Stuck waiting for a plumber from across town? Google Local Services Ads can help! They put your local business at the top of search results, allowing customers to call or message you directly.
In this blog, our VP of Paid Media, Ryan Cox, breaks down everything you need to know about Local Service Ads to get more leads and grow your business.
What You’ll Learn:
- Introducing Google Local Services Ads
- Google LSA vs. Google Ads
- How Does Google Rank Local Services Ads?
- Google LSA for Google Home
- Google Local Services Ads Guide: How to Set Up LSA
- Build an Ad Strategy with Google LSA
- Google Local Services Ads: FAQs
My Expert Insight on Local Service Ads
Google Local Service Ads cut through the clutter and directly connect your business with ready-to-act customers. Imagine potential customers searching for plumbers. Your business pops up first — complete with glowing reviews, high ratings, and a simple click-to-call button. That’s the true power of Local Service Ads: instant, trustworthy connections.
Action Items:
- Evaluate your current ads to see what’s working and where there’s room for improvement.
- Refine your targeting settings so your ads appear in front of the right people at the right time.
- Monitor your campaigns regularly and optimize based on performance data to make sure you’re getting the most out of your ad spend.
Introducing Google Local Services Ads?
To begin with, what is Google LSA? Google’s Local Service Ads, or LSA, is a pay-per-lead advertising platform designed to connect local businesses with potential customers searching for services on Google.
These ads help businesses generate leads by showcasing their services and providing relevant information to customers.
Think of Google LSA as a digital billboard specifically for local service providers, but with a much more refined targeting system.
When potential customers search for local services—whether it’s plumbers, electricians, or locksmiths—your business appears at the top of Google search results with features like customer reviews, ratings, and a click-to-call button.
With the recent integration of Local Services Ads (LSAs) into Google Maps, businesses can now reach more high-intent customers actively searching for services in their area. Google automatically generates and displays these ads on Maps using your existing LSA data, expanding visibility to users looking for local services.
Benefits of Running Google Local Service Ads
Here’s what makes Local Service Ads a winning strategy for local businesses:
- Direct Connection: Customers can reach you instantly with a single click to call or message (available in the US). No more waiting for website form submissions or missed connections.
- Qualified Leads: Google pre-qualifies leads by ensuring they’re in your service area and seeking the exact services you offer. Say goodbye to tire-kicking inquiries!
- Pay-Per-Lead Advantage: You only pay when a potential customer reaches out through your ad, making it a budget-friendly way to target high-intent leads. Plus, you can track your return on ad spend (ROAS) more accurately.
- Increased Visibility: Google Local Services Ads appear at the very top of search results, above Google Ads and Google Business Profile listings.
- Reach Targeted Customers: Targeted advertising ensures that your ads are shown to relevant and potential customers, increasing the likelihood of conversions.
- Sign of Trust and Credibility: Google Local Services Ads display badges on your ad that indicate your business has passed Google’s screening and licensing requirements. In fact, studies show that businesses with citation details listed correctly across the web are 70% more likely to rank higher in local search results.
- Simplified Lead Management: The Local Services Ads platform provides tools to track, respond to, and manage all of your leads.
- Access Google’s Support: As a user of Google Local Services Ads, you have access to dedicated support.
- Dynamic Pricing: The pay-per-lead model that Local Service Ads uses allows for dynamic pricing based on certain factors, such as the service type and buyer behavior. As a result, you can place higher bids on Google Local Service Ads to connect with more potential customers who are most likely to convert.
- Eligibility and Regions: You might wonder, “Where are Local Service Ads eligible on Google?” As of 2024, Local Service Ads can now reach audiences in more areas across the globe for local search, including Australia, New Zealand, and Asian markets such as South Korea and Japan. As such, you can use your Google Local Services Ads to reach even more international target markets.
- Expanded Services: While Local Service Ads have previously worked for a range of industries, they now work for an even broader array of verticals, including solar panel installers, tutoring services, pet care, wellness services, dental, and telehealth care providers.
Paying for Leads, Not Clicks
Unlike traditional PPC (pay-per-click) advertising, Local Service Ads operate on a pay-per-lead model. This means you only get charged when a qualified lead reaches out through your ad, either by phone call, text message (US only), or voicemail. As of 2024, the pay-per-lead pricing model has been enhanced with dynamic pricing, allowing businesses to bid higher for urgent or high-value leads, such as emergency services.
