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Google Ads Keyword Research Deep Dive: Finding the Right Words to Attract Local Customers
- Maria Maurer
- Jul 5
- 3 min read
There's a powerful tool that can help you attract more local customers without breaking the bank. That tool is keyword research. Think of keywords as the bridge between what your potential customers are searching for and the solutions your business offers. When done right, keyword research can significantly boost your online visibility and bring those coveted local customers right to your doorstep.
Why Local and Long-Tail Keywords are Your Best Friends for Google Ads
You might be tempted to go after broad, highly competitive keywords like "coffee shop" or "plumber." While these get a lot of searches, it's incredibly difficult for a small local business to rank for them, especially against larger, established competitors. This is where local Google Ads and long-tail keywords come into play.
Local keywords: These are terms that include a geographic modifier, like "best coffee shop [your city]" or "plumber near me." People searching with these terms are already looking for a local solution, making them highly valuable leads.
Long-tail keywords: These are longer, more specific phrases, often 3-5 words or more. Examples include "emergency plumber for burst pipes in [your neighbourhood]" or "vegan gluten-free bakery [your town]." While they get fewer individual searches, they attract highly qualified leads who know exactly what they're looking for. The conversion rate for long-tail keywords is often much higher because the searcher's intent is very clear.
Focusing on these specific, niche keywords means less competition and a higher chance of ranking prominently in search results, bringing you customers who are ready to buy.
Unlocking insights with Google Keyword Planner
Now, how do you find these magical keywords? One of the best, and free, tools at your disposal is Google Keyword Planner. This tool is invaluable for keyword research for Google Ads campaigns and even for optimizing your website's content.
Here's how to get started:
Access Google Keyword Planner: You'll need a Google account. Simply search for "Google Keyword Planner" and follow the prompts to access it.
Discover new keywords: You can enter terms related to your business, your competitors' websites, or even your own website. The tool will then generate a list of related keywords, along with their average monthly searches and competition levels.
Refine your search: Use the filters to narrow down your results. You can filter by location (crucial for local businesses!), language, and even exclude certain keywords.
Identify long-tail opportunities: Look for keywords with lower search volumes but high relevance to your specific services. These are often your long-tail gems. Pay attention to the suggested keywords that are more descriptive or problem-oriented.
Understanding Search Intent: What Do Your Customers Really Want?
Beyond just the words themselves, understanding search intent is paramount. Why is someone typing that particular phrase into Google? Are they:
Informational: Looking for answers to questions (e.g., "how to fix a leaky faucet").
Navigational: Trying to find a specific website or location (e.g., "Starbucks near me").
Commercial investigation: Researching a product or service before making a decision (e.g., "best local dentists reviews").
Transactional: Ready to make a purchase or commit to a service (e.g., "buy custom cakes online [your city]").
When you understand the intent behind a keyword, you can tailor your website content or Google Ad copy to directly address that need. For example, if someone searches for "emergency plumber [your city]," their intent is clearly transactional and urgent. Your ad or landing page should immediately offer a solution, like a phone number or a "book now" button. If they're searching for "how to care for succulents," their intent is informational, and a blog post offering tips would be more appropriate.
By focusing on local and long-tail keywords, leveraging tools like Google Keyword Planner, and truly understanding the intent behind your customers' searches, you'll be well on your way to attracting a steady stream of local business. This isn't just about getting more clicks; it's about getting the right clicks – the ones that turn into loyal customers.
Looking for help with setting up Google Ads in Ontario? Book a free consultation with More to Come Business Services, an easy, affordable marketing agency for growing small businesses in Canada.
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