In case you weren’t aware: If you’re in the local services business, but aren’t using Google Local Service Ads (LSAs), you’re leaving money on the table and falling behind your competition.
Different than running Google Ads, Google’s Local Service Ads provide potential customers with ratings, reviews, a Google Guarantee, and an immediate way to reach you.
Take these HVAC companies for example. They show up right at the top of the SERP, before other Google Ads, and organic results:
Running LSAs becomes even more of a no-brainer when it comes to mobile results, where leads can click to call or message instantly. Here’s how some local plumbers and electricians show up on mobile devices:
While fairly straightforward to maintain, there are still best practices to utilize and maintenance to do.
What Are Google Local Service Ads?
LSAs are ads specifically designed for local services located in local geographic areas all around the United States.
You might get these confused with Google Ads, but there are some pretty big differences.
With regular search-based Google Ads, you rely more on bidding, your landing page, and the copy used in your ads.
To rank for a Google Local Service Ad, you’ll be placed based on location proximity, your operating hours, and the all-important customer reviews.
They also take a bit more up-front work, as you need to go through a verification process with Google, and collect those reviews, if you haven’t already.
Qualify For LSAs
Unfortunately, not every service business type is eligible for these specialized ads. While more service types are being added for eligibility as time passes, it’s best to check to see if you’re eligible before getting too excited about the prospect of running ads.
Once you determine that you’re an eligible service, you must meet the minimum requirements. These are:
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- A Google Business Profile with a rating no lower than 3.0
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- A Google Ads account
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- Applicable team member background checks
LSA Variations
Depending on your service, you will either be listed as “Google Guaranteed” or “Google Screened”.
Google Guaranteed carries customer protection of up to $2,000 for any on-site issues that may arise. This is for industries such as electrical, plumbing, locksmithing, etc.
Google Screened does not carry any protection, and the screened part refers to the background checks that were run for appropriate service team members. You’ll see this on something like a realtor’s LSA:
(You’re welcome for the free publicity, Luke and Lucas.)
Bonus Tips To Keep Your Local Services Ads In Good Standing
Continuously Request Google Reviews
Maintaining that 3.0 and above review rating is key to keeping your LSAs active. It’s also recommended that you collect reviews through your Google Business Profile.
Reviews you get through Google Business Profile will always show up on your LSA ranking and remain if you ever stop running LSA ads, but any reviews you get through your LSAs will not show up in your Google Business Profile when your LSAs stop running.
Keep Proper Hours
If you aren’t a 24-hour company, do not set your ads to run 24 hours a day. Set your hours for when you or your team are actively around to respond promptly.
You don’t want Google to allocate any of your budget to when you’re asleep in the middle of the night and unable to take calls.
Appropriately Mark Your Leads
Google will learn quicker and act smarter when you feed it better information.
If you get a lead that turns into business, be sure to mark it as closed successfully.
On the flip side, if leads turn out to not be good, or in line with what your business does, remember to archive them.
For example, if you’re a realtor and you get a call about a commercial listing, but you only handle residential, you’ll want to archive that lead as it doesn’t fit with your service.
Don’t Be Nervous To Tackle Local Service Ads (But Contact Us If You Are)
What we covered today are only a few of the moving parts, best practices, and pitfalls of Google Local Services Ads.
It seems like a lot, and possibly overwhelming, but there’s little doubt that investing time and budget into LSAs can be a game-changer for your business.
If you don’t have time for LSA setup or need help maintaining the ads, we’re here to help. We know what it takes to run successful, money-printing Local Services Ads.