How to Target Local Customers with Google Ads
If you're a small business owner, you know that local customers are everything. Whether you run a home service business, a boutique, or a brick-and-mortar shop, Google Ads can help you reach people in your area who are actively searching for what you offer.
In this post, we’ll walk you through how to set up your Google Ads to effectively target local customers—without wasting budget on irrelevant clicks..
Why Local Targeting Matters
Local targeting ensures your ads are only shown to people in your city, ZIP code, or service area, making your ad spend more efficient and your leads more qualified.
Instead of casting a wide net, Google Ads lets you zero in on high-intent customers—like someone searching for “plumber near me” or “best hair salon in [your city].”
1. Set Up Location Targeting
The first (and most important) step is defining where you want your ads to show.
Options include:
A specific city or town (e.g., "Dallas, TX")
A radius around your business location (e.g., within 10 miles)
Multiple ZIP codes or regions
Exclusions to avoid nearby areas you don’t serve
You’ll find these options in your campaign settings under “Locations.”
🔗 Here’s Google’s official guide to location targeting if you want to dive deeper.
✅ Pro Tip: Use “Presence” targeting instead of “Presence or interest” to avoid showing ads to people who are just interested in your area but not physically located there.
2. Use Local Keywords
Keywords are what trigger your ads. To reach local searchers, you’ll want to add location-specific terms, like:
“tax accountant in [city]”
“[city] lawn care services”
“near me” keywords (e.g., “auto repair near me”)
You can also use Google's Keyword Planner to find local search volumes and discover what your audience is actually typing into Google.
3. Leverage Your Google Business Profile
If you're running Local Services Ads or linking your Google Business Profile to your ads, you’ll unlock powerful local features:
Show your business address in ads
Add directions, hours, reviews, and click-to-call buttons
Appear on Google Maps ads
This is a huge trust signal and helps drive in-person visits and calls.
4. Use Location Extensions
Location extensions allow you to show your physical address and map pin below your ad—great for businesses with a storefront or office.
You can also add call extensions, so users can tap to call you directly from mobile devices.
✅ Pro Tip: Set different bids based on ZIP codes or regions to allocate more budget where you get the best ROI.
🔗 WordStream’s location extension guide provides great tips on maximizing these features.
5. Track Local Conversions
Make sure to set up conversion tracking for local actions such as:
Phone calls from ads
Form fills on your website
Store visits (if available)
Clicks on directions
This data helps you optimize your ads over time and focus on what’s driving real results.
What Results Should You Expect?
When done right, local Google Ads can:
Drive more calls, appointments, or foot traffic
Increase brand visibility in your neighborhood
Deliver leads faster than organic search or social media
Final Thoughts
Targeting local customers with Google Ads doesn’t have to be complicated. With the right settings, keywords, and tracking in place, you can start generating high-quality local leads—without blowing your budget.
And if you'd rather not DIY, our team at Attract Digital Marketing specializes in running hyper-local Google Ads campaigns for small businesses.
Ready to Get Started?
Let us help you build a high-converting Google Ads campaign for your business.
👉 Contact us or schedule a free strategy call today.
