Local businesses need to leverage every available tool to connect with potential customers. One of the most effective ways to do this is through Google Local Services Ads (LSAs). These ads are designed to help local businesses reach nearby customers actively searching for their services. In this blog, we’ll explore what Google Local Services Ads are, how they work, and how you can set them up to boost your business’s visibility and attract more customers.
What Are Google Local Services Ads?
Google Local Services Ads are a pay-per-lead ad that helps local service providers connect with people in their area searching for their specific services. Unlike traditional Google Ads, where you pay per click, with LSAs, you only pay when a customer contacts you directly through the ad. This means you’re paying for actual leads rather than just clicks, making it a highly cost-effective advertising option for many local businesses.
Local Services Ads appear at the top of Google search results, even above the traditional Google Ads and organic search results. This prime placement makes them highly visible to potential customers, increasing the likelihood of engagement.
How Do Google Local Services Ads Work?
When a user searches for a service that matches your business’s offerings, your Local Services Ad may appear at the top of the search results. These ads display essential information about your business, including:
- Your Business Name
- Your Google Reviews and Ratings
- Your Location and Service Area
- Operating Hours
- A Direct Contact Button (Call or Message)
LSAs are particularly powerful because they are based on trust and credibility. Businesses that use Local Services Ads are Google Guaranteed or Google Screened, meaning they’ve gone through a background check and verification process by Google. This badge of trust can significantly increase the likelihood of a customer choosing your business over competitors.
Benefits of Google Local Services Ads
Before diving into the setup process, let’s explore some of the key benefits of using LSAs:
- Prime Placement: LSAs appear at the top of search results, giving your business maximum visibility.
- Pay-Per-Lead Model: You only pay when a potential customer contacts you through the ad, making it a cost-effective option.
- Google Guarantee: The Google Guarantee badge adds a layer of trust, which can boost customer confidence and lead to more conversions.
- Easy Management: LSAs are easy to set up and manage, with user-friendly tools and straightforward reporting.
- Higher Quality Leads: Because customers who click on LSAs are actively searching for specific services, the leads you receive are often of higher quality and more likely to convert.
How to Set Up Google Local Services Ads
Setting up Google Local Services Ads is a relatively simple process. Follow these steps to get started:
Step 1: Check Your Eligibility
Before you begin, you need to determine if your business is eligible to use Local Services Ads. LSAs are currently available for specific industries, such as:
- Home Services (e.g., plumbers, electricians, HVAC)
- Legal Services (e.g., lawyers, estate planning)
- Real Estate Services (e.g., realtors, property management)
- Healthcare Services (e.g., dentists, chiropractors)
Visit Google’s Local Services Ads page to determine eligibility for your industry and location.
Step 2: Sign Up and Create Your Profile
Once you’ve confirmed your eligibility, you can sign up for Local Services Ads through the Google Local Services website. You’ll need to create a business profile that includes:
- Your Business Name
- Address
- Service Area
- Operating Hours
- Phone Number
- License Information (if applicable)
Ensure all information is accurate and up-to-date, which will be used to verify your business during the screening process.
Step 3: Complete the Background Check and Verification Process
To participate in Local Services Ads, your business must pass Google’s background check and verification process. This step includes:
- Identity Verification: Confirming the identities of the business owner and key employees.
- License and Insurance Verification: Ensuring your business has the necessary licenses and insurance for your services.
- Google Guarantee or Google Screened Badge: Depending on your industry, your business may be eligible for a Google Guarantee or Google Screened badge, which provides customers with added confidence in your services.
This process can take some time, so promptly provide all requested information.
Step 4: Set Your Budget
With LSAs, you’ll set a weekly budget based on how many leads you want to receive. Google will estimate the number of leads you can expect based on your budget and competition in your area. Remember, you’re only charged when a customer contacts you through the ad, so this is a highly efficient way to manage your advertising spend.
Step 5: Review and Launch Your Ads
Before your ads go live, review all the information in your profile to ensure accuracy. Once everything is set, you can launch your Local Services Ads, and they will begin appearing in relevant search results.
Step 6: Manage and Optimize Your Ads
After your ads are live, you can manage them through the Google Local Services dashboard. Here, you can:
- Review Leads: See a list of all the leads generated by your ads and take action on them.
- Pause or Adjust Your Ads: If you need to pause your ads or adjust your budget, you can do so easily through the dashboard.
- Track Performance: Monitor key metrics, such as the number of leads, cost per lead, and customer reviews, to optimize your ads for better results.
Google Local Services Ads offer a powerful way for local businesses to connect with customers in their area who are actively searching for their services. By setting up LSAs, you can benefit from prime placement in search results, a pay-per-lead pricing model, and the trust with the Google Guarantee. With a straightforward setup process and easy management tools, Local Services Ads are an excellent addition to any local business’s marketing strategy. If you want to boost your visibility and attract more high-quality leads, Google Local Services Ads are worth exploring.