How should the ads in a Google Ads campaign be structured?

Short Answer: Ads in a Google Ads campaign should clearly mention both the service being offered and the city location. This approach ensures that potential customers searching for a specific service in their city recognize that your ad meets both criteria, increasing the likelihood they will click on it.

Full Explanation

When structuring ads within a Google Ads campaign, it is essential to include two key elements: the service you provide and the city you are targeting. People often search for services combined with their geographic location. By explicitly stating both in your ad content, you confirm to users right away that your business can deliver the specific service they need in their desired area.

This dual mention builds relevance and trust, making your ad stand out. Rather than just advertising a service generically, localizing your ad speaks directly to the searcher’s intent, reinforcing that your business is both qualified and conveniently located.

Step-by-Step Breakdown

Identify the Service: Determine the exact service your campaign is promoting.
Include the City Name: Add the city where the service is available into your ad text.
Create Ad Copy Featuring Both: Write ad headlines and descriptions that mention the service plus the city.
Enhance Relevance: Ensure the pairing immediately signals to potential customers that you meet their local service needs.

Real Examples

Imagine a campaign offering plumbing services. An ad might read, "Expert Plumbing Services in Chicago" or "Chicago Plumbing Solutions You Can Trust." Such ads make it immediately clear that the service relates directly to the user’s city, encouraging clicks from people seeking plumbing help in that location.

Common Mistakes

Failing to mention the city, which can lead to lower relevancy and fewer clicks.
Using generic ad copy indicating only the service without location, causing users to overlook the ad.
Separating service and location in different parts of the campaign rather than combining them in the ad text.

FAQs

Why include the city in the ad?: Including the city directly connects the service to the user’s location search intent, making your ad more relevant and attractive.
Can I only mention the service without the city?: While possible, ads that exclude the city miss out on appealing to users specifically searching locally and may receive fewer clicks.
Should every ad in the campaign mention the city?: Yes, consistently including both the service and city helps build a strong local presence in your ads.

Key Takeaways

Always include both the service and city in your Google Ads to improve relevance.
Combining these two elements helps capture the attention of users looking for local solutions.
Structuring ads this way increases the chances of clicks and overall campaign success.