Local Ad Extensions are one of many ad extensions available within a Google campaign now. It is also one that is often overlooked. Although it is not suited to all clients, due to the focus on the location, smaller companies could benefit from a more compelling ad and take some focus away from a larger competitor.
An example is shown below. I searched for “restaurants leeds”. The top website shows reviews and offers for many restaurants in Leeds, but the second ad is a lone restaurant with the Local Ad Extension included. When opened up the ad is definitely a focus on the page.
It also shows a user, quite clearly, where the restaurant is and the contact details before they have clicked onto the website. This avoids wasted clicks from those who do not want to eat in that area. There is also the added benefit that for those who are already interested and are just looking for the phone number to book or post code for their Sat Nav, you won’t have to pay for their click as the information they require is presented on the SERP.
One thing I find negative about the Local Ad Extension is that the plus box is not that obvious, and most people will not know about it and are therefore unlikely to notice it. Although it does show the address I don’t think it is very clear. This could change as people gradually become more aware of such tools.
Despite this, I do think it is a worthwhile addition to any campaign advertising local products or services, especially when large competitors are showing above you.