Leveraging Google Ads’ Location Extensions for Local Service Businesses

Hello, I'm Leigh of Onside Online, a digital marketing expert with more than a decade of experience in helping tradespeople and local service businesses grow their online presence. In today's digital age, having a strong online presence is crucial for attracting local customers. And one powerful tool in your digital marketing arsenal is Google Ads' Location Extensions. In this comprehensive guide, we'll delve into how local service businesses can effectively leverage Location Extensions to boost their online visibility and drive more foot traffic to their physical locations.

What Are Google Ads' Location Extensions?

Google Ads’ Location Extensions are a feature that allows you to display your business’s physical address alongside your online ads. These extensions are essential for local service businesses, as they help potential customers find your business easily when they search for products or services related to your industry. They appear as a clickable link or a map pin in your ad, making it convenient for users to visit your store or office.

Why Should Local Service Businesses Use Location Extensions?

1. Increase Visibility

Imagine someone in your area searching for a service you offer, like plumbing or auto repair. With Location Extensions, your ad not only appears at the top of the search results but also displays your business’s physical location. This increased visibility can significantly enhance the chances of potential customers choosing your business over competitors who lack this feature.

Moreover, Location Extensions allow your ads to take up more real estate on the search results page, making them stand out. Research has shown that ads with Location Extensions have a higher click-through rate (CTR) compared to ads without them.

2. Build Trust and Credibility

Displaying your physical address in your ads adds a layer of trust and credibility to your business. It assures potential customers that you have a physical presence in their locality, making them more likely to engage with your services. It also reduces any scepticism they may have about your legitimacy.

When people see a physical address associated with a business, it instils confidence that they can rely on your services. This trust factor is especially crucial for local service businesses, where customers often prefer to work with companies they can visit or reach easily.

3. Drive Foot Traffic:

For brick-and-mortar businesses, the ultimate goal is often to get people through the door. Location Extensions can be a powerful tool in driving foot traffic to your store or office by providing users with a direct link to your location on Google Maps. It’s a convenient way for potential customers to find your physical address and navigate to your business.

Additionally, Google Ads allows users to click the Location Extension and receive turn-by-turn directions to your business, making it incredibly convenient for those on the go. This feature is particularly useful for restaurants, retail stores, and service providers with a physical storefront.

4. Improve Ad Relevance:

Google rewards advertisers who provide relevant and useful information to users. By including your physical location in your ad, you’re increasing the relevance of your ad to users who are specifically looking for local services. This can lead to higher click-through rates (CTR) and more conversions.

When users see your ad with Location Extensions, they immediately know that your business is nearby and can fulfill their needs. This alignment between user intent and ad content can lead to more qualified leads and ultimately more business for you.

How to Set Up Google Ads' Location Extensions:

Setting up Location Extensions in your Google Ads campaign is a straightforward process. Here’s a step-by-step guide:

1. Log in to your Google Ads account.

If you don’t have a Google Ads account, you’ll need to create one. It’s a simple process that involves providing basic information about your business and selecting your advertising goals.

2. Click on the “Ads & extensions” tab.

Once you’re logged in, navigate to the “Ads & extensions” tab in your Google Ads dashboard. This is where you can manage all your ad extensions.

3. Select the campaign or ad group you want to add Location Extensions to.

Location Extensions can be applied at both the campaign and ad group levels. Choose the level that makes the most sense for your business. For example, if you have multiple locations and want to tailor your extensions to each one, you can apply them at the ad group level.

4. Click on the “+ Extension” button and choose “Location Extension” from the dropdown menu.

Within your selected campaign or ad group, click the “+ Extension” button to add a new extension. From the dropdown menu, choose “Location Extension.”

5. Follow the prompts to add your business address, contact information, and other relevant details.

Google Ads will guide you through the process of adding your business location and contact information. You’ll need to provide your business name, address, phone number, and a description. It’s crucial to ensure that the information you provide is accurate and up to date.

If you have multiple locations, you can add each one separately, allowing you to target different areas with specific extensions. This is particularly beneficial for businesses with multiple branches or franchises.

6. Save your changes, and your Location Extensions will now be active in your ads.

After adding your location information, be sure to save your changes. Google Ads will review your extensions for accuracy and compliance, and once approved, they will be active in your ads.

Keep in mind that you can edit or update your Location Extensions at any time. It’s essential to regularly review and verify the accuracy of your business information to ensure a seamless experience for your customers.

Best Practices for Using Google Ads' Location Extensions:

Now that you have Location Extensions set up, let’s explore some best practices to maximise their effectiveness:

1. Optimise Your Business Information

Make sure your business details, including your address, phone number, and website, are accurate and up to date. Inaccurate information can frustrate potential customers and harm your online reputation.

2. Use Location-Specific Landing Pages

If you have multiple locations, consider creating location-specific landing pages on your website. This allows you to tailor your messaging and offers to each location, providing a more personalised experience for visitors.

3. Utilise Ad Scheduling:

Use ad scheduling to display your Location Extensions during your business hours. This ensures that potential customers can contact or visit your business when it’s open.

4. Leverage Ad Customizers:

Ad customizers allow you to dynamically update your ads with information such as location-specific promotions, store hours, and inventory availability. This can make your ads even more relevant to users.

5. Monitor Performance and Adjust Bids:

Regularly monitor the performance of your Location Extensions. Adjust your bidding strategy based on how well your extensions are driving results. If certain locations are performing exceptionally well, consider increasing your bid for those areas.

In Summary

In today’s competitive digital landscape, local service businesses must take advantage of every opportunity to stand out and attract customers. Google Ads’ Location Extensions provide an effective and convenient way to do just that. By prominently displaying your physical address alongside your online ads, you can increase visibility, build trust, drive foot traffic, and ultimately grow your business.

If you haven’t already, it’s time to leverage Location Extensions and watch your local service business thrive in the online world. If you have any questions or need assistance with setting up

Cheers,

Leigh from Onside Online

Contact us today to learn more about our services.

Leigh Reading
Leigh Reading

Digital Marketing professional with 13+ years of helping businesses achieve their goals.

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