Googles Many Advertising Options for Local Small Businesses
For a Main Street small business in 2026, the Google Ads ecosystem offers a specific set of tools designed to drive foot traffic, phone calls, and local leads.
Here is the complete menu of advertising options available to you, categorized by how they work and which business type they suit best.
1. The "Pay-Per-Lead" Option (Service Businesses Only)
Best for: Plumbers, Lawyers, Real Estate Agents, Med Spas, HVAC, House Cleaners.
Local Services Ads (LSA):
What it is: These are the ads that appear at the very top of Google, above the map and traditional text ads. They show your business name, star rating, and a "Google Verified" badge.
The "Verified" Update: As of late 2025, the old green "Google Guaranteed" and "Google Screened" badges have been consolidated into a single blue "Google Verified" checkmark. Note that Google has removed the money-back guarantee feature; the badge now strictly signals that your license and insurance have been vetted.
Cost Model: You pay per lead (calls or messages), not per click. If you get a spam call, you can dispute it for a credit.
Requirement: You must pass a background/license check.
2. The "All-in-One" AI Option (Retail & Service)
Best for: Businesses that want to be everywhere (Map, YouTube, Search) without managing five separate campaigns.
Performance Max (PMax) for Store Goals:
What it is: This is Google's primary AI-driven campaign. You give Google your assets (photos, logo, budget, and business location), and its AI automatically builds and places ads across Google Maps, YouTube, Search, Gmail, and the Display Network.
Main Street Superpower: It optimizes specifically for "Store Visits" (using phone GPS data to verify if an ad clicker walked into your shop) or "Local Actions" (clicks to call or get directions).
Local Inventory Ads: If you are a retailer (boutique, hardware store) and have a Point-of-Sale system that integrates with Google Merchant Center, PMax can show customers exactly what products you have in stock right now when they search "near me."
3. The "Traditional" Search Options
Best for: Capturing high-intent searches (e.g., "emergency tow truck near me").
Search Campaigns (Text Ads):
Standard Search: The classic text ads. You bid on keywords (e.g., "tax preparation Gresham").
Call Assets (formerly Call-Only Ads): Google has transitioned "Call-Only Ads" into "Responsive Search Ads with Call Assets." These are designed for mobile devices where the primary button is "Call [Business Name]" rather than visiting a website.
4. The "Brand Awareness" Options
Best for: New businesses or visual businesses (Bakeries, Gyms, Florists) trying to build local hype.
Demand Gen Campaigns:
What it is: A newer visual-first campaign type that runs on YouTube (including Shorts), Discovery (the Google news feed), and Gmail.
Why use it: Unlike Search (where people look for you), Demand Gen pushes your video or image ads to people before they search, based on their interests. It acts like "social media ads" but inside Google's properties.
Smart Campaigns: The simplified "set it and forget it" version for very small businesses. You write one ad, set a budget, and Google automates the rest. (Note: These offer less control and data than Performance Max).
5. The "Assets" (Add-Ons to Make Ads Better)
These are not separate campaigns but "power-ups" you add to the campaigns above to dominate screen space.
Location Assets: Links your ad to your Google Business Profile so your address and hours show up in the ad.
Promotion Assets: A small price tag icon that highlights a specific sale (e.g., "$50 Off First Visit").
Image Assets: Allows you to attach a square photo to your text ad on Google Search, making it visually pop next to competitors' text-only ads.
Business Logo Assets: Displays your verified logo next to your URL in search results, increasing trust.
Summary Recommendation
If you are a Service Business (Plumber, Accountant): Start with Local Services Ads (LSA) to get the badge and pay-per-lead. If you need more volume, add a Search Campaign for specific high-value keywords.
If you are a Retail Store (Boutique, Cafe): Use Performance Max for Store Goals. It is the most effective way to put your pin on the map and drive physical foot traffic.