Are you a service-based business struggling to connect with local customers online? In today’s fast-paced digital world, potential clients seeking immediate help in their neighborhood often turn to Google first. Whether it’s a burst pipe at midnight or a car lockout situation, these “near me” searches demand quick, reliable, and local solutions.
While traditional text-based ads can play a role, they often fall short in capturing the urgency and trust needed for these immediate service requests. This is where Local Services Ads (LSAs) step in as a game-changer.
This comprehensive guide will delve into everything you need to know about Google Local Services Ads, empowering you to leverage them effectively and propel your business to the forefront of local search results. We’ll explore what LSAs are, their numerous benefits, the industries they serve, and provide a step-by-step roadmap to get started and maximize your ROI.
Understanding Google Local Services Ads
Google Local Services Ads are a specialized ad format designed to connect customers with trusted local service providers directly through Google Search and Google Assistant. Unlike traditional Pay-Per-Click (PPC) text ads, LSAs appear at the very top of the search results page, above both organic listings and regular paid ads. This prime real estate ensures maximum visibility when local customers are actively searching for services you offer.
When someone performs a local search query – for instance, “plumber near me” – Google may display a carousel of Local Services Ads featuring verified professionals in their area. These ads showcase essential information at a glance: your business name, phone number, operating hours, star ratings, and customer reviews.
Example of Google Local Services Ads displayed on desktop search results for a local plumber.
Clicking on an LSA listing initiates a seamless user experience. Google prompts the searcher to specify their job requirements and confirm their location. This qualification process ensures that you, as the advertiser, are only connected with relevant leads within your service area and for the services you provide. If there’s a match, the searcher can then review your detailed profile, customer testimonials, and Google Reviews before directly contacting you.
This pre-qualification is a significant advantage of local services ads. It helps filter out irrelevant inquiries, saving you time and advertising spend by connecting you with genuinely interested and geographically appropriate potential customers.
Google Local Services Ads search page demonstrating user flow to confirm job and service area.
The reach of local services ads extends beyond standard Google Search results. They are also integrated into Google Assistant, responding to voice search queries related to local services. This is crucial in a world where voice search is increasingly prevalent, ensuring your business is discoverable through voice-activated devices.
Industries Thriving with Local Services Ads
Google Local Services Ads are not a universal solution for every business. They are specifically tailored for service-oriented industries where customers seek immediate, local help. Currently, LSAs are available across the United States for a wide range of sectors, encompassing over 70 distinct industries. Here are some key categories and examples:
Home Services:
- Appliance Repair
- Carpenter
- Carpet Cleaning
- Cleaning Service
- Electrician
- Foundation Pro
- Garage Door Pro
- Home Inspector
- Home Security
- HVAC (Heating, Ventilation, and Air Conditioning)
- Landscaper
- Mover
- Pest Control
- Plumber
- Pool Cleaning
- Tree Service
- Window Repair
Professional Services:
- Financial Planner
- Tax Specialist
- Real Estate Agent
- Bankruptcy Lawyer
- Business Lawyer
- Estate Lawyer
Education & Wellness:
- Beauty School
- Dance Instructor
- Driving Instructor
- First Aid Training
- Massage School
- Preschool
- Tutoring
- Child Care
- Funeral Home
- Animal Shelter
- Pet Adoption, Boarding, Grooming, and Training
- Veterinarian
- Dental
- Acupuncturist
- Personal Trainer
- Yoga Studio
- Weight Loss Center
This extensive list highlights the diverse range of service businesses that can benefit from the targeted lead generation provided by local services ads. If your business falls within one of these categories, exploring LSAs is highly recommended.
Key Advantages of Google Local Services Ads
Why should your service business consider incorporating Google Local Services Ads into your marketing strategy? Here are compelling benefits:
Pay-Per-Lead, Not Per-Click
One of the most significant advantages of local services ads is the pay-per-lead model. Unlike traditional PPC advertising where you pay for every click, regardless of its quality, with LSAs you only pay for valid leads – direct inquiries from potential customers. This dramatically improves your advertising ROI, especially for industries with high click costs, such as legal or dental services.
