by Mark Walker | Dec 11, 2025 | google ads, small biz
The Foundation: Building Your Digital Home
Even if you don’t sell anything online, there’s a benefit to having a strong digital presence. I’m old enough to remember the days of asking a friend for a recommendation for a mechanic, hair stylist, or interior designer. Those days are mostly over. More and more, consumers are looking to Google, and increasingly, ChatGPT or other options for answers. If you want to be found when people search, here’s how I’d get started.
1. Get a Website That Looks Good (and works well too)
Your website is your first chance to show potential customers, who likely know very little about your business, a little bit about who you are, what you do, and why you’re the best at it. Keep the copy concise and scannable. Make sure it is crystal clear what services you offer as soon as someone enters your website. Your hero copy isn’t the time for a fancy or complicated slogan. Simply tell people what you do and how you can help them. People have short attention spans, and they won’t stick around to read paragraphs of copy or sift through multiple pages to find out if you offer what they need. Design is important, but captivating copy is critical.
- Essential Check:Make absolutely sure you receive and respond to contact form submissions. You’d be surprised how many businesses I meet that miss out on leads because their forms are broken!
2. Optimize Your Google Business Profile (GBP)
This is the single most important free marketing tool for a local business. It’s easy to set up and will have a major impact on your business.
Not sure what in the world I’m talking about? Learn more about it here: https://business.google.com/en-all/business-profile/
- Action:Set up your GBP, fully optimize it with correct information, and verify your profile.
- Consistency is Key:Post updates, photos, and offers to your profile consistently. An active GBP ranks higher and instills more confidence.
3. Claim and Optimize Other Local Listings
Google isn’t the only authority. High domain authority local listing sites (like Yelp, Bing Places, Yellow Pages, etc.) help solidify your local SEO.
- Pro Tip:Use services like BrightLocal to manage this process affordably and efficiently. Ensure your Name, Address, and Phone number (NAP) are identical across all listings.
Visibility and Traffic Generation
Once the foundation is set, it’s time to drive people to your business website. If you were thinking a new website would be a “if you build it, they will come” kind of thing…you’d be wrong. Sorry, but it’s true. There are a few easy things you can do to help get things rolling.
4. Strategic Paid Traffic: Consider Google Ads
If you have even a small, dedicated budget, Google Ads can generate immediate leads.
- Strategy:Target low-competition, highly relevant keywords where the cost-per-click is manageable.
- Warning:Approach with caution. It’s not hard to waste a lot of money quickly. Start small, track everything, and optimize daily.
5. Long-Term Organic Traffic: Create a Blog
Organic traffic is generally free, high-quality, and compounds over time.
- Goal:Consistently produce helpful content that answers your customers’ specific questions. This establishes you as an authority and is the best long-term way to boost your organic search rankings.
- Tip:If you are a local business looking to get people in the door, then write about things specific to your city/state/region. Local keywords make a huge difference.
Deepening Customer and Community Connections
Effective marketing is about cultivating relationships, not just transactions. This part can be time-consuming and sometimes discouraging, but it’s worth it. Marketing can get people to your door, but relationship and trust building is what gets them to enter and return.
6. Start an Email List
Your email list is your most valuable asset. It’s a direct line to your audience that you own.
- Content Focus:Don’t just toot your own horn. Share genuinely helpful content, insider tips, and exclusive offers.
7. Connect with Complementary Business Owners
Networking puts a bad taste in many people’s mouths. Mine included. But, if you find a way to get involved in a group that isn’t just a business card swap, you can truly get a lot out of it. Seek out complementary businesses that serve your ideal client but don’t compete with you. Give more than you take. Promote their services to your list, refer clients, and brainstorm how you can help them succeed. Usually, this will come back tenfold (and provide excellent content for your email list!).
8. Join/Attend Local Events
Get out from behind the computer and meet people in the community.
- Purpose:This is another opportunity to give more than you take. Offer free advice, brainstorm solutions for others, and focus purely on building trust and rapport.
Building Social Proof and Trust
In a world full of options, social proof is the ultimate differentiator.
9. Get Online Reviews (Especially on Google)
Online reviews are the currency of trust.
- The Ask:Ask your happy customers to leave a review. Yes, it can feel awkward, but it’s essential. Make your ask soon after your service or product is provided, while their experience with your business is still fresh in their minds and they are at their most excited.
- The Standard:If you consistently give 5-star service, people will genuinely be happy to take two minutes to share their experience. Make it easy for them by providing a direct link via text, email, or a handout with a QR code.
