Local Services Ads (LSAs) are a great way to get your business noticed in the local market. Whether you’re a locksmith business, an HVAC provider, or another service-based local business, LSAs can help you boost visibility and reach more potential customers.
But what exactly are Local Services Ads? How do they differ from Google Ads? And how can you create effective LSAs that will draw in more customers and help your business reach its goals?
In this article, we’ll provide a comprehensive guide to Local Services Ads—including what they are, who should use them, the differences between Google Ads and Local Services Ads, and step-by-step instructions on creating effective LSAs. We’ll also share some best practices to keep in mind when creating your ads.
Without further ado, let’s dive into Local Services Ads by Google!
Table of Contents
What are Local Services Ads?
Local Services Ads (LSAs) are pay-per-lead ads that allow local businesses to advertise their services on Google. Unlike traditional Google Ads, which are keyword-based and can be used by any business in any market, LSAs are geographically targeted and tailored specifically for service-based businesses such as HVAC companies, locksmiths, painters, house cleaners, carpet cleaners, handypersons, and more.
When potential customers search for services in their local area, they’ll see LSAs at the top of the search results page and on Google Maps. These ads feature your business profile, including contact information, a description of your services, reviews from previous customers, and an estimate of how much it will cost for the service.
With a Local Services Ad, potential customers can quickly and easily get in touch with you and make a purchase. This makes it much easier for local businesses to reach new customers and increase their sales.
Who Are Local Services Ads For?
As mentioned above, LSAs are best suited for service-based businesses in local markets. These ads can be a great option for small business owners who offer services to their local communities and want more exposure and to reach new customers.
If you’re a home services business within one of the sixteen verticals, Google Local Services Ads are available for your use. These include:
- Appliance Repair, Carpet Cleaning, Electrical Services, Flood/Water Damage, Garage Door Repair, House Cleaning, HVAC, Lawn Care, Pest Control, Plumbers, Removal Services, Roofers, Tree Services, Waste Removal, Window Cleaners, and Window Repair.
LSAs are, unfortunately, not the right choice for all business types. For instance, businesses that don’t offer services and don’t have brick-and-mortar locations won’t benefit from Local Services Ads. Similarly, companies that don’t offer services in a local market (such as online stores or digital agencies) will be unable to take advantage of LSAs.
This is because, as we’ll discuss in more detail later, LSAs are a very targeted form of advertising and must be tailored to a specific geographic area. If your business doesn’t meet these criteria, you may want to stick with Google Ads or explore other forms of online advertising. We touch on this more in the next section.
For now, if you’re a local service business that offers services in a specific geographic area, LSAs can effectively reach new customers and grow your business. You can also look at sites like Houzz, Top Locksmith Services, Thumb Tack, and Home Advisor. With LSAs, you can boost your visibility in local searches and get more customers while utilizing platforms like those mentioned above to promote your business further.
The Benefits of Local Service Ads
There are many benefits to running Local Services Ads. Here are some of the most noteworthy ones:
- Cost-Effective: LSAs are a cost-effective way to advertise your services, as they don’t require you to pay for each click or impression. Instead, you only pay when a customer actually contacts you or makes a purchase. Depending on your industry, you can get quality leads for as low as $5 each.
- More Visibility: LSAs help to boost your visibility in the local market, as they are featured prominently at the top of the search results page and on Google Maps.
- Enhanced Credibility: LSAs also come with reviews from previous customers, which helps to strengthen credibility and makes it easier for potential customers to find out more about your services.
- In-store Traffic: LSAs can also help generate more in-store traffic, as they focus on advertising to users near your company’s location.
- Google Guaranteed: Sign up for LSAs, and your business can become Google Guaranteed — eligible for a distinguished certification from the tech giant. By displaying the badge on all your LSAs, you can prove to customers that you are trustworthy and officially approved by Google! One further benefit to this is that if a customer ever experiences dissatisfaction with your service, they can simply contact Google and be reimbursed for any amount up to the agreed-upon fee.
