What local owners ask first.
The same four worries, in the order owners raise them. Each answer is a rule we work from, not a promise about a result.
Why does our ad budget buy clicks from three states away?
Google's default location setting reaches people who merely showed interest in your city, not only people in it, so a local account spends on readers who can never hire you.
It is the most common leak we look for in a local account, and it costs nothing to fix. The account is restricted to the people physically in the area you serve, and the list of places you will not serve is as deliberate as the list you will.
Fixing this first means every later change is measured against spend that was always meant for your city.
- Location set to people in your area, not people interested in it
- Exclusions for places you do not deliver to
- A review of the search terms that actually spent the money
One of the three things that decide a local account, in the agency's written Google Ads method
Do we need a page for every suburb?
No. A near-identical page per suburb is a doorway page, and Google treats it that way, so the pages come only when there is proof that exists only for that place.
The order we work in is the opposite of the shortcut. First one deep page for each service you sell, which is the top factor for local organic results and for AI answers. Your homepage owns your home city. A suburb page waits until you have completed jobs there, with photos, a local testimonial and the practical details only that place has.
A suburb page without those is the same page with the name swapped, and it does more harm than good.
- A dedicated page per service first
- The homepage owns the home city
- A place gets its own page only when proof exists for it
The local SEO rules in the agency's playbook, applied on ON-SITE Rentals in Phoenix
What do you count as a lead?
The conversion you count decides what the ads buy, so we count a booked appointment that came from your records, not a form fill and not a short phone call.
The ad platform buys more of whatever you count. Count form fills and it buys form fills, including bots. Count any call over a few seconds and it buys sales reps from other companies. Count a booked job imported from your CRM and it buys customers.
This is the first decision in a local account, and the one that every later setting depends on.
- Booked appointments counted, not form fills
- Conversions imported from the CRM, not guessed
- A weekly view of spend against booked work
The first of the three things that decide a local account
How do reviews and the Business Profile fit in?
The Business Profile and your reviews are what the map weighs and what AI answers lift from, so they run as a routine, not a one-off cleanup.
Reviews are a ranking factor Google names itself, and review volume is what tends to separate the businesses an AI answer recommends from the ones it skips. We set up a steady, honest way to ask real customers, answer every review, and keep the profile complete and accurate.
We do not buy reviews and we do not ask for them in bursts, because platforms filter both. Your own markup cannot award you stars, so the work happens on the profile and third-party sites.
- Profile fields complete and matched to the website
- A steady review routine and a reply to every review
- The same name, address and phone number everywhere
The agency's local service-area module, built around ON-SITE Rentals
