Pay per click advertising has become the linchpin of success for UK businesses, particularly small and medium enterprises (SMEs). By using local ads, businesses can precisely target potential customers in their region or county, dramatically boosting visibility and driving both online engagement and physical foot traffic.
In this guide, we will look into two local advertising methods, local search ads and Google local service ads. To help you choose the right advertising method for your business.
Local Search Ads
What are local search ads?
Local search ads are a sophisticated form of pay-per-click advertising that appears when users search for businesses or services within a specific geographical area. These geo targeted ads prominently display in Google search results and Google Maps, making them a crucial component of any robust local PPC strategy.
How do they appear?
These hyperlocal marketing tools typically occupy prime real estate at the top of search engine results pages (SERPs), marked with a subtle “Ad” label. They showcase essential business information, including:
- Business name
- Address
- Phone number
- Operating hours
- Customer reviews (when available)
- Unique selling propositions
Benefits of local search ads
- Enhanced visibility in local searches
- Cost-effective: pay per click
- Flexible budget control
- Reach customers actively seeking your services
- Complement your local SEO efforts
- Improved local brand awareness
For Example: Let's Check How To Implement Local Search Ads For A Bakery In Bristol
For instance;
Before:
- Average monthly foot traffic: 500 customers
- Online visibility: Page 2 of Google for “bakery Bristol”
- Monthly revenue: £15,000
Strategy:
- Keyword Opportunities: “fresh pastries Bristol”, “best bakery near me”, “artisan bread Bristol”
- Geo-targeted ads within a 5-mile radius
- Ad extensions showcasing best selling items and special offers
Expected Results After (3 months):
- Average monthly foot traffic: 700 customers (40% increase)
- Online visibility: Top 3 ads for target keywords
- Monthly revenue: £22,500 (50% increase)
Key Takeaway: By leveraging local search ads, “Bakery” not only increased its visibility but also translated that into tangible business growth.
Local Service Ads
What are local service ads?
Local service ads are a specialised advertising format meticulously designed for service-based businesses. They appear at the coveted top spot in Google search results, even above ppc ads and organic listings, making them a powerful campaign for local service providers.
How do they stand out?
These ads are distinctively designed, featuring:
- Business name
- Customer rating (out of 5 stars)
- Years of experience
- The trust-building “Google Guaranteed” badge
- Service area
- Operating hours
Benefits of local service ads
- Pay-per-lead model: only pay when contacted
- Trust signals: Google Guaranteed badge builds instant credibility
- Ideal for service providers (e.g., plumbers, electricians, lawyers, HVAC technicians)
- Automatic ad creation based on your Google My Business profile
- Prominent placement above all other search results
- Qualification process ensures high-quality leads
Case Study: "London Plumbing Company"
“London Plumbing Company” in London leveraged local service ads to dominate emergency plumbing searches:
Before:
- Average monthly leads: 50
- Response time to queries: 4 hours
- Customer rating: 3.8/5
- Monthly revenue: £20,000
Strategy:
- Optimised Google My Business profile for completeness
- Focused on gathering positive reviews to improve rating
- Implemented a 24/7 response system for emergency calls
- Highlighted “30-minute emergency response” in ad copy
After (3 months):
- Average monthly leads: 80 (60% increase)
- Response time to queries: Under 30 minutes
- Customer rating: 4.7/5
- Monthly revenue: £35,000 (75% increase)
Key Takeaway: By focusing on rapid response and service quality, “London Plumbing Company” significantly improved their Google LSA performance, leading to substantial business growth.
