Paid Acquisition

Google Ads for Local Business: Get More Calls & Walk-ins Without Wasting Budget.

Duration Full Day (7h)
Level Beginner–Int
HRDF Case-by-case Basis

Learning Outcomes

By the end of this course, participants will be able to:

  1. Explain the difference between Search Ads, Local Service Ads, and Google Maps Ads and select the right one
  2. Set up a local Google Ads campaign with correct location targeting, keywords, and ad schedule
  3. Track calls, form submissions, and WhatsApp conversions within the campaign
  4. Calculate and report cost per lead (CPL) and ROAS to make budget decisions independently
  5. Optimise a local campaign for lead quality, not just volume

Course Outline

Module 1: Local Ads Landscape (60 min)

  • Difference between Search Ads, Local Service Ads, and Google Maps Ads
  • Realistic minimum budget for local businesses in Malaysia
  • Expectation setting: how long before results appear
  • How competitors are using Google Ads in your market
  • What a high-performing local campaign looks like vs a wasteful one

Module 2: Set Up a Local Campaign Correctly (90 min)

  • Location targeting — radius vs area vs location groups
  • Keywords for local intent: "near me" and service + location combinations
  • Ad schedule — when ads should run, when to turn them off
  • Match types for local campaigns — what works best at small budgets
  • Negative keywords specifically for local businesses

Module 3: Ad Copy & Extensions for Local (75 min)

  • Writing ad copy that speaks to local intent
  • Call extensions and call-only ads for businesses that rely on phone
  • Location extensions, sitelinks, and callouts for local context
  • How to write offers and CTAs that drive immediate action
  • Ad copy testing — what to test first at small scale

Module 4: Conversion Tracking for Local (60 min)

  • Track form submissions, WhatsApp, and phone calls — all in one place
  • Set up call tracking in Google Ads
  • Connect GA4 for full-funnel visibility
  • How to verify that conversions are being counted correctly

Module 5: Read Your Data, Optimise & Scale (75 min)

  • Metrics a business owner needs to understand: CPL, conversion rate, ROAS
  • Search Terms Report for local campaigns — mine and cut weekly
  • Quality Score improvement without increasing budget
  • When to scale budget, when to pause
  • Simple monthly review checklist for business owners to run independently

Deliverable

Live local campaign setup + conversion tracking configured + monthly review checklist