If you’re struggling to compete with big brands on Google Ads and bring in new customers, it’s a common challenge for most small business owners. The reality is simple: you don’t need their budget to win. You just need the right approach.

In this guide, we’ll break down local business Google Ads into simple terms. You’ll know exactly how to outshine major competitors in your local area for important searches like “plumber near me” or “accountant in Brisbane”.

We’ll cover:

• Configure your Google Ads account for maximum results
• Which ad types actually work for local businesses
• Effective bidding strategies that outperform large budgets
• Target customers who are ready to buy your service

We’ve helped dozens of small businesses across Australia rank their ads and attract more customers using these exact same methods.

Read on to learn more about how to do Google Ads for local businesses the right way.

Set Up Your Google Ads Account Like a Local Pro

Most small business owners dive into Google Ads without connecting the dots between their different Google tools. Here’s your step-by-step roadmap to get everything working together:

1. Create and verify your Google Ads account with local business details: Your business name, address, and phone number need to match exactly across all platforms. Google checks this stuff and rewards businesses that provide complete information.
   
   
2. Connect your Google Business Profile for location visibility: This connection lets your ads show up in Google Maps results automatically. It’s like getting two ads for the price of one when potential customers search in your service area.
   
   
3. Set a precise geographic targeting radius for your service area: Don’t waste ad spend on people who are too far away. A 15-kilometre radius usually works best for most local businesses, but adjust based on how far you’re willing to travel.
   
   
4. Configure location extensions and call extensions: These show your address and phone number right in your Google search ads. Based on our experience, ads with location extensions get 30% more clicks from potential customers.

Pro Tip: Verify your Google Business Profile completely before launching any advertising campaigns. Google gives priority to verified local businesses in search results.

Once your foundation is solid, the next step is choosing ads that bring customers through your door.

Choose Ad Types That Bring Customers to Your Door

When you look at the Google Ads options, it can feel like trying to order from a menu written in another language. Let me break down the ad types that work for local businesses:

• Search Network Ads: When customers actively search for services like yours, your ad can appear. For instance, if someone types “electrician near me,” your ad could be shown first. These ads convert well because users are already looking to make a purchase.
  
  
• Local Campaign Ads: Instead of managing multiple campaigns, a single local campaign can cover Google search, Google Maps, and YouTube. Google automatically optimises where your ads appear based on where potential customers spend time.
  
  
• Performance Max for Local: Using Google’s AI, this tool automatically identifies new customers across all Google platforms. You just set your budget, and Google takes care of targeting the most relevant audience for your business.
  
  
• Google My Business Posts: These free posts allow you to share special offers, events, or services directly in your Google Business Profile. Appearing in local searches, they can drive more customers without any additional ad spend.

Local searches convert faster than any other type of advertising because people are actively looking for what you offer. When someone searches for a service nearby, they’re usually ready to make a decision quickly.

Now that you know which ads to run, here’s how to outbid competitors without breaking your budget.

Outbid Big Brands Without Breaking Your Budget

Budget fears keep most small business owners from even trying Google ads. The truth is, you don’t need to outspend competitors; you need to outsmart them. Successful local businesses beat much larger advertising budgets with these three approaches:

Use Automated Bidding to Your Advantage

Manual bidding is where small businesses waste money trying to guess the right price. Instead, Google’s automated bidding systems have data from millions of searches and can adjust your bids in real-time.

Simply set up Target CPA bidding and tell Google exactly how much you want to pay for each new customer. Our team has found that automated bidding reduces wasted ad spend by up to 40% for local businesses.

Focus on High-Intent Local Keywords

Big brands target broad keywords like “plumber” that cost $15 per click. You should target “emergency plumber Brisbane,” which costs $8 but converts twice as well.

Local keywords have less competition and higher intent. What this means is that people searching for local services are ready to buy, not just browsing. Your $500 budget can compete directly with their $5000 budget when you focus on the right keywords.

Schedule Ads When Your Customers Are Most Active

Don’t run ads 24/7 like the larger businesses do. Analyse when your phone rings most often and schedule ads during those hours. If you’re a tradesperson, run ads from 7 AM to 6 PM on weekdays. This cuts your ad spend in half while maintaining the same number of customers.

Pro Tip: Turn off ads during hours when you can’t answer calls because you’re wasting money on leads you can’t convert.

The next step is making sure those ads reach exactly the right people in your area.

Target New Customers Who Actually Want Your Service

Most small business owners worry about wasted ad spend on the wrong people. The good news is that precision targeting is your secret weapon against big competitors.

Start by setting your geographic radius to exactly where you can serve customers best, then layer in demographics like age and income that match your ideal clients.

After you’ve got the basics right, use competitor audience targeting to show ads to people who are already interested in similar services.

Pro tip: Target local events and seasonal trends in your area. This approach turns every advertising dollar into potential customers who are genuinely interested in what you offer.

Make Your Google Ads Work Like a Customer Magnet

Many small business owners believe Google ads are only for companies with unlimited marketing budgets and large advertising teams. The reality is that local businesses have special advantages that bigger companies simply cannot replicate or match.

We’ve covered four essential strategies: setting up your Google Ads account properly, choosing effective ad types, using smart bidding techniques, and targeting customers who actually need your service in your local area.

Ready to compete with industry leaders? SlamStop‘s Google AdWords experts will implement these proven strategies and deliver the customer growth your business deserves.