How to Target and Attract Local Customers Using Google Ads

If your business relies on local customers, Google Ads can be one of your most effective marketing tools. It helps you appear in front of people searching for products or services near them, often at the exact moment they’re ready to take action. But running a profitable local campaign takes more than ticking the right boxes.

This guide walks through how to set up and run ads that reach real local buyers, not just waste budget on clicks from the wrong audience.

Target the Right Area

Start by narrowing your geographic targeting. Instead of covering your entire city or region, focus on the postcodes or radius around your business. You can target people physically located in that area, not just those searching about it from somewhere else.

A local bakery in Leeds, for example, might target people within five miles, while a plumber based in Croydon might want to cover the entire borough but exclude neighbouring regions.

Avoid wide catchment areas unless you genuinely serve all of them. The more focused your targeting, the more efficient your budget.

Use Local Keywords with Clear Intent

Location-based keywords help make sure your ads show up for the right searches. These usually combine a product or service with the name of your city, town, or neighbourhood.

Some examples:

• “emergency electrician in Bristol”

• “Manchester hair salon open now”

• “dog grooming Chiswick”

• “Italian takeaway near Ealing Broadway”

• “plumber South London reviews”

If you have multiple service areas, create separate ad groups or campaigns for each one. This makes it easier to write relevant ad copy and track performance by location.

Write Ads That Reflect the Area You Serve

Local users are more likely to click on ads that feel close to home. Mention your area directly in the headline or description. Use familiar place names, local references, or area-specific offers to help the ad feel relevant.

Instead of saying “Fast tyre replacement,” say “Same-day tyre fitting in Sheffield.” If you’re open late or offer walk-ins, include that too.

Ad copy should make it obvious that you’re nearby and available.

Set Up Your Google Business Profile

Your Google Business Profile connects your business details to your ads. Once linked, you can show your address, phone number, and directions on Google Maps.

This makes it easier for people to contact you, get directions, or visit in person. It also unlocks location extensions, which improve visibility and usually increase click-through rate.

Keep your profile accurate and updated with your latest hours, services and photos. It’s free and has a direct impact on local ad performance.

Schedule Ads Based on When People Buy

Not every hour of the day brings valuable traffic. Use ad scheduling to focus your spend on times your customers are most likely to act.

A coffee shop might advertise more heavily in the mornings, while a local gym might focus on lunchtime and early evenings. Review your campaign data regularly to find patterns and adjust your schedule as you go.

Make Sure You’re Tracking Local Results

It’s not enough to run ads. You need to know whether they’re working. For local businesses, this often means tracking phone calls, contact form submissions, or booking requests.

Use call tracking numbers if your business relies on inbound calls. Set up conversion tracking in Google Ads so you can see which keywords and ads are generating leads, not just clicks.

If you’re not confident your tracking is accurate, our PPC audit can identify gaps and fix them.

Improve and Expand Over Time

Once your local campaigns are running smoothly, test variations in ad copy, landing pages, and targeting. Try new location keywords, update your offers, or test a second location if you open one.

Many local campaigns start small and build into strong lead generators over time. If you want support from setup through to scaling, our Google Ads management handles every part of the process.