How to Create a Google Ads Campaign for Local Business

For a local business in Australia, being visible at the exact moment someone searches for your services is the difference between a busy diary and a quiet shopfront. Google Ads allows you to jump to the top of the search results, targeting local customers right when they are ready to buy.

Before You Begin

Setting up an account is free, but you’ll want to have a few things ready to make the process smoother:

• Your ABN: You’ll need this for the billing setup (classic Australian tax compliance!).
• A Credit or Debit Card: To pay for your clicks.
• A Clear Goal: Are you looking for phone calls, shop visits, or website enquiries?
• A Landing Page: Ideally, a page on your website that matches what you are advertising. (Don't just send everyone to your homepage if you can avoid it!)

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Step 1: Create Your Google Ads Account

Head over to ads.google.com. If you already have a Gmail or Google Workspace account for your business, use that to sign in.

Step 2: Choose Your Campaign Objective

Google will ask what your goal is. For most local Brisbane businesses—like plumbers, lawyers, or cafes—you should select "Create a campaign without a goal's guidance" or "Leads".

• What you’ll see: A grid of boxes. Select "Search". This ensures your ads show up as text results when people type into Google.

Step 3: Campaign Settings (The "Money Savers")

This is where most beginners accidentally waste their budget.

• Campaign Name: Name it something logical like "Service - Brisbane Local - Search".
• Networks: Uncheck "Display Network". You only want your ads on the Search results page. The Display network puts your ads on random apps and websites, which often results in "junk" clicks for local service providers.
• Locations: Don't just target "Australia". Click "Enter another location" and type in your specific service area (e.g., "Brisbane", "Gold Coast", or even specific postcodes like "4000").

Step 4: Set Your Budget and Bidding

How much do you want to spend per day? If you're unsure, start with $10–$20 per day. You can always turn it up once you see results.

For Bidding, start with "Clicks". Google might try to push you toward "Conversions," but until your account has some data, it doesn't actually know what a conversion looks like for you yet.

• Optional: You can set a maximum cost-per-click limit, but for your first week, it’s often better to let Google find the market rate.

Step 5: Keywords - Thinking Like a Customer

This is the heart of your campaign. Keywords are the phrases people type into Google to find you.

Step 6: Writing Your Ad Copy

You are now creating a "Responsive Search Ad". Google lets you write up to 15 headlines and 4 descriptions. It will then mix and match them to see what performs best.

• Headlines: Include your keyword in at least one headline. Use a call to action like "Book Online Now" or "Get a Free Quote". Mention your local area: "Reliable Electrician in Chermside".
• Descriptions: Highlight your unique selling points (e.g., "Family Owned for 20 Years," "Same Day Service," or "No Call Out Fee").

Step 7: Ad Assets (The Secret Sauce)

Previously called "Extensions," these make your ad look bigger and more professional. They are free to add, and you only pay if someone clicks.

At a minimum, add:

• Call Assets: Adds your phone number so mobile users can click-to-call.
• Location Assets: Connects your Google Business Profile so your address and distance show up.
• Sitelinks: Links to other pages, like your "About Us" or "Price List".

Step 8: Billing and Launch

Finally, you’ll enter your business details. Ensure your Australian Business Number (ABN) is correct so you can claim the GST on your tax returns. Google will do a small temporary authorisation on your card to make sure it works.

Review everything one last time. Don't worry if it feels like you're throwing money into a void—you can pause the campaign at any time with one click.

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Troubleshooting Common Issues

• "My ad isn't showing!" - Check your "Ad Preview and Diagnosis" tool inside Google Ads. Often, it's because your budget is too low or your keywords are too niche. Also, don't search for yourself on Google! Every time you see your ad and don't click, you lower your click-through rate, which makes Google charge you more.
• "I'm getting clicks but no calls." - Check your landing page. Does it have a clear phone number? Does it load quickly on mobile? Usually, the problem isn't the ad; it's the website.
• "Google keeps telling me to 'Apply Recommendations'." - Be careful here. Google’s recommendations are designed to make Google more money. Only apply them if they actually make sense for your business goals.

Next Steps

• Monitor for 7 days: Don't touch anything for a week. Let the data come in.
• Check Search Terms: See exactly what people typed to trigger your ad. If you see irrelevant terms, add them as "Negative Keywords".
• Set up Conversion Tracking: This is the "Expert Level" move that lets you see exactly which keywords resulted in a phone call or form submission.

Setting up Google Ads can be fiddly, and the interface changes more often than the Brisbane weather. If you'd rather focus on running your business and want a local expert to handle the technical side, we're here to help.