How to Run Google My Business Ads

Driving local customers to your business starts with being visible the moment they search. Google Ads linked to your Google Business Profile can place your location, phone number, and unique offers directly at the top of search results, turning online intent into offline action. This guide will walk you through exactly how to set up and manage these powerful local ads, step-by-step.

First, Let's Clarify: What Are "Google My Business Ads"?

You may be looking for a special "Google My Business Ads" button, but it doesn’t quite work that way. Instead of being a separate product, these ads are a feature within Google Ads that leverage the power of your Google Business Profile (formerly known as Google My Business, or GMB).

When you connect your Google Ads account to your verified Google Business Profile, you unlock special ad formats called Location Extensions. These extensions append your ads with your business's:

• Address
• A map pin
• Customer rating
• Hours of operation
• A clickable "call" button

These details show up on Google Search, Google Maps, and YouTube, making it incredibly easy for nearby searchers to find you, call you, or get directions. They see your ad not just as a piece of text but as a real, physical place they can visit. This is the primary way businesses "run ads for their Google My Business" page.

Google has also rolled out more automated campaign types like Performance Max for local goals, which also heavily relies on your Business Profile to promote store visits and local actions across Google’s entire network. We'll touch on both methods.

The Pre-Flight Checklist: What You Need Before You Start

Jumping straight into Google Ads without a solid foundation is like building a house on sand. Your local ads are only as good as the Business Profile they're connected to. Before you spend a single dollar, make sure you have these three things perfected.

1. A Fully Optimized Google Business Profile

Is your profile verified and 100% complete? If not, stop and fix this now. An empty or outdated profile tells both Google and customers that you might not be the best option.

• Verification is Mandatory: Your profile must be verified to link it to Google Ads. If you see a "Get Verified" prompt, complete that process first.
• Accuracy is Everything: Double-check that your business name, address, and phone number (NAP) are exactly correct and consistent everywhere online.
• Upload Rich Media: Add at least 10-15 high-quality, recent photos of your storefront, products, services, and team. Photos build trust and show people what to expect.
• Enable Messaging: Turn on the messaging feature to allow customers to contact you directly from your profile.
• List Your Services/Products: Use the "Services" or "Products" section to detail what you offer. This helps Google match you to more specific searches.
• Post Regularly: Use Google Posts to share updates, offers, and events. Consistent activity signals to Google that your business is active and engaged.

2. An Active Google Ads Account

If you don't already have one, setting up a Google Ads account is a quick process. Just head to ads.google.com and follow the prompts. You'll need to enter your billing information to get started.

3. Link Your Google Ads and Business Profile

The magic happens when these two accounts are officially connected. Here’s how to do it:

1. Log into your Google Ads account.
2. On the left-hand navigation menu, click on Assets.
3. Click the blue + button and select Location asset.
4. Google will often automatically find a Business Profile associated with your email. If it appears, select it and click "Continue."
5. If it doesn't appear, you can choose "Link to a Business Profile Manager account I know" if you manage the profile under a different email address.

Once linked, your account is ready to start creating local-first ads.

How to Run Local Ads Using Location Extensions (The Classic Method)

This approach involves adding location details to a standard Google Search campaign. It gives you significant control over keywords, bids, and ad text, making it ideal for targeting users with specific search intent.

Step 1: Create a New Search Campaign

Inside your Google Ads dashboard, start by building a new campaign focused on local actions.

1. Click the blue + button and select "New campaign."
2. Choose your objective. For local businesses, "Sales," "Leads," or "Website traffic" are good choices. A popular option is to select "Local store visits and promotions," but for full control, you can start without goal guidance.
3. Select "Search" as your campaign type.
4. For conversion goals, focus on things that matter for a local business: phone call leads, contacts (form submissions), and especially local actions like "directions." Google Ads will automatically track clicks for directions and calls from your location extensions.
5. Click "Continue" and proceed with the general campaign settings.

Step 2: Nail Your Location Targeting

This is where you tell Google who you want to see your ads. Go smaller and more specific rather than broader.

• In the "Locations" section during setup, select "Enter another location" and click "Advanced search."
• Choose "Radius" targeting. Enter your business address and set a reasonable radius around it, like 5, 10, or 15 miles. Think about how far customers will realistically travel to visit you.
• You can also target specific city names or zip codes if that better suits your service area.