Starting a business is challenging, but attracting your first customers doesn’t have to be a mystery. The nine ideas outlined here will work well for nearly any business in any industry. They work because they focus on two core principles: establishing trust and maximizing visibility. By executing these items diligently and consistently, you will move beyond hoping for customers to creating predictable, sustained growth.
Remember, marketing is a marathon, not a sprint, and every great runner occasionally hits a wall. If you ever find yourself stuck on optimizing your Google Business Profile, creating high-value blog content, or crafting the perfect Google Ad, we’re here to help. Punch Bug Marketing specializes in guiding new business owners through these essential steps, ensuring your efforts lead directly to customer attraction and business success.
by Christy Walker | Apr 7, 2025 | google ads
If you’re a business owner in Cincinnati looking to attract more local customers, Google Ads can be one of the most effective tools in your digital marketing strategy. With the right approach, you can ensure that your business appears at the top of search results when potential customers in Cincinnati are actively looking for products or services like yours.
Unlike traditional advertising, Google Ads allows you to target highly specific audiences, ensuring your marketing budget is spent on reaching the right people at the right time. Whether you’re a restaurant in Over-the-Rhine, a law firm in Downtown Cincinnati, or a retail store in Hyde Park, a well-structured Google Ads campaign can drive more foot traffic, phone calls, and online sales.
In this post, we’ll walk you through how to set up and optimize Google Ads campaigns specifically for the Cincinnati market. From choosing the right keywords to refining your ad copy and tracking performance, we’ll cover everything you need to know to maximize your return on investment.
Setting Up a Google Ads Campaign for Cincinnati
Setting up a Google Ads campaign tailored to Cincinnati customers requires a strategic approach to ensure your ads reach the right local audience. Here’s a step-by-step guide to help you get started:
1. Choose the Right Campaign Type
Google Ads offers various campaign types, but for targeting Cincinnati customers, consider these options:
- Search Campaigns – Show text ads to users searching for local products or services.
- Display Campaigns – Use banner ads on websites visited by potential customers in the area.
- Local Campaigns – Designed specifically for driving foot traffic to physical locations.
- Performance Max Campaigns – Leverage automation to reach customers across multiple Google platforms, including Search, Display, YouTube, and Maps.
2. Set Up Geo-Targeting for Cincinnati
Geo-targeting ensures your ads are only shown to people within a specific area. Here’s how to do it:
- In your campaign settings, choose “People in or regularly in your targeted location” to reach Cincinnati residents and frequent visitors.
- Exclude areas where your business does not serve to avoid wasting ad spend.
- Use radius targeting to focus on specific neighborhoods like Downtown, Clifton, or Oakley.
3. Optimize Location-Based Ad Targeting
- Adjust bids based on customer locations. Increase bids for areas where your business sees more conversions.
- Use Google My Business (GMB) integration to show ads with your local business listing, helping potential customers find your address, phone number, and store hours.
- Enable call extensions to encourage direct phone calls from potential customers.
4. Define Your Campaign Goals
Google Ads allows you to set specific goals based on what you want to achieve:
- Website traffic – Drive more local visitors to your site.
- Lead generation – Get form submissions, calls, or appointments from Cincinnati customers.
- Sales and conversions – Increase online or in-store purchases.
5. Select the Right Audience Targeting Options
- Use in-market audiences to reach people actively searching for similar products or services in Cincinnati.
- Target custom audiences based on past website visitors or email lists.
- Set up remarketing to re-engage users who have previously interacted with your site.
By carefully setting up your Google Ads campaign with Cincinnati customers in mind, you can maximize your ad spend and drive more relevant traffic to your business. Next, we’ll explore how to build an effective keyword strategy to ensure your ads reach the right audience.
Keyword Strategy for Cincinnati-Based Ads
Choosing the right keywords is crucial for ensuring your Google Ads appear in front of local customers actively searching for your services.
1. Use Location-Specific Keywords
To attract Cincinnati-based customers, include location-based keywords in your campaign, such as:
- “Best coffee shop in Cincinnati”
- “Affordable roofing company in Over-the-Rhine”
- “Cincinnati pet grooming near me”
2. Utilize Keyword Research Tools
Google Keyword Planner, SEMrush, and Ahrefs can help you find high-intent keywords with strong local search volume. Look for keywords that reflect local buying intent, such as:
- “near me” searches (e.g., “auto repair near me”)
- Service-specific searches (e.g., “emergency plumber Cincinnati”)
- Competitor keywords (target searches for competing businesses in your area)
3. Balance Broad, Phrase, and Exact Match Keywords
- Broad Match: Helps reach a wide audience but may include irrelevant traffic.
