How To Generate Leads In Google Local Service Ads
Mike Czerwinski
President & Co-Founder
If you own a local service company or handle the marketing for one, and want to learn how to generate leads on Google Local Service Ads, then you’ve come to the right place. Let’s start with how Google Local Service Ads came to be.
Back in 2015, Google Ads created a new service, Google Local Service Ads (GSLA), that was made to help local service companies get more exposure on the Search Engine Results Page (SERP for short) and help them grow their businesses through leads. Originally they opened this service up to only a few service categories in select test markets. The platform has been an enormous success and has since opened up 72 different services serving areas across the United States.
At MetaLOGIC Design, we highly recommend that local service companies participate in this program. We will take you through where the Google Local Service Ads are shown, how they work, and the benefits associated with using this platform.
Before we go into how to generate leads in Google Local Service Ads, let’s take a look at the SERP to see where they are located so you can see for yourself how powerful they can be for your local service business.
Understanding the Top Section of Search Engine Results Page (SERP)
Below is an example of the top of the Google SERP when I search for tree services in my location – Tree Service Lafayette LA
In a nutshell, this is the world you want to live in as a local service company. It consists of 3 parts – Google Local Service Ads, Google Search Ads, and Google My Business. As you can see from the screenshot, this is the first thing people see before they have to scroll down – this is referred to as the “fold.” Since you don’t have to scroll, it’s considered “above the fold.” Anything you have to scroll down to see is considered “below the fold.”
How Google Local Services Ads Position Your Business at the Top
Google Local Service Ads are shown at the very top of the SERP. It’s the most visible part of the page and hard to miss so it’s essential to be listed here. You can see on the screenshot that one listing has a prominent green checkmark that says “Google Guaranteed” next to it.
This is where you put yourself in the shoes of a prospective customer and ask yourself “If I were going to choose one of the three companies listed here, which one would I contact first?” I know for me, I would click on the one with the green checkbox to see what being Google Guaranteed was all about.
If you click on the first listing with the checkbox, you will be taken to their Google Local Service profile. In the screenshot below, you can see that Google displays that:
- “This business has passed Google’s local service provider screening and qualification process“
- Google will pay the customer back if the local service company doesn’t get the job done right
- The local service company passed a background check for the business AND the owner
- The local service company is properly insured
The last powerful part of the profile is that you can view all of the reviews from past customers.
So the new potential customer can see you as a reputable local service company that passed screenings, and background checks, and is properly insured. They even get that warm and fuzzy feeling knowing that if the job isn’t done right, Google will cut them a check! So NOW ask yourself, which company would you call first?
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At Metalogic Design, we go beyond generating superficial leads. Our focus is on delivering tangible results for B2C service companies — driving qualified engagements that convert to real business impact.
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Honestly, I consider him part of my Team as well, he really cares about our success. As we grow, he will grow with us. I’m excited about the journey and future with Mike and his Team at Metalogic! If you’re looking at Internet Marketing for your business, simply put he’s the best!
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Steps to Become a Google Guaranteed Service Provider
It’s great to be shown in Google Local Service Ads but the real impact to generating leads in Google Local Service Ads is becoming a Google Guaranteed service provider.
After creating your Google Local Service Ads account, you will be taken to a screen where you can apply to become a Google Guaranteed Service Provider. The requirements differ from industry to industry but will typically include:
Background check requirements:
- Business check
- Owner check
Insurance requirements:
- General liability insurance
License requirements:
- Business license on state level* – varies by state
- Owner license on state level* – varies by state
Minimum review requirement:
- 5 reviews
Understanding Google Local Service Ads Lead Charging Mechanisms
Not only is Google Local Services Ads a great tool for the prospect, but it’s a no-brainer for your local service company as well because you only pay for valid leads.
