A few years ago, my friend John opened a small roofing business in Austin. Great service, happy customers… but barely any leads from online ads.
Why?
He was getting destroyed by national companies dropping six figures on PPC. His budget? $1,500 a month.
Fast-forward 90 days, and John’s getting high-quality leads for $22 each (down from $86).
His secret?
A local PPC strategy that Google Ads won’t tell you about.
Here’s the step-by-step playbook.
Local PPC Strategy to Skyrocket Your Business
Laser-Targeted Geo Bidding
Most local businesses waste ad spend by targeting their entire city. Instead, go hyper-local:
- Set a 1-5 mile radius around your actual business
- Bid higher for users within 1 mile (they’re more likely to convert)
- Use zip code targeting instead of broad city targeting (cuts out low-intent clicks)
John did this, and his cost-per-click dropped 42% overnight.
Use “Near Me” Keywords (But The Right Way)
You already know “plumber near me” or “roof repair near me” is gold. But here’s the mistake:
Most businesses dump these keywords in broad match and let Google go wild.
Instead:
✅ Use phrase match: “roof repair near me”
✅ Add location modifiers: “roofing company in Austin”
✅ Exclude low-intent searches (like “DIY roof repair”)
This alone slashed John’s wasted ad spend by 31%.
Run Click-to-Call Ads (And Skip the Website Trap)
Fact: Most local service websites suck at converting traffic. Slow pages, weak CTAs, too much fluff.
Instead, John switched to click-to-call ads, sending people straight to his phone line.
📊 Results?
- Calls increased 78%
- Lead quality skyrocketed (people ready to book)
- No more wasted clicks on tire-kickers
Steal Competitor Traffic with Brand Name Targeting
Big brands in your space hate this trick, but it works.
John bid on his competitors’ names using exact match (not phrase match). So when someone searched “Big Roofing Inc,” guess who showed up above them?
John. And because his ad said:
“Austin’s #1 Rated Roofing (Fast Free Quotes)”
His click-through rate doubled compared to generic ads.
Local Service Ads: Google’s Best-Kept Secret
If you’re in home services, law, or healthcare, Local Service Ads (LSAs) are a game-changer.
Unlike normal Google Ads, you:
✅ Only pay for real leads (not clicks)
✅ Show up above traditional search ads
✅ Get a “Google Guaranteed” badge (huge trust booster)
John signed up, and within two weeks, LSAs became his #1 source of booked jobs.
Bonus: Retargeting That Prints Money
Most local businesses ignore retargeting. Big mistake.
John set up a simple retargeting ad on Facebook:
- A short testimonial video from a happy customer
- A limited-time offer (“$200 off roof repairs this week”)
👀 Result? His return on ad spend (ROAS) went from 2.1x to 5.7x.
John didn’t need a massive budget to win at local PPC. He just outsmarted the competition with:
✅ Geo-targeted bidding to cut costs
✅ Smart keyword strategies to boost conversions
✅ Click-to-call ads for direct leads
✅ Competitor brand targeting to steal traffic
✅ LSAs and retargeting to dominate
Now he’s booked out months in advance, and his biggest problem?
Hiring more roofers.
Want More Leads Without Wasting Ad Spend?
Most PPC campaigns burn cash without delivering real customers. At DevriX, we build data-driven PPC strategies that bring in high-quality leads without the guesswork.
✔ Hyper-targeted campaigns that cut wasted spend
✔ Conversion-focused ads that turn clicks into customers
✔ Expert optimization to maximize every dollar
Stop letting your competitors take all the traffic. Let’s build a PPC strategy that actually works.
Team DevriX
This article is crafted by DevriX's seasoned marketing team, boasting over four decades of collective expertise in crafting sophisticated marketing funnels, devising comprehensive content frameworks and pillars, implementing engaging email campaigns, and creating impactful social media content designed for scalability.
Our marketing experts specialize in the complete spectrum of inbound marketing strategies. As an accredited HubSpot Agency Partner and a Semrush Partner, we engage in meticulous research, blending our extensive experience with the unique insights of our highly skilled team.
We set benchmarks in content creation by incorporating cutting-edge marketing trends, leveraging in-depth industry research, and utilizing state-of-the-art AI tools for data segmentation and captivating content hooks. Our proficiency extends across a diverse range of sectors, including working with SMEs, Fortune 1000 companies, global B2B brands, major publishing entities, WooCommerce platforms, business directories, and affiliate networks.
