If your service is one where customers would prefer to work with a
local vendor (e.g., cosmetic dentistry, PC repair), bid on key phrases
that include your location. Example: "Hard drive data recovery Northern
NJ."
Why it pays: there are fewer people bidding on this key
phrase than on the broader "Hard drive data recovery," so you'll likely
be able to pay less per click and, you attract local prospects more
inclined to hire you.
Tip: Make sure your physical address is
prominent on your website. Many service providers bid on local key
phrases, and then try to hide the fact that they are actually out of
town.
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