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Introduction: Running Ads That Actually Bring Customers
Let’s say you own a local salon in Kothrud, Pune.
You want more bookings. You run an ad. You spend ₹5,000 in 5 days. You get… one call. That’s it.
Sound familiar?
This is where most local businesses struggle. They try Google Ads, but they burn money without results. Not because ads don’t work—but because the campaign wasn’t built the right way.
The truth is: Google Ads is one of the most powerful tools for local businesses—if you know how to use it strategically.
In this blog, I’ll break it down step-by-step, exactly how we at Digital Thrives build profitable campaigns for local clients right here in Pune.
✅ Step 1: Start with a Clear Goal (Don’t Skip This)
Ask yourself:
- Do you want more calls?
- Do you want people to visit your shop?
- Do you want them to fill a contact form?
Choose ONE. Don’t try to do everything in one campaign.
🎯 Example: “I want people to call and book appointments.”
This will help Google optimize your ad delivery for calls instead of random website traffic.
✅ Step 2: Set Up Your Google Ads Account (the right way)
Head to ads.google.com, sign in, and avoid Smart Mode. Always switch to Expert Mode. It sounds technical, but trust me—you get full control.
Now, choose the goal you picked above (like “Leads” or “Calls”).
Name your campaign something like:
“Salon_Call_Ads_Kothrud_April2025”
This way, you can track performance later without confusion.
✅ Step 3: Choose the Right Campaign Type
For local businesses, these two work best:
1. Search Campaign
Text ads that show when someone types a relevant query (e.g., “salon near me”).
Best for:
- Service-based businesses
- Getting direct calls
- Location-based keywords
2. Local Campaign (Now under Performance Max)
Promotes your business across Maps, Search, YouTube, and Gmail.
Best for:
- Physical locations
- Cafes, clinics, stores
If you’re just starting out, stick with Search Campaigns for the most control.
✅ Step 4: Target the Right Location
This step is what makes or breaks your campaign.
Let’s say your service area is Kothrud, Erandwane, and Karve Nagar.
Don’t target “Pune” as a whole—it’s too broad.
🎯 Set up custom targeting:
- Include: Kothrud, Erandwane, Karve Nagar
- Radius: 3–5 km around your shop
- Exclude areas you don’t serve
This way, you only show your ads to potential customers nearby.
✅ Step 5: Choose Keywords That Match Real Intent
Here’s the golden rule: Think like your customer, not like a marketer.
Use Google’s Keyword Planner (free tool inside Ads dashboard) to find what people in your area are searching.
For a salon, examples could be:
- “ladies salon near me”
- “haircut Kothrud”
- “bridal makeup Pune”
- “beauty parlour open today”
Use phrase match or exact match types to control irrelevant clicks.
📌 Avoid broad keywords like “salon” or “beauty”—they’ll waste your budget.
✅ Step 6: Write an Ad That Feels Local and Human
People click on ads that feel relevant, not robotic.
Here’s a high-converting formula:
Headline Ideas:
- “Top-Rated Salon in Kothrud – Book Now”
- “Bridal Makeup Packages – Free Trial Available”
- “Get ₹200 Off Your First Haircut – Kothrud Only”
Description Tips:
- Mention your location again
- Add a unique offer (discount, free consultation, fast service)
- Include a strong call to action: “Call Now”, “Book Online”, “Get Offer”
✔️ Pro tip: Add a phone number extension to your ad so people can call directly without visiting your website.
✅ Step 7: Design a Landing Page (Skip This = Lower Conversions)
If your ad leads people to your home page, you’re making a mistake.
Create a simple, focused landing page that matches the ad they clicked.
For example:
Ad: “Hair Spa in Kothrud – Flat ₹500 Today”
Landing Page: Details about your hair spa, the offer, your location, and a call button.
Use tools like:
- Google Sites (free and fast)
- Wix
- WordPress
- Unbounce (for high-quality pages)
Make sure:
- Mobile speed is fast
- There’s a call or WhatsApp button
- Testimonials or reviews are visible
✅ Step 8: Set Your Budget Smartly
Start small.
If you’re new, begin with ₹300–₹500/day. That’s ₹9,000–₹15,000/month.
Watch the performance for at least 7–10 days before scaling.
📊 If your cost-per-lead is under ₹200 and leads are quality, increase the budget gradually.
✅ Step 9: Track Conversions (So You Know What’s Working)
This is where most businesses fail—they run ads, get a few calls, and guess what worked.
Don’t guess. Use Google conversion tracking:
- Track phone calls from ads
- Track calls from your website
- Track form submissions
You’ll know which keyword brought the lead, and which ad worked best.
🎯 Bonus: If you use WhatsApp or booking forms, link them using tools like Google Tag Manager or call tracking software.
✅ Step 10: Keep Testing and Improving
Google Ads isn’t a “set and forget” platform. The best campaigns evolve.
Here’s what to test every 2 weeks:
- Try new headlines and descriptions
- Add negative keywords (e.g., “free”, “job” if you’re not hiring)
- Adjust location radius based on performance
- Check what days and times bring more clicks—and increase bids there
💡 Real-World Example (One of Our Clients)
A local cake shop in Karve Nagar came to us in early 2024.
Their goals:
- Get more birthday and wedding cake orders
- Increase walk-ins on weekends
What we did:
- Ran a search campaign for “custom birthday cake near me”
- Targeted only a 5 km radius
- Wrote ad copies with “Karve Nagar Bakery – Custom Cakes in 2 Hrs”
- Added a call button and mapped directions
📈 Results:
- ₹12,000 ad spend over 30 days
- 79 direct calls
- 38 confirmed cake orders
- ROI: Over 3x revenue in just one month
The owner? Still our happy client 6 months later.
🎯 Final Thought: Local Ads, Big Results
Google Ads isn’t complicated—it just needs to be intentional. For local businesses, it’s like putting a digital signboard in front of exactly the people who need you.
No need for massive ad budgets. Just a smart strategy, clear goals, and a message that speaks to your audience.
Whether you’re a clinic, a coaching class, a restaurant, or a real estate agent—the right campaign can bring real leads in real time.
At Digital Thrives, we’ve helped dozens of Pune businesses turn ₹500/day into 5–10 quality leads. And we’d love to do the same for you.