You may be wondering what Google’s definition of “Valid Leads” is. According to Google, you will be charged for a lead when:
- You receive a text message or email from the customer
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 (the United States only)
Steps to Contest and Handle Invalid Leads on Google Local Service Ads
Not all of the leads you receive from the platform are going to be great. Google recognizes this and allows local service companies to dispute charged leads that were not valid leads. If you would like to dispute a charge, you must do it within 30 days of the charge or you will not be able to dispute it. Examples of leads that can be disputed are:
Solicitation
- Call was from a wrong number.
- Caller was trying to sell you a product or service.
- Call was from someone seeking employment at your business.
Spam
- Call was pre-recorded.
- Call was otherwise not from a live human.
Location Not Served
- The customer communicated their location, but the location wasn’t listed on your profile, and you declined the job.
Service Not Offered
- The customer communicated their service type, the service wasn’t listed on your profile, and you declined the job.
- Caller was looking for a physical store or looking to buy something other than a service (for example, equipment, and landscaping).
It’s also possible for you to receive leads that Google won’t charge you for. Here are some examples:
- A lead was received outside of your business hours. If your business offers 24-hour service, you won’t be able to dispute this.
- A customer asked for advice to complete a project related to a service you offer.
- A customer canceled a booking. So even if you book an appointment to give an estimate and the person cancels or doesn’t show, then you can dispute that too. Google will only charge you for valid leads, or you don’t pay
- A customer was researching potential projects or prices related to a service you offer.
A customer didn’t respond to your return call or message. - You listed a general service type on your profile, but you don’t do a specific type of service.
- You generally service an area or provide a service, but are temporarily unable/unwilling to provide these services (and they are still listed on your profile).
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Cost Analysis of Google Local Service Ads Leads
Strategies to Enhance Your Ranking on Google Local Service Ads
So how come some local service companies get shown more often than others? We want to know how to generate leads in Google Local Service Ads. Well, there are a number of factors that go into how well your listing performs. Here are some things that Google looks for when determining to show your ad:
- Whether you have become a Google Guaranteed service provider
- The bidding strategies you use
- The number of reviews you have and your total review score
- Your hours of operation. Google favors companies that are currently open at the time of the search. ** Tip** If your local service company offers 24/7 service, your ad will be shown at all times of the day – assuming you have a large enough budget
- Proximity to your potential new customer’s location
Google has also given recommendations on how to get the most out of your ads. Follow these best practices to improve your Google Local Service Ads results:
- Get More Reviews: You’re going to see this a lot throughout this guide because it is essential for a local service company. People don’t just like reviews, they NEED them to feel good about hiring you to complete the service. Google Local Service Ads like to see a minimum of 5 reviews.
- Services and Service Areas: The broader the service area the better. If you service an entire county Google recommends using that territory as opposed to specific cities and area codes.
- Bidding: Google LOVES control so they prefer when you select the “Maximize Leads” strategy over “Max Per Lead.”
- Images: Add high-quality images of your team, work, or equipment you use on the job.
Key Advantages of Utilizing Google Local Service Ads
Google Local Service Ads is a very beneficial tool for both consumers and local service companies alike. We view this tool as an absolute must for all local service companies looking to grow rapidly.
Here are the 5 reasons why we love Google Local Service Ads, and you should too:
- You get in the prime spot of the Google SERP
- It’s fast. It doesn’t take too long to get to the top provided you have met all of the requirements.
- Credibility. Become a Google Guaranteed Service Provider and gain instant credibility in the eyes of the customer
- Increase online presence. Go back to the first screenshot of this blog and you will see that there is a company listed on every section of the top of the SERP above the fold. When this service is coupled with Google Ads and a proper Google My Business Profile, it’s hard to fail.
- Pay per valid leads only. It doesn’t get much better than that.
Now that you know how to generate leads in Google Local Service Ads, you are ready to grow your local service company rapidly. If you haven’t considered Google Local Service Ads for your local service company, I would highly recommend you do. The benefits far outlay the risks and the ROI is incredible. Should you have any questions about this platform, or would you like to have an expert take care of this, please contact us today and we’d be happy to take part in helping you grow your local service company.
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