Google Ads for Beginners: How to Set Up as a Local Businesses
Ever feel like your ad budget disappears overnight with nothing to show for it or maybe it's your first time setting it up and you're not sure where to start? At Bindi & Blazers Media, we will help you setup your campaigns for success from the start!
Campaign Setup for Business Who Want to Drive Local Customers
Campaign setup is where the magic begins — but also where money is often wasted. From choosing the right campaign type to setting clear goals and budgets, getting your Google Ads setup right ensures every click is working toward growth.
1. Define Your Goal
Decide what you want from your ads: calls, email signups, or online sales.
Tip: For local businesses, “Get More Calls” and “Visit Our Location” are usually the top objectives.
💡 Pro Tip: In Google Ads, select “Leads” or “Local Store Visits” as your campaign objective so Google optimizes toward nearby customers.
2. Choose the Right Campaign Type
Search Campaigns: Best for local intent keywords (“pizza near me,” “kids resale store Sterling Heights”).
Pro Tip: Start Here First
💲 Click here for a campaign setup guide.
Performance Max: This can work if you want your ads to show across search + maps + display & more but requires various image sizes and video assets. You can use Canva, to get images created yourself.
Display/Video: Only after search is solid — This is great to expand brand awareness.
3. Location Targeting
This is crucial for local businesses, set your location targeting to a radius around your business. We recommend starting at 5 miles from your store. (e.g., 5–10 miles).
Exclude areas you don’t serve (saves money).
Use “Presence” targeting so ads show only to people physically in your area, not people just searching from elsewhere.
4. Smart Keyword Selection
Focus on local + service/product combinations:
“google ads marketing in [city name]”
“digital marketing near me”
Start with Exact match for the first two - four weeks before adding in Phrase match.
Add negative keywords (e.g., “free,” “jobs”) to prevent wasted clicks.
Pro Tip: You can view how customers search for your ads in the Search Terms report.
💲 Double Pro Tip: Learn how to add negative keywords successfully.
5. Budget Wisely
Start small: even $10–$20/day can work for local businesses.
Pro Tip: For the first three months, start with a small budget then increase.
Spread spend across keywords where customers are looking to buy instead of dozens.
Watch CPC (cost per click) — adjust bids if clicks get too expensive.
Pro Tip: Within campaign settings -> Bid Strategy, limit your bids to $2-$3/click
CPC is the cost you pay based on a users click.
6. Write Local-Friendly Ads
Use headlines that mention your city or neighborhood.
Highlight unique selling points: “Family-Owned,” “Preloved Kids Clothes,” “New Inventory Weekly.” “Discounts/Sales”
Always include a strong call to action: “Call Today,” “Visit Us in [your city]”
Pro Tip: Creating ads that resonate with your buyers, will save you money
7. Add Extensions (Assets)
Extensions make your ads bigger + more clickable.
Call Extension → one-tap to call.
Location Extension → link to Google Maps.
Sitelinks → link to popular pages on your website “Rewards Program” “Contact Us”
Promotion Extension → Drive customers In-Store with a coupon “$10 Off Your First Purchase.”
8. Set Up Conversion Tracking (Very Important!!)
Go to Goals -> Create Conversion Action to track users who click your ad and engage with your website.
For local shops, track: calls, form fills, or “thank you” page signups before spending money on ads.
Without tracking, you’re flying blind and wasting your money!
9. Monitor & Make Account Changes Weekly
Check Search Terms Report → add negatives. (Most Important!)
Pro Tip: Click here to learn how to successfully setup a search term report
Pause underperforming ads after a month (No clicks or have a high CPA)
Pause under-performing keywords after two months.
Update at least headline copy every 4–6 weeks.
💲 Click here to learn how to update ad copy based on campaign setup
10. Bonus: Leverage Local SEO + Ads Together
Make sure your Google Business Profile is updated (hours, photos, reviews).
💲 Need to update your GBP profile or create one from scratch? We have a blog tutorial here.
Ads + Local SEO together help you dominate both paid and organic search in your area.
View Our Other Blogs Below,
Why Google Ads Matter for Small Businesses
Step 2: Choosing the Right Campaign Type
Step 3: Budgeting Without Wasting Money
Step 4: Targeting the Right Customers
Step 5: Writing Ads That Convert
Step 6: Tracking and Measuring ROI
Common Mistakes to Avoid
How Bindi and Blazers Media Can Help