Step 3: Choose Relevant Keywords

Think like your customer. What would they type into Google when they need what you offer right now?

• Combine services with location: Instead of just "plumber," use keywords like plumber near me, emergency plumber in brooklyn, or best coffee shop downtown.
• Use buying-intent words: Include terms like "for sale," "service," "company," or "near me."
• Organize keywords into ad groups: Group related keywords together. For instance, a bakery might have ad groups for "custom wedding cakes," "birthday cupcakes," and "fresh sourdough bread."

Step 4: Craft Location-Aware Ad Copy

Your ad text should instantly tell searchers that you are local and offer exactly what they need.

• Mention your location in the headline: A headline like "Family Pizza Restaurant in Denver" immediately qualifies you as a local option.
• Address a local problem: "Fast AC Repair in Phoenix" speaks directly to a common issue in that city.
• Include a local call to action: Use CTAs like "Visit Our Austin Showroom Today" or "Call for a Quote."

Step 5: Verify Your Location Extension is Active

As you set up the campaign, your linked location extension should apply automatically. You can confirm this by going to the "Assets" tab on the left-hand menu after the campaign is created. Select the new campaign and confirm you see the location listed there. This is the crucial step that attaches your Business Profile information to your ads.

Using Performance Max for Local Store Goals

If you prefer a more "hands-off," automated approach, a Performance Max (PMax) campaign configured for local goals might be a better fit. Performance Max campaigns use machine learning to run ads across Google's entire inventory - Search, Maps, YouTube, Display, and more - to drive store visits.

How PMax for Local Works:

• You provide the inputs: You give Google your Business Profile location(s), some ad text ideas, logos, images, and a budget.
• Google does the rest: The algorithm tests different combinations of your assets across all channels to find customers most likely to visit your physical store.
• Focus is purely on offline outcomes: This campaign is optimized for in-store visits, calls, and direction clicks.

Key Steps to Set Up a Local PMax Campaign:

1. In Google Ads, create a "New campaign."
2. Select the "Local store visits and promotions" objective. This automatically selects Performance Max as the campaign type.
3. Confirm your linked Google Business Profile locations are correct. Google will promote all of the locations you select.
4. Set your budget and bidding strategy (it will default to maximizing store visits).
5. Provide your Ad Assets: text headlines, descriptions, images, your logo, and even videos. The more high-quality assets you provide, the better Google's AI can perform.

The Trade-off: PMax is powerful and efficient, but it offers far less granular control than a traditional Search campaign. You can't choose specific keywords or finely tune bids. It's best for businesses that trust Google's automation and have an easily defined physical goal: getting people in the door.

Best Practices for Success with Local Ads

Setting up your campaign is just the beginning. Follow these tips to get the most out of your budget.

• Add Other Extensions: Don't just stop at Location. Add Call extensions so customers can phone you directly from the ad and Sitelink extensions to direct them to important pages like "Our Menu" or "Book an Appointment."
• Use Ad Scheduling: If your business is only open from 9 AM to 5 PM, use ad scheduling to only run ads during those hours (or slightly before). You don’t want to pay for a click that leads to a call to an empty office.
• Monitor Local Metrics: Pay close attention to conversions like "directions," "clicks to call," and "store visits." These are the indicators that your ads are driving real-world results, not just website clicks.
• Never Neglect Your Profile: Your ad acts as the hook, but your Business Profile is the landing page. Keep responding to reviews, uploading fresh photos, and posting updates. A well-maintained profile converts interest into action.

Final Thoughts

Using Google Ads to promote your Google Business Profile is one of the most direct and effective ways for a local business to attract nearby customers who are ready to take action. Whether you choose the precise control of Search campaigns with location extensions or the automated reach of Performance Max, a strong local advertising strategy begins with a perfectly optimized profile and a clear focus on real-world outcomes.

While Google Ads masterfully captures customers who are actively searching, building a lasting local brand involves engaging your community where they spend their time - on social media. Nurturing a vibrant presence is critical for trust and top-of-mind awareness. We built Postbase to remove the chaos from social media management. With our visual calendar, you can plan and schedule content across all your platforms in minutes, making it simple to keep your audience engaged between Google searches.