Google may be able to help people all over the world, but for some local searches, we need a trusted answer in our own area, and we need it fast!

People whose sinks are overflowing can’t wait for a plumber from another state, and they don’t want to call a stranger in the middle of the night when they’re locked out of their car.

Text ads for local services often have a hard time converting these users.

The good news is that Google’s Local Services Ads (LSAs) can help. This piece tells you everything you need to know about LSAs to use them to your business’s advantage.

What Are Google Local Services Ads?

Google Local Services Ads are a great addition to a local SEO plan for industries like locksmiths, plumbers, garage door professionals, electricians, lawyers, real estate agents, and many more.

When a searcher types in a local search query like the one below, they may see several recognized professionals in their area right above the traditional paid search ads. These ads show the business number, hours, ratings, and reviews.

When someone clicks on a local advertiser’s page, Google asks them to confirm the job they want and the area they serve. If you are qualified for the job and serve that area, you will be matched with the searcher, and they will be able to look at your skills, ratings, and Google reviews before they call you.

If you’re not a good fit for their job or don’t work in their area, Google will save you the money and trouble and send them to a better Local Services Ad.

As you can see above, Google’s Local Services Ads show up on desktop, tablet, and mobile searches. They also reach more people than standard search ads.

Google Assistant answers relevant voice search questions with ads for local services! The Google Assistant asks about the job type and area of the searcher to make sure that the ad is a good match.

Local Services Ads Industries

For some businesses, Local Service Ads are a dream come true. Google now fully supports Local Services Ads for more than 70 businesses all over the United States.

• Appliance Repair
• Carpenter
• Carpet Cleaning
• Cleaning service
• Electrician
• Foundation pro
• Garage door pro
• Home inspector
• Home security
• HVAC
• Landscaper
• Mover
• Pest control
• Plumber
• Pool cleaning
• Tree Service
• Window repair
• Financial planner
• Tax specialist
• Real estate agent

• Bankruptcy lawyer
• Business lawyer
• Estate lawyer
• 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

Benefits of Google Local Services Ads

Still not sure if Google Local Services Ads are right for your business? Let’s talk about some of the good things about this type of ad.

Advertisers pay per lead–not click!

PPC marketers know how painful it is to pay for a click that isn’t a good fit or doesn’t convert, especially for businesses with high average costs per click, like lawyers and dentists.

Google’s Local Services Ads help match the right job with the right advertiser and stop job mismatches, which often happen when a user looks for broad terms for a very specific job or for an area outside your service zone.

Local Service Ads only charge businesses for valid leads, which, based on the job and the market, cost between $6 and $30 per lead. You can even challenge the charge for credit if you get a lead that is fake, spam, or not a good match.

Gain Trust With the Google Guarantee or Google Screened Badge

People who do a search will see that Local Services Ads have a green tick next to the words “Google Guarantee.”

This does more than just grab users’ attention on a busy SERP; it also lets companies take advantage of Google’s strong endorsement. See, people trust Google, and its advice is backed up by more than just its name. The Google Guarantee protects unsatisfied customers for jobs booked through Local Service Ads, with a lifetime cap of $2,000 for coverage.

A “Google Screened” badge can also be given to businesses in the care, learning, or wellness fields. This lets people on LSA know that Google has fully approved and checked out your business.

Expand the Reach of Your Paid Search Ads

You’ll see that the Google Local Services Ads are above both the paid search ads and the organic results.

That’s because Google Local Services Ads aren’t meant to replace your regular search ads or even your organic local results.

Some people still use Google to look for things and expect to visit your website before choosing if you’re the best business for them. Even if they don’t convert through LSAs, their top place on the SERP and user reviews could change how people convert in the future.

Be Included in Voice Search Responses

When your customers’ drains are clogged, they are less likely to open a new tab and type a search term. Voice searches make up more than 20% of all searches, and Local service ads are one of the few ways to make sure people can find you on the 400 million devices that use Google Assistant.

No Ads or Keywords to Manage

Paid search advertisers know that researching keywords and testing ads can be tasks that never stop. Google’s Local Service Ads, on the other hand, don’t need either! Local Services Ads will automatically appear when a customer looks for one of the thousands of relevant search terms, like “plumber” or “leaky faucet under sink.” Information from your business profile will be used to make the ad format immediately.

Getting Started With Google Local Services Ads

Ready to try out Google LSAs? Here’s how to get started.

1. Confirm Your Eligibility

Google’s Local Services Ads are only offered in a few industries, which we’ve already talked about. First, confirm your business type, and are here to find out if you can connect with your customers through Local Services Ads.

If you qualify, you’ll be shown how to set up an account so you can control your Local Services Ads. Local Services Ads are handled differently than Google Ads ads, so you’ll need to make a new account.

