How Do Google Local Service Ads Work? The Ultimate Guide
These days, when someone needs a plumber, a haircut, or just about any local service, what’s the first thing they do? Most people turn to Google. But as a local business, how can you be sure that yours is the business showing up at that crucial moment? Google Local Service Ads are here to help answer the question of “how do Google local service ads work”.
Unlike traditional Google Ads, Google Local Service Ads (LSAs) aren’t about outbidding your competitors for keywords. It’s a different system entirely, one designed to connect customers with the best local service providers based on trust and reliability. Let’s look at the inner workings of these ads and why they might be your secret weapon for attracting new customers.
It Starts With A Guarantee
Imagine this: a potential customer sees your ad on Google Search, and right next to it is a green checkmark that says “Google Guaranteed”. You better believe that builds trust. The Google Guarantee is a feature of LSAs, adding an extra layer of assurance for customers.
Google backs this guarantee with their own money. If a customer isn’t satisfied with the work, they can be reimbursed by Google (up to a certain limit, of course). This protection motivates service providers to maintain high standards and makes customers feel more confident in choosing a Google Guaranteed business.
More Than 70 Industries Covered
One of the most compelling aspects of LSAs is the sheer diversity of industries they cater to. Google recognizes the need for reliable local services across a broad spectrum. They’ve responded by making LSAs available to over 70 industries throughout the United States.
This expansive coverage levels the playing field, allowing businesses to connect with their ideal customer base. This includes industries from plumbers and electricians to tutors and pet groomers.
Understanding How You Pay: A Breakdown of the LSA Model
One question on everyone’s mind is, naturally, cost. The pricing structure for LSAs offers a refreshing change from traditional ads. LSAs focus on leads, not clicks. With LSAs, you’re charged only when a potential customer contacts you directly through the ad.
You’re not paying for every single click, regardless of whether it’s a serious inquiry or an accidental tap. This “lead” model ensures that every dollar you spend is going towards connecting with individuals actively interested in your services. Keep in mind that generated leads from your Google Business Profile are free.
| Lead Type | Average Cost |
|---|---|
| Phone Call (2+ minutes) | $23 (But can range from $5 to $130) |
| Message | Typically 50% less than a phone call lead |
The beauty of LSAs is that you have more control than you’d think. Google may have suggested budgets when you’re first setting things up, but they emphasize the freedom to establish what you’re comfortable with spending. Let’s say you’re just dipping your toes in the water and decide to allocate $500 for a month to test how it goes. Google gives you the power to set a hard monthly cap.
So, if your ad performs well but hits that $500 limit before the month’s up, it will simply stop showing. Although, it could make sense to up that monthly spend to take full advantage of your leads. You’ll also want to keep in mind that the cost per lead can vary from business to business depending on your location, industry, and the competitiveness of the market.
Unlocking Local Dominance: The Why Behind LSAs
Why exactly do local service ads work so well, you might ask? Well, when LSAs appear on the Google search results page, they capture a substantial amount of user attention. According to one study, when these ads are visible they reel in almost 14% of all user clicks.
But the appeal goes beyond that. Imagine how Google local services ads work for customers using voice search. Google has seamlessly integrated LSAs into its voice search responses. As more and more users rely on their Google Assistant or other voice-activated devices, showing up as a top option there is vital. The higher your business ranks in local search results, the better your chances of attracting new customers and growing your business.
Getting Started With Google Local Service Ads
If you’re ready to start using LSAs for your business, there are a few things you’ll need to do to get started. These include creating a Google Business Profile, signing up for Local Services Ads, and passing a background check. Once you’re approved, you can start creating your ads and targeting your ideal audience.
It’s important to create high-quality ads that accurately reflect your business and services. Use relevant keywords and make sure your ad copy is clear, concise, and easy to read. You can also use ad extensions to provide potential customers with more information about your business, such as your phone number, business hours, and service area.
Benefits of Google Local Service Ads
There are many benefits to using LSAs for your business. They can help you generate more leads, increase brand awareness, and improve your online visibility. They can also help you build trust and credibility with potential customers, thanks to the Google Guarantee.
To get the most out of LSAs, it’s important to track your results and make adjustments as needed. Use Google Ads’ reporting tools to track your impressions, clicks, and conversions. You can also use these tools to track your cost per lead and return on investment (ROI). Regularly monitor your campaign performance and be prepared to make changes if you aren’t seeing the results you want.
In the age of online searches and instant gratification, having a robust online presence is not a luxury. In fact, most potential clients are more likely to select a service provider within their local area based solely on the visibility and convenience provided. It’s vital for service-based business owners to understand that this goes far beyond a typical website or social media. LSAs have proven to bridge the gap between your business and your potential customers in the moments that matter. Pairing up local service ads with a national SEO or local SEO campaign can definitely help increase your reach.
This ultimately simplifies the process by showcasing reputable, vetted services, enhancing visibility, and providing instant booking capabilities, and can increase your odds of gaining new customers significantly. When considering how do google local service ads work in their entirety, they prioritize a streamlined experience and are designed with both the consumer and the provider in mind.
