Since their introduction in 2015, Google Local Services ads have become an indispensable tool for businesses seeking high-quality leads. Expanding to more than 50 industries over the years, Local Services Ads (LSAs) now support a wide variety of sectors, from HVAC services to photography. Our team has been closely following these developments, and we’re eager to share how LSAs can help maximize your online advertising campaigns and drive measurable results. Below are five reasons to consider adding Local Services Ads to your digital marketing strategy.
Local Service Ads Operate on a Pay Per Lead Model
Many online advertising efforts, especially in PPC advertising services, focus on a Pay Per Click (PPC) approach. In traditional PPC, every click costs you, regardless of whether that visit turns into a lead or sale. Local Services ads, by contrast, charge you only for genuine leads—meaning you pay when a customer contacts you via call, text, or voicemail through the ad. On average, lead costs depend on your industry and location, often around $23 per lead, but this can vary. Plus, if you feel you’ve been charged for an irrelevant lead (such as someone outside your service area or a solicitor), you can dispute these charges to keep your lead generation services cost-effective.
Location is Everything in Local Services Ads
Local Services ads command prime digital real estate, appearing at the very top of Google’s search results for relevant queries. This placement puts your business in front of customers who need immediate help—think emergency plumbing or urgent repairs—and positions your brand as a trusted solution thanks to the “Google Guaranteed” badge. If your organic SEO or paid ad traffic has declined, it may be due to the prominence of these ads in your market.
Building Customer Trust with Google Guaranteed
To appear in Local Services ads, your business must undergo a background check and provide required licensing and insurance information. Upon approval, your business receives the “Google Guaranteed” badge, reassuring potential customers that your company meets Google’s standards for reliability and trustworthiness. This extra level of customer reassurance can make all the difference, especially for users booking services online for the first time.
As another benefit, unhappy customers may qualify for reimbursement from Google (subject to Google’s terms and discretion). This adds another layer of confidence for those choosing your service and enhances your reputation.
Hassle-Free, Qualified Lead Generation
The Local Services ads dashboard makes setup simple—even for business owners new to digital marketing or without a dedicated marketing team. Here’s what you’ll need to get started:
- Select Job Types and Categories: Choose specific services based on your actual offerings. Only include jobs you perform to avoid negative feedback and stay competitive.
- Budgeting: Set a weekly budget that ensures your ads get seen. If your budget is too low, your ad may not be displayed consistently, reducing your lead flow.
- Defining Service Area: Target areas down to the city, county, neighborhood, or zip code. Accurately represent your business’s service reach for the best results.
- Business Hours: Your ad displays only when you are open. Compare your hours to competitors—if they’re open 24/7 and you’re not, their ads may get more visibility.
You have total control over who sees your ads and when, which means more qualified traffic and higher conversion rates. Set clear expectations so you’re connecting with the right customers every time.
Simplified Campaign Management
The Local Services ads dashboard is user-friendly, making it easier to manage your online advertising without needing to master every detail. You can manage leads directly—listen to call recordings, mark jobs as booked or completed, and request reviews—all with just a few clicks. There’s no need to manage keywords, bidding strategies, or landing pages as in traditional PPC campaigns, and your website doesn’t even have to be featured. If you’d like to enhance other digital marketing areas like branding or social media management, feel free to reach out — we’re always happy to help with a full suite of services.
Local Services ads have made paid search accessible to everyone, offering businesses of all sizes an efficient way to increase brand awareness online, improve lead generation, and achieve measurable results through digital marketing. If you’re interested in streamlining your performance marketing or want guidance setting up a campaign, our team is ready to help you every step of the way.
For those ready to maximize website traffic growth and optimize for conversions, consider exploring our website development or AI chatbot services to boost your digital presence even further.
