What Is the Structure for a Local Service Business?

The structure for a local service business campaign is centered around targeting a specific city with an allocated budget, organizing ad groups based on different types of services offered, and carefully limiting each ad group to a maximum of five keywords and two ad types. All ads are designed to lead potential customers to a dedicated landing page.

Full Explanation

When structuring a local service business campaign, the foundation is to focus on a specific city where the business operates. This geographic focus helps to concentrate marketing efforts and budget in an area where the business can effectively provide its services. Organizing the campaign into ad groups allows the business to categorize the different types of services it offers, making the ads more relevant and targeted to the potential customer’s needs. Each ad group is then refined by keeping the number of keywords to no more than five, ensuring that the ads stay focused and efficient. Alongside keywords, having no more than two types of ads per group helps maintain clear messaging without overwhelming the audience. These ads are carefully crafted to drive traffic to a dedicated landing page, which is tailored specifically to convert visitors by matching the ad content and service focus.

Step-by-Step Breakdown

Focus the campaign on a city: Define the geographic area where your local service business operates and set a dedicated budget to reach this target locale.
Create ad groups by service type: Divide the campaign into segments where each ad group represents a different type of service your business offers.
Limit keywords in each ad group: Include no more than five keywords per ad group to ensure precision and relevance in your marketing messages.
Restrict ad types per group: Use only two types of ads within each ad group to maintain clear and concise communication.
Direct ads to a dedicated landing page: Ensure that all ads lead to a landing page specifically designed for the service and city targeted, enhancing the user experience and improving conversion rates.

Real Examples

Although specific cases are not provided here, imagine a local cleaning service operating in Boston. The campaign would be focused on Boston as the city, with ad groups such as “Residential Cleaning” and “Commercial Cleaning.” Each group would contain no more than five keywords relevant to these services and two types of ads, all directing users to dedicated landing pages for their respective cleaning services in Boston.

Common Mistakes

Trying to cover multiple cities in one campaign instead of focusing on a single city.
Having too many keywords in an ad group, which can dilute the campaign effectiveness.
Using more than two ad types within a single ad group, which may create confusion rather than clarity.
Sending traffic to a general website homepage rather than a dedicated landing page relevant to the ad’s service and location.

FAQs

Q: Why focus on a single city for the campaign budget?
Focusing on one city allows the business to concentrate marketing resources where it can provide services effectively and increases campaign relevancy to local customers.

Q: What’s the benefit of limiting keywords to five per ad group?
Limiting keywords keeps the campaign targeted, making ads more relevant and improving overall performance.

Q: Why use only two types of ads per ad group?
Having just two types of ads helps maintain clear messaging and testing without overwhelming potential customers.

Q: Why is a dedicated landing page important?
A dedicated landing page matches the ad content exactly, improving user experience and increasing the likelihood of conversion.

Key Takeaways

A local service business campaign should concentrate on one city with a clear budget allocation.
Organizing ad groups by service type helps clarify and target marketing efforts.
Keeping ad groups limited to five keywords and two ad types improves focus and effectiveness.
All ads should point to a dedicated landing page specific to the service and location for optimal results.