Hubspot Guide to Local PPC Campaigns
Local PPC can transform how nearby customers find your business, and the Hubspot approach to paid search gives you a clear, structured way to capture that local demand efficiently.
Below, you will learn how to plan, launch, and optimize local PPC campaigns step by step, using a framework inspired by the strategies shared in the original local PPC guide.
Why Local PPC Matters in the Hubspot Framework
Local PPC lets you show ads only to people in specific cities, ZIP codes, or neighborhoods who are actively searching for your products or services.
Within a Hubspot-style marketing strategy, local PPC supports:
- Faster lead generation while organic SEO is still growing
- Highly targeted ads with measurable ROI
- A direct path from search intent to landing page conversions
When aligned with a CRM and marketing automation stack, the overall effect is a consistent pipeline of local leads you can nurture over time.
Step 1: Define Local PPC Goals with Hubspot-Style Precision
Before you open Google Ads or any other platform, clarify exactly what you want your campaigns to achieve.
Common Local PPC Goals
- Increase in-store visits from nearby searchers
- More calls from local prospects
- Form submissions for consultations or quotes
- Online orders with local delivery or pickup
Use specific, measurable targets. For example:
- Generate 40 local leads per month at a cost per lead under $40
- Increase local call volume by 30% over the next 60 days
These clear objectives mirror the outcome-focused philosophy found in Hubspot-style planning.
Step 2: Research Local Keywords the Hubspot Way
Successful local PPC starts with understanding how people in your area search for services like yours.
Build a Local Keyword List
- Identify core services
List what you sell and the problems you solve.
- Layer on local intent
Combine your services with geo-modifiers such as city names, neighborhoods, or ZIP codes.
- “plumber near me”
- “emergency plumber [city]”
- “[city] dental clinic”
- Check local search volume
Use keyword tools and ad platform planners to confirm that enough people search for your chosen terms.
Filter out irrelevant or overly broad queries so your ads only show to users likely to convert.
Organize Keywords into Hubspot-Style Themes
Group keywords into tightly related clusters, each aligned with a specific service or intent. This thematic structure is similar to how a Hubspot content cluster works, but applied to paid search:
- Service-based groups (e.g., “emergency repair” vs. “routine maintenance”)
- Location-based groups (e.g., different neighborhoods or suburbs)
- Intent-based groups (e.g., “buy now” vs. “researching options”)
Step 3: Set Up Location Targeting Like a Hubspot Pro
Accurate geotargeting prevents wasted spend and focuses your budget where conversions are most likely.
Core Location Targeting Practices
- Target by city or radius
Choose the cities you serve or set a radius around your storefront or service area.
- Exclude irrelevant regions
Exclude locations where you do not operate to avoid unqualified clicks.
- Align targeting with service zones
Make sure your ad reach matches real delivery, travel, or on-site service limits.
Accurate location settings help keep your campaign performance data clean, echoing the data hygiene emphasis often seen in Hubspot-style reporting.
Step 4: Create Local PPC Ads with a Hubspot-Inspired Structure
Your ads should quickly communicate what you offer, where you serve, and why a local searcher should choose you.
Elements of a High-Converting Local Ad
- Local-focused headlines
Include the city or neighborhood and your main offer in the ad title.
- Benefit-driven descriptions
Highlight speed, quality, or guarantees relevant to local needs, such as same-day service or free local delivery.
- Clear call to action
Tell users exactly what to do: call now, book online, get a quote, or schedule a visit.
- Trust signals
Mention ratings, reviews, years in business, or local awards where relevant.
Use Ad Extensions Strategically
Ad extensions increase visibility and click-through rate, much like adding relevant modules to a Hubspot landing page:
- Location extensions showing your address and map
- Call extensions with a click-to-call phone number
- Sitelink extensions to deeper service pages
- Callout extensions for quick highlights (e.g., “24/7 Support,” “Free Estimates”)
Step 5: Design Landing Pages in a Hubspot-Style Funnel
Sending local traffic to a generic homepage wastes budget. Instead, send clicks to targeted landing pages that match ad messaging and local intent.
Landing Page Best Practices
- Consistent message match
Repeat the local offer and location used in the ad headline.
- Prominent call to action
Use buttons or forms that clearly invite users to call, book, or request a quote.
- Visible local proof
Show testimonials, case studies, or logos from nearby customers.
- Mobile-first design
Most local searches happen on phones, so forms, click-to-call, and maps must be easy to use on mobile.
Thoughtful landing page design ensures your local PPC traffic moves smoothly into your sales process, just as a well-structured Hubspot funnel would.
Step 6: Track and Optimize Local PPC Performance
Continuous optimization turns a good local PPC campaign into a great one.
Key Metrics to Monitor
- Click-through rate (CTR)
- Cost per click (CPC)
- Conversion rate (calls, forms, or orders)
- Cost per conversion
- Impression share in your selected locations
Optimization Actions
- Refine keywords
Pause poor performers and expand winning themes.
- Adjust bids by location
Increase bids in high-conversion areas and decrease in weaker zones.
- A/B test ads and landing pages
Experiment with new headlines, offers, and calls to action.
- Use negative keywords
Block irrelevant searches that drain budget.
The iterative improvement mindset mirrors how teams refine campaigns in a Hubspot-centered tech stack: small, data-backed changes over time.
Integrating Local PPC into a Broader Hubspot-Aligned Strategy
Local PPC results become more powerful when integrated with email marketing, CRM data, and automation workflows.
Connect your paid traffic to nurture sequences, retargeting, and sales follow-up to increase lifetime value, not just first-contact conversions.
If you want expert help implementing this style of integrated strategy, you can explore consulting and technical SEO services from Consultevo, which can complement your in-house advertising efforts.
By following this structured, data-driven process, you can build local PPC campaigns that behave like a full miniature funnel: attracting high-intent searchers, converting them with relevant offers, and feeding performance insights back into your broader marketing system.
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