Google Ads for local services: radius, calls, hours, and CPA by niche

Pedro Albuquerque · 2026-10-07

Call campaign

To optimize your Google Ads campaigns for local services, start by creating call campaigns. This strategy lets you focus on generating direct calls to your business. Set up the campaign with an ad that has a clear CTA (Call to Action), such as "Call now to book." Use a trackable phone number to monitor calls and measure how efficiently you're spending. Make sure your landing page is optimized for conversions, as this will help increase your return on investment (ROI).

5-15 km radius

Geographic targeting is crucial for local services. Set a radius of 5 to 15 km around your location. This ensures you reach potential customers who are actually nearby and more likely to use your services. Use the radius option in Google Ads to adjust your coverage area. Monitor campaign performance and, if needed, adjust the radius to optimize reach and CPA (Cost Per Acquisition).

Location extension

The location extension is a powerful tool for increasing your ad's visibility. Add location extensions to show your business address, making it easier for customers to find you. This also helps increase your ads' click-through rate (CTR). Plus, with the location extension, you can show the distance to your store, which can be a draw for customers looking for nearby services.

Business hours

Set your business hours in your Google Ads settings. This is essential to avoid clicks and calls outside the hours you can answer. Adjust your budget to show ads mainly during peak hours when you get the most calls. Review your call history to identify which hours bring in the most leads, then adjust your ad schedule to maximize results.

CPA by niche

Cost per Acquisition varies significantly by niche. Here are some realistic CPA ranges by niche:

Monitor your CPA and compare it with the figures for your niche to make sure you're within acceptable ranges. If your CPA is above average, review your keywords, ads, and targeting to identify optimization opportunities.

To wrap up, use FreeSpy to analyze competitors and understand how they're positioning themselves in your niche. This can provide valuable insights for your campaigns.

What's the average CPA you're getting with your Google Ads campaigns?

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