Although Google may be omnipresent, in certain cases we require an immediate and reliable local resource for our searches.
Searchers waiting for their laptop to boot up while on the verge of the deadline for submission of a document or having a dilemma on who to call when they’re just about to go out and notice the door lock got stuck.
Oftentimes, local service advertisements are unable to successfully convert search engine users with plain text ads.
That’s why they should be ecstatic about Google’s latest search offering – Local Service Ads:
Google’s Local Service Ads are an essential addition to the local SEO plan for industries such as locksmiths, painters, movers, electricians, and HVAC services.
When a local search is entered, the user may be presented with reliable professionals in their region directly above standard paid search ads. These new advertisements display important information for the searcher: hours of operation, ratings, and reviews as well as contact details; all essential elements to make an informed decision.
Google’s Local Service Ads are incomparable when it comes to connecting people with the right advertisers. When a potential customer clicks on a local advertisers’ listing, they’ll need to confirm the job they’re looking for and in which area it offers services. If it fits what you have to offer and is within your service region, then Google will match them up with you! Your qualification, ratings, and even Google reviews can be checked out before someone calls or contacts you – making sure that every person gets matched perfectly according to their expectations.
If you don’t fit the job criteria or service area requirement, Google can save you from unnecessary expenses and hassle by connecting them to a more suitable Local Service Ad.
Google’s Local Service Ads will exceed the reach of traditional search ads, appearing on the desktop and mobile searches as well as tablets.
When an individual searches a relevant query via their voice, Google Assistant will now showcase Local Service Ads! What’s more, the assistant will ask questions pertaining to the location and job type to guarantee that advertisers are provided with high-quality matches.
Local Service Ad Industries
For some industries, Local Service Ads from Google are a blessing come true. As of today, the following professional services and trades can be advertised through this fantastic platform:
- Garage Door
- Air Duct Cleaner*
- Appliance Repair Service*
- Auto Glass Service*
- Auto Service Technician*
- Carpet Cleaner*
- Event Planner*
- Home Improvement Pro*
- House Cleaner*
- Junk Removal Provider*
- Lawn Care Provider*
- Pest Control Technician*
- Pet Care Provider*
- Pet Groomer*
- Roadside Assistance Service*
- Tree Service Provider*
- Upholstery Cleaner*
- Water Damage Service Provider*
- Window Cleaner*
- Window Service Provider*
*Not all services are supported in all markets.
Local Service Ad Regions
Although Google’s Local Service Ads aren’t available everywhere, most metropolitan areas in the US are already taken care of. Showing no signs of slowing down, Google has made announcements that they’ll be expanding their reach abroad soon! Get ready to live life with ease and take advantage of this amazing service all around the world.
Now, the following markets can access Local Service Ads:
- Atlanta-Sandy Springs-Roswell, GA
- Baltimore-Columbia-Towson, MD
- Boston-Cambridge-Newton, MA-NH
- Charlotte-Concord-Gastonia, NC-SC
- Chicago-Naperville-Elgin, IL-IN-WI
- Cincinnati, OH-KY-IN
- Dallas-Fort Worth-Arlington, TX
- Denver-Aurora-Lakewood, CO
- Detroit-Warren-Dearborn, MI
- Houston-The Woodlands-Sugar Land, TX
- Las Vegas-Henderson-Paradise, NV
- Los Angeles-Long Beach-Anaheim, CA
- Miami-Fort Lauderdale-West Palm Beach, FL
- Minneapolis-St. Paul-Bloomington, MN-WI
- New York-Newark-Jersey City, NY-NJ-PA
- Orlando-Kissimmee-Sanford, FL
- Philadelphia-Camden-Wilmington, PA-NJ-DE-MD
- Phoenix-Mesa-Scottsdale, AZ
- Pittsburgh, PA
- Portland-Vancouver-Hillsboro, OR-WA
- Riverside-San Bernardino-Ontario, CA
- Sacramento–Roseville–Arden-Arcade, CA
- San Antonio-New Braunfels, TX
- San Diego-Carlsbad, CA
- San Francisco-Oakland-Hayward, CA
- Seattle-Tacoma-Bellevue, WA
- St. Louis, MO-IL
- Tampa-St. Petersburg-Clearwater, FL
- Washington-Arlington-Alexandria, DC-VA-MD-WV
Advantages of Google’s Local Service Ads
Instead of paying per click, advertisers pay for each lead they generate!
