For local businesses, Google Ads represents the fastest path to qualified leads — but only when campaigns are structured correctly. The most common mistake is targeting too broadly, which burns budget on irrelevant clicks. Successful local campaigns start with hyper-specific keyword research focused on intent-based terms. Combined with location targeting, ad scheduling during peak hours, and conversion tracking, you can achieve cost-per-lead figures that make every euro count. We recommend starting with Search campaigns for immediate results, then expanding to Display for brand awareness.