Over 85% of online consumers these days are engaging with brands locally, whether through local listings, local sites, or search results.
So you can’t be blamed for thinking that geo-targeting and running local PPC campaigns in Google Ads make a whole lot of sense.
The only problem? If you work at a multi-location franchise or company with multiple offices, local PPC at scale can be very messy.
First of all, it eats up a lot of resources to set up and maintain. And, second, when you’re trying to appeal to prospects in many locations with different ads and landing pages, mistakes and resource costs can easily kill your Google Ads campaign profitability.
The good news, however, is that—by using smart strategies and tools—you can scale your local PPC campaigns and target several locations at once without too many headaches.
Let’s explore this process.
Scale Local PPC Campaigns with Flexible Structure
First of all, scaling can be messy without proper Google Ads campaign structure. Good structure keeps things clean—and keeps you sane in the process.
I have two rules when it comes to structure for scaling local campaigns:
- Rule #1. Have a keyword theme for each campaign.
- Rule #2. Break your campaigns down into geo-focused ad groups.