What Is The Difference Between Local Service Ads and Google Ads?
So, we know that Local Services Ads and Google Ads are both forms of online advertising. But what makes them different?
Well, the biggest difference between the two is their targeting capabilities. As we mentioned earlier, Local Services Ads are geographically targeted to a specific area and tailored specifically for service-based businesses. This means that when someone searches in your local area, your ad will show up specifically for them.
Local Service Ads also feature your business’s profile, including contact information, customer reviews, and a description of your services. This makes it easier for potential customers to decide whether or not they want to work with you—all without ever having to leave the search results page!
On the other hand, Google Ads are keyword-based and can be used by any type of business in any market. This makes them a great option for companies that don’t offer services in a specific area or don’t have brick-and-mortar locations. It also makes them a great choice for businesses that want to reach a wider audience and don’t necessarily need to target people in their local area.
Another key difference between the two is cost. With Local Services Ads, you only pay when someone clicks on your ad and contacts you directly. This makes it a great option for businesses on a budget, as you don’t have to pay for clicks or impressions. Google Ads, on the other hand, can be more expensive as you have to pay for each click and impression.
Finally, with Local Services Ads, you also get access to customer reviews and ratings from previous customers. This helps potential customers make an informed decision about your business and gives you an edge over competitors. While Google Ads also have customer reviews, they’re not as prominent or detailed as the ones you get with LSAs.
Steps To Create a Local Services Ad
Creating a Local Services Ad is quite simple, with just a few steps involved. Here’s how it works.
1. Check Your Eligibility
The first step to creating an LSA is checking your eligibility. As Google’s Local Service Ads are only available in certain countries and regions, you’ll need to ensure your location is supported before signing up.
To do this, click the “Get Started” button on Google’s local services homepage and select your country, ZIP code, and job categories from the drop-down menus. If Local Service Ads are accessible, congrats! Progress ahead to the next stage.
2. Create a Google Local Ads Profile
Woo-hoo! You managed to pass the eligibility test, so now you can set up a Local Services Ad. To do this, you’ll need to create a profile for your business on Google’s local ads platform.
When creating your profile, it’s critical to be as thorough and precise as possible. Gather all essential details like business name, contact information, the areas you serve, and pricing for services offered. Additionally, ensure that what you offer meets industry standards—meaning only provide those services where qualifications or licenses are applicable. Google clearly specifies this in their guidelines; businesses should refrain from offering any service they don’t have credentials to administer!
Google requires licensed, bonded, and insured businesses to be eligible for Local Service Ads. If your business isn’t yet compliant with the local licensing requirements, you’ll need to resolve this before continuing the process.
Crafting an impeccable profile is essential to helping potential customers make a knowledgeable decision about your services. Additionally, the right content and keywords may even aid you in being found within search engine results. Therefore, take some time to ensure that your profile is as complete and impactful as possible.
One more thing; even if you already have accounts on other Google services, such as Google My Business, you’ll still need to create a separate profile for your Local Services Ads. Treat this as a new endeavor; you’re adding an extra layer of visibility for your business!
3. It’s Time to Upload the Paperwork
Once you’ve created a profile and optimized your content, it’s time to submit the necessary paperwork. As mentioned above, Google requires businesses to provide proof of licensing, insurance, and other documentation that show compliance with local laws.
Depending on the job categories you offer, you may also need to upload additional documents. For example, if you’re providing locksmith services, you may need to upload an additional certificate of insurance. The same applies for childcare and other home service businesses.
Keep in mind that Google will not approve your application until all relevant paperwork has been received and accepted. Be sure to check this list carefully, as it can vary from one jurisdiction to another! Once everything is in order, click the ‘Submit’ button and wait for Google to review your application.
4. Complete the Background Check
Google works with third-party organizations to conduct background checks on all businesses and their employees. This process helps Google verify that everyone associated with your business passes a criminal history check — so customers can feel confident when booking services.
