How to Advertise GMB in Google Ads: A Step-by-Step Guide
Google My Business (GMB) has become an essential tool for local businesses aiming to boost their online presence. With billions of searches on Google every day, nearly half of which are for local services, optimizing and advertising your GMB profile can significantly increase your visibility and customer engagement. In fact, businesses with photos on their Google My Business listings receive 35% more click-throughs to their websites, highlighting the power of a well-maintained profile according to WorldMetrics.
But how do you effectively advertise your GMB listing through Google Ads? This guide will walk you through the process, from setting up your GMB profile correctly to creating compelling Google Ads campaigns that drive traffic and conversions.
Understanding the Importance of Google My Business in Advertising
Before diving into the technical steps, it’s crucial to understand why advertising your GMB listing via Google Ads is a smart move. Google My Business acts as a bridge between your business and potential customers searching locally. A complete GMB profile not only improves your chances of appearing in local search results but also builds trust with consumers. Studies show that businesses with a complete Google My Business listing are 2.7 times more likely to be considered reputable by consumers according to ZipDo Education Reports.
Moreover, businesses that actively respond to reviews on their GMB profiles are seen as 1.7 times more trustworthy, which can influence customer decisions and improve your ad performance WorldMetrics highlights. Integrating your GMB profile with Google Ads allows you to showcase your business’s location, reviews, and photos directly in your ads, enhancing credibility and engagement. This synergy between GMB and Google Ads not only amplifies your online presence but also provides valuable insights into customer behavior, allowing you to tailor your marketing strategies effectively.
Why Local Search Matters
Local searches are a dominant force on Google, with 46% of all searches being for local businesses or services. This means that if your business isn’t visible in these local search results, you’re missing out on a significant portion of potential customers. Advertising your GMB profile through Google Ads helps you capture this local intent by promoting your business right when people are looking for what you offer. Furthermore, local search results often include a map, which can guide customers directly to your doorstep, making it easier for them to choose your business over competitors.
In addition to visibility, local search can significantly enhance customer engagement. When users find your business through local searches, they are often in a decision-making mindset, looking for immediate solutions to their needs. This urgency means that businesses that optimize their GMB listings not only attract more foot traffic but also increase the likelihood of repeat customers. By providing accurate information, such as operating hours, contact details, and special promotions, you can further entice potential customers to choose your services over others, creating a robust local presence that is hard to overlook.
Step 1: Set Up and Optimize Your Google My Business Profile
Before you can advertise your GMB listing, it’s essential to have a fully optimized and verified Google My Business profile. This step lays the foundation for your advertising success.
Start by claiming your business on Google My Business, ensuring that all your information is accurate and up to date. This includes your business name, address, phone number, website URL, hours of operation, and category. Adding high-quality photos is particularly important since businesses with photos receive 42% more requests for driving directions and 35% more click-throughs to their websites according to WorldMetrics. Additionally, consider incorporating a virtual tour of your establishment, as this can further enhance customer engagement and allow potential clients to experience your business from the comfort of their homes.
Don’t forget to regularly update your profile with posts, offers, and respond to customer reviews. This activity signals to Google and potential customers that your business is active and engaged, which can positively influence your ad performance. Regular updates can also help you highlight seasonal promotions or new product launches, keeping your audience informed and interested in what you have to offer.
Tips for Optimizing Your GMB Profile
Use accurate and consistent business information: Ensure your NAP (Name, Address, Phone number) details match across all online platforms.
Upload high-resolution photos: Showcase your products, services, and storefront to attract more clicks and direction requests.
Encourage customer reviews: Positive reviews increase trust and improve your local ranking.
Respond to reviews: Engaging with customers boosts your trustworthiness and shows you value feedback.
Moreover, consider utilizing the Q&A feature on your GMB profile. This allows potential customers to ask questions directly, and by providing prompt and informative responses, you can further establish your expertise and customer service commitment. Additionally, take advantage of the insights provided by Google My Business to track how customers are interacting with your profile. This data can reveal trends and help you adjust your strategies to better meet customer needs and preferences.
Lastly, ensure that your business is categorized correctly. Google uses these categories to determine which searches your business is relevant for, so selecting the most accurate category can significantly impact your visibility. You may also want to explore adding secondary categories to capture a broader audience. By taking these steps, you can maximize your chances of appearing in local search results and ultimately drive more traffic to your business.
Step 2: Link Your Google My Business Account to Google Ads
Once your GMB profile is set up and optimized, the next step is to link it to your Google Ads account. This connection allows you to create location extensions and run ads that highlight your business’s local presence.
To link your accounts, log in to Google Ads, navigate to “Ads & extensions,” and select “Extensions.” From there, choose “Location extensions” and link your GMB account by following the prompts. This integration enables your ads to display your business address, phone number, and a map marker, making it easier for customers to find and contact you.
Linking your accounts also allows you to use location targeting in your campaigns, ensuring your ads reach users in your geographic area, which is crucial for local businesses looking to maximize ad spend efficiency.
Moreover, by linking your Google My Business account to Google Ads, you can gain valuable insights into how your ads are performing in relation to local searches. This includes metrics such as how many people clicked on your location extension to get directions or how many called your business directly from the ad. These insights can help you fine-tune your advertising strategy, allowing you to allocate your budget more effectively and focus on the most profitable areas of your business.
