How Can You Use Local PPC Campaigns To Drive Foot Traffic For Your Business?

Why local PPC campaigns matter 

Local PPC campaigns are designed to target customers in specific geographic areas, making them highly relevant for businesses with physical locations. 

According to Google, 76% of people who search for something nearby on their smartphone visit a related business within a day, and 28% of those searches result in a purchase. These statistics highlight the importance of being visible in local search results. 

Key benefits of local PPC campaigns 

1. Targeted reach: Local PPC campaigns allow you to target specific geographic areas, ensuring your ads are seen by people who are most likely to visit your store. 
2. Increased food traffic: By promoting your physical location and special offers, you can drive more customers to your store. 
3. Higher conversion rates: Local searches often have high intent, meaning people searching for local businesses are more likely to convert. 
4. Measurable results: PPC campaigns provide detailed analytics, allowing you to track performance and optimise your ads for better results. 

Strategies for effective local PPC campaigns 

1. Define your local target audience 

The first step in any successful local PPC campaign is to define your target audience clearly. Use data to understand your customers’ demographics, preferences and behaviours. Tools such as Google Analytics and Facebook Insights can provide valuable information about your audience. 

• Demographics: Age, gender, income level etc
• Interests: Hobbies, preferences, and frequently visited places 
• Location: Specific towns, cities or neighbourhoods where your potential customers are located 

2. Use geotargeting 

Geotargeting allows you to show your ads to people in specific locations. This ensures your budget is spent efficiently by reaching only those who are likely to visit your store. 

• Radius targeting: Set a radius around your business location to reach people within a specific distance 
• Location exclusions: Exclude areas where your services are not available to avoid wasting ad spend 

3. Optimise your Google My Business (GMB) listing 

A well-optimised GMB listing can enhance your local PPC campaigns. Ensure that your business information is accurate and complete, including your address, phone number, business hours, and website. 

For more information on how to optimise your listing, take a look at our blog: Creating & Optimising Your Google My Business listing.

4. Utilise ad extensions 

Google Ads provides a number of ad extensions that can help you when you’re targeting local customers and help you to drive traffic and conversions for your business. 

• Local extensions: use location extensions in your Google Ads to show your address and a map to your locations. Ads with location extensions can increase click-through rates by 10%. 
• Call extensions: allow users to call your business directly from the ad. This can drive immediate engagement and increase the chances of converting a search into a visit. 

5. Craft compelling ad copy and creative 

Your ad copy and creative should be tailored to appeal to your local audience. Highlight local events, promotions and unique selling points that will attract customers to your store. 

• Local keywords: use keywords that include your location such as ‘best coffee shop in sheffield’ or ‘shoe store near me’. 
• Special offers: promote limited time offers or discounts to create urgency and drive foot traffic. 
• Local language: use local slang or references to connect with your audience on a personal level. 

6. Leverage local landing pages 

When users click on your ads, they should be taken to a landing page that is relevant tot their location and search query. A local landing page should include: 

• Local contact information: ensure that your address and phone number are prominently displayed 
• Localised content: include content that is specific to the local area, such as testimonials from local customers or information about local events
• Clear calls to action: encourage visitors to take immediate action, such as visiting your store or calling for more information 

7. Monitor and adjust your campaigns 

Continous monitoring and optimisation are key to the success of your local PPC campaigns. Use tools such as Google Ads and Bing Ads to track key metrics and adjust your strategies accordingly. 

• Performance metrics: track metrics such as click-through rate (CTR), conversion rate and cost per conversion 
• A/B testing: test different ad copy, images and landing pages to see what works best 
•  Budget allocation: shift your budget towards the ads and keywords that are driving the most foot traffic 

8. Utilise remarketing 

Remarketing allows you to show ads to people who have previously visited your website but didn’t convert. This can help keep your business top of mind and encourage repeat visits. 

• Custom audiences: create custom audiences based on past website visitors or customers. 
• Dynamic remarketing: show tailored ads that include products or services that users have previously viewed on your site. 

Key takeaways

By leveraging local PPC campaigns, your business can connect more effectively with your target audience, increase foot traffic, and drive conversions. 

At Logica Digital, we specialise in helping businesses like yours harness the power of local PPC campaigns to drive foot traffic and grow their business. 

Contact us today to request a free digital marketing audit and discover how we can help you optimise your local PPC campaigns for greater impact.