This allows for more precise budgeting and a clearer picture of your ROI. The cost per lead can vary depending on your industry, but Google ensures leads are qualified, saving you time and money.
Google provides a dedicated Local Services Ads dashboard accessible on your phone, tablet, or computer. Here you can manage all your leads, track their booking rates, and even request reviews from happy customers.
By promptly responding to inquiries, you not only delight potential customers but also improve your ad ranking for future searches. It’s a win-win!
What Information Should Your Local Service Ads Include?
Google wants to make sure potential customers have all the info they need to choose the perfect pro for the job. That’s why they recommend packing your Local Service Ads with details that showcase your talent. The more you tell them, the more confident they’ll feel about clicking that “call now” button!
Here’s some key information you’ll need to set up Google Local Service Ads:
- Services Offered: Clearly list the services you offer, including descriptions, pricing, and any special promotions or discounts. Let potential customers know exactly what problems you solve and how you can help them!
- Service Area: Be specific about your service area and where you’re based. If you have multiple locations, make sure to include all of them to help ensure you’re connecting with customers who you can realistically serve.
- Contact Information: Provide a reliable phone number, email, or website where customers can easily reach you for inquiries or to schedule services. Make it easy for interested customers to get in touch and book your services.
- Reviews and Ratings: Highlight positive customer reviews and ratings on your profile to build trust and establish credibility with potential customers. Social proof goes a long way! Showcase the positive experiences other customers have had to build trust.
- Qualifications and Certifications: Share any relevant qualifications, certifications, or licenses that show your expertise and professionalism in your field. Let customers know you’re the real deal by mentioning any relevant qualifications or certifications you hold.
- Business Hours: Be clear about your business hours so that customers can know when they can expect to contact or receive services from you. Knowing your availability helps set expectations and ensures a smooth experience for both you and your customers.
- Photos or Videos: Use visually appealing photos or videos to showcase your work, your team, or your premises. A picture is worth a thousand words! High-quality visuals can make a big difference in capturing attention and building trust.
Who Can Use Local Service Ads?
As of July 2024, Google Local Service Ads are available in the US, Canada, most of Europe (including Austria, Belgium, France, Germany, Ireland, Italy, Netherlands, Spain, and Switzerland), and the UK.
LSAs are currently limited to specific service providers. Google outlines the eligible industries on their website, but here are some of the most common ones:
- Air Duct Cleaner
- Appliance Repair Service
- Auto Glass Service
- Auto Service Technician
- Carpet Cleaner
- Electricians
- Event Planner
- Garage Door Professional
- Handyman
- Home Improvement Pro
- House Cleaner
- HVAC
- Junk Removal Provider
- Lawn Care Provider
- Locksmiths
- Mover
- Professional Painter
- Pest Control Technician
- Pet Care Provider
- Pet Groomer
- Photographer
- Plumbers
- Roadside Assistance Service
- Roofer
- Tree Service Provider
- Tutor
- Upholstery Cleaner
- Water Damage Service Provider
- Window Cleaner
- Window Service Provider
Do keep in mind that a representative from the Google Local Services team might reach out either by phone or email. We mention this because it’s long been conventional wisdom that Google will not call or email out of the blue—so if someone from “Google” calls, it’s likely a phishing scam.
Google Local Services is its own service, separate from Google Ads and Google Business Profile, and things like Gmail or Google Drive—so don’t be alarmed if someone from the company tries to get in touch. Of course, you should ask for additional verification if you’re wary of the rep.
Google Local Service Ads vs. Google Ads: What’s the Difference?
Google Local Services Ads (LSA) and Google Ads are both advertising platforms provided by Google, but there are several key differences between the two. For starters, LSAs appear right at the top of search results, complete with your ratings and reviews, and even a handy click-to-call button.
- Ad Format: Google Ads allows businesses to create text-based search ads, display ads, video ads, and more. On the other hand, Google LSAs are specifically designed for local service providers and appear as a featured listing at the top of the search results, showcasing the business’s name, phone number, review rating, and hours of operation.
- Pricing Model: Google Ads operates on a pay-per-click (PPC) model charging you each time someone clicks your ad, whereas Google LSA uses a pay-per-lead model, where advertisers only pay when a lead contacts them through the ad.