How to Set Up Google Local Service Ads: A Step-by-Step Guide
As a business owner, you’re always on the lookout for innovative ways to reel in those customers. Sometimes, it’s about trying something new. That’s where understanding how to set up Google Local Service Ads might just be your ticket to increased visibility and a flood of new clients.
Imagine this – someone’s faucet is spewing water like a runaway fountain. In their moment of panic, they grab their phone and search for a “plumber near me”. Will your business be the hero that saves the day? With Google Local Service Ads, it can be.
This isn’t your average marketing tactic. It’s about putting your business front and center, right when and where potential customers are looking. SEO Locale can help with your local service ads with our Google Local Service Ads management. You can follow this guide below if you are looking for information on how to do it yourself.
This blog post is your complete guide on how to set up google local service ads, make them shine, and watch the leads pour in.
What Are Google Local Service Ads?
Google Local Service Ads, also known as LSAs, are the superheroes of hyperlocal advertising. They appear at the very top of search results when someone searches for services you offer within your vicinity. This prime real estate in the digital world helps you get noticed when potential customers are actively seeking the exact services you provide.
How Google Local Service Ads Differ From Traditional Google Ads
Now, you might be thinking, “Google Ads? Local Service Ads? Are those not the same?” Not really. Both help get your business in front of potential customers, but the strategies are different. Let’s break it down.
| Feature | Google Local Service Ads (LSAs) | Traditional Google Ads |
|---|---|---|
| Placement | Dominate above the search results | May Appear above, below or beside the search results |
| Payment Model | Pay-per-lead – only when someone contacts you directly | Pay-per-click – charged for every click, even if it doesn’t lead to a sale |
| Targeting | Hyperlocal – laser focus on specific service areas | Broader reach – can target specific demographics and interests |
| Setup & Management | Simpler – less focus on keyword research | More intricate campaign setup, bid management and keyword strategies |
The advantage of understanding how to set up Google local service ads? You’re essentially setting up a virtual shop right where customers are already looking.
Are Google Local Service Ads the Right Fit for Your Business?
You’ve heard the buzz. You’ve seen the Google Guarantee badge. But are Google LSAs really your golden ticket to success? Before diving headfirst into how to set up Google local service ads, ask yourself: Does this align with my business model and goals?
Who Benefits Most From LSAs?
Google Local Service Ads aren’t a one-size-fits-all. They work best for service providers operating within specific geographic locations. Think:
- Plumbers, electricians, and HVAC technicians – those everyday heroes who fix leaks and battle thermostats.
- House cleaners, landscapers, and window cleaners – the ones who keep homes and businesses looking spick and span.
- Pest control specialists, locksmiths, and garage door pros – those knights in shining armor who handle emergencies and unexpected breakdowns.
In a nutshell, if your ideal customer is looking for “near me” solutions, then understanding how to set up google local service ads is a must. Especially if you’re a service provider.
Eligibility Check – Are You In?
Before you spend hours crafting the perfect Google LSA campaign, take a moment to check if your business and services qualify. Google has expanded Local Services Ads to cover over 70 types of businesses, so don’t rule yourself out just yet.
Head over to the Google Local Services Ads page and answer a few quick questions. You’ll find out if your specific job type is currently eligible for LSAs in your area. No more playing guessing games—just straightforward answers and a clear path to Local Services Ads greatness.
The Nitty-Gritty: A Step-by-Step Guide to Set Up Google Local Service Ads
Ready to make Local Service Ads work their magic? Good news. I am going to tell you how to set up Google local service ads and get your business on the map (literally.):
1. Prep Work – Laying the Foundation
First impressions are crucial, even in the online world. Here’s what you’ll need to gather before we build that winning Local Services ad.
- A Gleaming Google Business Profile (GBP): This is the digital storefront for your business where potential customers will find everything about you. It needs to include accurate business information, hours, photos, and customer reviews. You want it polished and up-to-date. Don’t even think about skipping this step, as you absolutely need it for your LSAs.
- A Reliable Google Ads Account: If you haven’t explored the world of Google Ads yet, no worries. Setting up an account is easier than you think. Think of this as your mission control center for LSAs, where you’ll monitor your campaigns.
- Proof You’re the Real Deal: Depending on your service industry and location, get your business licenses, proof of insurance, and other necessary documents ready. This isn’t just a formality; it builds trust, ensures compliance, and unlocks that shiny Google Guarantee badge, if applicable. Think of these documents as the stamp of approval for legitimacy in your local market.
You might need to pass a background check. Google takes security seriously and wants to make sure customers find trustworthy professionals. Google LSAs often display a “Google Screened” or “Google Guaranteed” badge for eligible and verified businesses, which is a big deal.
2. Time To Set Up Those LSAs
Go to ads.google.com and log in to your Google Adwords account. If you don’t have one, you’ll need to set one up.
Next, choose “Local Service Ads” to kick things off. Fill in your business name, contact information, and any specific service areas where you operate. This helps ensure you are only paying for leads within your target market, because why waste precious marketing dollars? The more accurate you are here, the better.
