Linking Your Google Business Profile to Google Ads: A Step-by-Step Guide

Step 1: Access Your Google Ads Account

1. Go to the Google Ads website at https://ads.google.com/.
2. Click on the "Sign In" button in the top-right corner of the page.
3. Enter your email address and password associated with your Google Ads account.
4. Click "Next" to access your Google Ads dashboard.

Step 2: Navigate to the Assets Section

1. In the left-hand menu, click on the "Campaigns" tab to expand the dropdown menu.
2. From the dropdown menu, select the "Assets" option.
3. You will now be directed to the Assets page, where you can manage various assets like images, videos, and location extensions.

Step 3: Initiate the Linking Process

1. On the Assets page, locate the blue plus button (+) in the top-left corner.
2. Click on the plus button to open a dropdown menu.
3. From the dropdown menu, select the "Link to any Business Profile" option.
4. This action will initiate the process of linking your Google Business Profile to your Google Ads account.

Step 4: Complete the Linking Process

1. A pop-up window will appear, displaying your available Google Business Profiles.
2. If you have multiple business locations, select the checkboxes next to the specific locations you want to link to your Google Ads account.
3. If you only have one location, it will be automatically selected.
4. Click on the "Link" button to complete the linking process.

Source: https://support.google.com/google-ads/answer/2404182?hl=en

Step 5: Observe the Effects of Linking

Once you have successfully linked your Google Business Profile to your Google Ads account, you will notice immediate effects on your ads:

• Location extensions will automatically be added to your ads, displaying your business address, phone number, and a map marker.
• Your ads may start appearing in Google Maps results when users search for relevant keywords near your business location.

For example, let's say you own a local bakery in New York City called "Delightful Pastries." After linking your Google Business Profile to your Google Ads account, your ads will now include your bakery's address, phone number, and a map marker. When someone searches for "bakery near me" on Google Maps, your ad may appear at the top of the search results, increasing your visibility and the likelihood of attracting new customers.

Benefits and Optimization of Linking Google Business Profile with Google Ads

1. Core Benefits

Linking your Google Business Profile (formerly Google My Business) with your Google Ads account offers several key advantages:

• Increased business visibility: When your profiles are linked, information from your Business Profile, such as your business name, address, phone number, and reviews, can appear alongside your ads. This additional information can help your ads stand out and attract more attention from potential customers.
• Enhanced ad relevance: Linking allows you to add location extensions to your ads, which show your business address, phone number, and directions. This makes your ads more relevant to local searches and can increase engagement. According to Google, ads with location extensions can see a 10% boost in clickthrough rate on average.
• Improvement in ad rank: The additional information and relevance provided by the linked profiles can contribute to a higher ad rank. A higher ad rank can lead to better ad positions and more cost-efficient clicks. For example, if two competing ads have a similar bid and quality score, the ad with the linked Business Profile may appear higher in the search results.
• Streamlined management: Linking your profiles allows you to manage your business information across both platforms from a single location. This saves time and ensures consistency in your online presence.

2. Strategic Use and Optimization

To fully leverage the benefits of linking your Google Business Profile with Google Ads, consider the following strategies:

• Keep business information accurate: Regularly review and update your Business Profile to ensure all information, such as hours of operation, contact details, and business description, is accurate and up-to-date. Inconsistent or outdated information can lead to a poor user experience and negatively impact ad performance.
• Monitor and respond to reviews: Encourage satisfied customers to leave reviews on your Business Profile, and promptly address any negative feedback. Positive reviews can enhance your online reputation and make your ads more compelling. Responding to reviews shows that you value customer feedback and can help mitigate the impact of negative reviews.
• Leverage the link for local advertising: If your business serves a specific geographic area, use the linked profiles to create targeted local ad campaigns. Use location targeting, ad schedules, and local keywords to reach potential customers when and where they're most likely to engage with your business.

3. Advanced Tips

To further optimize your linked Google Business Profile and Google Ads strategy, consider these advanced tips:

• Experiment with ad formats: Test different ad formats, such as call-only ads, local inventory ads, or local service ads, to find what works best for your business. Regularly review ad performance and make data-driven adjustments to improve results.
• Use insights from both platforms: Analyze data from your Business Profile insights and Google Ads reports to identify trends, successful keywords, and areas for improvement. Use this information to refine your ad targeting, messaging, and bidding strategies.
• Maintain active management: Regularly monitor your linked accounts, update information as needed, and adjust your advertising strategy based on performance. Consistent management and optimization can help you stay competitive and maximize the return on your advertising investment.