SEO and PPC for Local Businesses

For ages, SEO and PPC have been considered separate entities, and many businesses have kept their departments siloed.

Search engine optimization (SEO) helps increase organic traffic from search engines. Pay-per-click (PPC) is used to generate leads through paid ads. However, both strategies have the same goal, which is to increase sales and capture more leads.

But businesses these days wonder, what if they use SEO with PPC? It is indeed possible and can help you dominate the SERPs, drive more traffic, increase visibility, boost conversions, and so on. Even many companies specializing in local SEO suggest doing it!

But how will it help? How to use them together? This blog will answer all your questions, so read it till the end.

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How Does SEO Help Local Businesses?

To grow your local business, you need a well-planned local SEO strategy. Here’s how local SEO benefits your local business -

1. Drives Foot Traffic With “Near Me”

Using local SEO helps businesses appear in hyper-relevant “near me” searches, which account for 800 million searches monthly in the US. As per Google, 76% (Source) of people who conduct a local search on their smartphone visit a business within 24 hours, and 28% result in a purchase.

2. Boosts Visibility Via Google Business Profile

Your Google Business Profile (GBP) is the first thing your target consumer sees when they search for your business. Hence, they need to be optimized well. Thorough GBP listings receive 7x (Source) more clicks than incomplete ones and are 2.7 times more likely to be perceived as reputable. That’s why the first thing the best SEO services recommend is to optimize your Google Business Profile.

3. Enhances Conversion Through Mobile Optimization

Consumers use their smartphones to search for services and local businesses. A well-improved site, with loading speed, navigation, and an impeccable user experience, can help convert more. According to Google, 61% of users are more likely to contact the business with a mobile-optimized site (Source)

4. Holds On Customer Trust With Reviews

A well-planned SEO strategy can help local businesses collect positive customer reviews across platforms like Yelp, Facebook, and Google. One Harvard study shows that a one-star rating increase on Yelp can lead to a 5-7% boost in revenue (Source). Star ratings also influence local pack rankings, which help businesses to be visible and credible.

5. Outperforms Competitors With Local SERP Features

Local SEO secures premium real estate in the Search Engine Results Page, or simply what we call SERP - especially the coveted Local Pack (the map + 3 listings). Studies say that 69% of local searches go to this section (Source), which gives an edge over competitors and drives more phone calls, site visits, and direction requests.

Top SERP Placement = Tangible Leads

How Does PPC Help Local Businesses?

Here’s how PPC helps your local business -

1. Increased Local Visibility And Foot Traffic

PPC is the fast pass to the top of the search results for geo-targeted queries like “local plumbers near me.” Local businesses can go from setup to delivering ads immediately, resulting in rapid visibility and exposure. This drives walk-ins and bookings far faster than organic SEO.

2. Precise Audience Targeting & Cost Control

PPC allows local businesses to show ads only to users within their exact service radius, on specific devices, and at conversion-prone times. Also, budget control is tight, which means you only pay per click and set daily caps, ensuring every dollar counts. This makes PPC highly scalable. Start small, monitor your return on investment (ROI), and then reinvest based on measurable returns.

3. High-Intent Traffic With Measurable ROI

PPC reaches customers actively searching for services, which means Exact Intent = Better Conversions. PPC converts 50% more leads than organic (Source). Reddit users echo this:

“Pay-per-click traffic generates about 50% more lead conversion when compared to organic traffic.” You can track and optimize every metric, such as clicks, calls, and conversions. Thus making it easy to justify ad spend and scale effectively.”

4. Retargeting And Local Competitive Edge

PPC retargeting allows businesses to re-engage site visitors or ad clickers with customized offers, ref globally. You can also bid in localized zones to win presence over competitors, even outranking larger brands. One Reddit user notes: “PPC definitely works… it has opened the door for us to increase our marketplace.”

5. Budget-Friendly Brand Awareness And Testing

Do you know that 65% of small to medium-sized businesses already run PPC? (Source) Even if the audience does not click, repeated ad exposure builds brand recognition in the vicinity. Additionally, PPC serves as a solid testbed, allowing you to A/B test headlines, target or refine copy to optimize messaging, and ultimately identify winning tactics that can be applied to both paid and organic strategies.

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How Local Businesses Can Gain By Combining SEO And PPC?

When used together, SEO and PPC don’t compete. Instead, they sharpen targeting and boost results for local businesses. Here’s how they help your local business when working together -

1. You’ll Own More Real Estate On Google

When someone in your area searches for a service you offer, you don’t want just one shot at being seen. You need to dominate multiple positions on the same search results page, and SEO + PPC can help you appear in the paid ads and organic listings. This increases the brand's credibility and trust.

2. More Consistent And Qualified Traffic

SEO helps build organic traffic, while PPC delivers immediate visibility. Together, they balance out fluctuations, where PPC fills gaps when organic rankings drop, and SEO sustains growth when ad budgets are limited.

3. Make Smarter Marketing Decisions

Running both PPC and SEO gives you more data to work with. You’ll quickly see which keywords actually bring in customers, what messaging drives clicks, and which services get the most attention. You can use this information to refine your website, improve ranking, and spend ad dollars where they really count.

4. You’ll Stay Top-Of-Mind With Future Customers

Not everyone purchases on the first visit. Maybe someone found your blog post or landing page through SEO and then got distracted. Here, PPC helps you follow up, showing them reminders, deals, or updates across social media and Google. This gentle nudge turns browsers into buyers.

5. Build Long-Term Authority

In local markets, customers trust businesses that seem established and visible. SEO shows you’re credible and consistent, while PPC shows you’re professional and ready to serve right now. Together, they send a message that your business is stable, reliable, and here to stay, which helps you stand out in the noise.

How To Use SEO And PPC For Business Growth?

SEO and PPC, when combined, can create a tightly integrated marketing engine with compounding momentum. To drive business growth using PPC and SEO, the first step is to align both strategies around the same keyword, which is the query or question your audience is asking.

You can use PPC to test which keywords convert best. Then, optimize your SEO pages for those high-performing search terms. For example, you can create a blog or a landing page using the search term.

Next, sync your ad copy and meta content. When users see consistent messaging across ads and organic results, it reinforces credibility and improves click-through rates. Also, run local PPC campaigns while building SEO rankings. This helps maintain visibility during the slower climb of organic optimization.

Now, use PPC for retargeting. Visitors who arrive via organic search but don't convert can be brought back through tailored ad campaigns, which increases the total conversion rates. At the same time, use SEO for long-form content and guides that nurture interest. Next, drive traffic to those pages with highly targeted PPD ads.

Also, split test! Use A/B testing in PPC headlines, then use the strategy that works with SEO title tags and blog headlines. Lastly, incorporate SEO landing pages with call-optimized PPC ads. Ensure that every touchpoint leads to an action, whether it’s a call, sign-up, or visit.

Marketing companies specializing in SEO services can help you implement these techniques together to ensure business growth!

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Takeaway

SEO and PPC complement each other to increase the credibility of your brand, boost sales, and build awareness, among other benefits. No wonder your local business needs SEO as much as it needs PPC. The benefits of using both are immense, which help you scale your business and build a strong customer base for your brand.

Need Help With SEO Services In Sacramento? Get In Touch With Velocity Media Lab!

At Velocity Media Lab, we resolve the issues of underperforming websites or being lost amidst the crazy competition. From Search Engine Optimization to Social Media Marketing and Email Marketing, we offer a comprehensive solution to your digital marketing problems. Additionally, we assist you in targeting and reaching your local audience through local SEO in Sacramento. Call us now to have a chat!

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