Now it’s time to highlight those incredible services you provide. Google offers a comprehensive list of industries and categories so select every service relevant to your business. Be specific—the selections directly impact the type of leads you’ll attract. Why waste time and money on leads looking for drain unclogging when your specialty is bathroom remodeling? If it’s a service you offer, shout it from the digital rooftops (metaphorically speaking, of course).
Before launching your Local Services Ads, double-check that your business hours and other key details match your Google Business Profile information. This prevents confusion and ensures a smooth experience for potential customers. Inconsistency is confusing, so ensure every piece of information matches across Google’s services.
3. Stand Out With Visuals
A picture is worth a thousand words. When it comes to showcasing your work or team in the online world, choosing high-quality images that capture the essence of your business is a must.
You’ll be asked to upload a few photos related to your services – think satisfied customers with gleaming pipes, a sparkling clean home after your magical touch, or your team rocking their branded uniforms. Keep things professional yet authentic to truly shine online.
4. Budgeting
Think about how much you’re comfortable spending on leads. It’s a balancing act of knowing the lifetime value of a client and not going overboard.
It’s similar to traditional Google Ads in that Google LSAs use a cost-per-lead model. However, with LSAs you set a maximum weekly budget that Google uses to calculate the cost per lead. For some, this budget is based on your desired leads and for others on a set budget for advertising.
This system is beneficial as you’re only charged when a genuine lead calls or messages via the LSA. It’s direct engagement and worth every penny. To get a feel for the costs in your industry, check out Google’s LSA cost calculator. That will allow you to understand the potential cost-per-lead, but know that it’s always subject to change. The great part is that you have full control—set the maximum, track those leads, and see the return on your investment (ROI). It’s budget control in your hands.
5. Patience Makes Perfect (or at Least Approved)
This is the “sit back, relax (not really.), and let the process unfold” phase. Submit your ad for review. Google likes to ensure everyone plays fair, so this process can take a few weeks. This is where having all your documents in order really pays off.
It might feel a bit like waiting for exam results, but that verification is what builds trust for you and your future customers. Patience is key when working with Google, and transparency throughout their processes builds long term trust and ultimately brand authority.
Ready to Take Your Local Service Ads to the Next Level?
So you’ve launched your Google LSAs – kudos. Now comes the real fun: fine-tuning them for ultimate effectiveness. Here’s where a little tweak here and a strategic change there make a world of difference:
Monitor, Analyze, & Refine
Your Google LSA journey isn’t a “set it and forget it” kind of deal. Log in to your dashboard frequently and observe which keywords lead to the most calls and which ones lead to ghost towns. Check your response times, read those precious customer reviews, and ensure every aspect of your campaign aligns with your business goals. This will help you improve your overall strategy to ensure success in all facets of marketing your local service business.
Encourage Happy Customers To Sing Your Praises
Word-of-mouth is king and reviews, reviews, reviews. This can’t be overstated as businesses with a higher number of positive reviews generally perform better. Happy customers are your greatest asset.
Let people know you’re just starting out with LSAs and every single review makes a difference. You can even make it super easy for customers to leave feedback with a simple, shareable link. Remember to only ask for reviews after a positive experience; anything less might create customer dissonance, which is the opposite of your goal.
Mastering Google LSAs—Effort Well Spent
Setting up those Google LSAs might require a little time upfront, but I’m confident you can master it with this comprehensive guide on how to set up Google local service ads. It’s about visibility, engagement and trust. That Google Guarantee or Google Screened badge can set you apart in a crowded local market.
And remember, it’s okay to get expert help if needed. If all this feels like venturing into uncharted territory alone, remember there are specialists, even marketing agencies specializing in LSAs and online advertising, ready to lend a helping hand and guide you.
FAQs about how to set up Google local service ads
How to set up local service ads on Google?
Get started with Google LSAs by navigating to ads.google.com. Once you’ve set up a profile, provided essential business details, chosen your services, and set a budget, submit it for review. Google might require some additional checks before your LSAs go live.
How much do Google local services ads cost?
The cost of Google LSAs varies based on your industry and location. To help you get a grasp on the cost you can utilize Google’s LSA cost calculator. It’s worth keeping in mind that LSAs function on a pay-per-lead basis—meaning you only pay when someone directly contacts you after seeing your ad.
Is Google local service ads the same as Google Ads?
LSAs and traditional Google Ads are different. While both are online advertising platforms, LSAs zero in on local businesses offering services, like plumbers, electricians, or house cleaners, appearing prominently above search results. It’s pay-per-lead (you pay only if a customer directly calls or messages), while Google Ads can target diverse audiences using different ad formats.
How do I create a local campaign on Google Ads?
Creating a standard Google Ads campaign is an entirely separate process that you would manage directly within your Google Ads dashboard. Remember this is completely separate from setting up a Local Service ad which we went through here.
Conclusion
Ready to see your business thrive in the local market? Mastering how to set up Google Local Service ads gives you that edge. And, remember it’s not just about getting those calls but about turning those leads into happy, loyal customers who become your brand advocates. Give SEO Locale a call if you are looking for assistance on Google LSA or looking for a full digital marketing agency to take your business to the next level.