More than 36 million small businesses operate in the United States, and more than 4 million are here in California. But while many businesses sell products to buyers across the country and beyond, some rely on local customers.
If you run a restaurant or any other business that caters only to locals, you need to grab their attention. Strong PPC campaigns will help you do that, but how can you stand out from competitors?
Our Orange County digital marketing experts share five ideas to help you make an impact.
Write Like a Local
You don’t have much room for copy in paid ads, so you need to make every word count. But you can still demonstrate that you run a local business for local customers.
The simplest way to do that is adding terms and locations to reinforce your authenticity. If appropriate, use slang and names for areas that locals know well. But avoid anything that could be offensive or confusing. Always prioritize clarity.
Encourage Customers to Contact You
Google has phased out call-only ads, but you can use call assets to add your business number to PPC ads instead.
If potential customers see that they can easily speak to a local product or service provider, they may feel encouraged to click on your ad. That gives you a chance to make a positive first impression and convert newcomers.
Set Up Landing Pages That Hook Local Visitors
Make all landing pages for your ads feel local and exciting to nearby customers. You can do that in different ways, but keep your focus on the product or service. Don’t include paragraphs of information on the local area if it’s irrelevant to the customer’s needs.
Instead, add images and a video of your business in action. Show the street it’s on, use local terminology, and add a Google Map with a marker to help customers find you.
Use Social Proof in Your Ads to Build Trust
Social proof can help your PPC ads stand out and appear more credible than others on search engine results pages. You can use various forms of social proof to build trust and demonstrate that people endorse your business. Your options include:
- Star ratings from reviews
- Testimonial snippets
- Certification badges from reputable websites/organizations
- Photos of your products or satisfied customers, ideal for social media ads
However, only use real social proof. Faking reviews or photos could harm your business’s reputation.
Give Customers Extra Reason to Click
When targeting local customers, make the most of being close to them. Offer free consultations, for example, or discounts during certain times. If you can find a way to incentivize locals to visit your business, you can gain an edge over competitors and encourage referrals.
Start Building Your Local PPC Ad Campaigns Today
Creating PPC ads that grab your local customers will help you build brand awareness, increase your credibility, and encourage visits. You can advertise on Google, Instagram, Facebook, YouTube, and various other channels.
But if you’ve never set up PPC campaigns for your business, the process can seem overwhelming.
Leave it to our Orange County digital marketing specialists instead. We’ll create tailored campaigns designed to reach your local customers on multiple platforms.
To get started, contact our team today!
