Boost local visits on Google Maps with Google Ads

4 min of reading

Index:

1º The importance of Google Maps

2º Advantages

3º How to set up a campaign in Maps

4º How to optimize campaigns to maintain their success

Google Maps has become an essential tool for businesses looking to attract local customers. But while many businesses know the importance of having an optimized Google My Business profile, few take full advantage of the possibilities offered by Google Ads campaigns to boost local visits through Google Ads. 

In this blog, we'll explain in detail how Google Ads Performance Max campaigns, combined with the right strategy, can drive more customers directly to your business' door. We will talk about how you can optimize Google Ads campaigns to maximize visits to your physical location through Google Maps. This will allow you to increase the visibility of your business and attract potential customers interested in what you offer.

Why does Google Maps play a key role in your marketing strategy? 

Google Maps is not just a navigation platform. It is a very useful tool for local discovery. Whenever a user searches for products or services nearby, Google Maps becomes one of the first sources of information. In addition to showing the physical location of your business, it includes reviews, photos, opening hours, among others. 

But beyond having a complete profile on Google My Business, it is essential to go one step further with Google Ads, to increase relevant traffic to your business.

The Role of Google Ads in Attracting Local Traffic 

Google Ads campaigns allow businesses to appear in Google's sponsored search results, including results on Google Maps. Performance Max campaigns allow you to create dynamic ads that will appear in the most relevant locations, such as on Google Maps, helping your business stand out when a potential customer is near your location. 

This type of campaign leverages Google's algorithm to maximize conversion goals, such as calls, website visits, and of course, visits to the physical store. The key is to use Google Ads to boost your profile on Google Maps, and thus ensure that local customers not only see your business, but also visit it. 

Advantages of using Google Ads for your local business 

Increase your Reach: With Google Ads, your ads will be shown on various platforms and locations, including Google Maps, mobile search, and Google partner networks. 

2. Precise Geographic Targeting: You can set up your campaigns so that your ads are shown exclusively to people who are near your business, ensuring that only relevant customers see your ads. 

3. Maximizing conversions: Performance MAx campaigns use advanced Google algorithms to automatically optimize ads, increasing the likelihood that users will click or visit your business. 

How to set up Google Ads campaigns to boost local visits 

Below, we show you how you can set up your Google Ads campaigns to boost visits to your business. 

1. Performance Max campaigns 

Maximum Performance campaigns are the ideal option to maximize local visits. They use artificial intelligence and Google's algorithm to optimize in real time. This type of campaign automatically combines different ad formats (search, display, video, discovery, etc) and adapts them to appear on all Google properties, including Maps. 

Basic configuration:

- Objective: Select visits to the store as the main objective. 

- Geographic targeting: Define the radius of action in which you want your ads to appear. It is very important to take into account that this configuration does not allow us to customize it when the campaign is being created. You must take into account that as soon as you activate the campaign, the first thing you must do is to change the location segmentation. 

- Budget and bidding: Set a daily budget and select a bidding strategy based on maximizing conversions. 

- Visual resources: Upload images, videos and texts that represent your business and its value proposition. 

Benefits of Performance Max campaigns 

Multichannel: In addition to appearing on Google Maps, your ads can appear on YouTube, Google, Display Network, Gmail and more. 

Automated Optimization: Google automatically adjusts bids and ads to maximize conversions. 

Measurable performance: You can measure how many users have clicked on your Google Maps ads, and how many have physically arrived at your store.

2. Location extensions 

Location extensions are a key feature within Google Ads to drive local visits. These extensions allow your business address, along with a link to your Google Maps profile, to appear directly in the ad. This is especially useful for mobile searches, where users often search for "near me". 

How to use location extensions 

- Make sure your Google My Business profile is linked to your Google Ads account. 

- Configure location extensions to be displayed when users perform local searches related to your products or services. 

- Take advantage of call extensions so that customers can contact you directly from the ad. 

3. Local search ads 

Another option to drive local visits are local search ads, which are displayed directly on Google Maps. These ads appear when users search for services or products in a specific area. It's an effective way to drive qualified traffic to your business. 

Steps to create local search ads 

- Choose "store visits" as the campaign objective. 

- Define a radius around your business so that ads are only shown to people nearby. 

- Use compelling ad copy to invite users to make a visit, highlighting your unique offers, promotions or benefits. 

Google Display with local targeting 

Although the Google Display network is known for its ability to drive website traffic, you can also use it to generate visits to physical stores. Set up Google Display campaigns with geographic targeting so that ads are shown to users.

close to your business. Include clear CTA's like "visit us today" or "find us on Google Maps". 

5. Remarketing to nearby users 

Another very efficient strategy is to use remarketing to attract users who have already shown interest in your business, either by visiting your website or your Google My Business profile. Set up a remarketing campaign that shows ads to users when they are near your physical location. These types of ads work particularly well for generating repeat visits. 

How to optimize local campaigns to improve results 

Simply creating a Google Ads campaign does not guarantee results. It is crucial to continually optimize your campaigns to ensure you are maximizing your conversions. Here are some tips to improve the performance of your campaigns targeting local visitors: 

1. Review and improve your budget 

Review the performance of your campaigns and adjust your budget to ensure that your ads are reaching as many users as possible within your geographic area. 

2. Use local keywords 

Include keywords relevant to your geographic area, such as "near me", or "in [city name]", etc. These keywords will help your ad appear when users perform local searches. 

3. Try different ad formats 

Don't limit yourself to one type of ad. Take advantage of the power of image, video or search ads. The more varied the format, the more likely you are to attract the attention of local customers. 

4. Review key KPIs 

Use Google Ads reports to measure how many clicks on Google Maps your campaigns are generating, the number of calls received and how many people have used the navigation feature to reach your store.

Conclusion 

Performance Max campaigns can be an essential tool to increase visits to your physical business through Google Maps. Taking full advantage of the advanced features of Google Ads and optimizing your campaigns to attract local customers will help you increase your visibility, and even drive more people directly to your door. 

By combining a Google Ads marketing strategy with an optimized Google My Businessprofile, you will be positioning your business effectively to stand out in local results and attract more customers. Remember that the key is to continually optimize and stay on top of trends. 

If you want to increase visits to your physical business, and want more information, do not hesitate to contact us. We will help you to make your business more visible in your local area for potential customers.

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