Managing and optimizing your paid marketing campaigns can seem overwhelming, especially for local business owners who already have a full plate. Although it can be tempting to let Google Ad optimization slip through the cracks, properly executed local ads can make all the difference in attracting customers and driving your local business goals.

Why Optimize Google Ads?

You may be wondering why optimization is even necessary, especially for a local business. If you are using Google Ads to advertise, you may feel your business is already making an effort to increase and improve your market share. While this is true, you won’t realize your highest potential and profit increase if you aren’t taking the additional necessary steps to optimize your Google Ad campaigns.

So what are these steps? Read on for our list of the five most essential tips for optimizing your Google Ad campaigns and getting the most out of your investment!

5 Tips for Optimizing Your Google Ads

1.  Utilize Automated Bidding to Save Time and Money

Google’s automated bidding feature is a strategy that automatically sets bids for your ads based on the ad’s likelihood to result in a click or conversion, taking the guesswork and heavy lifting out of setting bids. This tool saves both optimization time and campaign money and lets you match your bidding campaigns to meet your specific needs and goals.

Check out Google’s automated bidding strategies to see which is the right fit for your local business needs.

2.  Use Location-Based Bid Modifiers to Your Advantage

Location-based bid modifying is a perfect way to elevate your campaign from good to great. Leverage your existing Google Analytics data to determine which locations are performing well for your business, then use this information to set higher bids in those areas. For example, let’s assume your company sells water sports equipment such as boards, goggles, and swimwear. You will likely find increased sales in areas with warmer climates that are near bodies of water. Location-based bid modifiers will allow you to set higher bids for these specific locations, ultimately resulting in better conversion.

3.  Align Offers With Targeted Queries and Core Goals

It can be challenging for local business owners to determine what promotions to run in conjunction with their paid Google Ads. This struggle can be made easier once you look at your targeted queries and the goals associated with each. For example, when targeting the keyword phrase “salons near me,” you likely want to drive traffic to an optimized landing page containing information about your salon’s location and booking procedure. However, if you target a phrase more similar to “flowers for sale,” you will want to drive traffic to a page specifically set up for placing a flower order.

To maximize your revenue from search ads, it’s important to look at your targeted keywords and which products or services typically draw the most organic traffic and revenue. From there, you can determine which products and associated search terms will result in the best average cost per click and give you the most bang for your buck!

4.  Use Keyword Research Tools

Every marketer is familiar with keyword research, but managing keywords for every Google Ad campaign can seem like a huge task for local businesses. However, micromanaging this aspect of your campaigns is essential and is a fantastic way to cut down on budget dollars wasted targeting negative keywords.

Google’s Keyword Planner is an excellent and FREE tool to track search volume and other keyword metrics. This tool allows you to enter keywords and locations and then obtain volume and forecast information. It is also extremely helpful for local businesses to keep up in the search for long-tail keywords. And it helps cut down on time, and budget money wasted targeting unsuccessful or unprofitable keywords.

5.  Enhance Google Campaign Success with Cross-Channel Campaigns

While optimized Google Ad marketing is extremely important, its existence is just one piece of your business’s online presence. To truly optimize your ads for the most success, you need to work holistically across all your channels. For example, information from a successful Facebook campaign – such as keywords, headings, or locations – could be used in search ads for a bump in performance.

Another piece of holistic cross-channel success is good optimization. Paid search ads will be infinitely more successful if they lead customers to a website that is clean, well-organized, and easy to navigate. Having a mobile-optimized landing page is crucial as well, especially given the number of consumers searching for products and services on their smartphones and mobile devices.

Check out our blog, How to Increase Your Landing Page Conversions, for more in-depth tips on landing page optimization!


As you’ve now seen, pro optimization means increased sales potential. However, when it comes down to managing your Google Ad campaigns, you may still feel overwhelmed. That is why thousands of local business owners partner with agencies like Vivial. Digital marketing is complex. So when you partner with us, we make it simple, allowing you to focus on your business.

To learn more about how we can help you with your digital marketing strategy, set up a quick consultation with one of our experts today!