Maximising local reach: Google Ads strategies for small businesses

In an increasingly competitive digital space, small businesses need more than just a great product or service - they need visibility at the right time, in the right place, to the right people. That's where Google Ads comes in.

For small businesses in Perth and beyond, local Google Ads campaigns are one of the most powerful tools for reaching nearby customers who are actively searching. At Lemonade, we help small businesses unlock that power by combining local insights, strategic targeting, and ongoing optimisation to deliver real results.

Why Google Ads is a game-changer for local businesses

Local search has never been more important. When someone types "plumber near me" or "café open now", they're not just browsing - they're ready to take action. Google Ads allows businesses to meet these customers at the moment of intent.

Unlike organic search, which can take months to gain traction, a well-built Google Ads campaign puts your business at the top of the page immediately. But visibility alone isn't enough - the strategy behind your targeting, ad copy, and keyword selection determines whether you convert browsers into buyers.

That's where our team comes in. We don't just launch ads, we build location-specific strategies that reflect how your audience searches, shops, and engages locally.

The importance of local targeting in Google Ads

Many small businesses worry they don't have the budget to keep up with their larger competitors, so they think they shouldn't bother with Google Ads. But it isn't about appearing the most, it's about appearing in the right search results. Effective local targeting is about precision. We work with clients to ensure their digital campaigns are honed to reach their true customer base, not just anyone with internet access.

Whether you're a physio in Hilton looking to serve surrounding suburbs, or a new Pilates studio offering locals-only intro deals, using suburb-level and radius-based targeting to narrow your reach and sharpen your spend can make a huge difference.

It's not about showing up everywhere. It's about showing up where it counts.

Strategic keyword selection that protects your budget

One of the most common challenges small businesses face is managing Google Ads on a limited budget. That's why it's important to take a focused approach to keyword targeting - not more keywords, but smarter ones.

Local messaging that converts

Even with perfect targeting and the right keywords, your ads won't perform without strong messaging. The difference between an average campaign and a high-performing one often comes down to copy that resonates with your local audience.

Creating campaigns and ad copy that align with local behaviour will help cut through the noise. Everyone on the internet is very accustomed to seeing hundreds of ads a day, and we are getting better at blocking them out. Creating ads that feel specific and tailored to your local audience will help beat the advertising fatigue.

Pro tips: Sharing our secrets

Before getting started, conduct in-depth keyword research to uncover the most valuable, intent-driven local searches. From there, use a combination of exact match, phrase match, and negative keywords to ensure your ads are only shown to those most likely to convert.

It's also important to protect your brand space by bidding on your business name and related branded terms - a simple move that can dramatically improve your click-through rate and conversions.

Write ad copy that includes suburb names, local references, and service-specific value propositions. Make full use of ad extensions like call buttons, sitelinks, and structured snippets to maximise your real estate on the search results page.

Here's some of our favourite local and seasonal approaches:

• Promote seasonal offers or event-based specials (e.g. "EOFY Sale Fremantle")
• Run remarketing campaigns to bring local visitors back to your site
• Launch geo-specific ad groups that speak directly to your different audiences

A smarter way to reach local customers

The reality is this: Google Ads has the potential to be a local business's most effective growth tool - but only if it's set up and managed with intent.

That's what we do. Our team builds location-specific, goal-driven Google Ads campaigns that help small businesses in Perth (and across Australia) reach the people who matter most. Whether you're starting from scratch or need to clean up an existing campaign, we're here to help you get more from your budget, your strategy, and your time.

Looking to get more from Google Ads?

Let's build a local strategy that actually works. Whether you're based in Fremantle, Perth, or anywhere in Australia, we can help you target smarter and grow faster.