If you run a local business, you need to be running Google Ads. Why? Because nearly 46% of all Google searches have local intent. That means people in your area are actively looking for services like yours every single day. If your business isn’t appearing at the top of Google, you’re missing out on a lot of potential customers.
But here’s the thing—running Google Ads without the right keywords is like fishing without bait. If you don’t know what people in your area are searching for, you’ll end up wasting money on irrelevant clicks that don’t convert into paying customers.
In this blog, I’ll walk you through a step-by-step process to find highly relevant, high-converting keywords for your local business. By the end, you’ll know exactly how to target the right people, how much to bid, and how to write better ads than your competition.
Why Google Ads Keywords Matter for Local Businesses?
Google Ads work on a pay-per-click (PPC) model. This means that every time someone clicks on your ad, you pay a small fee. The key to making this work is choosing the right keywords—the ones that bring in potential customers instead of just random clicks.
For example, let’s say you own a plumbing business in Manchester. If you target broad keywords like “plumber”, your ad might show up for people searching for plumbing courses, DIY plumbing tutorials, or even plumbers in a different city. That’s a huge waste of money.
Instead, you should target local, high-intent keywords like:
- “Emergency plumber Manchester”
- “Best plumbers near me”
- “24-hour plumber Manchester”
These keywords show that the person searching is actively looking for a plumber in your area and is more likely to hire you.
Now, let’s go through the exact process to find the best Google Ads keywords for your local business.
Step 1: Open Google Ads Keyword Planner
Google provides a free tool called the Keyword Planner, which helps you find relevant search terms for your business. Here’s how to access it:
- Log in to your Google Ads account.
- Click on the Tools and Settings icon (it looks like a wrench).
- Under Planning, select Keyword Planner.
- Click on Discover New Keywords.
This is where you’ll start researching keywords specific to your local business.
Step 2: Type in Your Service and Set Your Location
Now that you’re inside the Keyword Planner, it’s time to find keywords that potential customers in your area are searching for.
- Enter your main service in the search box. If you’re a plumber, type in “plumber” or “plumbing services”.
- Set your location to your town or city. Google will then show you keyword data specific to your area.
Each keyword will also show:
Search volume – How many people search for this keyword each month
Competition level – Whether the keyword has low, medium, or high competition
Cost per click (CPC) – How much advertisers typically pay per click
Step 3: Select the Right Keywords for Your Business
Now that you have a list of keywords, you need to choose the best ones. Here’s what to look for:
- High Search Volume – Look for keywords with a decent number of monthly searches in your area. Anything above 100 searches per month is a good starting point.
- High Intent – Focus on keywords that show buying intent. Someone searching for “emergency plumber near me” is more likely to hire a plumber today compared to someone searching for “how to fix a leaking pipe”.
- Reasonable CPC – If a keyword has a high cost per click (£10 or more), make sure it’s worth the price by checking the competition and conversion potential.
Once you’ve selected your best keywords, save them to use in your Google Ads campaign.
Step 4: Check Your Competitors’ Ads
Now that you have your keywords, it’s time to see what your competitors are doing.
- Open Google Search and type in one of your chosen keywords, like “emergency plumber Manchester”.
- Look at the top Google Ads that appear.
- Take note of their headlines, descriptions, and offers.
For example, if the top ad says:
“Fast & Affordable Emergency Plumbers – Call Now!”
You need to write a better headline that stands out, like:
“Manchester’s #1 Emergency Plumber – 24/7 Service, No Call-Out Fees!”
Your goal is to outshine your competitors by making your ad more compelling.
Conclusion
Finding the right keywords is the foundation of a successful Google Ads campaign for your local business. By using Google’s Keyword Planner, selecting high-intent local keywords, and crafting better ads than your competition, you can attract more customers and increase your sales without wasting money on irrelevant clicks.
If you’re serious about growing your local business with Google Ads, follow these steps and start testing today. The sooner you launch your ads, the sooner you’ll see results!
Need help setting up your Google Ads campaign? Reach out to us and our team would be happy to guide you through it.
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