Google Ads for Local Businesses: How to Dominate Local Search with Paid Advertising

Target cost per call = average job value × average close rate from phone calls. A plumber with ₹5,000 average job value and 40% close rate should target under ₹500 cost per call. Benchmark your actual cost per call against this economics-based target rather than industry averages.

Create separate campaigns per city or region — this enables city-specific budget control, city-specific landing pages (improving Quality Score), and clear performance reporting by location. Alternatively, use a single campaign with location bid adjustments for lower-priority cities. Separate campaigns are preferred for cities representing significant revenue.