How We Make Local Google Ads Make Sense (Local Ads Series)

How Ads Really Work

Imagine there's a big empty billboard on the side of the road, and lots of different stores want to put their ad on it. But there's only one spot!

Google Ads is like the person in charge of that billboard (the Lennar, if you will).

When someone searches for something on Google, like "labubu store near me," Google has to decide which ad gets shown.

Keywords: The sauce behind ad targeting

Unlike SEO, the types of keywords are different for ads. There’s 3 main types of keywords you can use to tell Google when to show your ad.

Broad Match

This is like telling Google, "Show my ad for anything that's kinda related to my keyword." 

If your keyword is "shoe store," your ad might show on searches like "sneakers near me," "where to buy boots," or even "footwear sales."

It gets you a lot of eyeballs…but some might not be looking for exactly what you offer. 

As marketing professionals we use this for brand awareness mainly to build your “buy later” crowd.

Phrase Match

Phrase matched keywords are a bit more specific but not as specific as exact phrase matches.

It's like saying, "Show my ad if someone searches for my exact keyword phrase, or something very similar."

So if your keyword is "dog grooming," your ad might show when searchers punch in "dog grooming services," "best dog grooming in town," but not for "grooming cats" or "dog walking."

For marketing purposes we’re using this to discover new exact match phrases (and negative phrases).

Exact Match

This is the most precise. It's like saying, "Only show my ad if someone searches for my exact keyword, or a very close variation of it." 

If your keyword is "family therapy," your ad will only show for "family therapist," "therapist for families," or very close misspellings. 

You get fewer impressions, but the people who see your ad are usually looking for exactly what you offer.

Negative Keywords: What you DON'T want

Negative keywords are super important because they tell Google when not to show your ad. 

Think of them as a "do not disturb" sign. 

If you sell high-end "leather couches" and don't want to show up for people looking for "cheap leather couches," you'd add "cheap" as a negative keyword. 

This saves you money by preventing your ad from showing to people who aren't your target audience and likely won’t be purchasing from you.

Keeping Things Tidy: Structuring your ad account

So, imagine your Google Ads account is like a giant filing cabinet for all your advertisements. 

To keep it tidy and effective, you need a good system (unless you LIKE having your broker on your ass).

Campaigns (The Big Drawers)

Campaigns are your main categories. Depending on your market and whatnot you might have some campaigns like:

• Homes for Sale - City Name (e.g., "Homes for Sale - Las Vegas")

• Condos for Sale - Specific Neighborhood (e.g., "Condos for Sale - Summerlin")

• Luxury Homes - City Name (e.g., "Luxury Homes - Henderson")

• Selling Your Home - City Name (e.g., "Selling Your Home - Enterprise")

Ad Groups (Folders within the Drawers)

Inside each "drawer" (Campaign), you'll have "folders" (Ad Groups) for more specific topics. These folders contain ads and keywords that are very closely related.

Inside the "Homes for Sale - Las Vegas" Campaign, you could break it down into:

• Las Vegas Single Family Homes

• Las Vegas Homes with Pools

• Las Vegas New Construction Homes

Keywords (Papers in the Folders)

These are the exact words or phrases people type into Google. You put the most relevant keywords into each Ad Group.

Inside your "Las Vegas Single Family Homes" Ad Group, some Keywords might be:

• single family homes Las Vegas

• Las Vegas houses for sale

• buy a house in Las Vegas

This way, when someone searches for "Las Vegas new construction homes," Google knows exactly which campaign, ad group, and specific ads are most relevant, making your ads more likely to show up (and get clicked by the right people).

It keeps everything organized and helps Google understand what your ads are truly about so the suggestion engines work properly.

Here’s a simple visual for ya:

One thing to keep in mind is that your ads only do the “foot in the door” stuff. You’ve still got to work your leads and keep your pipeline flowing.

(Email marketing perhaps? Hint hint!!!!)

As always, we’ll see you next week (Monday remember!) for another exciting edition of Brand Breakthroughs.

Toodles!

LJ & Fahad

Retail/E-Commerce

• Concept: Give your audience a peek into your creative inspiration. This could be a reel showing your mood board, a collection of objects that spark your ideas, or a quick tour of a place in Las Vegas that influences your design choices. You can talk about what motivates you and the vision you have for the products you create or curate.

• Why it works: You're inviting customers into your world and showing them the passion and personal story behind your brand. This creates an emotional connection, making your products more meaningful than just an item on a shelf.

Consultants/Coaches

• Concept: Share a personal story about a major lesson you learned in your own career that changed your perspective and how you approach your work. This could be about a mistake you made or a challenge you overcame that now informs your coaching philosophy.

• Why it works: You're building your brand on a foundation of humility and wisdom. By sharing a personal learning moment, you show that you're a real person who has been in their shoes, making you a more trustworthy and empathetic guide for their own journey.

Realtors

• Concept: Share a reel where you reflect on a specific property you've sold—not just the features of the house, but the story behind the clients and why helping them find that particular home was so rewarding for you. You can show a quick picture of the house from a distance (without revealing personal details, blur faces and license plates) and talk about the emotions and connections involved.

• Why it works: You're building your brand around empathy and personal investment. By sharing a story, you show that you see your clients as more than a transaction and that you find genuine joy in helping people achieve their dreams.

Therapists

• Concept: Create a reel demonstrating a particular mental wellness tool or technique that you personally find effective. This could be a grounding exercise you do before a session, a journaling prompt you use to reflect, or a quick meditation that brings you peace. You can share why it's a go-to for you and how it helps you stay centered.

• Why it works: You're building trust by being a real, relatable person who also navigates the demands of life. Showing that you use the same tools you recommend makes your advice more authentic and inspiring.