Local Marketing with Google: Strategies that Work in 2024

  • March 6, 2024
  • obm
  • 5 min read
Local Marketing with Google: Strategies that Work in 2024

Local businesses rely heavily on effective online marketing strategies to reach their target audience and generate leads.

Google, being the most prominent search engine with over 8.5 billion searches a day, plays a crucial role in getting more local customers. In this post, we will explore local Google marketing strategies that work in 2024 to help your business thrive in the competitive online landscape.

1. Budget Your Marketing Spend Effectively

Before diving into specific marketing strategies, it’s essential to establish a clear budget for your marketing efforts. 

We’ve created a tool to assist you in this process. Simply go to this spreadsheet [click here], make a copy, and input details such as your desired annual revenue, average price per job, current conversion rate, and average cost per lead.

This tool will automatically calculate your monthly marketing budget required to achieve your revenue goals.

2. Local Service Ads (Google Guaranteed)

google service ads

Local Service Ads, often referred to as Google Guaranteed, are a game-changer for local businesses. These ads appear prominently at the top of Google search results and feature the coveted Google Guaranteed tick, instilling trust in potential customers. 

To set up Local Service Ads:

  • Go to Google and search for “Local Service Ads.”
  • Click on the top link to begin the setup process.
  • Choose your business category, set your budget, and select the geographical areas where you want your ads to appear.

Google will display your business locally, using your Google Business profile. Potential customers can either call or message you directly through these ads. 

Importantly, you are charged per lead rather than per click. To maintain a good reputation and continue receiving leads, respond quickly to all inquiries or Google will stop sending you leads.

To make your Local Service Ads stand out, enhance your Google Business profile by adding a high quality images and collecting positive reviews. This will help your business shine among competitors and attract more leads.

3. Google Ads

Google Ads remains a primary source of revenue for Google, and when used effectively, it is a powerful tool for marketing your local business. 

To optimise your Google Ads strategy:

  • Create ad groups centered around specific keywords. For example, if you’re a plumber, target keywords like “boiler fitting” and direct traffic to a “boiler fitting” landing page.
  • On the landing page, highlight your Unique Selling Propositions (USPs) and include clear calls to action for contacting your business.
  • Craft compelling ad headlines that outperform those of your competitors. Remember, you pay for every click, so make each click count.

Once potential customers contact you, utilise your sales skills to close deals over the phone. Ensure that your landing page and offers are more attractive than those of your competitors. 

Use landing page software like Unbounce to optimise your conversion rates further. 

Niche down your offerings with Google Ads to attract more customers interested in your general services.

4. Optimize for "Find Results On" Section

find results on section

The “Find Results On” section in Google suggests other directories that list businesses offering your services. To leverage this opportunity:

  • Identify directories that are most relevant to your business and get your business listed on them.
  • Optimise your listings to rank higher, primarily by accumulating more positive reviews.

Enhancing your presence in these directories can significantly boost your visibility and lead generation.

5. Google Maps

google maps

Google Maps is an invaluable free marketing tool for local businesses. Start by submitting your business listing on Google My Business at google.com/business

If you already have a listing, focus on optimising it to achieve a top-three ranking when people search for your services in your area. 

To achieve this:

  • Use a tool like GMB Everywhere to select the most appropriate categories for your business listing and perform competitor research.
  • Encourage customers to leave reviews and add numerous images to your listing.
  • Strive to become the best-reviewed company in your town to rank higher and attract more customers.

6. Organic Search Ranking (Below the Map Pack)

google map

Ranking organically on Google, especially just below the map pack, can significantly boost your business’s online presence. To achieve this, follow these steps:

  •  Ensure your website is well-optimised, with each page having titles, descriptions, and thorough optimisation.
  • Expand your website by creating multiple pages that provide in-depth information about your products and services.
  • Begin blogging on your website, offering articles that help your customers solve problems related to your industry. Include clear calls to action in your blog posts to encourage customer contact and quote requests.

7. Conversion-Optimised Website

Lastly, it’s crucial to have a website designed for conversions. Your website’s landing pages should be strategically built to drive user actions. 

Ensure that you have clear calls to action (CTAs) guiding visitors on what to do next, whether it’s filling out a contact form, requesting a call back, or making a phone call. 

Make the user experience as seamless as possible to maximise conversions.

Local Marketing Strategies that Work

In conclusion, local Google marketing strategies in 2024 continue to evolve, and it’s essential for businesses to adapt and make the most of these opportunities. 

By implementing these strategies effectively, you can increase your online visibility, attract more local customers, and ultimately grow your business. 

Remember that consistent effort and optimisation are key to success in the ever-changing landscape of online marketing.

Grace

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