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Home Blog Local PPC: Definition, Benefits, Tips & Examples

Local PPC: Definition, Benefits, Tips & Examples

Want to attract customers in your neighborhood? Look no further than local PPC – this comprehensive guide unlocks the secrets of local PPC advertising, from definition and benefits to practical tips and real-world examples. Get ready to supercharge your local marketing and watch your customer base grows.
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TABLE OF CONTENT

Local PPC advertising is a powerful tool for businesses looking to attract customers within a specific geographic area, yet it can be challenging. While the potential for reaching highly qualified leads is unquestionable, navigating the complexities of keyword targeting, ad creation, and campaign optimization can feel overwhelming.

Still, proper local PPC management can benefit local businesses – as the Social Shepherd survey proves, the average conversion rate on Google Search Ads ranges between 3-6%. A well-thought-out local PPC strategy can bring great revenue, boost brand awareness, and make your business well-known in the local community.

With the best PPC tool for local campaigns, Landingi, you can create high-converting landing pages that will boost your PPC campaign’s efficiency, and we will show you how to achieve this. This comprehensive guide will equip you with everything you need to conquer local PPC. We’ll break down the definition, explore the benefits for your business, provide actionable tips to get your campaign started, guide you through local PPC campaign costs, and even share real-world examples to inspire your success. Read on and unlock the power of local PPC in your digital marketing campaigns.

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What Is Local PPC Advertising?

Local PPC (Pay-Per-Click) advertising is a targeted online marketing strategy designed to reach potential customers in a specific geographic area. Unlike broader PPC campaigns, which can span regions or countries, local PPC focuses on a defined locality, such as a city, neighborhood, or specific area around the company. This approach ensures that the ads are seen by people who are most likely to visit the business or require local services.

Local PPC advertising is highly effective because it combines the immediacy of online search with the specificity of geographic targeting. It allows businesses to compete for visibility in a crowded marketplace, offering a cost-effective way to reach local customers. Additionally, local PPC campaigns can be tailored to fit various budgets, making them accessible for small businesses looking to increase their local presence and drive traffic to their physical locations.

One of the primary platforms for local PPC advertising is Google Ads, where businesses can set their ads to appear in local search results or on local websites. By using keywords relevant to their business and location, advertisers can attract customers actively searching for their products or services in their area. Microsoft Advertising (Bing Ads) is another great platform for every local PPC strategy, allowing businesses to set their ads across Bing, Yahoo!, and other partner websites.

How Does Local PPC Work?

Local PPC campaigns are based on the strategic use of specific keywords and geographic targeting. These methods allow companies to place targeted ads when users search for specific keywords related to their products or services in a specific geographic area. Local PPC ads effectively allow companies to reach potential customers in their immediate neighborhood, driving local traffic and increasing sales opportunities. By focusing on a specific geographic area, companies can ensure that their marketing efforts are more relevant and cost-effective. The local PPC advertising process includes the following key steps:

  1. Keyword research and selection – businesses identify relevant keywords that potential customers in their local area are likely to use when searching for their products or services. For example, a dentist in New York might choose keywords like “dentist in New York” or “teeth cleaning near me.”
  2. Ad creation – attractive ads with a clear copy should include local elements, such as mentioning the city or neighborhood, to make the ads more relevant.
  3. Geographic targeting – advertisers specify the geographic area where they want their ads to appear. This can be done by setting a radius around a business location, targeting specific cities or ZIP codes, or selecting areas based on demographics.
  4. Setting a budget and bids – businesses set a daily or monthly budget for the campaign and choose bids based on the keywords. The bid amount determines how much the advertiser is willing to pay for each click on their ad. Higher bids can improve ad placement.
  5. Ad placement and display – when a user in the targeted area searches for the selected keywords, the ad is eligible to appear in the search engine results or on relevant local websites. The ad placement (top of the page, side, etc.) depends on the bid amount and ad quality.
  6. Local ad extensions and enhancements – features like location extensions can be added to the ads to display the business address, phone number, and a map, making it easier for local customers to find and contact the business.
  7. User clicks and payment – when users click on the ad, they are directed to the advertiser’s website or landing page. The advertiser is then charged the bid amount for that click. This cost-per-click (CPC) can vary based on competition for the keywords.
  8. Tracking and optimization – advertisers monitor the performance of their ads using metrics like click-through rate (CTR), conversion rate, and return on investment (ROI). This data allows them to adjust their keywords, bids, ad copy, and targeting to improve results.

