How AI Influencers are Changing the Marketing Landscape

Published Date: June 13, 2023
How AI Influencers are Changing the Marketing Landscape

Google Ads is a powerful platform for local companies to reach their target audience and boost website traffic. However, without careful preparation and execution, your local PPC advertising strategy may fall victim to frequent blunders that squander your advertising money and undermine the success of your campaign. This blog article will look at the top Google Ad errors to avoid in your local PPC strategy and offer advice on optimising your campaigns.

local PPC strategy

Neglecting Location Targeting

The most detrimental error a regional PPC company might commit when crafting a local PPC strategy is neglecting to establish suitable location targeting for their localised PPC ads. Google Ads provides the functionality to designate the geographic regions in which your ads will be displayed, thus ensuring they reach your desired demographic.

Ignoring this pivotal component can cause your ads to be shown to inappropriate audiences, thereby resulting in unnecessary ad expenditure. It’s vital to invest time in diligently setting and fine-tuning your location-targeting preferences in order to enhance the relevancy and scope of your campaign.

Using Broad Match Keywords

Broad match keywords can be a double-edged sword in local PPC advertising for local PPC ads. While they may help increase the visibility of your ads, they can also lead to irrelevant clicks and higher costs. Using broad-match keywords without proper negative keyword management can trigger your ads with irrelevant searches. Instead, focus on using more specific match types, such as phrases or exact matches, and regularly check and correct your negative keyword list to refine your targeting.

Ignoring Ad Scheduling

Ad scheduling, also known as dayparting, is a crucial aspect of local PPC marketing that allows you to manage when your ads are shown throughout the day. Ignoring this feature can lead to inefficient ad delivery, where your ads are displayed when your target audience is less likely to be active.

Analyse your campaign’s performance data to identify the optimal times when your ads generate the most clicks and conversions in your local PPC marketing efforts. Use ad scheduling to display your ads during these peak times and reduce your ad spend during low-performing times.

Overlooking Ad Extensions

Ad extensions are valuable tools that enhance the visibility and effectiveness of your local PPC advertising. However, many businesses overlook the potential of ad extensions in their local PPC strategy. Utilise location extensions to display your address, phone number, and business hours directly in your ads. Call extensions enable users to call your business with a single click. It increases the chances of conversions.

Sitelink extensions provide additional links to specific pages on your website, driving users to relevant content. By leveraging ad extensions in your local PPC advertising, you can improve your ad’s click-through rate and provide users with more information to encourage engagement.

Neglecting Conversion Tracking

Proper conversion tracking is essential for accurately measuring the success of your local PPC campaigns. Neglecting this crucial step makes determining which ads and keywords drive the most conversions challenging. To address this, ensure you set up conversion tracking in Google Ads to effectively monitor and analyse your campaign’s performance.

Track actions such as form submissions, phone calls, or purchases based on your specific campaign goals. By leveraging this valuable data, you can make informed decisions and optimise your campaign for improved results.


Avoiding common Google Ad mistakes is vital for the success of your local PPC strategy, whether you’re a local PPC company or a business managing your campaigns. You can optimise your campaigns and get better results by focusing on essential factors such as location targeting, match types, ad scheduling, ad extensions, and conversion tracking.

Regularly observe and analyse your campaign’s performance, make data-driven adjustments, and refine your strategy to maximise your return on investment. With careful planning and execution, you can leverage Google Ads to virtually promote your local business and attract the right customers.

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