- Verification Process: With Google Ads, businesses can create ads without going through a verification process. However, in order to run Google Local Services Ads, businesses must go through a screening process to verify their licenses, insurance, and background checks. This is to ensure that only trusted and reliable service providers are featured.
- Placement and Visibility: Google Ads can appear in various locations on the search results page, but Google Local Services Ads appear prominently at the top of the search results, above the traditional Google Ads.
- Overall Ease of Use: Another advantage of Local Service Ads is their ease of use compared to Google Ads. While Google Ads come with more customizable options, this level of customizability makes them more complicated to use, whereas Google Local Service Ads come with templates for simplified development.
- Guarantee Badges: Unlike Google Ads, Local Services Ads feature Guarantee Badges that can make your ads appear more credible to potential customers, persuading more people to convert.
- Services vs. Products: Another key difference to consider is the kind of offering that benefits from each. Google Ads are great for companies trying to sell products and goods, while Google Local Ads are better suited for local businesses selling services to clientele.
How Does Google Rank Local Services Ads?
Google ranks LSAs based on an auction system, where ads are displayed and ranked based on the highest bid and other factors.
Consider these factors for how to rank higher on Google local services:
- Proximity: Businesses that are closer to the customer’s location may receive a higher ranking.
- Reviews: Google considers the quantity and quality of reviews when determining the ad’s ranking.
- Responsiveness: Businesses that respond promptly and provide quality customer service may receive a higher ranking.
- Completeness: Having a complete and detailed business profile on Google Business Profile (GBP) can improve your ad’s ranking.
- Relevance: Google considers how well the services offered by a business match the user’s search intent.
Another critical factor to consider is the Guarantee Badge, which can go a long way in elevating your Google Local Services campaigns.
About the Google Guarantee Badge
The Google Guarantee builds customer confidence and loyalty by providing reassurance that certified businesses are reliable and committed to delivering high-quality services.
This means that if a customer is not satisfied with the services provided by a Google Guaranteed business, they can submit a reimbursement request to Google.
Valid complaints may be eligible for reimbursement of up to the amount paid for the initial service.
Any company working within a local service industry can go through the process and display the badge on their traditional paid ads, Google My Business Profile, and on their website. The major benefit of the badge is that it functions as a shorthand for customer protection, which helps companies build trust.
Google also recommends businesses that have been certified by Porch or HomeAdvisor. These companies have their own screening methods, but all check for criminal records and make sure that the business is a legitimate operation.
Ultimately, according to Google, Local Service Ads with these badges will generally rank higher than those for providers without them. In turn, they’re becoming increasingly crucial for connecting with audiences through these ads, along with other Google badges like the Google Screened badge.
Should You Optimize Google LSA For Your Google Home?
Google has begun rolling out Google Assistant ads for local services. In fact, Google Assistant now directly integrates with Google LSA bidding options when setting up your Google Local Service Ads.
Now, searchers can say “Ok, Google, I need a plumber” and the Assistant will provide them with a few nearby options. You can sign up for Google Assistant ads by filling out the short Google form here.
Anyone who has passed the screening process is eligible to advertise on Google Assistant, but all results are organic at this point. Meaning, getting Google to verbally recommend you depends on a few different factors, much like Google’s featured snippets.
To increase your chances of “appearing” in the Assistant results, you’ll want to make sure you’re collecting reviews, providing top-tier service and responding to incoming requests FAST.
Google LSA Guide: How to Set Up Google Local Service Ads
Set Up Your LSA Profile
Local Service ads aren’t run through your usual AdWords account, so you’ll need to set up a separate profile to go with them.
- Check eligibility based on Google’s requirements, which you can do here.
- Click “Get Started” to create your LSA account and Local Services Ads login.
Set up your Google Local Services Ad account - Get your Google Guaranteed badge when you sign up for Local Services Ads.
- Fill in your business info: name, address, phone number, and email.
Set up your Google Local Services Ad account - Choose the services you offer and set your budget.
- Pass Google’s Local Service Ads background check.
- Review your ad content and give Google the thumbs up to submit it.
- Relax and wait for Google’s approval (usually 3-4 weeks). Once approved, your ad is live!
Keep in mind—you can always edit your profile later on. Change your business hours, service areas, job types, and even your budget as needed.