PPC advertising is a mainstream strategy for small and mid-sized businesses, with 65% now using it, as highlighted in WebFX statistics.

10 Tips for Local PPC Advertising

Local PPC advertising can be challenging, but by following the 10 proven tips for driving local PPC strategy, focused on maximizing reach, relevance, and return on investment, you can leverage its full potential and create winning campaigns. It’s an excellent way to enhance local visibility and reach potential customers. Look at the 10 best practices below – this short guide equips you with the knowledge and strategies to launch high-performing campaigns, turning clicks into conversions and propelling your business forward.

#1 Use Geo-Targeting

The first tip for a local PPC campaign is to use geo-targeting. Set precise geographic boundaries, such as city limits, neighborhoods, or a specific radius around your business, and take full advantage of these options to ensure your ads are seen by people in your specific area.

This level of targeting helps you reach potential customers who are most likely to visit your store or require your services. Geo-targeting also maximizes your budget efficiency by focusing your ad spend on the most relevant audience, increasing the chances of conversions and reducing wasted clicks from users outside your target area.

As highlighted in the MarketSplash statistics, over half of mobile searches have local intent, and a whopping 61% of those searches lead to a conversion, making local marketing crucial for achieving higher ROI.

#2 Incorporate Local Keywords

The second tip for local search ads is to incorporate local keywords. Include location-specific keywords in your ad copy and bidding strategy to ensure your ads are highly relevant to local searchers. For example, use phrases like “best coffee shop in [City]” or “emergency plumber near [Neighborhood].” By integrating these keywords, you increase the chances of your ad appearing in relevant local searches, making it more likely to attract nearby customers.

These methods not only improve your ad’s visibility but also enhance its relevance, leading to higher click-through rates (CTR) and better engagement. Additionally, local keywords help search engines understand your business’s geographic focus, further boosting your ad’s performance in local search results.

#3 Leverage Location Extensions

The third tip for local PPC advertising is to leverage location extensions. Utilize them to add your business address, phone number, and a map to your ads. This makes it easier for potential customers to find and contact you, enhancing your ad’s relevance and convenience.

When users see your location and contact details directly in the ad, it builds trust and encourages them to visit your physical location or reach out for more information. Location extensions also improve your ad’s visibility on mobile devices, where users often look for nearby businesses. By providing clear and accessible contact information, you increase the likelihood of attracting local customers and driving foot traffic to your business.

According to WordStream statistics, over half of PPC clicks come from mobile. Location extensions and call extensions help mobile users contact you, boosting your campaign efficiency.

#4 Optimize Your Landing Page

The fourth tip for a successful local PPC campaign is to optimize your landing page. Ensure that your ad’s landing page is consistent with the ad’s copy and tailored for local visitors. To build trust and relevance, include local content, such as customer testimonials from local residents and local business awards. Make your contact information easy to find, displaying your address, phone number, and business hours. Additionally, consider adding a map and directions to your location. This local focus enhances user experience and increases the chances of converting visitors into customers.

In the PPC landing page creation and optimization process, leverage Landingi – the best digital marketing platform that will allow you to create an effective local PPC campaign with high-converting landing pages.

#5 Monitor and Adjust Your Bids

The fifth tip for local PPC advertising is to monitor and adjust your bids. Regularly review your campaign performance data, focusing on metrics like click-through rates, conversion rates, and cost-per-click. Adjust your bids based on this analysis: increase bids for high-performing keywords that drive significant traffic and conversions while reducing or eliminating spending on underperforming ones.

This strategy ensures you allocate your budget more efficiently, maximizing your return on investment (ROI). By continuously optimizing your bids, you can maintain a competitive edge, improve ad placement, and make the most out of your advertising budget.

#6 Use Ad Scheduling

The sixth tip for local pay-per-click advertising is to use ad scheduling. Implement ad scheduling to show your ads during peak business hours or when your target audience will most likely search for your services. Such a targeted approach ensures that your budget is spent efficiently, maximizing the chances of engagement and conversion. By aligning your ad visibility with the times your potential customers are most active, you increase the likelihood of capturing their attention and driving them to take action, thereby enhancing the overall effectiveness of your campaign.

