Google Ads for Local Businesses: How to Get More Calls
For local businesses in 2026, phone calls are still one of the most valuable types of leads. Whether you own a plumbing company, a dental office, a landscaping service, or a small restaurant, every call from a potential customer represents immediate interest and revenue opportunity. Google Ads has evolved into one of the most effective tools for generating those calls. When set up correctly, it can connect you with local customers right when they are searching for the exact service you offer. In this guide, we will explore how local businesses can use Google Ads to get more phone calls, how to structure campaigns for local intent, and how to measure and improve performance over time.
Why Google Ads is Perfect for Local Businesses
Google Ads works so well for local businesses because it captures high-intent users. People are actively searching for services nearby, often with the intent to call immediately. Someone typing “emergency plumber near me” or “chiropractor open now” is not browsing; they are looking to take action. With properly configured campaigns, your business can appear at the very top of those search results and receive calls directly from those ads. According to Search Engine Journal, over 60 percent of mobile users contact a business directly from search results. That means the key to success is showing up at the right time with the right message.
Understanding Local Search Intent
Local intent means that a search includes some indication of location, such as a city name, neighborhood, or the phrase “near me.” Google uses a combination of the user’s device location and search terms to determine which businesses to show. If your campaign is not structured for local intent, you will miss out on those high-value searches. By focusing your targeting on specific service areas and optimizing your ad copy with geographic relevance, you increase visibility among people who are ready to call.
Setting Up Your Campaign for Local Leads
Step 1: Choose the Right Campaign Type
For phone call-focused campaigns, a Search campaign is usually the best choice. It allows you to target keywords that indicate immediate need. You can also create a Performance Max campaign if you want to appear across Google Maps, YouTube, and the Display Network, but Search remains the most direct way to capture call-ready leads.
Step 2: Optimize Location Targeting
In Google Ads, you can set location targeting by city, postal code, or a radius around your business address. For most local businesses, a radius of 15 to 30 kilometers works well, though service-based companies may extend further. Always choose “Presence: People in or regularly in your targeted locations” to avoid wasting budget on users outside your service area.
Step 3: Use Call Extensions and Call-Only Ads
Call extensions add your phone number directly to your ad. This allows mobile users to tap and call you instantly. Call-only ads go even further by removing the website link entirely, focusing solely on driving phone calls. These formats work particularly well for urgent or service-based businesses such as towing companies, locksmiths, or medical offices.
Step 4: Write Ads That Drive Calls
When your goal is more phone inquiries, your ad copy must make calling the obvious next step. Use clear, action-oriented language such as:
Call now for same-day service
Speak to a technician today
Schedule your appointment by phone
Include trust-building phrases like “licensed and insured,” “local experts,” or “family-owned since 2008.” These reassure customers that calling your business is the right decision. Make sure your display URL and ad headlines include local cues such as your city or service area. This signals relevance and improves click-through rates.
Step 5: Choose the Right Keywords
Focus on keywords that show strong intent to contact or purchase. Examples include:
plumber near me
roofing company Toronto
dentist accepting new patients
electrician open now
Avoid generic keywords that do not suggest urgency or location. If you offer emergency services, make sure to include “24 hour” or “emergency” keywords. Using phrase and exact match types will help filter irrelevant searches and improve your cost efficiency. For a refresher on match types and how they affect visibility, you can read our post How to Structure a Google Ads Campaign for Maximum ROI, which explains how keyword targeting ties into campaign performance.
Step 6: Track Every Call
Call tracking is crucial. Without it, you will not know which ads or keywords are generating real leads. Google Ads allows you to track calls in several ways:
Calls from call extensions or call-only ads
Calls from your website after an ad click
Calls imported from a connected phone system or CRM
Every call that originates from your ad will appear as a conversion in your dashboard, allowing you to measure ROI accurately.