The background check is easy to complete. Simply provide the necessary info, such as full name and Social Security number. The third-party company will cross-check the details you provide against national registries to ensure that all information is valid.
Thankfully, the background check won’t cost you anything! You don’t have to pay a dime for this service — it’s totally free of charge.
Once your business passes the background check, you’ll be ready to start booking customers.
5. Take Control of Your Finances
So, now you know how to create a profile, upload the necessary paperwork, and complete the background check. The last step before getting started is setting your budget.
- Carefully determine your lead budget weekly or monthly to ensure you stay within your financial limit and avoid overblowing the costs.
- You can confidently invest in leads because you’re only charged for each one. If your budget doesn’t get utilized, there’s no need to worry—you can always adjust the amount as required to ensure that you’re spending wisely and efficiently!
- Feel like your budget isn’t quite the right fit? No problem. It’s easy to tweak your budget at any point. Just be sure to review all your pricing plans and adjust accordingly.
Starting out, it’s best to set a budget that meets your needs without overspending. Don’t forget you can always change the budget as needed to find the most cost-effective solution for your business.
6. One Final Tip
Once you’ve reviewed your leads, uploaded paperwork, and completed the necessary background checks, don’t forget to actually book those jobs! You’ll need to review the leads and take action on them in order to turn potential customers into actual customers.
Be sure to set reminders for yourself or your team and make it a habit of regularly checking back with leads until each one is either booked or removed from the list. You can even take advantage of automation tools to streamline this process!
By staying on top of your leads, you’ll be able to capitalize on the maximum number of opportunities and grow your business.
With Local Services Ads, you only pay when someone clicks on your ad and contacts you directly. This makes it a great option for businesses on a budget, as you don’t have to pay for clicks or impressions.
Common Questions about Local Services by Google
Q: How important is it to update my local service ad?
A: It’s essential! Outdated content won’t help your visibility and rankings, so make sure you review and update your ad regularly.
Q: What steps can I take to ensure quick lead responses?
A: Set specific time frames to review and answer emails or messages during the day. Make use of automation tools to streamline the process and save you time.
Q: What’s the best way to get customer reviews for local services by Google?
A: Ask customers for reviews once they’ve completed a job or service with you. Don’t be afraid to ask directly – it’ll be worth your while in the long run! Once you have the reviews, make sure to respond to them and thank customers for taking the time. This will help build customer relationships and show potential leads that you value their opinion.
Q: How else can I advertise my local services?
A: Aside from using local services by Google, consider setting up a website and optimizing it for search engine optimization (SEO). This will help your business appear in organic search results. You can also use social media to reach potential customers and create engaging content to draw them in. Don’t forget about traditional methods either, such as print advertising or direct mail campaigns. As long as you’re consistent with your messages, the results will follow!
Q: What are other tips for optimizing my local services by Google ad?
A: Make sure to use clear and descriptive language in your ad copy. Include relevant keywords so potential customers can easily find you when searching for related services. Also, include images or videos showcasing your services and highlighting any deals or promotions you may offer. Finally, keep track of how well your ad performs and adjust it accordingly based on the results to maximize ROI!
Put these strategies into action to make progress with local services by Google. With effort and dedication, you’ll be able to acquire more leads and conversions quickly.
To maximize the benefits of your Google Ads for local services, remember to remain diligent and consistent with tracking results. Also, employ the optimization techniques mentioned previously; doing so will help ensure you get the most out of this tool.
Need some help with your local services through Google ads? Consider working with a trusted agency that specializes in this type of advertising. With Adcore’s expert-level guidance, you’ll be able to perform better than ever before and see real results in no time.
Contact us today, and get ready to take your local services by Google campaigns to the next level!
E-commerce store owner?
Build and optimize your product feed to sell more.
Get exclusive CMO tips that I only share with email subscribers.