- Phrase Match: Ensures ads show for specific search phrases like “best pizza in Cincinnati.”
- Exact Match: Targets users searching for an exact term, increasing precision but limiting reach.
A combination of these keyword types will help optimize your ad reach and efficiency.
Creating High-Converting Ad Copy
Once you’ve chosen your keywords, it’s time to craft compelling ad copy that grabs attention and encourages clicks.
1. Write Attention-Grabbing Headlines
- Include Cincinnati or neighborhood names for local appeal (e.g., “Top-Rated Plumber in Cincinnati”).
- Use action-oriented phrases like “Call Now,” “Book Today,” or “Get a Free Quote.”
- Highlight unique selling points such as “Same-Day Service” or “Locally Owned & Operated.”
2. Optimize Ad Descriptions
- Focus on customer pain points and how your business solves them.
- Use persuasive language and calls to action (e.g., “Visit Our Downtown Store Today”).
- Mention any special promotions, discounts, or guarantees.
3. Utilize Ad Extensions
Ad extensions provide additional details and encourage higher engagement:
- Location Extensions – Show your Cincinnati business address directly in the ad.
- Call Extensions – Add a clickable phone number for instant inquiries.
- Sitelink Extensions – Direct users to specific landing pages (e.g., services, pricing, contact page).
Optimizing Landing Pages for Local Customers
A well-designed landing page ensures that users who click on your ads take action.
1. Create Cincinnati-Specific Landing Pages
- Include city-specific images, testimonials, or references to local events.
- Use localized messaging that resonates with Cincinnati customers.
2. Ensure Mobile-Friendliness
Most local searches happen on mobile devices, so make sure your landing page:
- Loads quickly (under 3 seconds).
- Has a clear call-to-action (CTA) button (e.g., “Call Now” or “Get Directions”).
- Uses easy-to-read fonts and simple navigation.
3. Highlight Trust Signals
- Display local reviews and testimonials.
- Add recognizable trust badges (BBB Accreditation, Google Reviews, etc.).
- Show contact information prominently.
Budgeting & Bidding Strategies for Local Ads
1. Set a Realistic Budget
Your budget depends on factors like competition and industry. A good starting point is:
- $10-$30 per day for small businesses.
- $50-$100 per day for competitive industries like law firms or HVAC services.
2. Use Smart Bidding Strategies
- Target CPA (Cost Per Acquisition): Helps get conversions at a set cost.
- Maximize Conversions: Uses AI to get the most conversions within your budget.
- Manual CPC (Cost Per Click): Allows control over how much you pay per click.
3. Adjust Bids Based on Performance
Increase bids for high-converting locations, devices, or time of day. Reduce bids on low-performing placements to optimize spending.
Tracking & Measuring Ad Performance
1. Set Up Conversion Tracking
Track valuable actions like:
- Phone calls
- Form submissions
- Online purchases
- Store visits (if applicable)
2. Use Google Analytics
Connect Google Ads to Google Analytics to track how local visitors interact with your site. Monitor:
- Bounce rate
- Time on page
- Conversion paths
3. Optimize Based on Data Insights
- Pause underperforming ads or keywords.
- Adjust bids for better-performing locations or times.
- A/B test different ad copies and landing pages.
Leveraging Retargeting to Re-Engage Cincinnati Customers
Retargeting allows you to stay in front of potential customers who have previously interacted with your business.
1. Set Up Remarketing Campaigns
Show ads to users who have:
- Visited your website but didn’t convert.
- Added products to their cart but didn’t complete checkout.
- Engaged with your social media or Google Business Profile.
2. Run Display and YouTube Ads
- Use Google Display Network to show banner ads on relevant websites.
- Create video ads for YouTube to boost brand awareness in Cincinnati.
3. Use Customer Match for Past Buyers
- Upload your customer email list to Google Ads.
- Target past customers with exclusive offers or promotions.
Conclusion
Running a successful Google Ads campaign in Cincinnati requires a combination of strategic keyword targeting, compelling ad copy, optimized landing pages, and ongoing performance tracking. By leveraging geo-targeting, smart bidding, and remarketing, you can maximize your ad spend and reach local customers at the right time.
If you’re ready to take your Cincinnati business to the next level with paid Google Ads but need expert guidance, consider partnering with a digital marketing professional to refine your strategy and drive real results.
Would you like help setting up your first campaign? Let’s get started!
