The Complete Guide to Running Google Ads for Local Businesses and eCommerce Companies

Google Ads is one of the most powerful advertising platforms, allowing businesses to reach potential customers right when they're searching for products or services. Whether you’re a local business looking to generate leads or an eCommerce company aiming to increase sales, Google Ads offers a range of tools to help you achieve your goals. In this guide, we’ll explore the fundamentals of Google Ads, how to target your audience, and best practices for creating ads that convert.

What Are Google Ads?

Google Ads is an online advertising platform where businesses can create ads that appear on Google’s search results pages, partner websites, YouTube, and even within mobile apps. Advertisers bid on keywords relevant to their business, and when a user searches for those keywords, the ads can appear in their search results.

For local businesses, Google Ads helps attract customers who are searching for specific services nearby, like a restaurant or a plumber. For eCommerce companies, Google Ads offers the ability to promote products to customers who are ready to make a purchase.

1. How to Run Google Ads for Local Businesses

a) Setting Up Your Campaign

When running Google Ads for a local business, your primary goal is often to generate leads or attract foot traffic to your physical location.

1. Choose Your Campaign Objective:

   • For local businesses, choose objectives like:
     • Leads – to capture customer contact information for follow-up.
     • Local Store Visits and Promotions – to encourage in-store visits.
     • Calls – to get potential customers to contact your business by phone.

2. Target Audience for Local Businesses: The strength of Google Ads lies in its targeting options, particularly for local businesses. Here's how to use them effectively:

   • Location Targeting: Set your ads to appear only to people within a specific geographic area. You can choose by city, radius, or even specific neighborhoods.
   • Keyword Targeting: Select keywords that are relevant to your business and services. For example, a plumbing service might target keywords like "emergency plumber near me" or "plumbing services in [city]."
   • Ad Scheduling: If your business operates only during certain hours, schedule your ads to run when you’re open, ensuring users can call or visit during your business hours.

b) Creatives and Copywriting for Local Businesses

Your ad creative (text) must be compelling enough to drive action, whether it's a phone call, form submission, or store visit.

• Ad Copywriting Tips:
  • Headline: Make it clear what service you're offering and highlight a key selling point. For example, “Same-Day Plumber in [City]” or “Affordable Roof Repair – Call Now.”
  • Description: Briefly describe the benefit of choosing your business. Focus on what makes your service unique, such as “Licensed, Insured & Available 24/7” or “Serving [City] for 20+ Years.”
  • Call-to-Action (CTA): Include a strong CTA like “Book Online Now” or “Call for a Free Quote.”
• Extensions:
  • Call Extensions: Enable users to call your business directly from the ad.
  • Location Extensions: Show your address, so users know you’re close by.
  • Sitelink Extensions: Add links to specific service pages (e.g., “Emergency Repairs,” “Free Estimates”).

2. How to Run Google Ads for eCommerce Companies

a) Setting Up Your Campaign

For eCommerce businesses, Google Ads can be a game changer for driving traffic and increasing online sales. The focus here is on promoting specific products and optimizing for purchases.

1. Choose Your Campaign Objective:

   • Sales – optimize your ads for conversions (e.g., purchases) directly on your website.
   • Display Ads – show product ads across Google’s vast Display Network, which includes websites, YouTube, and mobile apps.
   • Shopping Ads – highlight individual products with images, pricing, and descriptions directly in Google search results.

2. Target Audience for eCommerce: Targeting is key to ensuring your Google Ads reach the right people who are likely to purchase your products.

   • Keyword Targeting: Select relevant keywords that potential buyers would search for, such as “buy [product] online” or “[brand] products for sale.”
   • Shopping Campaigns: For Shopping ads, Google automatically matches your products with user searches, but you can improve performance by ensuring your product descriptions are accurate and optimized.
   • Remarketing: Retarget visitors who have previously visited your site or added items to their cart but didn’t complete the purchase.
   • Audiences: Use custom audiences to target people based on their online behaviors, such as “recently searched for [product]” or “interested in [specific niche].”

b) Creatives and Copywriting for eCommerce

The goal of eCommerce ads is to showcase your products in a way that drives clicks and conversions.

• Product Ads:

  • Google Shopping Ads are visual product-based ads that include the product image, price, and a short description. Ensure your product images are high-quality and appealing.
  • Display Ads: These are banner or video ads shown across the Google Display Network. Use high-quality visuals and compelling calls to action like “Shop Now” or “Get Free Shipping.”

• Ad Copywriting Tips:

  • Headline: Include the product name and a key selling point, such as a discount or limited-time offer. For example, “Up to 50% Off [Product] – Shop Today!”
  • Description: Provide a concise product description that highlights features or benefits. For instance, “Eco-Friendly, Durable, and Free Shipping on Orders Over $50.”
  • Call-to-Action (CTA): Include clear CTAs like “Buy Now,” “Get Yours Today,” or “Limited Stock – Order Now!”

• Ad Extensions:

  • Price Extensions: Highlight specific product prices directly in your ad.
  • Promotion Extensions: Add promotions like “20% Off First Order” to attract more clicks.
  • Sitelinks: Add links to specific product categories or popular items on your website.

3. Targeting the Right Audience

Audience targeting is one of the most powerful features of Google Ads, enabling you to reach the right people at the right time.

a) Local Business Targeting

• Location Targeting: Focus on a specific geographic area, such as a city or a radius around your business. For example, a local restaurant could target people within a 10-mile radius.
• Keyword Targeting: Use keywords that are relevant to your services and include your location. Examples include “Best HVAC service in [City]” or “Fast plumbing services near me.”
• Device Targeting: Focus on mobile users for campaigns that encourage calls, as users are more likely to contact you via their phones.

b) eCommerce Targeting

• Remarketing: One of the most effective strategies for eCommerce is remarketing, where you target users who have already interacted with your website or abandoned their shopping cart.
• Custom Intent Audiences: These are groups of users who have recently searched for products or services similar to what you offer. For instance, a clothing retailer can target people who have been searching for “winter jackets” or “sustainable fashion.”
• Similar Audiences: Expand your reach by targeting users who share similar characteristics with your existing customers. These lookalike audiences are more likely to convert.

4. Creating Effective Google Ads Creatives

Your ad creative plays a crucial role in grabbing attention and driving conversions. Here's how to make sure your ads stand out.

a) Text Ads for Local Businesses

Text ads on Google appear in search results when users search for your targeted keywords.

• Headline: Use your headline to immediately address the user’s search query. For example, “Best HVAC Services in [City] – Call Now” or “Affordable Plumber Near You.”
• Description: Highlight what sets your business apart—whether it’s your 24/7 availability, years of experience, or a special offer.
• Extensions: Use extensions like call buttons, locations, or site links to make it easier for users to contact or find you.

b) Google Shopping and Display Ads for eCommerce

Google Shopping and Display Ads allow you to showcase your products visually, which is key for eCommerce success.

• Shopping Ads:

  • Include high-quality images that clearly show your product.
  • Ensure your product descriptions are clear and accurate. The more detailed your product feed, the better Google can match it to relevant searches.
  • Add pricing and special offers (like “Free Shipping”) to increase clicks.

• Display Ads:

  • Use bright, high-quality images that reflect your brand.
  • Keep the messaging simple and focus on your CTA. “Shop Now” or “Limited-Time Offer” are great examples of effective CTAs for eCommerce ads.

Conclusion

Whether you’re running ads for a local business or an eCommerce store, Google Ads provides the tools you need to reach your target audience and achieve your business goals. From keyword targeting and audience segmentation to creating compelling ad copy, following the strategies outlined in this guide will help you drive more traffic