For local businesses in Australia, being visible at the exact moment a customer searches for your services is the difference between a busy week and a quiet one. Google Ads allows you to leapfrog the organic search results and get your phone ringing immediately, targeting only the people in your specific service area.
Prerequisites: What You’ll Need
Before we dive into the setup, make sure you have the following ready:- A Google Account: Preferably one linked to your business email.
- Your ABN: You will need this for tax and billing verification in Australia.
- A Website or Landing Page: Where will people go when they click your ad?
- A Clear Budget: Decide how much you are willing to spend per day.
- Payment Method: A valid credit or debit card.
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Step 1: Create Your Google Ads Account
Head over to ads.google.com. Click 'Start Now'. Google will often try to funnel you into 'Smart Mode' (a simplified version). While it looks easier, it offers less control. Look for a small link at the bottom that says 'Switch to Expert Mode'. This gives you the full suite of tools needed to properly optimise your spend.Screenshot Description: You should see a clean white screen with several boxes for campaign goals. At the very bottom, look for the blue text: "Switch to Expert Mode".
Step 2: Choose Your Campaign Objective
Google will ask what your goal is. For most local Aussie businesses—like plumbers, lawyers, or cafes—your best bet is 'Sales' or 'Leads'. If you want people to call you directly, choose 'Leads'. This tells Google’s AI to find people most likely to take action, rather than just people who like to browse.Step 3: Select Campaign Type
For local businesses, 'Search' is king. These are the text ads that appear when someone types a query into Google. Select 'Search', and then tick the boxes for the results you want (e.g., Website visits, Phone calls, or Store visits).Step 4: General Settings and Network Selection
Give your campaign a clear name (e.g., "[Service] - Brisbane Southside - Search"). Crucial Tip: Under 'Networks', uncheck 'Google Display Network'. The Display Network puts your ads on random websites and apps, which often wastes budget for local service providers. Stick to the 'Search Network' to ensure you are appearing for active intent.Step 5: Set Your Location Targeting
This is where many local businesses go wrong by targeting all of Australia.- Select 'Enter another location'.
- Click 'Advanced Search'.
- You can target specific suburbs (e.g., 'Paddington, QLD'), the whole city ('Brisbane'), or a radius around your business address (e.g., '20km around Milton').
Pro Tip: Under 'Location options', change the target to 'Presence: People in or regularly in your targeted locations'. This prevents your ads from showing to people outside Brisbane who are just researching Brisbane (unless that is what you want!).
Step 6: Set Your Language and Audience
Set your language to English. You can usually skip 'Audience segments' for your first search campaign, as your keywords will do the heavy lifting of finding the right people.Step 7: Define Your Daily Budget
Google asks for a daily budget. If you want to spend $600 a month, set this to $20 per day. Note that Google might spend more on some days and less on others, but it will never exceed your monthly limit (Daily Budget x 30.4).Step 8: Bidding Strategy
As a beginner, start with 'Maximize Clicks'. This tells Google to get you the most traffic possible for your budget. Once you have tracked about 30 conversions (leads), you can switch to 'Maximize Conversions' to let the AI focus on lead quality.Step 9: Set Up Ad Extensions (Assets)
Assets make your ad look bigger and more professional. For local businesses, these are mandatory:- Sitelink Assets: Links to other pages (e.g., 'Our Services', 'Contact Us').
- Call Assets: Shows your Australian phone number so people can click-to-call.
- Location Assets: Connects your Google Business Profile to show your address and distance from the user.
Step 10: Keywords and Ad Groups
An 'Ad Group' is a cluster of related keywords. For example, if you are a mechanic, create one Ad Group for 'Logbook Services' and another for 'Brake Repairs'. Common Mistake: Avoid 'Broad Match' keywords at the start. If you use the keyword Plumber, Google might show your ad for Plumber jobs or Plumber tools. Use "Phrase Match" (put your keywords in quotes) to ensure more relevance, such as"plumber near me" or "emergency plumber brisbane".
Step 11: Write Your Ad Copy
You will create a 'Responsive Search Ad'. Google allows up to 15 headlines and 4 descriptions.- Headlines: Include your keyword, a benefit, and a call to action (e.g., 'Expert Plumber Brisbane', 'Available 24/7', 'Call For A Free Quote').
- Descriptions: Highlight your local Aussie roots, your experience, or any current offers.
Step 12: Billing and ABN Verification
Finally, enter your payment details. Ensure you select 'Australia' as your country so your invoices include GST, which you can claim back if you are GST-registered. You will be asked for your ABN and business address here.---
Troubleshooting Common Issues
- Ads Not Showing: Check your 'Ad Preview and Diagnosis' tool. Often, it’s because your budget is too low or your keywords are too niche.
- Low Quality Score: This usually happens if your ad copy doesn't match your landing page. Ensure the words used in your ad appear prominently on your website.
- Too Many Irrelevant Clicks: Check your 'Search Terms' report. If you see people searching for things you don't do, add those words as 'Negative Keywords'.
Next Steps
Setting up the campaign is only half the battle. You need to monitor it weekly to see which keywords are performing and which are wasting money.If you find the technical setup overwhelming or you want to ensure your Australian business is getting the best possible ROI, the team at Local Marketing Group is here to help. We specialise in local lead generation for businesses just like yours.
Need a hand with your Google Ads? Contact us today for a strategy session.