Not all businesses qualify for Local Service Ads, though. It depends on your location and industry. For example, plumbers and electricians typically need a license to be eligible.
Get Certified
To certify businesses, Google conducts a screening and verification process.
The certification process involves the following steps:
- Business Information: Provide accurate and up-to-date information about your business, including your name, address, and contact details.
- Background Checks: Undergo background checks, both for the business owner and the service professionals working for the business.
- Verification: Verify that your business meets the necessary requirements for advertising with Local Services Ads, such as licenses, certifications, or other qualifications relevant to your industry.
For example, if you are applying as an HVAC tech, you’ll need to upload your contractor license, plus any additional credentials relevant to your business.
From there, Google reviews your documents to determine whether they’ll allow you to advertise. If you don’t pass, you won’t be able to advertise.
If you fail the first time, you do get a chance to re-apply within 30 days of submitting the initial application. However, if you fail to meet the requirements a second time, you won’t be able to apply again for another year.
Once you pass the screening and verification process, your business may receive the Google Guarantee badge, which signifies that you have met Google’s requirements.
Get to Know Your Google LSA Dashboard
As you learn more about how to optimize Google Local Service Ads and make them work for you, it’s important to learn how the dashboard works.
There are multiple features of the dashboard for LSAs on Google that can help you get the best results from your campaigns.
These features include:
- Automated Responses: The Google Local Services Ads dashboard now includes multiple ways to generate automated responses for your Local Ads. For instance, you can automatically credit leads after automatic reviews, and Google LSA can turn on message leads, which are more cost-effective than phone leads.
- Local Service-Specific KPIs: You can also track key performance indicators and metrics that are specific to each service thanks to Google Analytics 4 (GA4) integration. These LSA Google metrics include click-through rates, conversion rates, cost-per-click (CPC), cost-per-acquisition (CPA), impressions, and return on ad spend (ROAS).
- In-Depth Lead Attribution: See where your leads are in your marketing funnel with granular lead attribution. In the process, you can determine how well your marketing efforts are performing beyond your Local Service Ads on Google.
Build A Google Local Services Ad
Now let’s build an ad strategy that attracts those perfect customers. Let’s walk through an example—imagine you’re a superhero plumber:
Step 1: Target the Right People
First, you need to target the folks who need their pipes rescued. Through Google Local Services Ads, you can choose specific service areas, so you can target your local neighborhood or expand to nearby areas.
Because Local Service Ads are triggered when people search for services in a specific location, keywords work a bit differently than they do with your typical PPC campaign. Keywords relevant to LSAs categories will trigger the ads, but those keywords are things like “Denver cleaning services” or “plumber near me.”
The good news? You don’t need to manage or bid on keywords anymore. The ads are triggered based on thousands of relevant search terms, which Google has deemed relevant based on industry and location.
The slightly less good news? That means that unfortunately, you don’t get to review which keywords are sending over the most leads. Though these don’t operate on keywords, they are matched based on the service types you indicate.
Step 2: Highlight Your Services
Next, showcase what makes you the best plumber in town. During profile creation, you can select all the plumbing services you offer, be it drain cleaning, leak detection, or general maintenance.
Step 3: Budget
Here’s where Local Service Ads truly shine. You set a weekly budget for how much you’re comfortable spending on leads. Remember, you only pay when a qualified customer reaches out, so it’s a great way to target high-intent leads without breaking the bank. Start with a smaller budget and gradually increase it as you see success and refine your targeting.
Step 4: Craft Compelling Ad Copy
Create compelling and concise copy that highlights your unique selling points, like your expertise, customer satisfaction, or competitive pricing.
Step 5: Optimize Landing Pages
Make sure that the landing pages you link to in your ads provide a seamless user experience, are mobile-friendly, and clearly showcase the services you offer. Optimize them for conversions by including clear call-to-action buttons and contact information.
Step 6: Monitor and Optimize Performance
Regularly monitor the performance of your Local Service Ads using the Google Ads dashboard. Analyze metrics such as impressions, clicks, and leads to identify areas for improvement. Adjust your strategy as needed to maximize your ROI.
Step 7: Respond Quickly
Remember, responsiveness is key for ranking higher in Local Service Ads. When a potential customer reaches out through your ad (by call, text, or message), aim to respond as quickly as possible. This shows Google you’re on top of your game and ready to take on those plumbing emergencies.
