Optimizing Your Google Local Services Ads: Targeting the Right Type Of Service Area
If you are running a business that relies on Google Local Services Ads (LSAs) to generate leads, what is the best way to set up your targeting?
Should you target your ads based on cities or towns? Should you target by zip codes? Or should you target by counties? Which option is best? And does it even matter? (It turns out it does matter!)
We reached out to Google Local Services Ads and asked them which method they recommend in order to have the best targeting possible, and here is what they told us:
To ensure your ads perform at their peak potential, Google highly recommends targeting your service area by city or town rather than by county or zip code. Here’s why:
- Specificity and Relevance: Targeting by city or town makes your ads more relevant to customers since people typically reference cities or towns in their searches. For example, someone might search for “plumbers near me” or “electricians in [City].” By focusing on city or town-based targeting, your ads are more likely to appear at the top of search results.
- “Near Me” Searches: A large percentage of users rely on “near me” searches to find local services. According to Google, they prioritize showing results based on cities or towns. Zip code-based targeting may also be factored in, but city and town results are often given priority. Targeting by county is less effective in these cases, as county-level search results typically do not show up unless the user explicitly searches for a service in a particular county (e.g., “electricians in Shelby County, AL”).
In other words, how you setup your targeting impacts the performance and effectiveness of your ads.
The Best Strategy: A Hierarchy of Targeting Options
To get the best results from your LSA targeting, follow this recommended targeting hierarchy:
1. Primary Targeting Option: Cities or Towns
Focus your efforts on targeting cities or towns within your service area. This helps your ads appear prominently in “near me” searches and other city-specific queries.
2. Secondary Option: Zip Codes
If you find that certain zip codes generate high-quality leads or if your service is particularly strong in specific zip codes, It is fine to add zip codes to your targeting strategy as an additional layer. But remember, this option should complement, not replace, city-based targeting.
3. Last Resort: Counties
Use county-level targeting sparingly and only when it makes strategic sense for your business. For example, if customers often search using county names in your area, it may be worth considering.
Summary: Optimize to Connect with the Right Customers
In conclusion, the best way to optimize your Google Local Services Ads is to target your service areas primarily by city or town. This will give you the best visibility for “near me” searches and city-specific queries. There is nothing wrong with adding zip codes and counties as well, just don’t forget to add cities and towns.
By aligning your targeting strategy with these insights from Google, you can maximize your lead flow, improve your ad reach, and ultimately grow your business.
Sincerely
Daniel Gallegly
P.S.
Here is the email Google sent to me about this so you can see it for yourself.