The cost per lead for local services ads typically ranges from $6 to $30, depending on the industry and market competition. Furthermore, Google offers a dispute process. If you receive a lead that is fraudulent, spam, or clearly outside your service scope, you can dispute the charge and receive credit, ensuring you only pay for genuine opportunities.
Enhanced Trust with Google Guarantee or Google Screened Badges
Local services ads prominently feature either a “Google Guarantee” or “Google Screened” badge, immediately building trust and credibility with potential customers. This visual cue, a green checkmark next to “Google Guaranteed,” stands out on the search results page and leverages Google’s trusted reputation.
The Google Guarantee provides a layer of protection for customers who book services through LSAs. It assures them that if they are unsatisfied with the quality of work, Google may reimburse them up to a lifetime limit of $2,000. This guarantee significantly reduces customer hesitation and encourages them to choose businesses displaying the badge.
For businesses in sectors like care, learning, or wellness, the “Google Screened” badge serves a similar purpose, signifying that the business has undergone licensing and vetting by Google. This badge reassures customers about the professionalism and legitimacy of your services.
Google Screened badge displayed on Local Services Ads, indicating business is vetted and licensed.
Expand Your Paid Search Presence
Local services ads occupy the coveted top spot in search results, positioned above traditional paid text ads and organic listings. This strategic placement significantly enhances your visibility and ensures you capture the attention of searchers actively seeking local services.
Comparison of Google Local Services Ads and traditional Google Ads positions on the search results page.
LSAs are not intended to replace your existing SEO efforts or traditional Google Ads campaigns. Instead, they complement them. Many users still prefer to visit a website before making a decision. Even if a searcher initially engages with your LSA but doesn’t immediately convert, the increased visibility and positive reviews showcased in your LSA can influence their decision-making process later on when they explore your website or other online presence.
Capture Voice Search Opportunities
With voice search becoming increasingly prevalent, local services ads provide a crucial advantage in this growing search medium. When users utilize voice search for local services through Google Assistant-enabled devices, LSAs are often prioritized in the voice responses. This ensures your business is discoverable even through voice commands, tapping into the expanding voice search market.
Hands-Off Ad and Keyword Management
For businesses that find keyword research and ad campaign management daunting, local services ads offer a streamlined, hands-off approach. Unlike traditional Google Ads, you don’t need to meticulously manage keywords or create ad copy. Google automatically triggers your LSAs based on thousands of relevant search terms, from broad queries like “electrician” to more specific searches like “fix broken outlet.” The ad format is dynamically generated using information from your Google Business Profile, simplifying the setup and ongoing management process.
Getting Started with Google Local Services Ads: A Step-by-Step Guide
Ready to leverage the power of local services ads for your business? Here’s a detailed guide to get you started:
Step 1: Verify Your Eligibility
The first step is to confirm that your business type and location are eligible for local services ads. Visit the Google Local Services Ads eligibility checker to determine if LSAs are available for your industry and service area.
Step 2: Create Your Business Profile
If eligible, you’ll be guided to create a dedicated Local Services Ads business profile. It’s important to note that this profile is separate from your Google Business Profile (formerly Google My Business), which manages your organic local listing.
Your LSA business profile is crucial as it dictates the types of jobs you are matched with. Be accurate and honest about the services you offer and the geographic areas you serve, as you will be paying for leads generated through this profile.
Within your business profile, you can configure key settings:
- Weekly Budget: Control your ad spend by setting a weekly budget.
- Business Hours: Specify your operating hours to manage lead flow.
- Service Areas: Define the geographic regions you serve to ensure relevant leads.
- Job Types: Select the specific services you offer to receive targeted inquiries.
Example of a Google Local Services Ads business profile showing editable sections like budget and service areas.
