Google's Latest Update: Impact on Your Home Services LSA Campaigns

Hello, everyone! Marc Strickland here, and I wanted to share some critical insights with you, especially if you're running a home services business like many of my clients. Google has recently rolled out some significant changes to its Local Services Ads (LSAs) that could impact your marketing campaigns. As a business growth consultant for home services, it's my duty to keep you in the know and help you make the most of these updates.

For those of you who might not be familiar with LSAs, they are a powerful tool for local businesses like yours to connect with potential customers through message requests and phone calls. What sets them apart is that LSAs only appear to users searching for local services in their area, usually at the top of Google search results. The best part? You only pay when a potential lead contacts you, which is quite different from traditional pay-per-click (PPC) ads where you pay for every click.

Now, let's delve into the recent changes that Google has implemented:

1. Fewer LSA Results: Google has decided to reduce the number of LSA results displayed on search engine result pages (SERPs) from over 50 to just 20. They've also started prioritizing companies that enable message leads and encourage users to connect with multiple businesses. This means that standing out from your competition is more crucial than ever.

2. Fewer "Top Listings": Previously, Google LSAs displayed the top three search providers, known as the local 3-pack. However, they have now reduced this to only two top search providers. This change aims to draw more attention to top results and attract higher-quality leads. While this change is still being tested, it's expected to become the standard.

3. New LSA Verticals: In March 2023, Google introduced five new categories of LSA offerings, including People care, Pet care, Education, Healthcare, and Wellness. This means that more businesses can now utilize LSAs to reach their target audience. It's essential to tailor your ads to appeal directly to your potential customers in these niches.

4. Direct Booking Feature: Google has introduced a direct booking feature that allows potential customers to book a service with you directly through the ad. To utilize this feature, you need to set up an account with one of the approved third-party vendors, such as Scorpion, LeadConnector, or Workiz.

5. Better Spam Protection: Google has been actively combatting spam LSA reviews and accounts. They have implemented strict policies to prevent these harmful practices and have taken steps to address abuse on Google Maps.

Now, how do these changes affect your current campaigns? Well, competition is becoming even more fierce. To be seen by searchers, your ads need to rank well. Utilizing the right tools and strategies can give you the edge over your local competition.

The introduction of new LSA verticals means that more businesses are competing for top results. Therefore, it's crucial to create well-constructed ads that clearly convey that you are a home services business. However, there's good news too: Google is incentivizing message leads by cutting the price for a booking lead or call in half, especially when using an approved third-party vendor like Scorpion.

So, what can you do to make the most of these changes and ensure your business thrives with LSAs?

1. Upgrade to a New Scorpion Dashboard: If you're using Scorpion for your LSAs, make sure you're on the latest version of their dashboard, as it supports the new message leads feature. This enhancement can significantly improve your LSA performance and support message leads, giving your business a competitive edge.

2. Utilize the Communications Suite: This tool allows you to access your customer leads directly and ensures an impressive average response time. Quick responses can significantly boost your conversion rates. The Communications Suite also helps you manage all your communications in one place, from texts and emails to phone calls, chats, reviews, and message leads through your LSAs.

3. Get "Google Guaranteed": Display the "Google Guaranteed" badge on your LSAs. To obtain this badge, you'll need to meet Google's credibility requirements, which may include a business check, proof of insurance, reviews, background checks, and licenses. This badge signals to customers that you're a trusted and legitimate business.

In conclusion, while these Google updates have made the competition tougher, they also offer opportunities for your business to shine. By staying informed, utilizing the right tools, and meeting Google's requirements, you can elevate your LSAs and attract more customers than ever before. At Scorpion, we're here to help home services businesses like yours maximize their lead generation through Google Local Services Ads. Feel free to reach out to us—we look forward to helping you succeed.

For more information and to connect with me directly, please visit my digital business card here. Let's work together to take your home services business to new heights!