#7 Create Compelling Ad Copy

The seventh tip for local search advertising is to create compelling ad copy. Write engaging and clear ad copy that highlights your business’s unique aspects and resonates with the local audience. Mention specific local landmarks, popular neighborhoods, or community events to make your ad more relevant and appealing.

Additionally, emphasize any unique selling points or neighborhood-specific promotions to stand out. Effective ad copy attracts clicks and builds a connection with local searchers, increasing the likelihood of conversion and customer loyalty.

Local businesses take note! According to MarketSplash statistics, nearly everyone (97%) uses the Internet to learn about local companies. Don’t be invisible – create compelling ad copy that encourages clicks.

#8 Utilize Negative Keywords

The eighth tip for winning local PPC strategy is to utilize negative keywords. Implementing negative keywords is crucial for preventing your ads from appearing in irrelevant searches that do not match your services or products. For instance, if you run a luxury spa, you might want to add “cheap” or “DIY” as negative keywords to avoid attracting users looking for budget options or at-home solutions. By filtering out these irrelevant searches, you reduce wasted spend on clicks that are unlikely to convert, ensuring that your budget is directed toward more qualified leads. It can improve the overall quality of your traffic, leading to higher conversion rates and a better return on investment.

#9 Experiment with Different Ad Formats

The ninth tip for local PPC is to experiment with different ad formats. Try different ad formats like text, display, and local service ads to see which performs best for your target audience. Text ads are great for delivering clear, concise messages, while display ads can capture attention with compelling visuals. Local service ads specifically cater to service-based businesses and can help attract customers looking for nearby services.

By testing and analyzing the performance of these different formats, you can gain valuable insights into what resonates most with local consumers. This experimentation allows you to fine-tune your advertising strategy, ensuring you use the most effective ad formats to engage your audience and drive conversions.

#10 Track and Analyze Performance

The last tip for local business PPC campaigns is to track and analyze performance. Utilize tools like Google Analytics and Google Ads to track the performance of your local PPC campaigns. Analyze metrics such as click-through rates (CTR), conversion rates, and cost-per-conversion to identify areas for improvement.

Don’t neglect landing pages – to track their performance, use the EventTracker tool from Landingi. It allows you to track events and user behavior on your ad-related landing pages. You can use data gathered in Landingi’s dashboard to optimize landing pages for better user experience and higher conversion rates, ultimately improving your local marketing tactics.

What is EventTracker

4 Local PPC Ads Examples

Check out the 4 examples of successful local PPC campaigns and find out what makes them win. These examples showcase ads from the two most popular platforms – Google and Bing, giving you more ideas on leveraging the potential of local search in promoting your local business.

1. Local Service Ad – Google

The first example showcases local service ads in the Google browser. Once the user types “best car rental Madeira” in a search bar, the first results show local PPC ads relevant to this query. Ads are marked as “Sponsored” results and appear above the organic search list. Each ad includes a compelling headline with location and business-related keywords, short and attractive copy, and a thumbnail picture that boosts user engagement. Local ads can include extensions that make them more intent-relevant. Ratings boost the brand’s credibility and influence the decision-making process right from the browsing phase.

Once the user clicks a chosen ad, it directs him to the ad-related, local landing page optimized for conversions. The landing page is clear, guiding users through compelling headlines and short descriptions, including local and business-related keywords, to an outstanding call-to-action button. This specific landing page’s main point is the car rental browser, which is kept in the most visible hero section to simplify the user path to convert. The page also includes ratings from a well-known platform, which impact the decision-making process and encourage users to take the desired action.

Pick the Car Rental template – add compelling headlines, pictures, and copy to keep it consistent with your ad. Use Landingi to optimize it for your local PPC ads and drive high conversions with a well-designed PPC landing page.

ppc campaign landing page

2. Local Service Ad – Bing

The second example illustrates a local service ad in Bing. Local consumers browsing for a Ford service department in Johnson City see the most relevant search result, marked with an “Ad” sign. This specific PPC ad leverages additional links as ad extensions, making it relevant for various needs. Those who look for local service can choose the link that directs them to the scheduling point – a specific, ad-related landing page.

This minimal page with a simple form supplements local PPC strategy, giving users a short path to meet their needs. It’s more the action tool than another information source, making it highly effective in driving conversions and improving overall ROI.

