Advertising on Google Adwords for your Local Business

Google Adwords

Google Adwords

Advertising with Google has changed quite a bit over the years. I’ve been doing pay per click advertising since it started many years ago (even before Google Adwords). When I started clicks were super cheap, now they aren’t. I used to complain about paying ten cents for a click, now it is super hard to get a good click for less than fifty cents. Today we’re going to talk about a strategy to take your advertising to the next level.

Remember our goal is to make more than we spend, if we can do that then our campaign is going to be a success.

  1. Make sure that you have created your freebie. We’ll pretend that we have a local plumbing business. It’s winter time here so we created a pdf called ten ways to prevent your pipes from freezing this winter. It is direct, to the point and it is relevant to potential customers. Plumbing is an industry where when people need you, they want you fast, today, not next week cause by then their basement could be flooded.

Another idea for the plumber would be something like 5 ways your water heater is costing you money – sometimes as much as (this much a year). That freebie could lead to an immediate sale. A prospective customer reads the pdf and wants to get a new water heater so they can save money.

After you create your free report make sure you edit it, get others to read it and then include a coupon. I like the coupon to relate to the pdf – so you could offer 10% off your winterization service or 5% off a new water heater. You will want to include that in the first email to your customer.


  1. Set up Aweber include the pdf file (free report) in the first email – along with the coupon. Plan on sending out a newsletter at least every couple of weeks. We’ll talk more about that later.
  2. Set up your Ad – later this week we’ll have a video for you about setting up the ad. You’ll need a good headline and then some text after that.

    Headline: up to 25 characters of text
    2nd line: up to 35 characters
    3rd line: up to 35 characters
    4th line: your Display URL

    Google offers some tips for writing your Ad –

    Some great tips for writing Ads –

  3. After you make sure you have everything setup, test it. Use the url that you will use for your Ad and ask a couple of people to check it out for you. Ask them if anything wasn’t clear. Adjust things as needed.



Part 2 will be coming up later this week.


Questions about what we’ve covered so far just put a note in the comments section.

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