Step 7: Optimize Your Landing Pages for Local Calls
Even if users click your ad instead of calling directly, your landing page should make it easy to contact you. Place your phone number prominently at the top and bottom of the page. Use click-to-call buttons for mobile visitors. Reinforce trust with customer reviews, certifications, and clear business information. Include your address, service area, and hours of operation. At Cristanta Digital Marketing, landing page optimization is built into every paid advertising package. We ensure that every ad click leads to a page designed to convert visitors into callers. Learn more about our approach on our Paid Advertising Services page.
Step 8: Use Local Keywords in Your Landing Page Content
Your landing page content should mirror the keywords in your ads. If your ad targets “Toronto HVAC repair,” your landing page should include that exact phrase in the headline and throughout the content. Consistency between the ad and landing page improves Quality Score, lowers cost per click, and helps customers feel confident that they found the right business.
Leveraging Google Business Profile Integration
Your Google Business Profile (formerly Google My Business) is essential for local success. Make sure it is fully optimized with accurate business hours, services, and location data. Connect it to your Google Ads account to show location extensions. This integration allows your ads to appear in Google Maps and the Local Pack, dramatically increasing visibility for people searching nearby. According to Google Ads Help, advertisers who combine Search campaigns with location extensions see higher click-to-call and conversion rates compared to ads without them.
Using Negative Keywords to Save Budget
Even local campaigns can waste money if ads appear for irrelevant searches. For example, if you offer professional cleaning services, you might not want clicks from people searching “DIY cleaning tips.” Adding negative keywords like “free,” “jobs,” or “tutorial” will prevent wasted spend and keep your budget focused on real leads. Regularly reviewing your search terms report ensures your ads show only for profitable searches.
Scheduling Your Ads for Maximum Calls
Timing matters. If your business is open only certain hours, schedule your ads to show when you can actually answer the phone. For service companies that offer emergency assistance, you can create separate ad schedules for regular hours and after-hours services. Review call performance by time of day in Google Ads and adjust your schedule based on when you receive the most valuable leads.
How to Measure Success
The goal of a local campaign focused on calls is simple: more qualified phone leads at a lower cost per call. To measure success, track metrics such as:
Number of calls generated
Average call duration
Cost per conversion
Conversion rate by keyword
These numbers show whether your ads are attracting genuine prospects or just curious browsers.
Common Mistakes Local Businesses Make
Many local advertisers make simple but costly mistakes that limit performance.
Targeting too broad of an area leads to wasted spend on users outside your service zone.
Sending traffic to the homepage instead of a dedicated landing page hurts conversion rates.
Ignoring call tracking makes it impossible to calculate ROI accurately.
Using generic ad copy that fails to mention location or urgency reduces relevance.
Avoiding these pitfalls will immediately improve your results and reduce wasted ad spend.
Scaling Local Campaigns
Once your campaigns are performing well in one area, you can expand to new locations. Duplicate your campaign, adjust the location settings, and modify the ad copy to reference the new city or neighborhood. This structured approach allows you to scale efficiently while maintaining high relevance and conversion rates.
Why Work With a Professional
Running local Google Ads is about precision. It requires technical knowledge, strong copywriting, and data analysis skills to make every dollar count. At Cristanta Digital Marketing, we specialize in helping local businesses generate consistent phone calls and leads through Google Ads. We handle everything from campaign setup and keyword strategy to landing page optimization and ongoing tracking. If you want to increase calls, leads, and sales from your advertising budget, visit our Paid Advertising Services page to book your campaign audit today.
Conclusion
Google Ads remains the most effective tool for local businesses that want more phone calls and consistent growth. By focusing on local intent, optimizing ads for calls, tracking every conversion, and refining performance over time, you can turn Google Ads into a steady source of inbound leads. Whether you are a home service company, a medical clinic, or a retail business, the right campaign strategy ensures that every call you receive is from someone ready to buy. If you are ready to get more calls, more leads, and more predictable revenue from Google Ads, now is the perfect time to start.