Local Service Ads Guide

Local Service Ads 17 Dec 2020

Ah, text ads. We all know them – we may like them… however many find them boring, boring, boring.

Are you a local service that’s struggling to convert sales and generate traffic? Are you using textual ads?

Don’t you just wish there was a sure-fire way to generate traffic?

Well- there is!

Today we’re taking you through all you need to know about local service ads. There are three simple things that are certain in this life: death, taxes, and the quality of our information!

So, without further ado, here’s what we’ve got coming up:

We’ll kick things off with a run-down of what a Local Service Ad even is.

We’ll then talk about the different “regions” of these ads, and then we’ll finally chat about how to use Google My Business to make your own local service ads – as well as highlighting why this is even worthwhile!

What are Local Service Ads?

There’s been a lot said about Local Service Ads (LSA) – and all of the conflicting information can make it really hard to know what you’re looking out for.

Let’s cut a long story short.

Local service ads are pay per lead – not per click. This is their unique selling point.

What this means is that bidding is by a per-lead basis, meaning you don’t have to pay for possible clicks. This is key because we’re all in agreement that PPC ads don’t always lead to engagement or conversion.

Why Else do Businesses Choose Local Services Ads?

Ad Format

Another key selling point of these ads, especially for businesses, is that they’re universal. They serve all normal search engine results pages on pretty much any platform – from mobile to desktop – as well as via voice search.

This immediately means that they’re an efficient and reliable format, capable of generating new leads.

Proximity Rankings

Another bonus is that these ads rank based on the proximity to the searcher, as well as positive reviews.

This is handy because it means that these ads have a direct relationship to the location of searches – a key bonus for local businesses!

Local Businesses Get the Google Guarantee

A specific and key difference is that, with these types of ad, you can become Google Guaranteed.

This is a safety net; as part of signing up for these types of ad, you get Google protection. Pretty handy, right?

Let’s have a more detailed look into Google My Business and the Google Guarantee.

The Google Guarantee:

The Google Guarantee serves as a handy companion for your soon-to-be LSA.

It essentially allows search ads to do the talking – and communicate to your local potential users that you’re the real deal in your zip code.

These are all based on positive reviews, as well as proximity. This means that you’re not disadvantaged if you don’t have many reviews!

What Does Google Guarantee Do?

The Google Guarantee vets your business and its search ads, ensuring:

  • Essential background checks
  • License and insurance

This eases potential users in and helps them to see the value of your resources and services.

What Are Local Services Ads Regions?

Now, the next question is: what are regions? Why do they exist?

Why are regions beneficial in getting fresh leads?

First thing’s first: these regions exist because they massively aid the structure and resources that local services advertisements can provide.

These are a lot cheaper than pay-per-clicks, as you’re only charged for calls over two minutes. This gives you long enough to develop leads from the minute new ads appear.

One of the most important things to remember for any business, especially those dealing with leads and adverts, is that customer service is key.

Your rankings are inevitably favored by amazing customer experiences. People will do their background checks – so make sure they have good things to stumble across. This levels the playing field, if you will, between bigger and smaller firms.

The Importance of Regions in Generating Leads

Unfortunately, not all regions have access to Google’s Local Service Ads or other key bonuses of Google My Business.

However, Google is planning to expand its US-based coverage, and will even expand internationally across the next year!

Where in the US are Local Service Ads Available?

There’s an extensive list of where these local service ads are available, so local users can easily do their background checks!

Here is a comprehensive list of the locations that provide local service ads:

  • Atlanta-Sandy Springs-Roswell, GA
  • Baltimore-Columbia-Towson, MD
  • Boston-Cambridge-Newton, MA-NH
  • Charlotte-Concord-Gastonia, NC-SC
  • Chicago-Naperville-Elgin, IL-IN-WI
  • Cincinnati, OH-KY-IN
  • Dallas-Fort Worth-Arlington, TX
  • Denver-Aurora-Lakewood, CO
  • Detroit-Warren-Dearborn, MI
  • Houston-The Woodlands-Sugar Land, TX
  • Las Vegas-Henderson-Paradise, NV
  • Los Angeles-Long Beach-Anaheim, CA
  • Miami-Fort Lauderdale-West Palm Beach, FL
  • Minneapolis-St. Paul-Bloomington, MN-WI
  • New York-Newark-Jersey City, NY-NJ-PA
  • Orlando-Kissimmee-Sanford, FL
  • Philadelphia-Camden-Wilmington, PA-NJ-DE-MD
  • Phoenix-Mesa-Scottsdale, AZ
  • Pittsburgh, PA
  • Portland-Vancouver-Hillsboro, OR-WA
  • Riverside-San Bernardino-Ontario, CA
  • Sacramento–Roseville–Arden-Arcade, CA
  • San Antonio-New Braunfels, TX
  • San Diego-Carlsbad, CA
  • San Francisco-Oakland-Hayward, CA
  • Seattle-Tacoma-Bellevue, WA
  • St. Louis, MO-IL
  • Tampa-St. Petersburg-Clearwater, FL
  • Washington-Arlington-Alexandria, DC-VA-MD-WV

Getting Started with Google Business Ads?

