Running a local business with a tight marketing budget can feel overwhelming. When you search Google, local business ads from big brands with deep pockets dominate the top spots. As a result, your business sits buried on page three, invisible to people who need what you offer.

Note that you don’t need a corporate budget to compete. This guide shows you how to set up Google Ads campaigns that bring local customers through your door without draining your wallet.

What’s more, you’ll learn how to create your Google Ads account with spending controls, write ads that attract nearby buyers, and track what works.

Ready to compete without breaking the bank? Let’s get started.

How to Set Up Your Google Ads Account

The Google Ads interface looks complicated when you first log in. What we mean is that buttons, menus, and options seem to be everywhere. Bear in mind that the initial setup determines whether you control your spending completely. Plus, getting this part right saves you money and frustration later.

Let’s walk through the steps that protect your budget.

Build Budget Guardrails From Day One

Create your Ads account through Google Ads. You’ll need a Google account to get started. Once you’ve got your account set up, the platform asks you to set up your first campaign right away. Hold off for a moment.

Go to “Settings” first and set a daily budget limit. If you can afford $10 daily, enter that amount. Google won’t charge you more than this limit.

The Settings That Protect Your Wallet

Choose “Search Network only” to keep your ads on Google search results instead of random websites. Don’t forget to set your location radius to match where your customers are. Take our word for it, a Brisbane business should target a 20-mile radius.

We suggest that you schedule your ads during business hours only. It makes no sense to pay for clicks at midnight when nobody can answer the phone.

Now that your account is ready, let’s pick the right campaign type.

The Best Campaign Type for Local Reach

You’ve got your account set up with spending limits in place. Now you need to pick the right campaign type. Google offers several options, and choosing the wrong one wastes money on people who will never visit your store.

That is why search campaigns work best for small budgets. These ads appear when someone types a phrase into Google, like “plumber near me” or “coffee shop Brisbane.” With this approach, you’re reaching people who already want what you offer and are actively looking right now.

Also, display campaigns show your ads across random websites and apps. However, they drain budgets fast without bringing in real leads. For example, someone scrolling through a recipe blog isn’t ready to hire a landscaper.

Local campaigns are worth considering if you run a physical storefront. Google takes care of the setup and shows your ads across search, maps, and YouTube automatically. The catch here is that you’ll need at least $15 to $20 daily to see consistent results from this campaign type.

Stick with search campaigns when starting. They give you control over spending and connect you with people ready to buy.

How to Write Ads That Local Customers Click

Your ad copy decides whether people click or keep scrolling. Good ads speak directly to what local customers need. You just have to focus on the three main parts.

Here are the elements that drive clicks.

1. Use Your City in Headlines

Put your location in the headline to get the desired output.

For instance, instead of “Expert Electrician,” write “Brisbane Electrician – Fast Response.” The city name shows you’re nearby, and the benefit explains why they should choose you.

You get three headlines per ad, so use words like “near you,” “local,” or your specific suburb in at least one of them.

2. Solve Problems People in Your Area Face

Use your description to address issues your customers deal with.

A roofing company in Brisbane might say, “Storm damage from summer weather? We fix roofs fast.” You’re proving you understand their situation. This makes people feel like you’re the right choice.

Also, mention guarantees, quick service, or free estimates if you offer them. We recommend you keep benefits clear and sentences short.

3. Add Extensions to Every Ad

Extensions make your ad bigger and grab more attention on the page.

Location extensions show your address with a map pin, so people can find you without any extra steps. Callout extensions let you highlight perks like “Licensed & Insured” or “Same Day Service” right below your main ad text. Sitelink extensions add clickable links to specific pages like “Contact Us” or “View Prices.”

All of these additions cost you nothing and push your ad further down the screen. The more space you take up, the more clicks you get.

With ads running, the next step is tracking what’s working for your business.

The Metrics Worth Your Attention

Your ads are running, and clicks are coming in. Now you need to figure out what’s working and what’s wasting money. Most business owners check the wrong numbers and end up confused about whether their campaigns are profitable.

Forget about impressions. Focus on these three numbers that show real results.

• Cost per click: You pay this amount every time someone clicks your ad. Yes, lower costs help your budget last longer. But a $5 click that turns into a $500 customer beats a $1 click that goes nowhere.
• Conversion rate: This percentage shows how many clicks become clients or sales. If 100 people click and 5 contact you, that’s a 5% conversion rate. It reveals whether your ad copy convinces people to take action.
• Cost per lead: Take your total spend and divide it by leads generated. Spending $100 to get 10 phone calls means each client costs you $10. Compare that to customer value to see if you’re making money.

At first, set up conversion tracking in your Google Ads account to capture phone calls and form submissions. No worries, Google provides setup instructions at Google Ads Help.

Always remember to check your numbers once a week when starting. Daily checking creates panic over small changes that don’t mean much yet.

Start Small, Grow Steady with Local Business Ads

You don’t need a massive budget to compete on Google. Small businesses across Brisbane use these methods to bring in local customers without burning through cash. The difference is smart setup, focused targeting, and watching the right numbers.

At Oikos Project, we specialize in managing Google Ads campaigns that generate leads without wasting money. Our team helps local businesses run lean PPC campaigns that bring real results.

Start with a daily budget that fits your comfort zone, even if it’s only $10. Also, set up your account with spending limits. Don’t forget to write ads that solve problems people in your neighborhood face. Then track the metrics that show what’s working.

Running paid search takes time to learn, but the payoff is real. Reach out if you want expert help getting started or improving what you’re already running.