You also have the option to add “Highlights” to your profile. These are short descriptors that showcase unique aspects of your business, such as “Locally Owned & Operated” or “Military Discounts Available.” Google recommends adding 2-5 highlights to differentiate yourself from competitors.
Step 3: Provide License and Insurance Details
To attain the Google Guarantee or Google Screened badge and run local services ads, you must provide proof of valid licenses and insurance. Ensure your paperwork is current and submit your general liability insurance details and relevant professional licenses within the setup process.
Section in Google Local Services Ads setup to add license and insurance details for Google Guarantee eligibility.
If your city or state requires additional licenses, you can also upload them to ensure full compliance.
Step 4: Complete a Background Check
For businesses seeking the Google Guarantee, completing a background check is mandatory for both the business and its fieldworkers. This step is crucial for maintaining user safety and trust in the Google Guarantee program. Google partners with third-party vendors like Pinkerton and Evident to conduct these background checks at no cost to you.
Step 5: Manage Your Leads Effectively
Once your profile is set up and approved, your local services ads will go live, and you’ll start receiving leads. You can manage and track these leads through your LSA dashboard, accessible via a web browser or the dedicated Local Services Ads mobile app (available for both Android and iOS).
Managing leads within the Google Local Services Ads dashboard, showing options to reply, call, or decline leads.
Within the dashboard, you can review lead details, including job type, location, and call recordings. Promptly follow up with leads using the available options:
- Reply: Send a message via email or text to the customer.
- Call: Directly call the customer using their provided phone number.
- Decline: Decline the job request if it’s not a good fit, providing a reason for declination.
Marking leads as “booked” within the dashboard helps you track upcoming jobs and measure your LSA campaign’s ROI. This feature allows you to schedule jobs, send confirmations, and even gather customer reviews post-service.
Step 6: Optimize Your Budget
You can adjust your local services ads budget directly from your business profile. Increasing or decreasing your weekly budget directly impacts the volume of leads you receive. While Google may slightly overspend or underspend in a given week, your monthly spending will never exceed your set monthly maximum.
For new LSA campaigns, it’s recommended to budget for at least 20 leads per week to effectively assess performance and optimize your strategy.
Adjusting weekly budget settings for Google Local Services Ads to control lead generation volume.
Remember that your LSA budget is separate from your traditional Google Ads budget. If you run both types of campaigns, factor in the combined costs.
Step 7: Understand LSA Ranking Factors
Similar to traditional Google Ads, local services ads also operate on a ranking system. While the top positions are highly visible, only a limited number of LSAs are displayed (up to three on desktop, two on mobile, and one on Google Assistant). To maximize your chances of appearing in these top slots, understanding LSA ranking factors is crucial.
Unlike traditional Google Ads Quality Score, LSA ranking is primarily determined by:
- Review Score and Number of Reviews: Positive reviews and a high star rating significantly boost your ranking.
- Responsiveness: Promptly responding to customer inquiries and requests improves your ranking.
- Business Hours: Maintaining consistent and customer-friendly business hours can positively impact your visibility.
- Complaint History: Serious or repeated complaints can negatively affect your LSA ranking.
Focusing on providing excellent customer service, encouraging reviews, and maintaining responsiveness are key to improving your LSA ranking and maximizing lead generation.
Start Booking More Jobs with Local Services Ads Today
Google Local Services Ads offer a powerful and efficient way for service-based businesses to connect with local customers actively searching for their services. With their prominent placement, pay-per-lead model, and trust-building features like the Google Guarantee, LSAs can significantly enhance your online lead generation and business growth.
While setting up and managing LSAs is relatively straightforward, dedicating time to optimize your profile, manage leads effectively, and monitor your budget is essential for success. By following the steps outlined in this guide and consistently providing excellent service, you can harness the full potential of local services ads and dominate local search results, ultimately booking more jobs and expanding your customer base.