Additionally, having a well-linked GMB and Google Ads account can enhance your overall online visibility. When users search for local services or products, Google often prioritizes businesses that have a strong local presence, which can lead to higher click-through rates and conversions. This synergy between your GMB and Google Ads not only helps you attract more customers but also builds trust and credibility in your brand, as potential clients see consistent and accurate information across platforms.
Step 3: Create Google Ads Campaigns Featuring Your GMB Listing
With your GMB profile linked, you can now create Google Ads campaigns that leverage this local information. The most effective campaign types for advertising GMB listings are Local Campaigns and Search Campaigns with location extensions.
Local Campaigns
Local Campaigns are designed specifically to drive offline metrics such as store visits and calls. Google automatically optimizes these campaigns across Search, Display, Maps, and YouTube to maximize your local reach. When setting up a Local Campaign, you’ll select your linked GMB location(s), set your budget, and create your ad assets including headlines, descriptions, images, and logos.
This campaign type is ideal for businesses wanting to increase foot traffic and local awareness without managing multiple campaign types. Additionally, incorporating engaging visuals and compelling calls to action can significantly enhance the effectiveness of your ads. For instance, showcasing special promotions or events can entice potential customers to visit your store. Furthermore, monitoring the performance of your Local Campaigns through Google Ads reporting tools can provide insights into what resonates most with your audience, allowing for ongoing optimization.
Search Campaigns with Location Extensions
If you prefer more control over your ads, Search Campaigns with location extensions allow your ads to show your business address and a clickable phone number alongside your text ads. This makes it easier for users to contact or visit your business directly from the search results.
To maximize effectiveness, use location targeting to focus on users within your service area and incorporate relevant keywords that local customers are likely to use. Additionally, consider using ad scheduling to display your ads during peak hours when potential customers are most likely to search for your services. This strategic approach can lead to higher engagement rates and ultimately drive more conversions. Moreover, integrating customer reviews and ratings in your ad copy can enhance credibility and attract more clicks, as potential customers often seek social proof before making a decision.
Step 4: Optimize and Monitor Your Campaign Performance
Launching your campaign is just the beginning. To get the best results, continuous optimization is key. Monitor your campaign metrics such as click-through rates, conversions, and store visits to understand what’s working and what isn’t.
Google Ads provides detailed insights into how your ads are performing, including how many users requested directions to your business or called you directly from the ad. Since businesses with photos on their GMB listings receive 42% more requests for driving directions, consider updating your photos regularly to keep your profile engaging and fresh WorldMetrics reports.
Adjust your bids, ad copy, and targeting based on performance data. Also, keep your GMB profile updated with new photos and posts to maintain a strong local presence that complements your paid ads.
In addition to these strategies, leveraging A/B testing can significantly enhance your campaign's effectiveness. By creating two variations of your ads, you can determine which elements resonate more with your audience—be it the call-to-action, imagery, or even the ad copy itself. This data-driven approach allows you to refine your messaging and make informed decisions that can lead to higher engagement rates and conversions.
Furthermore, consider integrating customer feedback into your optimization process. Actively seeking reviews and testimonials can provide valuable insights into your customers' perceptions and experiences. Highlighting positive feedback in your ads or GMB profile can not only boost your credibility but also attract new customers who are influenced by social proof. By fostering a two-way communication channel with your audience, you can create a more personalized experience that encourages loyalty and repeat business.
Additional Tips for Advertising GMB Effectively
Advertising your GMB listing through Google Ads is powerful, but combining it with other best practices can amplify results.
Use compelling images: Visual content drives engagement. Businesses with photos on their GMB listings see significantly higher click-through rates.
Encourage and showcase reviews: Positive reviews build trust and improve ad effectiveness.
Leverage Google Posts: Share timely updates and offers directly on your GMB profile to attract attention.
Utilize call tracking: Measure how many calls your ads generate to evaluate ROI accurately.
By integrating these strategies with your Google Ads campaigns, you position your business as a trustworthy and easily accessible option for local customers.
Conclusion: Harnessing the Power of GMB and Google Ads for Local Success
Advertising your Google My Business listing through Google Ads is a highly effective way to increase local visibility, drive more traffic, and build trust with potential customers. With nearly half of all Google searches focused on local businesses, leveraging your GMB profile in paid campaigns ensures you capture the right audience at the right time.
Remember, a complete and active GMB profile is foundational to success. Businesses with a complete profile are 2.7 times more likely to be seen as reputable, and those that respond to reviews are perceived as more trustworthy, which can directly impact your ad performance ZipDo Education Reports. Combining this with well-structured Google Ads campaigns tailored to local intent can dramatically improve your marketing ROI.
Start by optimizing your GMB profile, link it to Google Ads, create targeted campaigns, and continuously monitor and refine your strategy. This step-by-step approach will help your business stand out in local search results and attract more customers through Google’s powerful advertising ecosystem.
Ready to Amplify Your Local Presence?
Maximizing your local visibility and driving impactful business results is just a click away with North Country Consulting. Our team, backed by Google's in-house strategy expertise, offers personalized Google Ads management and strategic consulting designed for dynamic, high-growth brands. By partnering with us, you'll benefit from comprehensive digital growth strategies that not only increase qualified traffic but also boost conversions and foster sustainable growth. Don't miss the opportunity to transform your online presence and achieve your digital marketing aspirations. Book a consultation today and take the first step towards smarter growth.