3. Local PPC in Bing Maps

The third example showcases local PPC ad in Bing Maps. It appears in the bottom of informative side box, which explains chosen area specifications. The ad includes catchy headline, short description and a CTA button, encouraging those who use map apps for searching interesting places to visit.

4. Local Medical Service Ad – Google

The fourth example illustrates how search engine marketing for local medical services works. As in the following example, search queries for dental clinics should include specific neighborhood and location keywords to reach the target audience. While the main headline directs to the main website, using ad extensions helps provide users with a clear path to the specific landing pages that answer their needs.

Local businesses should focus on providing important information in the strategic sections to simplify users’ conversion paths. The landing page of Harbor Family Orthodontics includes the “Call Now” button with a phone number in a strategic top-right corner, so potential customers can easily contact the clinic.

At the bottom of this page, users can find contact details with precise locations and the Google Maps app plugin, which provides clear directions for customers. The page’s overall relevance is achieved through keywords related to the location and business, as well as attractive content consistent with advertising.

Choose the Dental Examination template and leverage its potential in online advertising. Customize it with Landingi’s editor, add compelling copy with localization keywords, highlight benefits, and use a simple form to drive conversions and boost the overall campaign’s ROI.

local business ppc landing page

7 Benefits of Local PPC

The main benefits of local PPC are targeted reach and increased visibility in local searches, but the list of advantages is long, including cost efficiency, quick and measurable results, and enhanced local brand awareness. Check out all the benefits of local online advertising and learn why you should incorporate local PPC campaigns into your digital marketing strategy.

1. Targeted Reach

The first benefit of local PPC is targeted reach. Local search engine marketing empowers businesses to tailor ads directly to individuals within a specific geographic location, providing advanced geo-targeting options. It enables local businesses to tailor ads to specific locations, neighborhoods, or even a radius around the business. Ads can be customized to highlight local events, promotions, or seasonal offers, making them more relevant to the target audience. This ensures that the ads reach potential customers nearby, increasing the likelihood of them visiting the business or requiring local services.

2. Increased Visibility in Local Searches

The second benefit of PPC local campaigns is increased visibility in local searches. Local PPC ads can appear at the top of local search results, significantly increasing visibility and making it easier for local customers to find your business. The prime placement ensures that your ads are seen by users actively searching for relevant products or services in your area. The increased prominence can lead to higher click-through rates, as users are more likely to click on ads that appear at the top of the search results.

Consequently, heightened visibility can drive more traffic to your physical location, as local customers are more likely to visit a business they easily find online. This enhanced exposure not only boosts immediate engagement but also helps build brand recognition and trust within the local community.

Local searches drive immediate action – according to Mailchimp research, 88% of searches lead to a call or business place visit within 24 hours. This underlines the power of local PPC for businesses.

3. Cost-Effectiveness

The third benefit of local PPC is cost-effectiveness. By focusing on a local audience, businesses can optimize their advertising budget and significantly reduce wasted spend on irrelevant clicks. Targeting specific geographic areas ensures that ads are shown only to potential customers who are most likely to visit the business or require local services, making each click more valuable. Keeping a targeted approach often results in a higher return on investment (ROI) compared to broader PPC campaigns that may reach a less relevant audience.

Additionally, the ability to adjust bids and budgets based on local performance data further enhances cost-efficiency, ensuring that every dollar spent contributes to attracting local customers and driving tangible results.

4. Quick and Measurable Results

The fourth benefit of local search ads is achieving quick and measurable results. PPC campaigns can start driving traffic almost immediately after they go live. Businesses can quickly measure the effectiveness of their ads through metrics like CTR, conversion rates, and cost-per-click (CPC), allowing for rapid adjustments and optimization.

5. Enhanced Local Brand Awareness

The fifth benefit of successful local search ads is enhanced local brand awareness. Regularly appearing in local search results helps build brand recognition and trust within the community. Even if users don’t click on the ad initially, repeated exposure can increase the likelihood of future engagement.

Local PPC can help small and medium-sized businesses compete with larger companies by focusing on a niche market. By targeting a specific geographic area, smaller businesses can effectively compete for local customers without being overshadowed by national brands.

