Google Local Services Ads: Are They Right For You?
Google Local Services Ads (LSAs) help businesses connect with local customers searching for their services within their service areas. Unlike traditional Google Ads, LSAs operate on a pay-per-lead basis rather than a pay-per-click model. This means businesses only pay when potential customers contact them directly through the ad.
How Google Local Services Ads Work
When users search for specific services on Google, LSAs appear at the top of the search results, even above regular Google Ads. These ads showcase business details, including company name, reviews, and Google’s “Google Screened” or “Google Guaranteed” badge, which enhances credibility and trust among potential customers.
Because LSAs prioritize customer intent, advertisers tend to get high-quality leads. Customers can contact the business directly through a call or message without even visiting the website, streamlining the conversion process.
How to Set Up Google Local Services Ads
Setting up LSAs involves a few essential steps:
Check Eligibility: LSAs are available only for specific service-based businesses in certain regions, so just make sure that your business qualifies by visiting Google’s Local Services Ads page.
Create a Google LSA Account: You’ll need to enter your business details, including name, location, and service category.
Submit Business Verification Information: Google requires background checks, license verification, and proof of insurance for businesses before they can run LSAs. This step ensures that only trustworthy businesses are promoted.
Set Your Budget: LSAs operate on a flexible budget system where businesses determine how much they are willing to spend per lead. The budget can be adjusted at any time based on demand and marketing goals.
Pro Tip: For best results, it’s recommended that you set your budget at least 3x higher than what you anticipate actually spending. You won’t end up spending that much but it provides your ad more opportunity to serve.Optimize Your Profile: Complete your business profile by adding important details such as operating hours, service areas, and high-quality photos. Encouraging past customers to leave positive reviews is helpful to boost your ratings and can increase your chances of serving and driving leads.
Launch: Once approved, your ads will begin appearing in relevant local searches.
Which Businesses Should Run Google Local Services Ads?
LSAs are ideal for service-based businesses that cater to local customers. Some of the most common industries benefiting from LSAs include:
Home Services (Plumbers, electricians, roofers, HVAC technicians, locksmiths, landscapers, pest control services, house cleaners, etc.)
Legal Services
Healthcare Services
Real Estate
Automotive Services
Why Use Google Local Services Ads?
Higher Visibility: LSAs appear above organic search results and traditional Google Ads.
Pay for Leads, Not Clicks: Businesses only pay when a customer contacts them directly.
Trust and Credibility: Google’s verification process and the Google Guarantee badge increase customer confidence.
Easy Lead Management: Businesses can track and respond to leads efficiently within the LSA dashboard.
Google Local Services Ads offer an excellent opportunity for service-based businesses to generate quality leads and grow their customer base. By setting up LSAs correctly and optimizing performance, businesses can maximize their visibility, credibility, and overall return on investment. If your business falls into one of the eligible categories, LSAs are definitely worth considering as part of your digital marketing strategy.
If you need help navigating the setup or management of your LSA account, contact Clicks By K!
