Google Local Services Ads

Google offers a comprehensive advertising platform that includes search ads, display ads, video ads, and advertising within apps. The full scope of ads can be highly beneficial for businesses that market products or services across the globe or the United States.

LSA is a local services ad program exclusively. For businesses that serve a specific geographic area, local services ads target your audience more precisely.

For many businesses, conventional Google ads and LSA campaigns are highly effective. Key differences and advantages of each type of ads include:

Google Ads:

1. Scope: Google Ads reach broader audiences across many platforms.
2. Placement: Search ads appear on the search engine results page, usually at the top or bottom, while display ads can be found on a vast network of partner websites.
3. Bidding System: Advertisers bid on keywords, and the ad placement depends on the bid amount, ad relevance, and quality score.
4. Cost Model: Primarily operates on a pay-per-click (PPC) model, where you pay for each click your ad receives.
5. Targeting: Offers advanced targeting options, including demographics, interests, search behavior, and more.
6. Verification: While businesses can get a “Google Partner” badge by meeting certain criteria, there’s no “Google Guarantee” for services or background checks.

Local Services Ads (LSA):

1. Scope: LSA is specifically designed for local service businesses, like HVAC, plumbers, electricians, and storefront businesses like law firms, health, and wellness.
2. Placement: LSAs appear at the very top of the search results, even above traditional Google Ads, usually with the label “Google Guaranteed” or “Google Screened.”
3. Bidding System: There’s no keyword bidding. Instead, businesses set a weekly budget, and Google determines the ad placement based on factors like review scores and proximity.
4. Cost Model: Operates on a pay-per-lead model. Businesses pay when a user contacts them directly through the LSA, not merely for ad clicks.
5. Targeting: LSA focuses on location-based targeting, matching local businesses with users searching for services in their area.
6. Verification: To participate, businesses undergo a strict screening process, including background checks and license verification. Those that pass receive a “Google Guaranteed” or “Google Screened” badge, providing additional trust and assurance to potential customers.

In summary, while Google Ads offers a broader advertising platform suitable for various businesses and goals, LSA is specifically tailored for local service providers, offering location-based targeting and added trust through rigorous verification processes.

No, Google’s Local Services ads are not free but there is a great value if you provide a local service or products.

You don’t pay per click like other search advertising or for views like display ads.
Google Local Services operates on a pay-per-lead model. You only pay when a user contacts you directly through your Google local service ads.

Because your business only pays when a genuine lead is generated through the ad, the return on investment is much higher than other paid advertising. Unlike search engine optimization that can take months to generate search visibility for your local service or products, local service ads get your business onto the top of search results almost immediately.

The cost-per-lead varies based on your industry and the specific region or city where the ad is displayed.

Google’s Local Service Ads include the Google Guarantee. To earn the Google Guaranteed badge on your local services ads account, Google must vet and verify your business’s background.

After setting up your local services ads account, you will need to follow all the steps to complete the process. The process of completing background checks on your company takes an average of 2-5 weeks. The size of your company and Google’s third-party screening partner may affect turnaround time.

From the perspective of consumers, Google Guarantee instills confidence.

From the perspective of a business owner, the Google Guaranteed Program delivers a clear trust signal to potential customers, indicating that your business is legitimate and reputable.

An additional benefit of Google’s Local Services ads for buyers includes satisfaction. When booking a service with a Google Guaranteed the work is eligible for reimbursement if work is dissatisfactory.

The Google Guarantee, in essence, provides a warranty to the customer, assuring them that your service will meet a certain standard of quality. If it doesn’t, Google may compensate them, which can be a powerful incentive for users to choose a Google Guaranteed business over others.

What are the key benefits for service providers?

Google has quickly become one of the go-to digital advertising platforms for companies looking to convert leads. Some of the benefits include:

High-Quality Leads

Online searchers are looking for the services your company offers, and Google will match them with your company. From your Google Ad, leads can contact your company directly to schedule service.

You’re Only Paying For Results

Although Google Ads is a pay-per-click platform, you only pay when a customer gets in touch with you directly from your ad. You don’t pay for the click generated by searches who aren’t looking for your services, as they get directed to a company that is more relevant to what they’re looking for.

Appear On The Top Of Google Search

Everyone uses Google, and if you’re not using local services ads to generate new customers, you’re missing out. You’ll have hundreds more eyes looking at your company when you advertise it on Google Local Search Ads.

Schedule A Booking Immediately

When a searcher clicks on your ad, they can call you directly or send you a message. But if they already like what they see, they can book an appointment directly through your ad.

The Google Guarantee

The Google Guarantee helps set your business apart from your competitors. The guarantee badge will show potential customers that your company is legitimate and trustworthy, among other things, and has the proper credentials and insurance required for that industry.

Provide Searchers With More Information

Although your company’s name, address, and contact information are already listed on Google Local Services, customers will also have the opportunity to click on the link to your website. This is beneficial if they’re looking for more information about the services your company offers, to view photos or to read your blog.

Highlight Your Company’s Rating

Online searchers rely heavily on ratings to make a hiring decision. With these ads, you can display your rating and increase trust. Companies with good ratings are more likely to generate leads.