6. Improved Ad Relevance with Local Extensions

The sixth benefit of local pay-per-click advertising is improved ad relevance with local extensions. Local extensions are additional bits of information you can add to your PPC ads that specifically target local searches. These extensions can include your business address, phone number, and even a map link. By including these extensions, your ad becomes more relevant to local searches because it provides users with the information they need to take action immediately, like calling your store or getting directions. This increased relevance can lead to a higher CTR for your ads, meaning more people are likely to click on your ad since it directly addresses their local search intent.

Location-based ads hit the mark – a significant majority (73%) of US smartphone users find these ads more relevant due to their location targeting, as showcased by Statista in one of their reports.

7. Flexibility and Control

The seventh benefit of local online advertising is flexibility and control. Unlike other local marketing tactics, PPC campaigns provide businesses with the flexibility to manage various aspects of their advertising efforts, including budget, ad scheduling, and targeting options. This means businesses can allocate their advertising spend precisely where it’s needed most, ensuring optimal use of their budget. Additionally, ad scheduling allows businesses to display ads during peak times when their target audience is most active, maximizing the chances of engagement.

The targeting options in local PPC campaigns are highly customizable, allowing businesses to reach specific demographics, locations, and even behaviors. This level of control ensures that ads are seen by the most relevant audience, enhancing the effectiveness of the campaign. Moreover, businesses can easily adjust their strategies based on real-time performance data, seasonal trends, or changes in the market, which enables them to respond quickly to new opportunities or challenges, continually refining their approach to achieve the best possible results.

Moreover, local PPC can complement other local marketing efforts, such as social media campaigns, local SEO, and offline advertising. An integrated approach can amplify overall marketing effectiveness and drive more comprehensive results.

How to Start Local PPC Ads?

To start local PPC ads, you must access an online advertising platform, such as Google Ads or Microsoft Advertising, conduct thorough keyword research, create your ad, and link an optimized landing page. Then it comes to targeting, setting the budget, and bidding. Once you review everything, you can launch your local PPC campaign and track its performance to make further optimizations. Check out the detailed guide below and use it as your checklist when starting local PPC ads.

  1. Access the chosen platform – choose the advertising platform, like Google Ads or Microsoft Advertising (Bing Ads), and register to create the advertiser account where you can create new campaigns.
  2. Conduct keyword research – identify relevant search terms that potential customers in your local area are likely to use. This involves using professional tools like Google Keyword Planner or SEMrush to find keywords specific to your business and location.
  3. Create compelling ad copy – use persuading copy that highlights your local presence and includes a strong call-to-action, encouraging users to visit your store or contact you. Ensure your ads mention local landmarks, events, or neighborhood names to make them more appealing and relevant to your target audience.
  4. Optimize landing page – create a landing page that matches the intent of your ads and provides a seamless user experience. This page should include local content, clear contact information, and a straightforward path to conversion, such as a contact form or appointment scheduler. Use professional tools, like Landingi, to build high-converting PPC landing pages and optimize them for user experience effortlessly.
  5. Use advanced targeting – define your geographic targeting to restrict your ads to your desired area, which could be a specific city, neighborhood, or radius around your business. This ensures your ads are only shown to users within your service area.
  6. Set up the budget and focus on bidding – establish a budget that aligns with your marketing goals and decide on your bidding strategy, keeping in mind that higher bids can improve ad placement. You can choose between manual bidding, which requires ongoing optimization, and automated bidding, which adjust your bids for maximum efficiency.
  7. Review and launch – once everything is prepared, double-review every aspect of your campaign, check out ad copy and ensure landing pages are mobile-friendly. Once its done, launch your local PPC campaign.
  8. Track campaign’s performance – monitor the performance of your campaign closely using metrics like click-through rates, conversion rates, and cost-per-click. Analyzing these metrics will help you identify what’s working and what needs adjustment. Regularly optimize your ads and bidding strategy based on this data to improve your campaign’s effectiveness.

By following these steps, you can effectively launch and manage local PPC ads that drive targeted traffic and generate leads from your local community.

How to Choose the Right Keywords for Local PPC Ads?

To choose the right keywords for local PPC ads, start by identifying terms that local customers use when searching for your products or services. Use tools like Google Keyword Planner or SEMrush for PPC keyword research and find high-traffic keywords relevant to your business and location, such as “best coffee shop in [City]” or “plumber near [Neighborhood]”. To ensure relevance, incorporate local modifiers like city names, neighborhoods, and landmarks. Analyze competitors keywords for additional insights by using appropriate tools, like SEMrush. Prioritize keywords with a good balance of search volume and competition. Review and refine your keyword list based on campaign performance data to maintain effectiveness and maximize ROI.

