Local Campaigns vs. Local Service Ads for Small Businesses

Local campaigns are a simple way to advertise your business locally using Google’s machine learning. For small businesses, local campaigns can be an effective and cost-effective way to target nearby customers. Make the most of your ad spend with automatically optimized bids, ad placements, and asset combinations across all Google properties and networks.

How do Local campaign ads benefit small businesses?

Pay-per click ad campaigns perform best at the local level and small businesses should capitalize on the opportunity to effectively reach customers. Searches that include keywords like “near me” and “in my area” have high intent to complete the conversion and there is often less competition for local keywords. Local campaigns also present two opportunities for conversion – either at your business or online. Together, your ad performs better and is cost-effective in reaching a more valuable audience.

Where do Local campaign ads appear?

Linked to your Google My Business account and affiliate local extensions, Local campaigns give you the ability to choose where your ads appear down to the county, city, zip code, or a small as a one-mile radius from your business.

One of the best things about local ads is that they can appear across Google properties like the Google Search Network, Google Display Network, Google Maps, and YouTube. Using Google’s machine learning technology your ad will be featured in related searches, YouTube videos whose audience best aligns with that of your business, and throughout the Google Display Network.

How is that different from Local Service Ads?

Google Local campaigns and Local Service Ads highlight your business and provide useful information to potential shoppers. Local Service Ads are eligible for a broad range of home and professional services with brick-and-mortar locations and services offered in a local area. Local Service Ads appear when a relevant search is made in the Google Search Network or Google maps, and operate on a pay-per-lead model. There are a variety of factors that influence the ranking in which the ad appears.

In comparison, Local campaigns are eligible for all local businesses. Local campaigns have a much wider reach and allow you to maximize the impact of your predetermined ad spend by promoting your business across all Google properties. The success of Local campaigns can be measured by store visits, calls, and requests for directions.

Need help getting started?

Adpearance has more than a decade of experience connecting ads to sales, prioritizing performance, and making it as easy as possible for you. As a Google Premier Partner, we have greater access to new features, training, and support from Google to accomplish your business’s goals and priorities. Request a free digital analysis to get started.