For businesses in Salt Lake City, showing up in local search results isn’t enough—you need to stand out. While your Google Business Profile (formerly Google My Business) helps you appear in local listings, boosting its visibility with Google Ads can dramatically increase your chances of showing in the map pack, driving calls, visits, and conversions.
Google Ads allows you to turn your business profile into a performance-driven asset, reaching high-intent local searchers who are ready to act. By linking your profile and strategically using location-based ad formats, Salt Lake City businesses can improve exposure in a competitive market.
In this post, you’ll learn how to advertise your Google Business Profile through Google Ads effectively—and locally.
Why Google Business Profile Needs Ads Support in Salt Lake City
Salt Lake City’s business environment is growing fast, with industries like healthcare, legal services, and home improvement becoming increasingly competitive online. While a Google Business Profile (GBP) helps your business appear in organic local search results and on Google Maps, it often isn’t enough—especially when dozens of similar businesses are competing for attention.
High Competition for Local Attention
Searches like “plumber near me” or “best tacos downtown Salt Lake” trigger local results, but limited space in the map pack means not every business gets featured. Google Ads increases your odds by allowing paid placements that push your profile into the spotlight.
Surge in ‘Near Me’ and Mobile Searches
Over 60% of local searches in Salt Lake City happen on mobile, and users often act quickly—calling, visiting, or requesting directions right from search. Ads that link directly to your Google Business Profile can drive immediate local actions.
Organic Reach is Not Guaranteed
Even if your GBP is optimized, algorithm changes, low engagement, or negative reviews can push your listing down. Google Ads helps keep your business visible regardless of organic ranking shifts.
By integrating your Google Business Profile with paid advertising, you’re not just improving visibility—you’re reinforcing your presence where buying decisions are made.
Setting Up Google Ads to Promote Your Business Profile
To advertise your Google Business Profile through Google Ads, you need to properly connect the two and use features designed for local visibility. Here’s how to get started:
1. Link Your Google Business Profile to Google Ads
First, ensure your Google Business Profile is fully verified. Then:
- Go to your Google Ads account.
- Click “Ads & Extensions” > “Extensions” > “Location Extension.”
- Choose or request access to your Business Profile from the linked Google account.
Once connected, your business info (address, phone number, hours) will appear in your ads.
2. Use Location Extensions in Search Campaigns
With location extensions enabled, your ads will show your address and allow users to click for directions or call. These are essential for appearing in local map pack ads and mobile “near me” results.
3. Enable Call and Direction Actions
In your campaign settings:
- Use Call Extensions to let customers tap and call.
- Add Direction Extensions so mobile users can navigate directly to your storefront or office.
These features make your Google Business Profile more actionable and conversion-friendly.
4. Sync GBP Data for Smart Bidding
When linked correctly, Google Ads can use data from your GBP—like store visits and calls—for smart bidding optimization. This improves your ROI by targeting users who are more likely to engage locally.
Best Campaign Types for Local GMB Promotion
Not all Google Ads campaigns are equally effective for promoting your Google Business Profile. Here are the most suitable types for Salt Lake City businesses looking to drive local visibility and in-person engagement:
1. Performance Max Campaigns (with Store Goals)
Performance Max campaigns allow you to promote your Google Business Profile across all Google channels—Search, Maps, YouTube, and Gmail.
To maximize local performance:
- Choose a campaign goal like “Local store visits” or “Calls to your business.”
- Ensure your GBP is linked to allow location-based targeting and conversion tracking.
Performance Max automatically adjusts bids and placements to drive results tied to your physical location.
2. Local Services Ads (LSAs)
LSAs appear at the top of Google Search when users look for service providers like plumbers, electricians, lawyers, or real estate agents in Salt Lake City.
Key features:
- Pay per lead, not per click
- Ads display your star rating, hours, and Google Guarantee badge (if applicable)
- Connects directly to your GBP profile for trust and visibility
Note: LSAs are category-specific and require a background check and license verification.
3. Search Campaigns with Local Keywords
Traditional search campaigns still work well when structured for local intent.
