Google Ads Setup Checklist for Local Businesses

Launch a high-performing Google Ads campaign for your local business. Covers account setup, targeting, ad copy, bidding, and tracking — step by step.

29 total items90 minIntermediate4 sections

Account & Campaign Setup

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Create a Google Ads account linked to your Google Business Profile and Analytics
Set your billing threshold and payment method before launching
Choose 'Search' campaign type — avoid Smart campaigns when starting out
Set campaign goal to 'Leads' or 'Website traffic' based on your objective
Enable 'Search Network' only — uncheck Display Network for focused reach
Set your geographic targeting to a 5–15 mile radius around your location
Set your bid strategy to 'Maximize Clicks' initially, then switch to Target CPA after 30 conversions
Set a daily budget — start at $10–$30/day to gather data safely

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Use Google Keyword Planner to find local keywords (include city name in queries)
Build a list of 20–30 keywords — include '[service] near me', '[service] in [city]' variations
Organize keywords into tight ad groups (max 10–15 keywords per group)
Add exact match and phrase match keywords — avoid broad match until you're experienced
Build a negative keyword list (e.g., 'free', 'DIY', 'jobs', 'salary', 'how to')
Add competitor brand names as separate ad group (optional — check policy)

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Write 3 responsive search ad headlines per ad group (15 options, each under 30 characters)
Include your city name and primary keyword in at least 2 headlines
Write a clear value proposition headline (e.g., '5-Star Reviews · Open 7 Days')
Add a strong call-to-action headline (e.g., 'Book Online Today', 'Call for a Free Quote')
Write 4 description lines — include benefits, trust signals, and your USP
Add all 6 asset extensions: Sitelinks, Callouts, Call, Location, Image, Structured Snippets
Set your final URL to a relevant landing page — not just your homepage

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Install Google Ads conversion tracking tag via Google Tag Manager
Track phone calls as conversions (Google forwarding number OR on-site call tracking)
Track form submissions as conversions (thank-you page URL trigger)
Import Google Analytics goals into Google Ads as secondary conversions
Set up audience lists (website visitors, customer match) for future retargeting
Schedule ads to run only during your business hours + 2 hours before close
Enable ad rotation: 'Optimize — prefer best-performing ads'
Review the Search Terms report weekly and add negatives continuously

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