How to Set Up Google Ads for a Local Business

Short answer

Create a Google Ads account, choose "Search" campaign type, target your service area by location radius, pick 5–10 specific keywords (not broad ones), set a daily budget of $10–$20, and track calls or form submissions as conversions. Narrow targeting beats wide every time for local businesses.

Before you start

Make sure you have:

• A Google Business Profile (set it up here)
• At least 10 Google reviews (ads send traffic; reviews convert it)
• A website page that clearly states what you do and how to contact you

Running ads before these are in place wastes money.

Step-by-step setup

1. Create your account Go to ads.google.com and sign up. Choose "Switch to Expert Mode" when prompted — the simplified setup is too limited.

2. Create a new campaign

• Goal: Leads
• Campaign type: Search
• Uncheck the "Display Network" option — keep it search only

3. Set your location targeting

• Target by radius: e.g., "20 miles around [your city]"
• Or target specific cities and zip codes you serve
• Exclude locations you definitely don't service

4. Choose your keywords Use phrase match or exact match. Avoid broad match — it will show your ad to irrelevant searches and burn your budget.

Good examples: "emergency plumber austin", [roof repair near me], "house cleaning service dallas"

5. Write your ads Include your city in the headline. Mention your differentiator (24/7, licensed, free quote, same-day). Add a strong call to action.

6. Set your budget $10–$20/day to start. You can always increase once you know what's converting.

7. Set up conversion tracking Track phone calls and form submissions. Without this you won't know if your ads are profitable. Here's how to know if your ads are working.

What to watch in week 1

• Click-through rate (above 5% for local is good)
• Cost per conversion (compare to your average job value)
• Search terms report — check what queries triggered your ads and add negatives for irrelevant ones

Related questions

• How much does Google Ads cost?
• Facebook Ads vs Google Ads — which is better for local?
• Local advertising ideas on a small budget