In today’s digital era, local businesses need a strong online presence to attract customers. Google Local Service Ads (LSAs) offer an effective way to connect directly with customers searching for your services. Unlike traditional Google Ads, LSAs prioritize verified businesses and operate on a pay-per-lead model, making them cost-effective and highly targeted.
This guide will cover how Google Local Service Ads work, their benefits, limitations, and how businesses can leverage the Google Smart Ads feature of the GBPGM (Google Business Profile Growth Manager) tool to optimize their ad campaigns effortlessly.
What are Google Local Service Ads?
Google Local Service Ads are a specialized ad format designed for service-based businesses such as plumbers, electricians, HVAC technicians, and more. These ads appear at the top of Google search results, even above traditional Pay-Per-Click (PPC) ads, maximizing business visibility.
Unlike traditional Google Ads, LSAs work on a Pay-Per-Lead model, meaning businesses only pay when a potential customer contacts them through the ad.
Businesses Who Can Use Google Local Service Ads
Google Local Services Ads are available for a wide range of businesses, primarily those offering services directly to customers in their homes or at their businesses. Here’s a breakdown of the categories and some examples:
Home Services:
- Contractors: General contractors, electricians, plumbers, HVAC technicians, roofers, painters, carpenters, handymen, flooring specialists, etc.
- Cleaning: House cleaning, carpet cleaning, window cleaning, junk removal, etc.
- Landscaping & Lawn Care: Landscapers, lawn care services, tree services, snow removal, etc.
- Other Home Services: Appliance repair, garage door services, pest control, water damage restoration, moving services, locksmiths, home inspectors, etc.
Professional Services:
- Legal: Lawyers specializing in various fields (e.g., bankruptcy, business, family, immigration, real estate, etc.)
- Financial: Financial planners, tax specialists, etc.
- Real Estate: Real estate agents, etc.
Health & Wellness:
- Medical: Doctors, dentists, chiropractors, optometrists, etc.
- Therapies: Physical therapists, massage therapists, etc.
- Other: Acupuncturists, dietitians, etc.
Other Service Categories:
- Education: Tutors, driving instructors, language instructors, etc.
- Care Services: Child care providers, pet groomers, pet trainers, etc.
- Automotive: Mechanics, auto body shops, car detailing, etc.
- Event Services: Photographers, videographers, event planners, etc.
There are more than 70 businesses that can run Google Local Service Ads.
Google LSA Availability by Country
Google Local Services Ads are expanding to more countries over time. Currently, they are available in:
- Austria
- Belgium
- Canada
- France
- Germany
- Ireland
- Italy
- Spain
- Switzerland
- United Kingdom
- United States
Important Notes:
- The specific business categories and subcategories available may vary by country.
- Eligibility requirements, such as licensing and insurance, may also differ depending on the location and service category.
Steps to Set up Google Local Service Ads
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Access Google Ads:
Begin by navigating to ads.google.com. Sign in if you have an existing Google Ads account, or create a new one if needed.
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Check Eligibility:
LSAs aren’t available for all business types or in all locations. Use the eligibility checker tool on the Local Services Ads site (linked from the main Google Ads page) to see if your business qualifies. Enter your service area and business category to determine availability.
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Create Your Business Profile:
If your business is eligible, you’ll be prompted to create a profile. Provide essential business information, such as your name, contact details, and address. While not all fields are mandatory, completing as many as possible can expedite the verification process.
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Define Your Services:
Specify the types of services you offer and the geographic areas you serve. If your specific service isn’t listed, it may not be available for LSAs in your region.
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Preview Your Ad:
Google will generate a preview of your ad based on the information you’ve provided. Note that you can’t directly edit the ad itself; changes must be made to your business profile.
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Verify Your Business:
This crucial step involves demonstrating your business’s legitimacy. You’ll likely need to provide documentation such as proof of insurance, business licenses, and registration details. Google may also review your Google Business Profile for customer reviews. If you lack reviews, you can generate a link to request them from past clients.
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Set Your Budget:
Determine your weekly budget for your LSA campaign. If you haven’t already, you’ll also need to configure your billing information within your Google Ads account.
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Link or Create a Google Business Profile:
A Google Business Profile is generally required for LSA verification. If you have an existing profile, link it to your LSA account. If not, create one.
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Await Approval:
After submitting your information, Google will conduct a screening and verification process. This may include background checks, verification of business registration, insurance, and licenses. The approval process can take time, ranging from a few days to several weeks.
Benefits of Google Local Service Ads
- Increased Visibility: LSAs dominate the top section of Google search results, ensuring your business is seen by potential customers actively searching for your services.
- Pay-Per-Lead Model: You only pay when a potential customer contacts you through the ad, making it a cost-effective way to generate leads.
- Google Guaranteed Badge: This badge signifies that Google has vetted your business, enhancing trust and credibility among potential customers.
- Improved Lead Quality: LSAs connect you with customers who are actively seeking your specific services, resulting in higher quality leads.
- Easy Setup and Management: LSAs are relatively easy to set up and manage, even for businesses with limited marketing expertise.
Limitations of Google Local Service Ads
While Google LSAs offer numerous advantages, it’s essential to be aware of their limitations:
- Limited Availability: LSAs are not available for all business categories or locations.
- Strict Eligibility Requirements: Businesses must meet specific criteria, including licensing, insurance, and background checks, to qualify for LSAs.
- Limited Customization: LSAs offer less customization compared to traditional Google Ads, restricting your ability to tailor your ad message and targeting.
- Dependence on Google: Your visibility relies heavily on Google’s platform, making your business susceptible to changes in their algorithms or policies.
Google Smart Ads: The Best Alternative to LSAs
If you’re looking for an advertising strategy that overcomes the limitations of Google Local Service Ads while providing more flexibility and control, Google Smart Ads is the perfect solution.
The Google Smart Ads feature in the GBPGM (Google Business Profile Growth Manager) tool allows businesses to create AI-powered ad campaigns effortlessly.
1. Automated Ad Management: Google Smart Ads automates ad creation and management without manual effort.
2. AI-Based Targeting: This feature analyzes consumer behavior and local search trends, ensuring ads reach the right audience.
3. Budget Optimization: Google Smart Ads allocates ad budgets efficiently, maximizing lead generation.
4. Detailed Performance Analytics: GBPGM provides comprehensive reports and analytics to track ad performance.
Conclusion
Google Local Service Ads offer a valuable tool for service-based businesses to connect with potential customers and generate quality leads. By understanding their benefits and limitations, and leveraging the power of Google Smart Ads within the GBGBM tool, you can create a comprehensive advertising strategy that drives business growth and success in the competitive online landscape.
FAQs
1. Are Google Local Service Ads better than Google Smart Ads?
Both have their advantages. LSAs work best for verified service businesses, while Google Smart Ads offer more flexibility, better targeting, and budget control.
2. How do I qualify for Google Local Service Ads?
Businesses must complete a background check, license verification, and insurance validation to be eligible.
3. What industries can use Google Local Service Ads?
LSAs are mainly for home service providers like plumbers, electricians, locksmiths, and similar businesses. Availability varies by location.
5. Can I use both LSAs and Google Smart Ads?
Yes! Combining both can enhance visibility and lead generation while optimizing budget spending.
