Google Ads for Small Towns: Is It Worth It?

By: Jyll Saskin Gales, Google Ads Coach

Are you a marketer wondering if Google Ads is a viable option for clients in small towns? Many businesses in communities with populations under 50,000 struggle to see significant returns from online advertising. This post explores whether Google Ads can be effective in small towns and offers alternative strategies when traditional campaigns might not be the best fit.

We'll cover:

• The challenges of running Google Ads in small towns
• Which campaign types might be the best approach
• Key considerations for small budget accounts

The Challenges of Google Ads in Small Towns

Small towns often present unique challenges for Google Ads campaigns. Limited populations translate to limited search volume, which can make it difficult to reach a significant audience. Competition can also be a factor, as even small towns may have other businesses vying for the same customers. Additionally, budget constraints can further limit the effectiveness of traditional Google Ads campaigns.

Have you tried Google Ads Demand Gen campaigns?

For very small towns with minimal search volume, a Demand Gen campaign might be more effective than traditional Search targeting. Since your potential customers all reside within the town, you can focus on reaching every relevant person within that town with Demand Gen, rather than targeting specific keywords and waiting for them to search for you.

Think about it: in a small town, everyone knows everyone (or at least knows of everyone). Instead of focusing on specific searches, you can use highly visible ads and local targeting options to ensure your business is consistently seen by potential customers across image and video inventory.

Key Considerations for Small Budget Accounts

Whether you're running a Search or Demand Gen campaign in a small town, budget is a critical factor. Here are some key considerations for small budget accounts:

• Targeting: Focus your targeting on the specific geographic area you serve. Don't waste your budget on reaching people outside your service area.
• Keywords: If you're using keyword targeting, choose your keywords carefully. Focus on the terms your customers are most likely to use when searching for your products or services.
• Bidding: Use a bidding strategy that aligns with your budget and goals. While I usually recommend Maximize Conversion bidding, you might want to try Maximize Clicks or Target Impression Share to get the most visibility.
• Tracking: Track your results carefully to see what's working and what's not. This will allow you to optimize your campaigns and make the most of your budget.

While Google Ads can be challenging in small towns, it's not always impossible. By understanding the limitations and exploring alternative strategies, you can effectively reach your target audience and grow your business, even in a small community. Careful planning, targeted campaigns, and consistent tracking are essential for success.