Step 8: Gather Reviews
Don’t forget the power of reviews! Encourage happy customers to leave a review on your profile. Positive reviews not only build trust with potential customers but can also boost your ranking in search results. And on the off-chance you receive a negative review, be sure to address it promptly and professionally.
Evaluate Your Google LSAs: Classify Your Leads
Not all leads are created equal, and with Google Local Service Ads, you only pay for the ones that matter.
Behind the Scenes of Validifying Leads
Here’s a breakdown of how Google classifies a valid lead, straight from the source:
- Valid leads are related to your business or to the services
- You offer and can occur when customers find your Local Services ad on Google.
- Valid leads can be generated when:
- You receive a text message or email from the customer (United States and Canada only)
- You receive a voicemail from the customer
- You answer a phone call and speak with the customer
- You receive a missed call (without a voicemail) and you return the customer’s message with a text message, email, or call where you either speak with the customer or leave a voicemail
- You receive a booking request from a customer (United States and Canada only)
This means that promptly responding to inquiries is crucial, not just for converting those leads into customers, but also for boosting your ad ranking in future searches.
How to Track Leads with Local Ads
Here’s how you can access and manage your leads, including tracking booking rates and requesting reviews from satisfied customers, all within your handy dandy Google Local Services Ads dashboard.
Here, you can see things like:
- The number of qualified leads you received
- The total cost of those leads
- How many leads turned into bookings (your booking rate)
- All your leads in one list
This information helps you understand how your ads are performing and identify areas for improvement.
Frequently Asked Questions About Local Service Ads
1. What is the minimum budget for Google Local Service Ads?
Local Services Ads works with the budget set by the business owner. There is no minimum spend requirement, and business owners can adjust the amount they spend or pause their ads whenever they want.
2. Can I run Google Local Service Ads in multiple locations?
Yes, businesses can create multiple Local Services Ads accounts for each location they wish to target. Each account must be verified and meet the eligibility requirements for the service area it covers.
3. What happens if I exceed my budget on Local Service Ads?
When you set up your Local Services Ads account, you have the option to set a weekly budget. If you reach or exceed that budget, your ads will be paused for the remainder of the week to prevent any additional spending.
Once the new week begins, your ads will automatically resume, and you can continue receiving leads. This ensures that you won’t exceed your intended budget.
4. Is my business information secure?
Google follows strict privacy protocols and adheres to industry-standard security practices to safeguard your business information.
Google has developed robust security measures to protect user data, including encryption, access controls, and regular security audits.
5. Can I use my existing Google Ads budget for Local Service Ads?
Absolutely! Google has integrated Local Services Ads into the Google Ads platform, making it convenient and efficient to manage your advertising budget. This gives you the option to allocate a portion of your Google Ads budget for Local Services Ads.
6. How can I rank higher on Google Local Services?
Wondering how to rank higher on Google Local Services? Encourage your happy customers to leave reviews, pay attention to the little details, utilize keywords, stay active with posts, and be responsive. Note your competition, stay adaptive, and invest in Local Services Ads.
7. Can Google Local Services campaigns appeal to the Google 3-Pack?
Yes, it’s possible to use Local Services Ads to rank in 3-Pack for the whole city you’re targeting. Also known as Google Local Pack, this is a local search feature that can work in conjunction with Local Service Ads on Google to help you dominate rankings.
Ready to Ignite the Power of Google Local Services Ads?
Google Local Services comes with a wide range of benefits — starting with prime placement. Our paid media experts are ready to guide you through the process of integrating these valuable ads into your digital marketing strategy.
With the easy-to-measure return on ad spend and integrations with Google Home and Google Assistant (and possibly more), LSA just makes good business sense.
As it stands, Local Services Ads are available to a limited selection of vendors. But, that could change soon.
Stay ahead of your competitors by optimizing your profile, gathering reviews, and making the most of the new dashboard features for 2025.
Our Google Local Service Ads Agency can:
- Create your Local Services Ads profile
- Qualify for the Google Guarantee Badge
- Build a strategy that incorporates Local Services Ads
- And more!
Ready to get started?
Contact us today to help you set up and manage your Google Local Service Ads for maximum ROI.