How Do Local PPC Campaigns Benefit from Tailored Landing Pages?

Local PPC campaigns benefit significantly from tailored landing pages by enhancing relevance, improving user experience, and increasing conversion rates. When a user clicks on a local PPC ad and lands on a page that specifically addresses their needs and location, they are more likely to engage and convert. Tailored landing pages can feature local testimonials, address local pain points, and highlight proximity, making the business appear more relevant and trustworthy.

Moreover, tailored landing pages can be optimized for local search terms and include clear calls to action, such as directions to the business or contact information. This specificity not only improves the user’s experience but also aligns with the intent of the local search query, leading to higher satisfaction and lower bounce rates.

By directly addressing the needs and context of local users, businesses can foster a sense of connection and urgency, encouraging immediate action. The landing page optimization maximizes the effectiveness of local PPC campaigns, driving more qualified traffic and ultimately leading to better ROI.

Take a look at an example of a well-optimized local PPC landing page:

The Intermezzo’s ad appears on the search engine results page when a user types the keywords “Hairdresser Seattle” in Bing’s search bar. The ad includes compelling copy with local and business-specific keywords, which makes it relevant to the user’s intent. By clicking the ad, a user is directed to a tailored landing page.

The ad-related landing page has a clear layout, with a catchy headline, attractive picture, and encouraging CTA in the hero section. The localization info, phone number, and opening hours take a strategic placement, making it highly effective in the context of local PPC strategy, giving users all necessary contact details at their first touch with a page.

Scrolling down, users can find a copy describing the Intermezzo salon, which includes specific localization and neighborhood mentions. It builds trust among potential customers and ensures them they have found what they were looking for at the browsing phase.

The landing page includes testimonials from local customers that not only build brand credibility, but also assure users that the salon is appreciated in the local community.

The bottom part of Intermezzo Salon involves short information about salon’s localization, pointing out the specific neighborhood and highlighting unique selling points. It also show strategic contact details, with the full address, phone number and e-mail adress.

These aspects of a PPC landing page make local advertising highly effective. A well-optimized, user-friendly landing page boosts brand awareness, ensures users they are in the right digital space and encourage actions.

Pick the Hairdresser Voucher template and customize it easily with Landingi to create a high-converting landing page for your ads and drive higher ROI from your local PPC campaign.

local ppc landing page

What Are the Costs Associated with Local PPC Advertising?

The costs associated with local PPC advertising include direct expenses, like campaign budget, costperclick, or bid amount, and indirect costs, involving ad creation and management costs, landing page optimization costs, and the price you pay for professional tools. In PPC strategies, you have control over costs and can manage your budget by considering the following direct PPC cost factors:

  • Cost-per-click (CPC) – the amount you pay each time someone clicks on your ad. The CPC can range from a few cents to several dollars, depending on the competitiveness of your chosen keywords and industry. Local keywords often have lower CPCs compared to broader terms.
  • Daily or monthly budget – you set a budget that controls how much you will spend each day or month. This ensures you don’t exceed your advertising budget and can manage your expenses effectively.
  • Bid amount – the amount you bid for each keyword can influence your ad placement. Higher bids can secure better positions on search results pages but will increase overall costs.

The indirect costs associated with local PPC advertising include the following:

  • Ad creation and management – there may be costs associated with creating and managing your PPC campaigns, including hiring a digital marketing agency or PPC specialist to handle keyword research, ad copywriting, and ongoing campaign optimization.
  • Landing page optimization – ensuring your landing pages are optimized for conversions may incur additional costs. This could involve web design services, A/B testing, and other improvements to enhance user experience and increase conversion rates.
  • Tools and software – using tools for keyword research, analytics, and campaign management can also increase costs. While some tools are free, others require a subscription or one-time purchase.

The total cost of local PPC advertising will depend on your specific goals, the competitiveness of your market, and the strategies you implement. You can achieve a good return on investment by carefully managing these costs and continually optimizing your campaigns.

How to Measure the Success of Local PPC Campaigns?

