Thinking about expanding into a new city or suburb, but not sure if there's enough demand? Don't guess. Use PPC to test it first.
Google Ads lets you validate service area opportunities with real data — before you hire techs, rent office space, or invest in SEO.
Here’s how to use paid search to make smarter growth decisions.
Why PPC Is the Smartest Expansion Tool
Before you enter a new market, you need answers:
- Are people in that area searching for your services?
- What keywords are driving clicks?
- Is the competition heavy or wide open?
Running a test PPC campaign gives you insights in weeks, not months.
And unlike SEO, paid ads let you:
- Turn campaigns on/off instantly
- Control budgets tightly
- Target only the ZIP codes or cities you care about
Step 1: Choose a Target Suburb or City
Start with:
- Areas you're considering for expansion
- Zip codes near your current service radius
- Suburbs where your competitors already operate
Avoid spreading your budget thin across too many regions. Pick one area to test first.
Step 2: Build a Service-Area-Specific Campaign
Create a new Google Ads campaign just for this new area. That way you can:
- Write ad copy tailored to the city
- Use localized keywords ("AC repair Plano TX")
- Track performance separately
Keep the landing page relevant. Mention the city. Include trust signals and service availability.
Step 3: Set a Test Budget and Timeline
You don’t need a huge budget to learn. A typical test campaign might look like:
- $300–$800/month
- 2–3 week run
- Focus on high-intent keywords only
This gives you enough volume to analyze impressions, clicks, and conversions.
Step 4: Track the Right Metrics
Success isn’t just clicks. Watch for:
- Impressions: Are people in the area searching?
- CTR: Is your ad copy connecting?
- Conversion rate: Are people calling or filling out forms?
- Lead quality: Are they within your ideal customer profile?
If you get good traffic but no conversions, you might need to tweak your copy or targeting.
Step 5: Decide If It’s Worth Expanding
If your test shows:
- Consistent searches for your services
- A healthy CTR and CPL
- High-quality leads from that area
...you have green lights to move forward. Now you can:
- Expand your ad budget
- Build out SEO content and service area pages
- Hire locally with confidence
If it flops? No problem. You spent a few hundred dollars to avoid thousands in sunk costs.
Conclusion
Before you take the leap into a new service area, test the waters with PPC.
It’s the fastest, lowest-risk way to validate demand, test messaging, and assess local competition.
Next up: The 5 biggest PPC mistakes home service businesses make (and how to avoid them).
