How To Structure Google Ads Account For Local Service Business

Do you know your Google Ads account structure is the third most important component of your Google Ads account after keywords and landing pages?

A well-structured account is made up of campaigns with settings that helps keywords in it get more clicks and leads.

Then, the campaigns consist of Adgroups and Adgroups consist of similar keywords and Ad copies.

Most experts will advise you to create just one campaign which will contain multiple Adgroups of your target keywords.

Although this will save you time, but it has a major flaw.

When you add all your keywords in one campaign, you will lose the ability to assign a budget, bidding strategy, and location targeting based on performance and intent.

Moreover, your low-quality keywords with more monthly search volumes will out-compete your high-quality keywords with low search volume for impressions and clicks.

When you create an account with multiple campaigns, you'll be able to allocate the right budget based on results and assign the right location targeting that works.

This is something you won't be able to do if you added all your keywords in one campaign.

Need to start generating more leads and clients for your small business? Or, you simply want to boost ROI from Advertising?

If yes, then request a no obligation, no pressure 15 minutes free virtual consultation and I'll show you how to accomplish your vision.

 How to structure your account with many campaigns

When you create multiple campaigns for an account, not only will you be generating more leads and customers, you'll be doing so at a much cheaper cost.

Below is how to create multiple campaigns per account.

A well structured account consist of 4 campaign namely:

  1. Nearby Campaign
  2. Informational keyword campaign
  3. General service campaign
  4. Location specific campaign

1. Create a different campaign for people searching for nearby local businesses.

People searching for nearby local businesses are looking to contact and visit a local business a few kilometres away.

For people searching with nearby keywords, proximity is their major criteria for choosing a local business.

The closer your local business is to people searching with nearby related keywords, the higher the chances of converting them to a lead and customer is.

So, by creating a campaign that targets people searching for a nearby local business, you'll be able to use location targeting to reach and convert them to leads and customers.

By doing so, you'll generate more leads while cutting down on wasted spend

Below is an example of search phrases that contains a nearby word

  • limousine service near me
  • home remodeling contractor nearby

Looking at the two keywords above, you'll see that they both contain a nearby word of "near me" and "nearby" which shows that people using it are looking for a limousine service and a home remodeling contractor that is a few kilometre away from where they are.

Ideal targeting for nearby keywords

The ideal targeting for nearby keywords is between 3km to 10km. Anything above 10km and your results will plummet.

2. Create a different campaign for people searching with a location-specific keyword

The location-specific campaign is for keywords that contain the name of the city, state, neighborhood, county or location you operate in.

For example, if you render a law service in the city of San Diego, your location-specific law keywords would be keywords that contains the name of your city or it's various neighborhoods:

  • (Your law service) lawyer San Diego
  • (Your law service) attorney San Diego
  • (Your law service) law firm San Diego

The difference between nearby campaigns and Location-specific campaigns is while nearby campaigns targets people who are only a few kilometres away from your law office, the location-specific campaign will target the whole city, location or neighborhood you operate in.

Ideal targeting for location specific

People searching with a location specific keywords want to hire a local business located in that particular location.

So, the ideal targeting for a location specific keyword is to use the said location as your target market.

3. Create a general service campaign

The general campaign is for people searching for a local business to hire without adding a location or the word "nearby" to their search phrase.

Below are examples of the general service campaign keywords.

  • limousine service
  • home remodeling contractor
  • Bankruptcy attorney

How to set up targeting for general service campaigns

The ideal targeting for general service campaigns is 10km to 20 km or using the city you operate in as your target market.

4. Create a different campaign for informational campaigns

Informational campaigns are keywords people use to search for answers to a question of which your services could solve.

People searching with informational keywords are aware of their problems but they are searching for more answers to enable them to make an insightful decision.

An example of keywords that should go into this campaign are:

  • Cost of [your service]
  • how to file bankruptcy
  • how to remodel a home

Nearby, location-specific and general service campaigns have a weakness and that is they have a much smaller monthly search volume than Informational campaigns.

Despite the fact that they have a much smaller monthly search volume, they still get the highest conversion rate and lower cost per lead when compared to informational campaigns.

Informational keywords will give you more search impressions and clicks but they will get you a higher cost per lead and lower conversion rate.

Nonetheless, they are still a great keyword to go after for a local business.

How to set up targeting for informational keyword

People searching with informational keywords aren't yet ready to hire an attorney.

They are just making research that will help them make an insightful decision.

So, the targeting here will be like the one for general service campaigns.

How to structure a campaign

Once you structure your account with campaigns, the next thing is to make sure those campaigns you created are properly structured with Adgroups.

The reason why you need to structure an account is to make sure each campaign in an account has the right bidding strategy and location targeting that will help the keywords in the campaign perform well.

This is because, you can't setup a bidding strategy and location targeting at the Adgroup level but at the account level.

Now lets talk about how to structure your campaigns

1. Add all similar keywords in same Adgroup

When creating a campaign, it should be created for a specific type of keyword theme.

If the keyword theme of the campaign is for potential customers searching for nearby local business, then all the Adgroups in that campaign must flow with that same keyword theme.

You should create a different Adgroup for each variation of the same keyword theme.

For example, if the theme of one campaign is for people searching for an attorney in San Diego which is a location specific keywords, your Adgroup could be something like this below:

  • San Diego Attorney
  • San Diego Law Firms
  • San Diego Lawyers

2. Each Adgroup must contain the same keyword

Each Adgroup you created must contain the keyword it was named after. The only difference is the keyword modifiers you choose to associate with them.

3. Each Adgroup must contain it's own Ads copy

When you create an Ad copy for each of the Adgroup of your campaign, it will make your campaigns highly relevant to a searchers intent.

Need to start generating more leads and clients for your small business? Or, you simply want to boost ROI from Advertising?

If yes, then request a no obligation, no pressure 15 minutes free virtual consultation and I'll show you how to accomplish your vision.


If you build a great Google Ads account structure and landing page, you'll generate more leads and clients at a low cost than your competitors.

If you need any help generating leads and clients with Google Ads or have any questions, don't hesitate to reach out to me by scheduling 15 minutes of free virtual consultation.

Obinna Ibemere
Obinna Ibemere

Hi. I'm Obinna Ibemere and I love helping local service businesses generate lots of leads, customers and increase ROI from Google Ads, Facebook Ads, and Linkedin Ads. When I'm not trying to boost the ROI of my client's campaigns, I love watching football (soccer) and reading the latest trend in digital marketing or writing a blog post.

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