Digital Marketing Google Ads Should You Have Different Pages for Different Suburbs You Target

Should You Have Different Pages For Different Suburbs You Target?

Everyone keeps saying that Google Ads is the “EASY” way to get leads, but every time you feel ready to launch a campaign there’s more hoops to jump through. This time it’s talk of ‘suburb pages’ and it feels like a convenient upsell from commission-hungry salesmen.

It turns out suburb pages aren’t a scam, but a simple way to make your Google Ads campaign more effective. When you create pages for each suburb, you can lower your ad clicks and increase sales. Here’s how…

Should You Have Different Pages For Different Suburbs You Target

If you’re running a Google Ads campaign, it makes sense you want to run ads targeting the area you actually serve.

Imagine you’re a locksmith in Melbourne.

You don’t want your ads to be appearing when someone searches for “emergency locksmith” in Sydney. It’d be nice for them to learn about your business, but unless they want to pay you an 800 kilometre call-out fee, they’re probably not going to hire you.

To avoid this problem you can use geo-targeting to make your Google Ads campaign hone in on specific locations. This could mean targeting an entire city, but you’ve also got the option to focus on individual suburbs and postcodes.

Targeting the right location is an important step in your Pay-Per-Click campaign because it stops you from showing ads to the wrong customers. And having ads show up to people who don’t want your help can waste your daily budget if those ads get clicks, or hurt your Quality Score if people are seeing your ads but not clicking.

In this article we’ll explain how to generate consistent leads with a Google Ads campaign, tell you why different suburb pages are the key to more customers, and leave you with the steps to take next if you’re thinking of launching your own paid ads campaign.

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“I heard Google Ads was quicker than SEO and can get me leads within days, why do I need to know about individual suburb pages?”

Google Ads is quicker than SEO and can get you qualified leads within days, but there’s a roadblock you need to take into consideration…

Because the problem with most service-based industry keywords is that they’re competitive.

REALLY COMPETITIVE.

Because so many people are searching for plumbers and electricians and home improvement help, the cost-per-click (CPC) of each ad can be high. If you’re paying $2, $3 or $5 per ad click, you’ll need a high monthly budget to afford each ad click.

If you’re only competing for these broad keywords, you’ll burn through your daily ad spend real fast. Putting more pressure on your ad campaign, you’ll also be competing against the big boys in your industry who have more money to spend.

That doesn’t mean you can’t target those broad keywords, but there’s a way to spend less, avoid the high level of competition, and earn more customers at the same time.

It’s all possible by targeting specific suburbs.

Curious about keywords? Click here to discover how many keywords we target per ad campaign

The secret of a successful Google Ads campaign is targeting. The more suburb pages you have, the better your results.

Let’s say you’re a landscaper in North Sydney.

Odds are you don’t want to drive out to Western Sydney to give quotes on mowing a lawn. If your Google Ads aren’t targeted properly, customers with overgrown lawns in Penrith could end up seeing your ads and clicking on them.

This wastes your ad spend on a lead who won’t become a customer – since it’s not worth your while to spend a full day trekking out west to mow a lawn.

To help you avoid these problems, Google Ads gives you control of where your ads can be seen. You can pick specific suburbs and postcodes, or target by radius. So if you work around North Sydney you could set a radius of 30 kilometres to make sure your ads campaign would only be visible to customers in your local area.

Once you know which suburbs you want to target, you’ll need to create specific location pages for each suburb.

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“What’s the benefit in creating tons of suburb pages? Don’t my customers just care whether I can help them or not?”

That’s absolutely right. Your customer’s #1 concern is whether you can help them or not.

And what’s more helpful than searching for a tradie in their local area and finding a page specifically about that local area?

The more granular and specific you are, the better your results are going to be. For example, if someone in Sydney searches for ‘Patio Builder Bondi’ and two similar results pop up, they’ll have to decide which page looks like it will be more helpful to them.

If one of those pages is about patio building in a broad sense, and the other is about patio building in Bondi, which do you think they’ll prefer? In this example, they wanted to find info about a new patio for their Bondi home, so it’s likely they’ll click on the page that is specifically about Bondi.

Most of your customers want to find businesses that are relevant to their search query. They don’t want to look for local home improvement services and then browse pages that don’t mention their local area.

Creating pages for the different suburbs you target is how you offer the most relevant results for your local customers. This starts by setting your targeting to make sure you’re only targeting local suburbs, then sending people to pages that show them you’re the local solution to their home improvement problems.

That’s how you create the most helpful online experience.

There’s a rumour that Google delivers cheap ad clicks to select companies. Find out if YOUR business can get cheaper ad clicks here

Creating multiple suburb pages can also help you save money across your Google Ads campaign. Here’s how…

If you’re a plumber in Sydney you’re competing with a ton of other plumbers.

Because the competition is so high, the cost-per-click (CPC) for your ads might be upwards of $20.

But with specific suburb pages you can target keywords related to individual suburbs, then send people to those pages to give them the most relevant content. Instead of ranking for ‘Sydney plumber’ and paying $20 per ad click, you could rank for ‘Paddington plumber’ which is less contested, so the ads cost less. Suddenly you’re paying $10 a click and you’ve just slashed your ad spend in half, while targeting an audience more likely to be interested in your business.

In short, with more suburb pages you are:

· More relevant to local customers
· Saving money by targeting lower competition location keywords

“What if there’s only 10 people searching for my service in one of my suburbs? Is it worth my time to create all those suburb pages?”

There will typically be less competition when you target specific suburbs and postcodes, but that can mean there’s less monthly searches too.

You might only have 10 people looking for your home improvement business in some suburbs, but remember to look at the bigger picture.

If you’ve got 10 service areas, and 10 people searching for your services in each area, that’s 100 people coming to your website.

It’s true one suburb page may not bring much extra traffic, but when you’ve got multiple suburb pages you’ll be attracting local leads who feel like you understand them – after all, they went looking for help in their local suburb and you had an entire page just for them.

Ready to get more work in your local suburb?

There will typically be less competition when you target specific suburbs and postcodes, but that can mean there’s less monthly searches too.

You might only have 10 people looking for your home improvement business in some suburbs, but remember to look at the bigger picture.

If you’ve got 10 service areas, and 10 people searching for your services in each area, that’s 100 people coming to your website.

It’s true one suburb page may not bring much extra traffic, but when you’ve got multiple suburb pages you’ll be attracting local leads who feel like you understand them – after all, they went looking for help in their local suburb and you had an entire page just for them.

Ready to get more work in your local suburb?

Click here to apply to work with Tradie Digital now.

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