How Do I Improve My Google Ads Performance for a Local Business in Cairns?

Running Google Ads for a local business in Cairns can be incredibly effective — but only if your campaigns are properly set up, targeted, and optimised. If you’re not seeing results, there’s a good chance your ads need fine-tuning, not a bigger budget.

Here’s a practical guide to improving your Google Ads performance if you’re a small or local business in Cairns.

1. Focus on the Right Keywords (Not Just Broad Terms)

Many local businesses waste budget on keywords that are too broad or irrelevant. Instead:

• Use specific, location-based keywords like “plumber Cairns” or “family lawyer Smithfield”

• Avoid broad match unless you have strong negatives in place

• Use phrase and exact match to control what your ads show for

Want to check your current keyword setup? Contact me for a quick review.

2. Set Your Location Targeting Correctly

It sounds basic, but it’s often overlooked. Go into your campaign settings and:

• Target only your service area (e.g. Cairns + surrounding suburbs)

• Exclude areas you don’t service to reduce wasted clicks

• Use the “Presence” setting (people in or regularly in your area)

This ensures your ads are shown to people who are actually nearby.

3. Improve Your Ad Copy (Highlight What Sets You Apart)

Generic ads don’t convert. Your ad copy should:

• Clearly state your service and location (e.g. “Affordable Plumber in Cairns”)

• Include trust signals (e.g. “20+ Years Experience” or “Locally Owned”)

• Add a compelling call to action (“Call for a Free Quote Today”)

Expanded text ads and responsive search ads both benefit from strong, unique messaging.

4. Use Ad Extensions to Maximise Visibility

Google rewards advertisers who use all available real estate in their ads. Add:

• Sitelinks to key pages (e.g. Services, Contact, Reviews)

• Callout extensions (e.g. “No Call Out Fees”, “After Hours Available”)

• Location extensions (link your Google Business Profile)

• Call extensions so people can call directly from the ad

These help increase click-through rates and provide more info up front.

5. Check Where Your Ads Are Showing

Use the Search Terms Report to see what people actually typed before clicking your ad.

• If irrelevant terms are draining your budget, add them as negative keywords

• Regularly review this report — especially if using broad match

This step alone can dramatically improve your ad spend efficiency.

6. Optimise Your Landing Pages

Getting clicks is only half the battle. Once someone lands on your site, they should:

• Instantly know what you offer

• See your phone number or contact form clearly

• Be reassured with reviews, photos, or credentials

A slow or confusing landing page will tank your conversions, no matter how good your ads are.

Need a quick review of your website’s performance? I offer website and ad landing page audits.

7. Track Conversions Properly

If you’re not tracking what’s working, you’re flying blind.

• Set up conversion tracking for phone calls, form submissions, or online bookings

• Use Google Tag Manager or work with your web developer to implement this properly

• Review which keywords and ads are actually converting, not just getting clicks

This data is critical to improving and refining your campaigns.

Final Thoughts: It's Not About Spending More

Most Google Ads problems I see with local businesses in Cairns have nothing to do with budget — and everything to do with targeting, messaging, and tracking.

If your ads aren’t performing, a short audit or tweak could make a big difference.

Need Help with Google Ads in Cairns?

I offer:

• Google Ads account audits

• Campaign setup and optimisation

• 1-on-1 training if you want to learn how to manage it yourself

Get in touch for a free 15-minute consult.

Or check out my full Google Ads services here.