Local SEO sounds way more complicated than it is. If you serve a certain area, you don't need most of the fancy SEO stuff people write about. You need four things done right and kept that way.
Keep your name, address, and phone the same everywhere
People call this NAP. Google checks your business details across the web, and when they don't match, it creates doubt. If your site says "Street," Yelp says "St.," and Facebook has an old phone number, that works against you. Pick one version and use it everywhere.
Get listed in the right places
A citation is any listing or mention of your business online. Think directories, your Chamber of Commerce, or sites for your industry. A handful of good ones tells Google you're a real business in your area.
Say where you are on your website
Your site needs to clearly say where you are and who you serve. Put your city and state in your page titles, descriptions, and footer. If you serve a few different areas, a page for each one can help, but only if you actually have something real to say on each page.
Reviews
Reviews are a big local ranking factor, and people read them before they call. Ask happy customers and make it easy with a direct link. Then reply to every review, good and bad. I put together a practical guide to getting more Google reviews with the stuff that works and the stuff that gets you in trouble.
This is also the base for showing up on Google without paid ads. And if you're not showing up at all, start with why your business isn't showing up on Google.