PPC Advertisers understand the agony of forking over hard-earned money for a click that does not convert, especially Local Service Advertisers with high CPCs.
Google’s Local Service Ads gives the advantage of a perfect match between an advertiser and the right job. This eliminates any mismatching that usually occurs when users search for specific jobs or areas outside your service zone using broad terms. Plus, local service advertisers will only be charged for valid leads which can cost as little as $6 -$30 depending on the market/job demand-and if they receive fraudulent, spammy, or poorly matched leads; they can even dispute these charges to get credit back!
Strengthen Your Reputation with the Google Guarantee
Online searchers will immediately identify businesses with Local Service Ads by the unmistakable green checkmark verifying Google’s Guarantee.
Not only can businesses capture the attention of users on a crowded SERP, but they also get to take advantage of Google’s powerful endorsement. Relying heavily upon its reputation, users trust what Google has to offer. To further demonstrate their commitment, the tech giant even offers The Google Guarantee which provides coverage for unsatisfied customers who booked Local Service Ads jobs up to a $2,000 lifetime cap!
Let Your Positive Reviews & Ratings Shine
With Local Service Ads, you’ll receive ratings & reviews from previous customers to gain the trust of prospective searchers. Compared with other available options, this is one of the few methods that will let your reviews show up on SERP after Google stopped utilizing Review Extensions for search ads.
Tap Into a Larger Audience With Your Paid Search Ads
Noticing Google’s Local Service Ads displayed above the Paid Search and Organic listings? That is because they are not intended to substitute your traditional search ads or even your local organic listings.
Although some may use Google to search for the best provider, they still need to visit your website before making a decision. Even if they don’t convert on their first visit, appearing as the top-ranked result in SERP and having positive user reviews can positively influence conversions later down the line.
Boost Your Visibility with Voice Search Responses
With over 20% of all searches being done via voice search, Local Service Ads are the perfect way to ensure your customers can find you. Plus, when a customer has their hands full with clogged drains they’re not going to open up another tab and type in a query – but luckily Google Assistant is available on 400 million devices! Leverage this technology to make sure that potential clients know about your services.
No More Hassle of Ads or Keywords Management
Paid Search advertisers need not worry about a never-ending list of keyword research and ad testing tasks, as Google’s Local Service Ads take care of that. Their broad range covers terms ranging from the generic “Plumber” to specific ones such as “leaky faucet under sink.” Plus, there’s no need for you to create your own ad format — this will be automatically done based on information found in your business profile.
Getting Started with Google’s Local Service Ads
Verify your qualification
Don’t miss out on the incredible opportunity that is Google’s Local Service Ads; they are available in select markets, and only for certain industries. To see if you can join your customers with these transformative ads, confirm what sort of business you have and where it’s located here.
Don’t be concerned if Local Service Ads from Google have not come to your region or job type yet. Google is quickly expanding this service, so make sure you subscribe for notifications as soon as it’s accessible to you!
If you’re eligible, you’ll be provided with the necessary information to set up a separate account specifically for managing your Local Service Ads. This is distinct from any accounts used in Google Ads (AdWords) or Google Ads Express, so it’s critical that you create an entirely new one.
Build your Business Profile
Your Google Local Service Ads profile is not to be confused with your Google My Business account, which you should also make sure to create and optimize. Your business profile will decide which projects are associated with your Local Service Ads. When filling out this information it’s important that you truthfully list the services you can perform as well as what areas leads come from; after all, accepting match leads from the Ads service means paying for them too.
From your business profile, you can customize:
- Your job types
- Your service areas
- Your weekly budget
- Your business hours
To make your business even more visible, consider including highlights in your profile. These will appear on the SERP and Business Details Page alongside Local Service Ads, helping you stand out from competitors by showcasing key facets such as “Locally owned & operated” or special offers like “Discount for first-time customers”. Although it’s not obligatory to do so, Google suggests adding 2-5 highlights for maximum effect.
