Four towns, one catchment
Traralgon, Morwell, Moe and Churchill sit within a short drive of each other and people move between them for work and services without thinking about it. An account targeted at one town name is competing for a fraction of the available demand while its competitors quietly take the rest. Targeting the catchment rather than the postcode is usually the single biggest change we make here.
A local searches by town, not by region
The targeting should cover the whole valley, but the ad copy and the landing page should still name the town the searcher is in. Those two things sound contradictory and they are not: broad targeting, specific messaging. Most accounts do the opposite.
An economy in transition creates new categories of demand
The valley's employment base has been shifting for years, away from traditional power generation and toward construction, services, trades and renewables work. New categories of demand mean search terms with real volume and comparatively few advertisers bidding on them, which is the cheapest kind of click there is, for as long as it lasts.
The honest limit
Combined, the valley is a decent sized market. Individually, each town is small. If someone promises you metropolitan volumes here, they are either going to spend your money on Melbourne clicks or they have not looked.
