If you run a local business, you already know the struggle — getting found by nearby customers before your competitors do. That’s where Google Ads can become your most powerful lead-generation tool.
In a recent episode of PPC Zone, hosted by Jyll Saskin Gales, Newcastle-based Google Ads specialist Hannah Zora Strong shared exactly how to structure and optimise local campaigns for real-world results.
You can watch the full interview on YouTube here, but here’s a quick guide to her top insights.
1. Structure Campaigns by Location, Not Just Keywords
It’s tempting to organise your campaigns around keywords alone, but Hannah recommends structuring them by location. Why? Because this gives you far more control.
You can direct more budget to the areas driving the most conversions — say, the branch with higher stock levels or more appointment availability. It’s also easier to tailor your ad copy and landing pages to match each location.
For instance, testing a “Newcastle plumbing services” ad against a “plumbing near me” campaign can show which message resonates best. The more specific your location targeting, the better your click-through and conversion rates tend to be.
2. Nail Your Location Settings
Under “Advanced Search” in campaign settings, you can upload postcodes or regions in bulk, or set a radius around your store. This helps ensure your ads are only shown to people who are realistically able to visit.
If you run a cooking class in Sunderland, you probably don’t want clicks from someone browsing in Glasgow. That’s where Hannah’s favourite setting comes in: “Presence only.” This tells Google to target people physically in your area, not those merely interested in it. It’s a simple switch that saves wasted spend — and frustration.
3. Make Use of Extensions
Extensions make your ads look bigger, more trustworthy, and more clickable. They allow you to showcase reviews, business hours, click-to-call buttons, and directions — all drawn from your Google Business Profile.
Hannah notes that linking your Business Profile with your Ads account (using the same email) is essential. Once connected, you’ll be able to see performance by location — including impressions, clicks, and conversions — right within your account.
4. Track Those In-Store Visits
Google’s store visit tracking helps you see how many people visited your premises after clicking your ad. While the eligibility requirements are a bit mysterious (classic Google move), Hannah’s experience suggests that multi-store brands and high-footfall locations tend to qualify faster.
If you’re spending consistently but not yet seeing visit data, hang tight — it often depends on your traffic volume and store verification status.
5. Optimise for Shop Visits (and Value Them!)
If you’re using a Maximise Conversion Value or Target ROAS bidding strategy, Hannah recommends assigning a conversion value to store visits.
For example:
If 10% of visitors make a purchase, and your average order value is £50, you can assign a £5 value per visit. This teaches Google to optimise for store visits and eCommerce conversions, instead of favouring only online sales.
6. Try Local Services Ads
For service-based businesses (think electricians, plumbers, tutors, or hairdressers), Local Services Ads (LSAs) are a brilliant option.
Unlike standard Google Ads, LSAs are pay-per-lead, not per click. They show off your reviews, service areas, and contact options, helping potential customers book or call you directly.
You can also specify your working hours so ads only appear when you’re available — ideal for busy small-business owners who actually like to sleep occasionally.
Bringing It All Together
Whether you’re a café owner looking to fill more tables, a beauty salon aiming to boost bookings, or a tradesperson keen to dominate local searches — these strategies will help you make Google Ads work harder and smarter for you.
Watch Hannah’s full PPC Zone interview on YouTube: https://youtu.be/Hdr5_4f3hIM
Need help running profitable Google Ads for your local business? Contact Hannah at zoramarketing.co.uk/contact
