3 Keys To High-performing Local Ads

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Happy Monday folks, we hope the weekend treated you right, and you’re feeling refreshed for the week ahead. 

Welcome back to Brand Breakthroughs!!!

I dunno about you (maybe you can relate) but when we set out to do something, we want it to be successful.

(We KNOW you can relate, just being sarcastic.)

But when it comes to local Google ads, it’s a little bit of a moving target.

Lucky for us, there’s some steps we can take to make that target a bit easier to hit (including some features Google’s built to extend the capabilities of ads).

Successful ads start with the right components.

The Anatomy of a Successful Google Ad

Google ads are broken down into 3 main parts: the headline, description, and action words (we’ll talk about ad extensions shortly).

Google Ads: Headlines

Headlines are limited to 25 characters and need to communicate the key benefits of clicking on your ad.

(All less important info and reasoning can go in the description.)

Google recommends 4 variations per ad group (folders inside the drawers).

(There’s a cheat sheet screenshot at the end of this section.)

For example:

1. Visceral Retail Branding

2. Local Branding Overhaul

Google Ads: Descriptions

In your description you’ve got 90 characters to secure a click.

(Make ‘em count.)

Descriptions should continue the headline (or at least tie to it).

Keeping with the example:

1. Build customer trust. DFP’s experts guide your brand strategy, making it easier than ever.

2. Lean into local-first marketing and attract customers who’re just down the street.

Google Ads: Action Words

Google ads have a set of choices for your action words. They’re built into the ad editor and help bring a final “act” to the click.

You’re able to choose one call-to-action (action words) for each ad.

For your local ads, use:

• Shop now: for actual shopping, one-off services, or selling subscriptions

• Download now: for giving away lead magnets (or app downloads if you have one)

• Learn more: for general ads and selling subscriptions

• Get a free quote: for selling services and add ons

• Sign up: for selling subscriptions or getting email subscribers

To wrap up our example ads:

1. Learn more

2. Get a free quote

Google Ads: The URL

Your website should directly relate to your ads.

If your ad is about your custom design services, your website link shouldn’t be pointing to your pre-packaged goodies.

Sneak Peek: This Friday will be the first members-only edition! This’ll include a guide for tracking your most successful ads and a tool for building links to track it.

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Google Ads: Limits Cheatsheet

Save this for later:

Using Google Ad Extensions

Let's think of a ‘basic’ outfit as a text ad. 

You can add different accessories to the outfit to make it more useful or noticeable, that’s the power of ad extensions.

• Sitelinks (Standard & Enhanced): Think of sitelinks like a special necklace where each charm has a little note explaining what it is, so you know exactly where you're going to end up before you click. (Like “Winter Styles”, “Minimalist Accessories”, etc.)

• Rating: Think of ratings like a patch on your jacket that shows how many people love shopping at your store, based on their experience with you, not just one specific product. (Tied to your Google My Business account and in some cases Yelp or other review sources.)

• App: An accessory to have the searcher download your app. (No cute analogy for this one sorry.)

• Price and Promotion: A tag on your shirt that shows the special price or a discount you're offering. (It can also show a range or symbol for price range i.e., $$$$.)

• Click-to-Call: A special button that lets someone call you directly just by tapping it. (Again, no cute analogy here.)

• Location: A map on your jacket that shows people exactly where to find your store and how far away it is. (This connects to Google My Business address, so make sure it’s accurate!)

• Phone Number: A NFC tag on your clothes that just shows your phone number, so people can write it down or add it to their phone if they need it. (And they should if you wow them!)

• Call to Action: A flashy button or pin that tells people exactly what to do, like "Buy Now" or "Sign Up!" (These are pretty standard for ads but are still technically an “Extension”.)

• Ad Disclosure: A small tag on your outfit that provides important information about the ad, like who paid for it if it's political, or other types of restricted content (won’t apply to you folks).

All extensions make your ads better and more effective, from bringing people to your physical location, making your phone ring, or having searchers on your website that otherwise might’ve gone to a competitor.

Some things to remember:

• Ads make a quick impact on your brand, no matter what method and extensions you decide to use as long as the copy is good.

• Ads have evolved (and will continue to), so be sure to bookmark this email/page for later as we’ll update it every time we find a new one!

We hope you have success with your ads, or if you’re subscribed to BIRDIE (or purchased as a one-off service), Google ads are included! (If you have questions hit our lines or hit reply.)

We’ll see you later!

LJ & Fahad

This Week’s Campaigns

Retail/E-Commerce

• Concept: Take your audience on a quick, personal tour of your product's lifecycle. Show the raw inspiration behind an item, a quick look at the design process, and the excitement of packaging it up for a customer. Focus on your hands-on role in bringing the product to life. If your products are purchased, not made, show the process of finding distributors and track the journey from distributor to customer.

• Why it works: You're giving customers a personal connection to the product's origin story, allowing them to feel a part of the creative process. This makes the final product more special and meaningful, transforming a simple purchase into an appreciation for your craft.

Consultants/Coaches

• Concept: Offer a quick, stylized glimpse into your daily routine—your morning ritual, how you organize your workspace, the tools you use to stay productive, or how you find moments of inspiration in Vegas.

• Why it works: You're building a brand on the foundation of your own success and habits. By showing how you operate, you position yourself as a role model, inspiring your audience with your discipline and passion and making them want to adopt your strategies for their own success.

Realtors

• Concept: Share a personal story about a specific moment or experience in Las Vegas—a hike you loved, a community event you attended, or an amazing meal you had—that solidified your own connection to the city. Frame it as the moment you knew this was the place for you, and how you want to help others find that feeling.

• Why it works: You're building a brand based on personal authenticity and shared experience. By revealing a piece of your own story, you connect with potential clients on an emotional level, showing them you're genuinely invested in the city you want to help them call home.

Therapists

• Concept: Create a reel where you reveal a few books, apps, or daily habits that you, as a therapist, find personally helpful for your own mental well-being. This is not a professional recommendation list for clients, but a personal glimpse into your own self-care routine and what keeps you feeling centered and inspired.

• Why it works: You're showing your human side and building immense trust by demonstrating that you, too, are on a journey of growth. This vulnerability makes you more relatable and inspirational, reinforcing that mental wellness is an ongoing practice for everyone.

Photo by Olegs Jonins on Unsplash