Use:
- Keywords like “near me,” “Salt Lake City,” or neighborhood names
- Location extensions to tie the ad directly to your GBP
- Manual or automated bidding strategies to prioritize phone calls or visits
These campaign types give you full control over how your Google Business Profile appears in paid results—and help you dominate high-intent local queries in Salt Lake City.
Targeting Strategy for Salt Lake City Businesses
Effective local advertising isn’t just about the right campaign—it’s about precise targeting. Here’s how to reach the right audience in Salt Lake City and make the most of your Google Business Profile promotion.
1. Geo-Targeting by Radius or ZIP Code
Set your ads to show only within the areas where your customers are most likely to convert. Options include:
- A radius around your business location (e.g., 5–10 miles)
- Specific ZIP codes like 84101 (Downtown), 84121 (Holladay), or 84115 (South Salt Lake)
- Custom neighborhood-level targeting for areas like Sugarhouse, The Avenues, or Millcreek
This reduces wasted spend on users outside your service zone.
2. Schedule Ads for Peak Local Activity
Use Google Ads’ ad scheduling tool to show ads only when your audience is most likely to take action. For example:
- Restaurants might run ads before lunch or dinner
- Law firms could see better results during business hours
- Emergency services like locksmiths should run ads 24/7
Matching your ad timing to user behavior improves both CTR and conversion rates.
3. Use Salt Lake-Specific Keywords
Incorporate hyperlocal terms into your keyword list, such as:
- “Downtown Salt Lake City dentist”
- “SLC HVAC repair”
- “Coffee shop near Liberty Park”
These long-tail, location-rich keywords attract users with higher intent and relevance.
4. Leverage Audience Signals (Performance Max Only)
For Performance Max campaigns, provide Google with custom audience signals like:
- People who have searched for “Salt Lake wedding venues”
- Visitors to your website
- Frequent visitors to competing local businesses (via affinity audiences)
These signals help Google optimize ads for users likely to convert locally.
Optimizing for Better Performance and ROI
Once your campaigns are live, consistent optimization is key to turning ad spend into measurable local business growth. Here’s how to get the most ROI from your Google Ads promoting your Google Business Profile in Salt Lake City:
1. Enable Location-Based Conversion Tracking
Use Google Ads’ “store visit” and “calls from ads” conversion tracking to measure real-world engagement:
- Call conversions: Track how many phone calls came directly from your ads.
- Direction clicks: See how often people tap “Get directions” from your Google Business Profile.
- Store visits (for high-traffic locations): Google estimates foot traffic from ad exposure using location data.
2. A/B Test Extensions and CTAs
Run multiple versions of ad extensions to find what drives the most engagement:
- Call extensions: Try different phone call CTAs like “Speak to a tech today” vs. “Free consultation.”
- Promotion extensions: Highlight local offers, discounts, or seasonal deals.
- Sitelink extensions: Add links to service pages, menus, or booking tools.
3. Monitor GBP and Google Ads Reports Together
Review both GBP insights and Google Ads data to catch trends:
- GBP shows top queries, direction requests, and peak activity times.
- Google Ads shows which keywords and audiences are converting.
Align insights from both platforms to make informed adjustments in budget, targeting, and ad copy.
4. Improve Your Google Business Profile
Optimization doesn’t stop at ads—make sure your GBP is helping your ad efforts:
- Use high-quality photos of your location, products, or team.
- Keep hours and categories updated.
- Respond to reviews to boost trust signals.
Conclusion
For Salt Lake City businesses, combining your Google Business Profile with Google Ads is one of the most powerful ways to drive local traffic, calls, and store visits. By linking your GBP to your ad account, choosing the right campaign types—like Performance Max or Local Services Ads—and targeting the right audiences in the right areas, you can dramatically increase your visibility in search and on Google Maps.
More importantly, you’re not just showing up—you’re showing up with intent. Ads connected to your Google Business Profile help you attract high-quality leads who are nearby, ready to engage, and more likely to convert.
Whether you’re a local restaurant in Sugarhouse, a law firm downtown, or a contractor serving Millcreek and beyond, advertising your GBP through Google Ads is a smart move in 2025’s competitive local market.