If you’re like most local business owners, you’ve probably put a lot of effort into showing up on Google—especially in those local map packs. You’ve claimed your Google Business Profile, gathered customer reviews, and maybe even hired an SEO company to help you rank. But what if we told you there’s another piece of the puzzle you might be missing
Paid social campaigns—yes, paid Facebook and Instagram ads—can actually support your local SEO strategy in powerful ways. And no, we’re not just talking about boosting posts or throwing money at likes. We’re talking about smart, targeted campaigns that increase local visibility, brand awareness, engagement, and even your search rankings.
At EVpro Marketing, we’ve walked alongside dozens of local service providers to blend paid social and local SEO into a unified, high-performing strategy. Here’s how it works—and how you can start using both tools to drive real growth.
What Is a Paid Social Campaign?
A paid social campaign involves strategically placing ads on platforms like Facebook, Instagram, and even TikTok or LinkedIn, depending on your audience. Instead of relying only on organic reach (which can be… unpredictable), paid social lets you show up directly in front of the people most likely to need your services.
Here’s what a paid social campaign typically includes:
- Ads targeted to people in your local service area
- Custom creative and messaging based on your target audience’s needs
- A defined goal: website clicks, calls, leads, or awareness
- Tracking and optimization based on what’s working
But how does this all tie into SEO? Let’s break it down.
How Social Media Ads and Local SEO Work Together
Most folks think of social media and search engines as two totally different animals. And in many ways, that’s true. But when used together, they support and amplify each other.
Here’s how paid social supports your local SEO strategy:
1. Increases Brand Visibility and Recognition Locally
Local SEO is all about being found and being chosen. Sure, getting on the map matters. But when potential customers recognize your business name because they’ve seen it on Facebook or Instagram, they’re far more likely to click. That’s where paid social adds fuel to the fire.
How this helps SEO:
- Higher click-through rates on your search listings
- More branded searches like “ABC Plumbing Austin”
- Google picks up on business interaction and interest signals
2. Drives Traffic to Locally Optimized Pages
Sending paid social traffic to your location or service pages helps in more ways than one. It brings in potential customers and also strengthens those pages in Google’s eyes.
Why it matters:
- Consistent traffic helps Google see your pages as relevant
- Users engaging and clicking around boosts “time on site,” another ranking signal
- If they come back via branded search, that counts as a trust indicator
3. Amplifies Reviews and Local Signals
Want more reviews on your Google profile? Run a retargeting campaign to past customers, inviting them to leave feedback. Use paid social to share client testimonials or success stories—this builds trust and relevance both online and off.
Pro Tip: Link directly to your Google review form in your ads or follow-up emails.
4. Improves Local Engagement Metrics
Facebook and Instagram track likes, shares, comments, and saves—all of which can be measured per city, zip code, or region. When your community engages with your content, it sends a strong relevance signal—not just to social platforms, but also indirectly to Google.
5. Boosts Awareness During “High Intent” Moments
If someone sees your ad on Instagram, clicks to your website, and then goes to Google later to search your business or service, that’s a win. Google sees this as a branded search—a strong local ranking factor.
Best Practices: Using Paid Social for Local SEO
To truly support your SEO goals with paid social, it’s less about massive spend and more about thoughtful strategy. Here’s how to do just that.
1. Geo-Target Strategically
Focus your ads on zip codes, neighborhoods, or cities you serve. The tighter your targeting, the better your results—and budget performance.
2. Align Landing Pages With Local SEO Pages
If you’re targeting an ad for “plumbing in Austin,” don’t send them to your homepage. Send them to your Austin plumbing service page. Google notices when your content aligns with user interest and location.
3. Use Consistent NAP (Name, Address, Phone)
Every ad should feature the same contact details as your Google Business Profile and website. Consistency improves your business’s trust signals to both users and search engines.
4. Retarget Website Visitors Who Didn’t Convert
Let’s say someone finds you via Google but doesn’t call or book. With a Facebook Pixel installed on your site, you can show them ads later. This keeps your brand top-of-mind and increases future clicks and conversions.
5. Promote Google Business Features
Include review snippets, location tags (“Serving Travis County”), or even directions in your ads. Make it easy for users to connect your ad with your physical presence.
When Paid Social Helps Local SEO Most
Paid social supplements your SEO strategy best during certain parts of the customer journey or business growth:
|
Situation |
Benefit from Paid Social? |
Why It Works
|
|---|---|---|
|
Launching a new location |
Yes |
Builds quick local awareness before SEO gains traction |
|
Seasonal promotions or services |
Yes |
Drives short-term interest + long-term brand recall |
|
Competing in a saturated market |
Absolutely |
Directly engages potential customers ahead of competitors |
|
Trying to boost underperforming pages |
Smart Tactic |
Sends targeted traffic + behavior metrics to boost SEO |
|
Already ranking #1 for keywords |
Still Useful |
Reinforces brand and prevents competitors from poaching clicks |
What Type of Content Performs Best?
Here’s the kind of paid social content local service businesses can run that also supports SEO efforts:
- Before-and-after project photos
- Testimonials and 5-star reviews
- Videos introducing your team or process
- Google review requests or showcases
- Location-specific promotions
- “Did you know?” or educational tips
Make it personal. Make it visual. Above all, make sure it leads people to click, call, or check you out online.
Common Myths About Paid Social and Local SEO
Let’s clear up a few common misconceptions:
“Organic SEO is free. Why would I pay?”
Yes, SEO traffic is technically free. But SEO takes time. Paid social accelerates exposure while your search rankings build.
“Facebook ads don’t help with Google rankings.”
Directly, no. But indirectly? Absolutely. Paid social brings more branded searches, consumer engagement, and trust—all of which help SEO over time.
“I should only run ads on Google.”
Both platforms serve different needs. Google Ads catch people when they’re actively searching. Paid social finds people who should be searching. Together, they cover your full marketing funnel.
FAQs About Paid Social for Local SEO
Q: How much should I spend on paid social to support SEO?
Start small—$200 to $500/month can move the needle if you’re targeting local audiences effectively. It’s less about volume and more about quality and strategy.
Q: Is paid social better than SEO?
Not better. Just different. Think of SEO as planting seeds and paid social as shining sunlight on them so they grow faster.
Q: Can social signals directly affect rankings?
Google has said social signals aren’t a direct ranking factor. But there’s plenty of evidence that engagement, branded search, and content interaction influence how your brand is perceived and ranked.
Final Thoughts: Combine Effort, Multiply Impact
If you’re investing in local SEO but ignoring paid social, you’re missing a big opportunity. And if you’re only running social campaigns without optimizing for search, you’re probably leaving long-term traffic on the table.
At EVpro Marketing, we help local service businesses—in Austin and beyond—build strategies where every effort supports the next. We’ll help you create ads that get attention and drive traffic that improves your search performance.
You don’t have to choose between paid social and local SEO. The smartest businesses use both—strategically, intentionally, and with expert guidance. Want to see how these can work together for your business?
Explore our tailored plans, follow us for more insights, or contact EVpro Marketing for a free local growth consultation.
