Google search ads for local businesses: a beginner's setup guide

Google search ads work well for local businesses because they show up when someone is actively searching for what you sell, such as "emergency plumber near me." To set them up well, target only the area you serve, choose keywords with clear buying intent, write ads that match those searches, send clicks to a focused page or straight to a call, and track every call and form.

Here is the setup we use when starting local search campaigns for clients.

Why search ads suit local businesses

Social ads interrupt people. Search ads answer them. Someone typing "dentist open Saturday" or "AC repair" wants help now. That intent is why search clicks often cost more than social clicks but can turn into customers faster.

1. Set location targeting carefully

In the campaign settings, target only the area you actually serve. Use a radius around your business or a list of towns and postcodes. Check the location option so ads show to people in or regularly in your area, not just people interested in it from far away.

2. Choose keywords with intent

Good local keywords combine a service with a sign of buying intent:

• Service plus location: "roof repair Austin"

• Service plus "near me": "nail salon near me"

• Urgent searches: "24 hour locksmith"

• Specific jobs: "water heater replacement"

Start with a small, tight list. Use phrase match and exact match for more control, and review the search terms report every week.

3. Add negative keywords

Negative keywords stop your ads showing for searches you do not want. Common ones for local services:

• "jobs," "salary," "course," "training"

• "free," "DIY," "how to," if you only want paying customers

• Services you do not offer

This is one of the quickest ways to stop wasting budget.

4. Write ads that match the search

Each ad group should focus on one service so the ad can repeat the searcher's words. Include:

• The service and location in the headline

• A reason to choose you, such as same day service or years of experience you can verify

• A clear next step: call now, book online, get a quote

Add assets such as call buttons, location, site links and callouts. They make your ad bigger and more useful.

5. Send clicks to the right place

Do not send every click to your homepage. Use a page for that specific service with your phone number at the top, a short form and reviews. For urgent services, call only ads or call assets can work better than a page.

6. Track calls and forms

Set up conversion tracking for phone calls from ads, calls from your website, and form submissions. Without it, Google cannot tell which keywords bring customers. Our tracking and analytics team sets this up with GA4 and Google Tag Manager.

7. Connect your Google Business Profile

Linking your profile can show your address and reviews alongside ads and in Maps. Keep the profile complete and up to date, since searchers often check it before calling.

Settings that waste money

• Search partners and Display Network turned on in a search campaign by default

• Broad match keywords without careful monitoring

• No ad schedule, if you cannot answer calls at night

• No negative keywords

Our paid ads and lead generation team builds and manages local search campaigns with tracking in place from day one.