Right, you’re sold on the idea, you’re within a registered region and you’re keen as anything to get started with your services ads. But how- I hear you ask?

let’s have a look:

Step 1. Ensure Eligibility

Make sure you’re eligible! It can seem like a very obvious tip – but one many people forget. Here, Google just needs to ensure that your company operates within an LSA-certified industry.

Which Industries Can Use a Local Services Ad?

  • Locksmiths
  • Plumbers
  • Garage Door
  • Electricians
  • HVAC
  • Air Duct Cleaner*
  • Appliance Repair Service*
  • Auto Glass Service*
  • Auto Service Technician*
  • Carpet Cleaner*
  • Event Planner*
  • Handyman*
  • Home Improvement Pro*
  • House Cleaner*
  • Junk Removal Provider*
  • Lawn Care Provider*
  • Mover*
  • Painter*
  • Pest Control Technician*
  • Pet Care Provider*
  • Pet Groomer*
  • Photographer*
  • Roadside Assistance Service*
  • Roofer*
  • Tree Service Provider*
  • Tutor*
  • Upholstery Cleaner*
  • Water Damage Service Provider*
  • Window Cleaner*
  • Window Service Provider*

*Not all services ads are supported in all markets. Local services list will increase this year (2020).

If Google hasn’t introduced Local Service Ads for either your region or industry, try not to worry!

Google is expanding the services ads regions and requirements – faster than you can say ‘Google My Business’!

Step 2. Forms and Paperwork

Great! You’re eligible. Now what?

Unfortunately, Google has an extensive list of application forms and other paperwork you will need to complete – and this can seem tedious. Thankfully, Google make the process easy by guiding you through them!

Here’s another key tip to remember:

Your Local Service Ads profile is different from your Google Business account.

Local Ads are managed separately from AdWords or Google Ads Express. So your local service ads business profile will your new account!

From your Google Services ads business profile, you can edit:

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

What Are Google Ad Highlights?

A popular feature is adding highlights to local services. These serve alongside your Local Service Ads on your google business page.

This is where you can specify any specific discounts such as Military or student on your local services ads!

Alternatively, you could highlight that you’re a locally owned and operated business, so customers can be reassured that they won’t be waiting for hours as caller number 92.

Although Google Local Services ads make adding highlights optional, Google recommends having at least 2-5 on your profile for optimal ad success.

Benefits to Google’s Local Service Ads

So, why even use a local service ad? Thankfully, we’ve got an array of benefits for you.

Local Service Ads are Pay Per Lead, Not Click

We have all experienced the pain of paying for a click that wasn’t converted or even for the right user!

Indeed, LSAs that use cost-per-click local servicing can be up to 5 times the average cost per click compared to Google LSAS.

Pay per lead is definitely the way to, well, lead!

Google Local Service Ads are based on the number of reviews and help connect the right job to the right advertiser – in order to aid against potential job mismatches. This often happens when users conduct a Google search for broad terms about a specific problem!

With Google Local Services ads you can dispute fraudulent, spam, or poor match leads, and better than this – you can charge for credit!

Google Guarantee Will Guarantee Users’ Trust

Searchers looking for help will notice that your Local Service Ad has that sweet green tick – the Google Guaranteed sign. This indicates that your services have been vetted!

Reassurance is key in the world of excess information and options – so having had a background check is the first step to gaining trust.

This trust is often difficult to provide by other means.

What’s more, a Google Guaranteed service also protects unsatisfied customers for jobs booked through services ads with a lifetime cap for coverage of $2,000! It’s also worth noting that, in the future, customers will only see local service ads google guaranteed.

Highlights Positive Reviews and Ratings on Google Ads!

Every Google Local Service Ad includes past customers’ ratings & reviews to help you earn searcher’s trust.

Be included in Voice- Activated Search Results

It’s fair to state that your users are less likely to fiddle with their phone, open a new tab, and type a search query when they’re trying to unclog their drain!

Because of Google LSA’s brilliant universality, your home service ads can be included in a quick voice search.

This ensures that you truly cover all bases and come up in all manners of search results!

We hope that this trusty guide has shown you the benefits of local services ads – so be sure to check them out going forwards!