Google Local Services Ads are an exciting way to connect your business with local customers searching for your specific services. These ads pop up right at the top of Google search results, showing off your business details, ratings, and contact info—all the good stuff that helps you stand out.
This powerful tool is a simple and effective way to reach your audience quickly, so let’s dig deeper and find out how exactly it works!
How Do Local Services Ads Work?
Local Services Ads give your business prime visibility by appearing above traditional ads and organic results on the SERP. When a customer clicks your ad, they’re directed to a Google-hosted profile with your business info including phone numbers, hours, and reviews.
Your profile can also feature one of the following badges if you undergo a voluntary certification process:
- Google Guaranteed: The Google Guaranteed badge is a green checkmark symbol businesses can earn by passing background checks, interviews, and location verification. It also includes a satisfaction guarantee of up to $2000 for certain services.
- Google Screened: The Google Screened badge, marked by a gray check, is tailored for professional services like lawyers and financial advisors and confirms they’ve met rigorous license checks, background requirements, and interview standards.
Google Local Services Ads use a pay-per-lead model instead of pay-per-click, meaning you’re only charged when a customer contacts you directly through your profile. While this platform isn’t available for all industries or areas, Google is expanding this service to more locations and sectors. Keep an eye out to see when it becomes available in your area!
Why Google Local Services Ads Are Your Business’s New BFF
There’s no end to the ways Local Services Ads can help your business grow. The optional certification badges lend huge credibility to your business and are sure to make a great impression on potential customers. Plus, the pay-per-lead system guarantees your budget is used solely to connect directly with interested customers—no wasted ad spend!
The best part? Local Services Ads don’t just bring in more leads—they bring in better ones. These ads appear when customers are actively searching for your services, meaning you’re connecting with people who are ready to book. It’s a fast and simple way to match with ideal clients!
How to Get Started: Eligibility and Setup
Industries that can currently use Local Services Ads include home services, wellness services, professional services, education services, pet services, beauty services, health services, and automotive services. The best way to confirm if your specific service is available in your area is to begin the verification process—this will show whether your job type is supported.
Finalize Your Google My Business Profile
To set up your ad, create a Google My Business profile. Your profile must be verified and active, and you must have a few reviews on your profile before your Local Services Ads account can be submitted for verification (the number of required reviews depends on your industry).
Sign Up for Google Local Services Ads
Next, visit the Local Services Ads homepage to sign up for the program. You’ll be taken through another verification process, which includes background checks, license checks, proof of insurance, and a questionnaire to ensure your business is a good fit. The 1–3 week review process starts after all of your documentation is submitted.
Create Your Budget
The cost of running Local Service Ads can vary significantly depending on your industry and location. For instance, if you’re an attorney, LSAs typically recommend budgeting around $700–$1,000+ monthly to generate leads. On the other hand, the suggested range for industries like HVAC (plumbing, electricity, etc.) tends to be lower, from $500–$700+ per month.
Keep in mind that your location also plays a big role in determining the cost of leads. Unsurprisingly, California holds the title for the most expensive place to run Local Service Ads across all industries. However, this means smaller towns can give you an advantage. You’ll likely pay less per lead in these areas while also seeing stronger results.
4 Tips to Maximize Local Services Ad Effectiveness
Signing up for Local Services Ads is just the beginning. To truly make the most of this powerful tool, you’ll want to fine-tune your approach and make your ads work even harder for you. Here are some simple but effective tips to help you get the best bang for your buck!
1. Complete Your Profile Accurately and Thoroughly
Your profile is where potential customers can learn all about your business, so include as much detail as possible. Add photos, a clear description of your services, accurate contact information, and all relevant certifications or licenses.
2. Encourage Customer Reviews
The more positive reviews you have, the better your chances of standing out among competitors. Ask satisfied customers to leave a review on your profile and respond promptly to any negative reviews.
Bonus Tip: To make your profile stand out, make sure you have more reviews than your competitors.
3. Regularly Monitor & Optimize Lead Quality
Set weekly (or monthly, depending on how well your leads are doing) reminders to check your lead quality and make necessary adjustments. Use the dashboard provided by Google to track how customers find you, mark if a client was actually booked, which services they’re most interested in, and what keywords drive the most leads.
4. Work With an Expert
Managing your Local Services Ads doesn’t have to be your own personal headache. For an extremely low-maintenance price, Lemonade Stand will take the reins and handle your ads with expertise.
Our team provides personalized recommendations to help businesses optimize their Google My Business profile and boost their visibility. Plus, we’ll share tips to maximize your lead potential, ensuring you’re attracting high-quality customers ready to engage with your business.
Why Am I Not Getting Leads From My Ads?
If you’re not seeing the results you hoped for from your Google Local Services Ads, don’t give up just yet! Here are some common reasons why your ad may not be performing as well as you’d like:
- Your budget is too low. Even though you only pay for leads, you still need a decent budget to get enough visibility and traction for your ad.
- You don’t have enough reviews or you have bad reviews. Reviews can make or break your ad’s success.
- You’re not responding to leads or answering the phone. Stay available and responsive to any potential customers trying to reach out. If you don’t respond to potential leads, you will get penalized. Plus, your response time is tracked, so answering quickly is critical. Assign someone to stay on top of this—your business depends on it!
- You have an incomplete GMB profile. Make sure all your information is up-to-date and accurate.
- You’re having a hard time with industry competition. If you’re in a highly competitive industry, it may take some time for your ad to gain traction. Stay patient and continue optimizing your profile.
- You set your ads to run 24/7 instead of during business hours. If you have someone available 24/7 to answer calls or messages, that’s great! If not, ensure your ads are scheduled to run only during business hours to maximize their effectiveness.
Shake Up Your Ad Game with Lemonade Stand!
Google Local Services Ads are a game-changer for businesses looking to connect with their local audience—but without proper management and optimization, it’s hard to meet your full potential.
Our team at Lemonade Stand wants you to make the most out of every opportunity to grow your business. Partnering with our professional digital marketing team will help you dominate the local market and reach more customers than ever before.
So what are you waiting for? Connect with one of our specialists today for a free quote and get your Local Services Ad up and running. We’ll handle the hard work while you reap the rewards…it’s a match made in ad heaven.
