Hannah walks Rob and Jonny through the real differences between Google Ads and LinkedIn Ads, breaks down how Local Service Ads work and who they’re best suited for, and calls out the most common mistakes small business owners make when spending their ad budget. Spoiler: you’re probably wasting money somewhere.
We also get into AI; how is it changing the game for local businesses, and how you can use it to your advantage without needing a massive marketing team or budget behind you.
Whether you’re running a bricks-and-mortar shop or a service-based business trying to get found locally, the episode is full of straight-talking strategies to help you spend smarter and get better results. Listen here, or read-on below!
Local Services Ads or traditional Google Ads – which platform do I start with?
Local Services Ads (LSAs) are designed to be a straightforward, low-touch lead feeder for specific service providers. They can be setup in isolation, or used in conjunction with traditional Search ads setup within the Google Ads interface.
| Feature | Local Services Ads (LSAs) | Traditional Google Search Ads |
| Bidding Model | Pay-per-lead (CPL), not cost-per-click. | Pay-per-click (cost-per-click bidding, or smart bid strategies such as target cost per lead / maximise conversions or target ROAS / maximise revenue |
| Targeting | Uses your Google Business Profile, service selection, and radius/area. | Targets users based on keywords, demographics, and location settings. |
| Best For | Tradespeople, locksmiths, moving services, plumbers, handymen, service providers, or anyone working from home (ideally one or two-person businesses). | Businesses wanting to capture demand from specific keyword queries. |
| Lead Capture | Message or call, tracked via the Local Services Ads platform, delivering contact info straight to the business. | Requires robust conversion tracking (form fills, calls) to measure performance. |
A key benefit of LSAs is the cost-per-lead model, which is a “no-brainer” for tradespeople on a tight budget, as ads only appear when people are actively requesting that service (e.g., “plumber near me”). Cost-per-lead is determined by the demand and competition within your selected service area.
Driving Footfall for Physical Stores with Performance Max
For businesses with physical locations – especially e-commerce retailers who also want in-store visits – Google’s Performance Max (PMax) is the primary ad format to drive footfall traffic.
- Google Maps Visibility: PMax is the main format for launching ads directly on Google Maps, which is critical since modern search behavior means users no longer need to type “coffee near me” but can simply type “coffee” into Maps.
- Promoted Pins: If you open Google Maps, a square pin indicates a promoted PMax ad, while round pins are organic listings.
- Quantifying Value: PMax footfall campaigns are a “game changer” for hospitality and retail. They provide a way to see how many people searched, clicked the ad, and then visited the location, allowing the business to place a quantifiable value on the ad activity (e.g., if the business knows the average spend per person).
Caveat on Store Visit Tracking
Google is often vague on the eligibility criteria for setting up in-store tracking. Eligibility is based on having enough footfall and location data to ensure the tracking remains anonymous (full details direct from Google here). Businesses in busy city centres generally qualify faster than those in low-traffic areas like trading estates.
Critical Mistakes to Avoid
The single most costly mistake Hannah frequently sees is incorrect location settings.
“When setting up your campaign, ensure you choose “Presence only” instead of “Presence and Interest” she says.
Selecting “Presence and Interest” means your ads will show to users interested in visiting your area, not just those who are physically there. This can result in “wasted spend from around the world” and should be fixed immediately.
The Future of Local Search: AI and Conversational Results
The rise of conversational AI chatbots (like ChatGPT and Gemini) is expected to impact local search.
- Opportunity over Threat: AI is likely to introduce new ad platforms (i.e. advertisers can register their interest for ChatGPT ads here), challenging Google’s monopoly and giving local businesses more sources for leads.
- Conversational Advantage: AI handles conversational queries better than traditional search. If a user asks for the “best plumber near me” or “highly rated,” AI platforms are expected to synthesize reviews and data from multiple sources (like Trustpilot, Feefo, etc.) to provide one definitive answer, offering a more personal approach.
- Adapting: Businesses must be prepared to “move with the times” and adapt their strategy to leverage these new AI-driven platforms.
To chat to Hannah about mastering your local ad campaigns, contact her via email: hannah.zoramarketing@gmail.com