To measure the success of local PPC campaigns, follow your KPIs, including clickthrough rate, conversion rate, costperclick, costperacquisition, local impressions and reach, geographic performance, Quality Score, engagement metrics, and phone calls. Each of them will inform you about specific factors, as follows:

  1. Click-through rate (CTR) – measures the percentage of people who click on your ad after seeing it. A high CTR indicates that your ad is relevant and engaging to your target audience.
  2. Conversion rate – the percentage of clicks that result in a desired action, such as purchasing, filling out a contact form, or calling your business. A high conversion rate signifies that your landing page is effective and your audience finds your offer compelling.
  3. Cost-per-click (CPC) – cost of each ad click. Monitoring CPC helps you understand how much you spend for each click. Lower CPCs can help you maximize your budget, but it works well when you ensure the quality of clicks is high.
  4. Cost-per-acquisition (CPA) – measures the cost to acquire a customer or lead. This metric helps you determine your campaign’s overall efficiency and ROI by showing how much you are spending to achieve each conversion.
  5. Local impressions and reach – track how often your ads are shown (impressions) and the number of unique users who see your ads (reach) within your targeted geographic area. This helps assess your campaign’s visibility and penetration in the local market.
  6. Geographic performance – analyzing performance data by location can reveal which areas drive the most clicks and conversions. This insight lets you optimize your targeting and budget allocation to focus on high-performing locations.
  7. Quality Score – Google’s Quality Score evaluates the relevance and quality of your keywords, ads, and landing pages. A higher Quality Score can lead to better ad positions and lower CPCs.
  8. Engagement metrics – include average session duration, pages per session, and bounce rate on your landing page. High engagement indicates that users find your content valuable and are more likely to convert.
  9. Phone Call Tracking – if phone calls are a primary conversion goal, use call tracking to measure the number and quality of calls generated by your PPC ads. This can help you assess the direct impact of your ads on customer inquiries and sales.

By regularly analyzing these metrics, you can evaluate the effectiveness of local PPC campaigns, make data-driven adjustments, and ultimately improve overall performance and ROI.

What Are Common Mistakes to Avoid in Local PPC Advertising?

Common mistakes to avoid in local PPC advertising include skipping keyword research, missing out on geo-targeting, creating irrelevant generic ad copy, linking landing pages that dont convert, neglecting performance tracking, and forgetting negative keywords. Each of these aspects affects your campaign success, as follows:

  • Skipping keyword research – without proper research, your ads might not reach the people searching for what you offer.
  • Missing out on geo-targeting – geo-targeting ensures you don’t waste budget on clicks from outside your service area.
  • Creating irrelevant generic ad copy –ads should mention specific local landmarks, neighborhoods, or events to resonate more with the local audience’s needs and searches.
  • Linking landing pages that don’t convert – PPC landing pages should be well-optimized tomake it easy for local customers to take action.
  • Neglecting performance tracking – campaigns without ongoing adjustments based on performance data can result in stagnant or declining results.
  • Forgetting negative keywords – blocking irrelevant searches that won’t lead to conversions improves ROI.

How Does Local PPC Compare to Traditional Advertising Methods?

Local PPC advertising, unlike traditional advertising methods, provides precise targeting, ensuring ads reach a specific audience based on location and search intent. It is more cost-effective, allowing for budget control and measurable results with metrics like click-through rates and conversions. Local PPC campaigns can be quickly adjusted based on performance data, offering flexibility and immediate feedback. Additionally, PPC ads appear where local customers actively search for relevant services, increasing engagement and conversion potential compared to the broader reach but less targeted nature of traditional advertising.

How to Choose the Best Local PPC Agency?

To choose the best local PPC agency, evaluate their experience and expertise in managing local campaigns. Seek agencies with a proven track record of success in your industry and local market. Look for client testimonials, case studies, and reviews to evaluate their reputation and effectiveness. Choose those that offer transparent reporting and communication, providing regular updates and clear metrics on campaign performance. Evaluate their understanding of local SEO and geo-targeting strategies. Ensure they have a dedicated team and resources to manage your account. Lastly, compare pricing structures to ensure they fit your budget while offering value for their services.

What Tools Are Available for Managing Local PPC Campaigns?

To manage local PPC campaigns, you should compose a professional toolkit that must include an advertising platform enabling effective local advertising, an advanced tool for keyword research, and multifunctional landing page software. The best PPC tools you can leverage in your local PPC campaigns are the following:

Google Ads

Google Ads is a comprehensive platform that allows businesses to create and manage PPC campaigns targeting local audiences. It offers robust geo-targeting options, keyword planning, and detailed analytics to optimize ad performance. Businesses can reach users through search ads, display ads, and location extensions to enhance local visibility. Google Ads also uses ad groups to organize sets of related keywords and ads, helping businesses streamline and optimize their campaigns for specific themes or categories.

