a store within a day of their search.

There are two sides to the search engine coin: organic search is the non-paid side, where you follow a prescribed set of SEO (search engine optimization) best practices to boost your ranking within search results pages. Paid search advertising refers to the ads which show up above and below organic search results, and this tactic offers local businesses some incredibly powerful ways to target nearby consumers who are actively seeking local services and products.

Paid search ads are priced on an auction model, where advertisers set a daily budget and maximum “bids” around user searches that trigger the ads. Advertisers can choose to pay based on the number of people who see an ad (known as cost per thousand viewable impressions or vCPM), the number of people who click on the ad (cost per click or CPC), or the number of people who take a specific action on your website after clicking on an ad (cost per acquisition or CPA).

Whichever model you use, paid search ads offer local businesses a flexible and cost-effective way to target local customers. Yellow Pages experts can manage every step of your search engine marketing campaign, from planning and targeting to deployment and monitoring. But if you’ve never used search ads before, it’s worth taking some time to understand how you can use search ads to pinpoint nearby customers who are interested in your business.

Here are some of the best ways you can use Google ads to target local customers:


Keyword targeting lets you select words or phrases your customers are searching for that would trigger your ad. You can also specify negative keywords that can help to ensure people who are interested in something different than your offering don’t see your ads – for example, by using the negative keyword “new” if you sell refurbished electronics. To determine the best words or phrases, Google has a useful keyword planner tool that lets you see how many people are searching for different words and phrases and that will recommend keywords based on the terms people are already using to find your website. You could even purchase ads that target the words customers are using to find your competition.


Select your audience based on customizable criteria such as age, gender, and language.


Google offers numerous ways to ensure that the people who see your ads are near enough to visit your business. You can set up your campaigns to target by city, postal code, near landmarks, or even a set radius around a specific point, such as your business location.


From arts and entertainment to autos, computers and electronics and more, Google offers targeting by interest based on users’ online behaviour over time.


Sometimes also referred to as retargeting, this type of targeting uses cookies to show your ads to people who have already visited your website or mobile app.

Start using Google ads to your business advantage

Google ads offer local businesses a powerful way to connect potential customers with the right message about your business based on their interests, location, and other data. Yellow Pages search engine marketing experts can help you use Google ads to connect with your most valuable local customers.

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