Google Ads lead generation local tips
Want better results from local lead generation? This guide shows how to set up Google Ads campaigns that bring in local leads, track results, and target only the areas that matter.
When it comes to Google Ads for local lead generation, the biggest question I get asked is: should I structure my campaigns by location or by keywords?
Naturally, I’m going to say location, and here’s why it works so well for lead generation campaigns.
Why Location-Based Campaign Structure Works for Lead Gen
If you’re running a service-based business with multiple locations, structuring by location gives you complete control over where your budget goes.
Let’s say you’re running dental practices across three cities. One location might have higher capacity for new patients, while another might be fully booked for months. With location-based campaigns, you can allocate more budget to the practice that actually needs new patients.
The same applies if you’re a solicitor with offices in different areas. Competition levels vary wildly between inner city locations and rural areas, so your cost-per-acquisition will be completely different.
Location-based structure lets you set realistic expectations and budgets for each area.
Campaign Setup Essentials
Location Settings Start with presence-only targeting. If you run cooking classes in Manchester, you don’t want to show ads to someone in London who once searched for “things to do in Manchester.” You want people who are actually in Manchester and can attend your classes.
For service-based businesses, set a radius around each location. If you know your customers typically travel 15 miles to reach you, set that radius to optimise your campaigns accordingly.
Location Assets (Extensions) Connect your Google Ads account to your Google Business Profile. This is non-negotiable for local lead generation. Once connected, you’ll get your address featured in Search ads to local Googlers.
The data you get back is incredibly valuable too. You can see clicks, impressions, click-through rates, and conversions broken down by each location, so you know exactly which areas are performing best.
If you’re aiming to get more Google Ads local leads, this structure gives you full control over spend by area.
Dynamic Location Insertion: Your Secret Weapon
This is my personal favorite feature that I don’t see used enough. Dynamic location insertion uses GPS data to automatically insert the user’s city or town name directly into your ad copy.
Instead of creating separate campaigns for “Plumber in Newcastle,” “Plumber in Gateshead,” and “Plumber in Sunderland,” you can create one campaign with dynamic insertion. Google will automatically show “Plumber in Newcastle” to someone in Newcastle and “Plumber in Gateshead” to someone in Gateshead.
The click-through rate improvement is remarkable because people see hyper-local relevance without you managing dozens of campaigns.
Testing Landing Pages for Better Conversions
Here’s where location-based structure really shines for lead generation. You can A/B test whether to send users to:
- A location-specific page with opening times, local staff, and contact details
- A service-specific page focused on the service they searched for
I’ve got one client where we tested exactly this. The location-specific landing page had a 23% higher conversion rate because people could immediately see local information and felt more confident about contacting a local business.
Local Services Ads: The Game-Changer
For service-based businesses, Local Services Ads are revolutionary because you pay per lead, not per click.
These appear at the very top of search results with “Google Guaranteed” badges. Users can contact you via email, WhatsApp, or text message directly from the ad.
Setup Requirements:
- Insurance documents (Google needs to verify you’re legitimate)
- Business registration
- Connected Google Business Profile
- Customer reviews (automatically pulled from your profile)
- Weekly budget (not monthly)
Optimisation Tips:
- Add high-quality photos of your work
- Set realistic working hours (your ads only show when you’re available)
- If you’re an emergency service like a locksmith, consider 24/7 availability
- Use your existing search campaign CPA as a benchmark for target cost-per-lead
The beauty of Local Services Ads is the simplicity. There are no keywords to manage, no bid adjustments to make. You tell Google what services you offer and where you cover, and they handle the rest.
Search ads: Measuring Success Beyond Conversions
Don’t forget to look at assisted conversions and view-through conversions. Someone might click your ad on mobile while they’re out, then call you later from their landline at home. That phone call won’t show up as a direct conversion, but your ad still influenced it.
If you’re tracking phone calls, make sure you’re using Google’s call tracking or Google forwarding numbers so you can properly attribute phone leads back to your campaigns.
Budget Allocation Strategy
Start with equal budgets across locations, then adjust based on performance and capacity. If your Birmingham location is converting at £45 per lead while your London location is at £85 per lead, but Birmingham is fully booked, shift the budget to London.
Also consider seasonality by location. A coastal tourist area might need higher budgets in summer, while a business district might perform better during term time.
Real-World Google Ads for Local Lead Generation Success
I worked with a nationwide Opticians group who had over 50 practices around the UK.
Strategy:
- Used live appointment data to fluctuate budgets according to practice capacity
- Restructured campaigns for local lead gen by location (instead of by keyword)
- Campaigns optimised for appointment bookings
Results after six months:
- 872% more conversions
- 79% lower CPA
- Became the most-visible opticians in target neighbourhoods
The key was consistent messaging about appointment availability, backed by sustained investment in the right geographic areas.
Then, the best way to scale your Google Ads campaigns is to understand your target CPA per location – which may be based on capacity, store costs (i.e. rent, staffing, etc), services offered, and competition levels.
This approach works across sectors. If you’re looking to scale using Google Ads for local lead generation, it’s the fastest way to match demand with real capacity on the ground.
For more insights, visit our Knowledge Hub for practical digital marketing tips.
Further reading: Google Ads Support
Google Ads lead generation local campaign
