If you’re a plumber in Plymouth, there’s no point paying for clicks from people in Perth.
It sounds obvious. But it’s one of the most common ways small businesses waste money on online ads. Every click costs you something, so every click needs to come from someone who could actually become a customer.
The good news? Pay per click advertising (PPC for short) works brilliantly for local businesses, as long as you keep it local.
What is pay per click?
With PPC, you create an advert, and it shows up when someone searches for what you do. You only pay when somebody clicks on it. If nobody clicks, you don’t pay.
That makes it a great fit for small businesses. You can start small and see what happens.
Small budget, focused aim
That’s the secret. You don’t need a huge budget. You need your adverts to be seen by the right people, in the right place, at the right time.
1. Pick your area
Tell Google exactly where your customers are. A few streets, a town or a whole county. Leave out everywhere you don’t work.
2. Choose words that show someone’s ready to buy
“Emergency plumber near me” is worth far more than “how do pipes work”. Pick searches from people who want to hire you now.
3. Keep your adverts clear
Say what you do, where you do it and what to do next. Calling, booking or asking for a quote. Simple works best.
4. Send people somewhere useful
A click is only the start. Send people to a page that matches your advert and makes it easy to get in touch. Our website design team can help if your page needs a boost.
5. Check and tweak
Look at what’s working and what isn’t. Cut the searches that cost money but never bring enquiries, and do more of what does.
Put your ad where it counts
PPC works best alongside your SEO and a tidy Google Business Profile. Together they help you show up when local people go looking.
Want a hand?
Setting up and running ads takes time, and it’s easy to get wrong. We can set up and manage your ads for you, so your budget goes where it should.
Chat to us about our PPC plans, or pop in by appointment at our studio on Blake Street, give us a call on 01904 501 524, or get in touch online.