Local Search Ads Vs Local Service Ads: What's The Difference?
| Feature | Local Search Ads | Local Service Ads |
|---|---|---|
| Placement | Top of SERPs and Maps | Prime position above all results |
| Cost Structure | Pay-per-click (PPC) | Pay-per-lead |
| Targeting Mechanism | Keywords and location | Service category and location |
| Industry Applicability | All local businesses | Specific service categories |
| Ad Creation | Manual setup required | Automatic creation from GMB profile |
| Trust Signals | Standard ad format | Google Guaranteed badge |
| Lead Quality | Varies based on ad relevance | Pre-qualified by Google |
| Budget Control | Highly flexible | Set by Google based on industry and location |
| Ad Content Control | Full control over ad copy | Limited to GMB information |
| Performance Metrics | Clicks, impressions, CTR | Leads, bookings, calls |
How To Optimise Local Search Ads: Best Practices
- Conduct thorough keyword research focusing on user search intent
- Use tools like Google Keyword Planner and SEMrush for local keyword insights
- Focus on long-tail keywords with local modifiers (e.g., “emergency dentist in Leeds”)
- Craft compelling ad copy with local flavour
- Highlight local landmarks or community involvement
- Use location-specific offers or promotions
- Implement strong, action-oriented CTAs
- Examples: “Book Your Table Now”, “Get a Free Local Quote”, “Visit Our London Store Today”
- Maintain an up-to-date and optimised Google My Business profile
- Regularly update business hours, services, and photos
- Respond promptly to customer reviews
- Utilise ad extensions to provide additional value
- Location extensions to show your address
- Call extensions for easy phone contact
- Sitelink extensions to highlight specific pages or offers
- Regularly monitor and refine your ppc campaigns for peak performance
- Use A/B testing for ad copy and landing pages
- Adjust bids based on performance by location, time, and device
How To Optimise Local Service Ads: Best Practices
- Focus on maintaining high customer ratings
- Implement a system to request reviews after service completion
- Address negative reviews promptly and professionally
- Ensure business hours and service areas are accurately represented
- Update seasonal hours promptly
- Be specific about service boundaries to avoid unqualified leads
- Implement a system for quick lead response
- Use automated responses for after-hours inquiries
- Train staff on proper lead handling procedures
- Highlight unique selling propositions in your business description
- Emphasise specialisations or unique services
- Mention awards, certifications, or years of experience
- Pursue and maintain the Google Guaranteed badge
- Complete all required background checks and licensing verifications
- Regularly update insurance and licensing information
- Deliver exceptional service to uphold your Google Guaranteed status
- Implement quality control measures
- Provide ongoing training to staff
How To Select The Ideal Ad Type for Your UK Business
Consider these crucial factors:
- Business model (product-based vs service-based)
- Budget allocation and preferred payment structure
- Marketing objectives (awareness, lead generation, or direct sales)
- Target audience search behaviour and keyword search intent
- Competition in your local market
Industry-specific recommendations:
- Retail stores: Local search ads to showcase products and promotions
- Restaurants: Local search ads with menu extensions
- Emergency services (locksmiths, plumbers): Google Local service ads for immediate visibility
- Professional services (lawyers, accountants): Combination of both ad types for comprehensive coverage
How Can We Help You?
Are you feeling overwhelmed by local advertising? Don’t worry – we’re here to help! We’re UTDS Optimal Choice, a PPC and SEO Agency that knows all about local search and service ads.
We know that every business is different. That’s why we create a special plan just for you. Whether you run a small shop or a big service company, we’ve got your back.
Want to see your business grow with local ads? Contact us now ! We’ll show you how to get more local customers without all the stress.
FAQs: Your Local Advertising Queries Answered
Local ads complement your search engine optimisation and content marketing efforts, creating a holistic approach to reaching local customers. They provide immediate visibility while you build organic rankings, and can drive traffic to your website, enhancing overall online presence.
Absolutely! Many businesses use a combination to maximise their local visibility and capture different user search intent. Local search ads can cast a wider net, while local service ads can capture high-intent, ready-to-buy customers.
While results can vary, many businesses observe increased engagement within 2-4 weeks of launching well-optimised ppc campaigns. However, it’s important to allow for a learning period where you can gather data and refine your approach.
For local search ads, a website is typically required as you’ll need a landing page for your ads. Google LSA can work without a website, but having one is recommended for building credibility and providing additional information to potential customers.
Utilise Google Ads and Google My Business insights to track key metrics like click-through rates, conversion rates, and cost per acquisition. For a more comprehensive view, consider implementing call tracking and integrating Google Analytics with your CRM system to track leads through to sales.
