Running local PPC campaigns can feel like juggling fire. Each city behaves differently, budgets are tight, and clients want results fast. For Hannah Zora Strong, founder of Zora Marketing and a Google Ads specialist in the UK, success is about strategy, not luck.
With more than twelve years in paid media, Hannah has managed budgets from £2,000 to £100,000 across e-commerce, retail, and lead generation. Her mission is simple: help local and multi-location businesses grow with smarter advertising. In a recent interview with Aarti Bhanushali from Swydo, she shared how to win at local PPC without burning through the budget.
Local isn’t copy and paste
One of the biggest mistakes in local marketing is assuming what works in one city will work everywhere.
“You can’t just copy campaigns between locations,” Hannah explains. “London behaves differently to Northumberland. Demographics, competition, even travel habits change everything.”
When managing 50 branches for an opticians group, Hannah focused on the 20 stores that struggled most. By adjusting radius targeting, ad copy, and bidding for each area, she uncovered what clicked locally. Inner-city stores thrived with family-focused messaging. Rural branches needed wider targeting to reach people willing to travel.
The lesson? Test, tailor, repeat. Local PPC success lives in the details.
Start with your Google Business Profile
Before you run a single ad, Hannah says to check your Google Business Profile.
“Your business profile and Google Ads work hand in hand. Keep it updated with strong reviews, quality photos, accurate hours, and the right categories,” she says.
Linking your profile to Google Ads unlocks extra insights. You can track store visits, impressions, and even how ads drive footfall. That data helps businesses understand the real-world impact of online campaigns.
How to stretch smaller budgets
Smaller budgets can still get big results if you plan carefully.
“We don’t need to do everything at once,” Hannah says. “Start small, find what works, and scale from there.”
Her advice: test one service across multiple locations or one location across multiple services. Use the data to find the best performer, then invest more there. It’s simple, safe, and efficient.
Hannah also champions Local Services Ads (LSAs) for trades, health, and service businesses. “Wherever LSAs are available, use them,” she says. “You pay per lead, not per click, and they often sit at the very top of Google results.”
She adds a warning, though. “Make sure your conversion rate supports the cost per lead. Otherwise, you could end up paying more than you earn.”
Balancing quick wins and brand building
Every business owner wants fast results. Hannah understands that pressure but insists the long game matters too.
“I always start with revenue-driving campaigns first. Once clients see consistent profit, we set aside a small part of the budget for creative or brand-building ads.”
Tracking tools like view-through and assisted conversions help prove the value of awareness campaigns. “They may not drive sales immediately, but they keep your brand front of mind. That’s what pushes people back to buy later.”
Staying ahead of Google’s constant changes
Google Ads changes every week, but Hannah doesn’t panic.
“The fundamentals don’t change. Strategy, targeting, and intent always come first. The new tools are just extras.”
She keeps up through industry podcasts, newsletters, and a strong LinkedIn network. Her top picks include Inside Google Ads by Jyll Saskin Gales, and Jeremy Young’s Google Ads Unleashed.
“I only test new features if they help my clients. Shiny new tools are exciting, but not always useful.”
Hannah’s rapid-fire tips for better local PPC
- Fix slow campaigns: Check your location settings. Always choose “presence” instead of “presence and interest”.
- Best for local leads: Retargeting beats cold traffic every time.
- Lesson as a solo agency owner: Growth doesn’t always mean hiring. “I like working one-to-one with clients. They get my expertise directly.”
The next big opportunity in local marketing
Hannah believes Local Services Ads are still underused. Many agencies focus on large accounts and overlook smaller trades or one-person businesses.
“LSAs are perfect for local service providers like plumbers, roofers, and electricians,” she says. “The setup is simple, and you only pay when someone contacts you. It’s a huge opportunity.”
Watch the full interview
Hannah’s full chat with Aarti Bhanushali from Swydo goes even deeper. They discuss tracking offline conversions, optimising for store visits, and managing campaigns across multiple regions.
Watch the full interview here: https://youtu.be/nYGLADsriq0
If you run local or multi-location campaigns, this conversation is packed with insights from one of the UK’s most experienced PPC specialists. Grab a brew, tune in, and learn how to make every click count. Or if you’re seeking support with your local ad campaigns, contact Hannah.
