Are Google ads draining your home improvement company’s budget?

Many home improvement companies I work with provide services within a specific location, so when they use Google paid search, they go for keywords with the geographic extension at the end – for example ‘roofing Edinburgh’.

However, doing it this way could be costing you money.

Using a geographic extension can be good, but what you’ll find is that there may not be as many people searching for this as you might think.

Not to say a lot of people aren’t looking, but the way they’re searching is different.

In this short article, I will show you a little known trick you can use to massively reduce your Google advertising costs and receive much more traffic at the same time.

How people really search

When most people search for something in Google, they won’t usually add the geographic location onto their search query, as Google knows where they’re from, so instead they’ll just search for ‘conservatories” instead of ‘conservatories Edinburgh’.

See the example below:


You may be thinking; “But yes, this is because everyone in the UK is covered under this, but I just operate within one area.”

And you would be correct – but there is a way to get around it.

Use geographic targeting

When you look at both keywords, you will see that most people are not adding ‘Edinburgh’ when they search.

See below the same keywords but just limited to people searching in Edinburgh.


And here is the best news of all; not only will you get more traffic this way, you’ll also pay less. In this example, 31% less on Google advertising costs – plus 85% more traffic.

For this to be effective, you will have to make sure that your Google advertising campaign is only set to the area you want, otherwise you will pay a lot more and receive a lot of traffic that is not relevant to you.

To do this, go to your campaign settings.


Then go to location settings, and start typing your location in – just make sure you remove the country.

If you operate in multiple locations, then I would advise you repeat the process and create campaigns for each location.


Doing this will mean you’ll be paying for less than your competitors on Google advertising costs, as the chances are, they’re not doing it this way, and so the competition is lower


What do you think? Why not go and try what I have suggested, and report back with how it went, as I’d love to hear your thoughts in the comments below.

If you like this tip, and want to know more, why not download my guide to Google AdWords below – it’s full of handy tips that can save you money when advertising your home improvement business.

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