2. Create Your Business Profile

Your Google Local Service Ads profile is different from your Google Business Profile account, which is linked to your local listing on Google. If you haven’t already, make a note to build and optimize this account as well. Your business’s profile on Local Services Ads will decide which jobs are a good fit for your business. Be honest about the services you can offer and the places you want leads in, because you’re agreeing to pay for any leads that come from your Local Services Ads that match.

Your Google Local Service Ads profile is different from your Google Business Profile account, which is linked to your local listing on Google. If you haven’t already, make a note to build and optimize this account as well. Your business’s profile on Local Services Ads will decide which jobs are a good fit for your business. Be honest about the services you can offer and the places you want leads in, because you’re agreeing to pay for any leads that come from your Local Services Ads that match.

You Can Change the Following in Your Business Profile:

• Your weekly budget
• Your business hours
• Your service areas
• Your job types

You can also add highlights to your business description, which could show up on the SERP and on your business details page next to your Local Services Ads. Use these to stand out from others in your industry by highlighting things like “Locally owned and operated” and “Military discount available.” Even though these highlights are optional, Google suggests that your business profile has 2–5 highlights.

3. Add Your License and Insurance Details

To run Local Services Ads and get the Google Guarantee or Google Screened label, you’ll need to show proof that you’re a licensed and insured worker. Make sure your paperwork is up to date, and then give them information about your general liability insurance and any professional licenses you need.

If your city or state needs you to have more IDs, you can also add them here to make sure you’re legal in those areas.

4. Complete a Background Check

Before Google starts sending people into its users’ homes, businesses, and cars, it wants to make sure that its users are safe and can always trust the Local Services Advertisers who are covered by the Google Guarantee. Because of this, Google checks the background of companies and their field workers. Google has teamed up with two companies that do background checks, Pinkerton and Evident, to do these checks.

5. Manage Your Leads

Once your business page is finished, you can launch your Local Services Ads and start getting new leads. On your LSAs page, you can see and take care of your new leads.

You can get to the “Leads” tab from this screen by using the drop-down menu in the top right corner. You can also use the Local Services Ads app for Android and iOS to handle the leads that come to you.

Don’t forget that leads don’t always turn into jobs. Make sure to follow up with the leads that come to you. After you choose a specific lead, you can look at its details, such as the type of job and area, and listen to a recording of the call.

After Going Over These Leads, You Have Three Ways to Follow Up With a Lead Who Seems Interested:

• Send your message to the customer via email or text message.
• If the customer provided a phone number, call that number.
• Politely decline the job offer. When you say no, the customer will be informed, and the request will be removed.
• Optionally, you can send a reply providing more details about why the request was turned down.
• Keep in mind that if circumstances change, a previously declined request can be reconsidered and brought back.

After going over your leads, you can also mark one as “booked” to keep track of the jobs you have coming up. You can use this feature to plan your future jobs, send confirmation emails, and get reviews from your customers. Reporting on these signed deals will also help you figure out the ROI and profitability of your Local Services Ads as a whole.

6. Manage Your LSA Budget

From your business page, you can change how much you want to spend on Local Services Ads. By changing your average weekly spending, you can decide how much you want to spend on your Local Services Ads. As with Google Ads, Google may spend a little less or a little more than your weekly budget in any given week, but it will never spend more than your highest monthly budget.

Since Google Local Services Ads charge you per lead instead of per click, raising or decreasing your budget will have a direct effect on the number of leads you get. To get the most out of your new Local Services Ads, it’s best to set aside money for at least 20 leads per week when you first start.

Keep in mind that your Local Services Ads budget is different from your Google Ads budget, so if you’re running both, you’ll need to be ready for the total cost of both ads.

7. Consider Your LSA Rankings

Even with Local Services Ads, there’s only so much room on the SERP!

On Desktop, up to three Local Services Ads will show up, on Mobile, up to two, and on Google Assistant, only one. Just like with your PPC ads, you’ll need a high Ad Rank for your listing to show up.

But, unlike your search ads, where you have to worry about your ad’s Quality Score, which is based on your ad’s CTR, ad relevance, and landing page, you don’t have to worry about these rating factors. Instead, Google figures out the Ad Rank for your Local Services Ads by taking into account things like:

• Your review score and the number of reviews you receive
• Your responsiveness to customer inquiries and requests
• Your business hours
• Whether or not Google’s received serious or repeated complaints about your business

Use Google LSAs Today to Book More Jobs Tomorrow

Google LSAs are easy to make and handle, so adding them to your marketing plan is a win-win situation for your service business. Just make sure you set aside time to set them upright and handle any leads they bring in. If you’re still having trouble figuring out how to use Google LSAs, check out how our solutions can help your service-based business make the most of this unique type of ad.

To summarize, here are the steps you need to take to get started with Google LSAs:

• Confirm your eligibility
• Create your business profile
• Add your license and insurance details
• Complete a background check
• Manage your leads
• Manage your budget
• Consider your ad ranking

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