Include your license and insurance details
To gain the Google Guarantee and run Local Service Ads, make certain your paperwork is up-to-date by providing your general liability insurance information along with related professional licenses. This way you can prove that you are a certified and insured specialist!
Make sure to include any additional licenses mandated by your city or state in order for you to remain compliant with the regulations.
Thorough Background Check with Pinkerton
To ensure that everyone using its services can trust Local Service Advertisers, Google has teamed up with Pinkerton to conduct rigorous background checks on businesses and their employees. This guarantees that all users of the Google platform are safe before they receive service in their homes, offices, or cars. With this extra level of verification, you can be sure that your experience is secure when engaging with these advertisers.
These background checks are free of charge and can be easily managed right here.
Managing Your Leads
When your profile is all set, launch your Local Service Ads and start generating leads. Manage the incoming inquiries with ease on google.com/homeservices/inbox – it’s that simple!
To access the “Leads” tab, simply select it from the drop-down menu in the top right corner of your dashboard. Alternatively, you may manage incoming leads on Android and iOS Local Services Ads apps as well.
It’s essential to understand that leads don’t necessarily equate to successful bookings. In order to maximize your success, it is vital that you follow up on every single incoming lead. Once a potential customer has been identified, review the details of their desired job and its location; take time also to listen back through any recordings associated with the call too for extra information.
After analyzing these leads, take your pick from the three following methods to pursue an interested lead:
- Reply to the inquiry of the customer using a text message or email.
- Call the customer using the phone number they listed.
- Decline the job request. If you choose to reject the request, it will be removed and the customer informed. Additionally, feel free to provide them with further information regarding why their application was denied. No need to worry though as declined requests are always retrievable should any changes occur in your decision-making process.
Take the time to evaluate your leads and mark them as booked. Doing so will not only help you track upcoming jobs, but also allow you to plan future projects, send out confirmation messages, and collect customer feedback. Moreover, investigating these confirmed deals can assist in calculating the ROI of your Local Service Ads while assessing profitability.
Managing Your Budget
With your business profile, you have the freedom to adjust the budget of your Local Service Ads. You can make changes to how much you are willing to spend each week by raising or decreasing this average weekly budget. It’s very similar in nature to Google Ads where sometimes spending may be slightly less than what is assigned for that particular week but never more than the monthly maximum set forth in the budget.
With Google Local Service Ads, you’re charged for each lead instead of a click. This means that increasing or decreasing your budget will directly affect the number of leads generated from it. If you are just getting started with this type of ad campaign, investing in enough ads to generate at least 20-25 leads per week is highly recommended to gain maximum benefits from them.
Always remember that your Local Service Ads budget is distinct from your AdWords budget, so if you’re juggling both campaigns simultaneously, be certain that you have the necessary funds to cover all costs.
With the arrival of Local Service Ads, there is limited room in SERP for your advertisement. Up to three ads can be showcased on Desktop and two on Mobile, but Voice results via Google Assistant only feature one ad at a time. Just like with PPC campaigns, you’ll need an exceptionally high ad rank if you want your listing to appear—so make sure it stands out!
Unlike your typical search ads that require you to be conscious of quality scores based on CTR, ad relevance and landing page proficiency, Google’s Local Service Ads do not necessitate the same worry. Ad Rank is computed by numerous variables such as:
- Closeness to potential customers’ locations
- Your review ratings and the influx of feedback you acquire
- Your swift response to client inquiries and requests.
- Your business hours
- Regardless of whether we have received many or just a few complaints about your business
As reviews have a critical influence on your ad placement, it is essential to collect feedback from satisfied customers. Fortunately, Google offers the ideal solution by allowing you to reach out to clients who book appointments through Local Service Ads and solicit their reviews.
Don’t forget to check the “Reviews” tab in your Local Service Ads Manager! You can review all of the jobs you have completed for customers and ask them directly to leave a Google review. Make sure to make it personal – this will increase the chances that they’ll leave positive feedback about you!