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How do you structure campaigns for local businesses? (Google Ads)
Let’s say you’re a painter and you service Toronto, Mississauga, and Oakville.
1.) In order to capitalize on matching geolocation, do you create a campaign for each city?
2.) Or do you create one campaign targeting all three cities?
The latter sounds nice and simple, and you can use geolocation insertion to make the ad copy relevant, but it seems that relevancy stops at the ad. If you want the landing page to only mention Toronto, you need to use separate campaigns. To solve this, I’d love for Google to allow us to pass the user’s geolocation through the URL as a parameter.
The other option is to use an IP geolocation detector (like if-so.com), but at the city level…accuracy isn’t great.
Any thoughts?
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1 Reply
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It depends. Would it matter in this case? You are a painter serving the GTA and I assume you have one location, likely somewhere in Toronto, not one in each of those cities. If I’m in Oakville, do I really care you are in Toronto, not that far away? If your ad said “Best Painter in Oakville”, if that going to make me more prone to click your ad? If so, wouldn’t the client expect you to have a location in Oakville? These are all questions to figure out if it’s worth to have three or more geocentric campaigns. On the other hand, if painting is all you do, it’s not as if there would be huge or complicated campaigns so the cost to benefit ratio may be worth it. I assume your landing page mentions you serve the whole area.
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