• Our analytics research has shown that local PPC tends to deliver a higher level of conversions than national PPC. In many markets customers prefer local suppliers to those that may be based elsewhere.
• In one piece of advertising effectiveness research, search terms that contained a local component and landed on a page with geographically specific content, delivered a 250% increase in ROAS. 
• Your local PPC campaigns can be organised and operated at district council, county or regional level e.g. Ashford, Kent or South-East England.
• You can use county, city or district-based targeting e.g. London or Maidstone.
• Radius targeting – Pick a location, such as a town or post code, and operate your campaign within a certain radius of miles.
• Activity can be based on a cluster of post codes.

Local PPC Geography

Local PPC campaign geography can be highly flexible. Upweight or down-weight PPC bids for certain locations. Focus activity into an area such as London inside the M25. Alternatively, you could exclude a specific location entirely.

Local Test Marketing

Local or regional PPC can also be used as part of a roll-out or test marketing strategy. We have clients that have PPC campaigns operating in 25 different geographic locations. Each with different keywords, ads, bid levels and localised landing pages.

Upweighting Local Marketing Activity

Local PPC management can also be an effective use of limited budgets. Rather than thinly spreading a limited budget across the whole of the UK, you could have the benefit a heavyweight campaign restricted to a limited area.