A local business may perform local services, but depending on the specialty it could attract consumers from across the globe. Dennis Yu writes that when setting up paid click campaigns expect that 90% of the traffic will come from those geographically targeted campaigns, while 10% will likely come from geo-modified terms.
Yu also warns to pay close attention to cities that have the same name in several states. For example, Louisville, CO versus Louisville, KY, can throw off the campaign. Also, consider if prospective clients will need to travel to see you the real estate or family dentistry. He also serves up specific directions on offering a mix of services that attract only locals and some specialized offerings that draw nationwide clients.