Microsoft Advertising

Microsoft Advertising, also known as Bing Ads, provides similar functionalities to Google Ads but targets the Bing search network. It includes tools for geo-targeting, keyword management, and detailed reporting. This platform can be particularly effective for reaching a different demographic that uses Bing and Yahoo for searches.

Meta Ads

Meta Ads (Facebook Ads) combines multiple PPC platforms, enabling businesses to target local audiences through Facebook and Instagram. With precise targeting options based on location, demographics, interests, and behaviors, businesses can create highly relevant ads. Meta Ads also offers robust analytics and tracking tools to measure engagement and conversion rates.

SEMrush

SEMrush is a comprehensive tool that offers keyword research, competitive analysis, and campaign management features. SEMrush helps businesses identify high-performing local keywords and monitor the performance of their PPC campaigns against competitors.

Landingi

Landingi is a user-friendly landing page builder designed to create optimized landing pages for PPC campaigns. It offers over 400 templates, which can be easily customized in its editor and optimized with AI landing page features. AI-driven tools, like a content generator, can help you create ad-related content for an entire landing page. Landingi supports translations in 29 languages, thanks to which you can leverage its potential in creating local PPC campaigns.

The Landingi platform also focuses on page optimization, providing users with an A/B testing tool. It helps in experimenting with various page versions and finding the best-performing one. EventTracker tool allows tracking events and user behavior, gathering all data in one dashboard. This tool allows you to incorporate data-based optimizations to provide a better user experience and, ultimately, achieve better PPC campaign results. Landingi offers over 170 integrations, also with various advertising platforms. This platform helps businesses create dedicated, high-converting landing pages tailored to local PPC campaigns that enhance the overall ROI.

What Is the Impact of Local PPC on Local SEO?

The impact of local PPC on local SEO includes enhanced visibility and increased traffic. Local PPC ads can drive immediate traffic to your website, complementing organic search efforts and boosting your overall online presence. The increased traffic and user engagement from PPC can indirectly improve your local SEO by signaling search engines that your site is relevant and valuable. Additionally, consistent brand exposure through PPC can increase brand searches and more local citations, further strengthening your local SEO performance.

How to Integrate the Local PPC with Other Marketing Strategies?

To integrate local PPC with other marketing strategies, align your PPC campaigns with your overall marketing goals and messaging. Use consistent branding and promotional themes across all channels, including social media, email, and content marketing. Leverage data from PPC campaigns to inform and refine your SEO and content strategies, focusing on high-performing keywords. Incorporate call tracking and local extensions in PPC ads to enhance offline marketing efforts. Additionally, use PPC insights to tailor offers and promotions, creating a cohesive and unified marketing approach that maximizes reach and engagement.

Future Trends in Local PPC Advertising

Future trends in local PPC advertising are expected to include several key developments, such as leveraging AI and machine learning to optimize campaigns through better audience targeting and predictive analytics. Hyper-local targeting will become more refined, enabling businesses to reach customers in specific neighborhoods or streets. Voice search optimization will gain importance as more users rely on voice-activated devices for local searches. Additionally, an increased focus on mobile-first strategies will optimize ads for on-the-go consumers.

Master Your Local PPC Campaigns with Landingi

Local PPC connects businesses with local audiences, boosting traffic and conversions. Precise targeting, relevant keywords, and optimized landing pages maximize budgets and ROI. Benefits like local visibility, cost-effective reach, and measurable results make it a digital marketing must-have.

Local PPC is a powerful tool for local growth. This article’s real-world examples show how companies in various industries prosper through local PPC. Leverage key strategies like keyword research and ongoing optimization to navigate local PPC and achieve marketing goals. Try Landingi now – master creating high-converting landing pages, and watch your business grow with local PPC ads.

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Martyna Targosz

Content Writer

Martyna Targosz is a marketing content expert with over 3 years of experience in digital marketing. She specializes in landing page creation and conversion optimization. She is currently being mentored by Błażej Abel, CEO of Landingi, a leading company in landing page technology.
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