Google Local Services Ads: A Comprehensive Guide to Master Local Business Growth

What are Google Local Services Ads?

Google Local Services Ads are a type of online advertising specifically designed for local businesses that offer services. These ads appear at the top of Google Search results, prominently displaying the business's name, phone number, and star rating. They are often accompanied by a "Book Now" button, making it easy for potential customers to contact the business directly.

Unlike traditional Google Ads, Local Services Ads are not auction-based. Instead, they are ranked based on factors such as the business's reputation, customer reviews, and how quickly the business responds to leads. This ensures that the most reliable and responsive businesses appear at the top of the results.

Google Local Services Ads vs. Google Ads at a Glance

Google Local Services Ads are designed for local service businesses. They appear at the top of Google Search results, prominently displaying the business's name, phone number, and star rating. They are ranked based on factors like reputation, reviews, and response time.

Google Ads are more versatile, allowing businesses to target a wider audience based on location, demographics, interests, and other criteria. They appear in various placements on the page and are typically charged on a cost-per-click (CPC) basis.

Key Differences:

• Ranking: LSAs prioritize local businesses with strong reputations and reviews. Google Ads rank based on bid and ad quality.
• Cost: LSAs have a fixed monthly fee, while Google Ads charge per click.
• Targeting: LSAs are primarily location-based. Google Ads offer more granular targeting options.
• Best Use Cases: LSAs are ideal for local service businesses. Google Ads are suitable for businesses selling products or services.

And here's how LSAs and Google Ads appear together on a Google SERP.?

How to Set Up Google Local Services Ads: A Step-by-Step Guide

1. Sign in to your Google Ads account: Head over to Google Ads and log in using your existing Google account. If you don't have a Google Ads account, you'll need to create one.

1. Check your eligibility: Unfortunately, Google Local Services Ads aren't available everywhere just yet. To see if your business qualifies, you can check Google's eligibility requirements during the sign-up process. Currently, LSAs are available for certain service categories across the U.S. and Canada.
2. Create your profile: Once you've confirmed your eligibility, you'll be guided through creating a profile for your business. This will involve entering basic information such as your business name, phone number, and address.
3. Set up your service: Here, you'll provide more details about the specific services your business offers. This includes specifying the geographical locations you serve and the types of services available. If you don't see your service listed as an option, it means that a particular service might not be supported by LSAs in your area.

1. Preview your ad: After setting up your profile and service details, Google will generate a preview of your ad based on the information you've entered. This gives you a chance to see how your ad will look in search results.
2. Verify your business: Now comes the important step of verifying your business with Google. This assures potential customers that your business is legitimate and trustworthy. To verify, you'll need to provide details such as proof of insurance and business registration. Google will also automatically scan your Google Business Profile for customer reviews.
3. Set your budget: Here, you'll be asked to determine your weekly budget for your LSA campaign. This will determine the maximum amount you're willing to spend per week on your ads. If you haven't already set up billing information for your Google Ads account, you'll need to do so at this stage.
4. Link your Google Business Profile: If you have an existing Google Business Profile, you'll be prompted to connect it to your LSA campaign. Having a matching Google Business Profile is a requirement for LSA verification. If you don't have one set up yet, you'll need to create one during this step.
5. Wait for approval: After submitting your application, Google will begin the screening and verification process. This typically involves background checks, business registration verification, insurance checks, and license checks. The approval process can take anywhere from a few days to several weeks, so be patient.

Additional Tips:

• Respond to leads promptly: Once your ads are live, it's crucial to respond to any customer inquiries as quickly as possible. A fast response time can significantly improve your ad ranking.
• Encourage customer reviews: Positive reviews from satisfied customers can significantly boost your ad's visibility and convince potential customers to choose your business.
• Monitor your performance: Track your ad performance to identify areas for improvement. Google Ads provides detailed analytics that can help you understand how your ads are performing and how to optimize your campaigns for better results.
• Optimize your profile: Keep your Google My Business profile up-to-date with accurate information, high-quality photos, and positive customer reviews. A well-maintained profile can significantly enhance your ad's credibility and appeal.
• Utilize call tracking: Consider using call tracking to measure the effectiveness of your ads and identify which keywords are driving the most calls to your business.

Google Local Services Ads offer a powerful way for local service businesses to reach potential customers directly on Google Search. By following the steps outlined in this guide, you can create effective LSA campaigns, improve your online visibility, and drive more leads to your business. Remember to prioritize prompt responses to customer inquiries, encourage positive reviews, and continuously monitor and optimize your ad performance.