Local Google Ads: bring in passersby with the right extensions

To bring passersby in with local Google Ads, you need to enable two essential extensions: the location extension (which shows your address, hours and directions) and the call extension (which adds a one-tap button to phone you). These extensions connect your ad to your Google Business Profile and target only people within a precise radius around your shop, in Lyon, Marseille, Bordeaux or any town in France. The result: a more visible, more clicked ad, and above all geographically close prospects who can walk in or call within the minute. Properly set up, a local Google Ads campaign with extensions often costs less than a classic ad while generating concrete in-store visits.

In short

• Location extensions connect your ad to your Google profile and show address, hours and directions right in the results.
• Call extensions add a call button, ideal on mobile to capture "near me" searches.
• Geographic targeting by radius (1 to 5 km) or by town focuses your budget on real passersby.
• The starting budget often sits between 150 and 500 euros per month for a small local business, adjustable to competition.
• The Google Business Profile must be complete and verified before any campaign: it feeds the extensions.

Why extensions change everything for a local shop

A Google Ads ad without extensions is a headline, two lines of text and a link. An ad with extensions is a full digital storefront: your address, your Google rating, a call button, your opening hours and a link to directions. For a restaurant in Nantes or a hair salon in Lille, this difference is decisive.

Extensions increase the footprint of your ad. The more space your ad takes on screen, the more it catches the eye and the higher the click rate. Google also rewards well-equipped ads by giving them a better position at the same cost.

They shorten the passerby's journey. Someone searching "bakery open near me" at 7:30 am does not want to read a website: they want an address, opening hours and directions. Location extensions give them everything in one second. To go further on local visibility, see our guide on local SEO to be found by customers in your town.

Set up the location extension step by step

The location extension (or "location asset" in the new interface) is the cornerstone of a local campaign. It pulls its information from your Google Business Profile.

Before you start: the Google profile

Make sure your profile is complete and verified. A half-filled profile produces poor extensions. Exact address, up-to-date hours, well-chosen main category, recent photos: everything counts. Our article on the Google Business Profile for your local customers details this preparation work.

The steps inside Google Ads

1. Link your Google Business Profile account to your Google Ads account (Tools menu, then Linked accounts).
2. Create the location asset in the Assets section, then select the relevant business.
3. Filter by business if you have several shops, so each campaign shows the right address.
4. Enable affiliate location extensions only if you also sell in large retailers; otherwise, ignore this option.

Once validated, Google automatically shows your address and a small dot on the map, with a "Directions" link that opens Google Maps.

Set up the call extension to capture mobile users

On smartphone, the call is the king gesture of local search. A plumber in Strasbourg, a physiotherapist in Toulouse or a mechanic in Nice has every interest in showing a clearly visible call button.

Add your business number in the Assets section, choosing the call extension. Preferably use a forwarding number (Google call forwarding) to measure how many calls really come from your ads.

Schedule call hours. No point paying for a call click at 11 pm if no one answers. Set the extension to appear only during your opening hours. You can even reduce or pause bids outside these slots.

Enable call conversion tracking. Count a call longer than 30 or 60 seconds as a conversion: this finally tells you whether your budget brings real contacts, not just clicks.

Geographic targeting: focus the budget on real passersby

A high-performing extension is useless if your ad shows 40 km from your shop. Geographic targeting is the most profitable lever of a local campaign.

Target by radius. For a town-center shop, a 1 to 3 km radius is often enough. For a tradesperson who travels, widen to 10 or 20 km around your service area.

Check the "presence" versus "interest" setting. Set targeting to "People in your targeted locations" rather than "People interested in." Otherwise, you pay for users searching for your town from the other end of France.

Adjust bids by area. If one neighborhood converts better, raise the bid where it works. For building tradespeople, our guide on a website for BTP tradespeople complements this proximity logic well.

Comparison: classic ad versus ad with local extensions

Criterion	Ad without extensions	Ad with local extensions
On-screen footprint	Low	High (address, call, rating)
Click rate	Average	Often 10 to 30 % higher
Direct calls	No button	One-tap call button
In-store visits	Hard to measure	Estimated store traffic
Local relevance	Low	Strong (radius targeting)
Cost per useful contact	Higher	Often reduced

The takeaway is clear: at equal budget, an ad equipped with local extensions works much harder for you.

Common mistakes to avoid

Launching a campaign without a verified Google profile. Location extensions will not appear, or will show wrong information. Always start with the profile.

Targeting too wide an area. Wanting "the whole region" dilutes the budget and attracts useless clicks. Better to dominate a small radius than be invisible across a large one.

Forgetting mobile. Most local searches happen on smartphone. Make sure your ads and your site load fast and well on small screens. If your site slows down, read our guide on turning site visitors into customers.

Not measuring calls. Without call conversion tracking, you are flying blind. It is the most important indicator for a local shop.

Frequently asked questions

How much does a local Google Ads campaign cost for a small business ?

For a small local business, a starting budget between 150 and 500 euros per month is often enough to test a sector. The cost per click depends on competition in your town and your trade. It is better to start small, measure calls and visits, then scale up what works.

Are location extensions free ?

Yes, adding extensions to your ads costs nothing in itself. You only pay for clicks, as usual. Extensions simply improve your ad at no extra cost, which makes them one of the most profitable settings in Google Ads.

Do I need a Google Business Profile for location extensions ?

Yes, it is essential. The location extension connects directly to your verified Google Business Profile to show address, hours and directions. Without a verified profile, the extension cannot activate properly.

Google Ads or local SEO: which first ?

The two are complementary. Google Ads delivers immediate results, local SEO builds lasting and free visibility over time. The ideal is to launch a solid Google profile alongside the ads. Our comparison SEO versus GEO: which strategy to adopt helps you look further.

How do I know if my campaign really brings passersby ?

Enable call conversion tracking and, if eligible, Google's estimated store visits. Also compare your foot traffic before and after launch. Calls and direction requests are the best signals of real visits.

Conclusion

Local Google Ads is not reserved for big chains. With a well-kept Google profile, a location extension, a call extension and tight radius targeting, even a small business can bring neighborhood passersby into its shop, in Paris as in Bordeaux. The secret is not a big budget: it is precise settings and honest measurement of calls and visits. Want a website and a Google strategy calibrated for your town and your trade, without paying a euro upfront ? Check if your sector is still free and we will call you back within 48 hours.