PPC strategy: Lead generation for local businesses

- [Instructor] There are so many great ways to drive leads online, some that work for many businesses and others that are more specific to certain business types. Let's lean into lead gen strategies for local businesses. One of the biggest targeting considerations for local businesses, if not, the biggest consideration is geography. In many cases, folks are only willing to travel a certain distance to do business, especially if there's other competition in the area that is nearby or more convenient for their needs. For that reason, for local businesses, I suggest a three-pronged geo-targeting strategy. For prospecting, which could include high funnel targeting across any channel, I would do the tightest geo-targeting around the business location. You can test different distances to see which performs best for your business. For non-brand search or people that you've otherwise identified as being in market, such as…