How To Set Up Google Local Services Ads
Nick Czerwinski
PPC & Local SEO Specialist
When it comes to connecting local businesses with nearby customers ready to take action, Google Local Services Ads (LSAs) are game-changers. These ads appear at the very top of Google’s search results, putting your business in front of potential clients looking for services in real-time. Unlike traditional Google Ads, LSAs work on a pay-per-lead model, meaning you only pay when a customer reaches out directly from the ad.
In this guide, we’ll break down how to set up Google Local Services Ads step-by-step so you can make the most of this high-impact tool. Whether you’re a plumber, real estate agent, or another local service provider, LSAs can help drive more qualified leads straight to you. Follow along to get your business started on LSAs and stay ahead of the competition.
What Are Google Local Services Ads
Google Local Services Ads (LSAs) are a powerful tool designed to help local businesses connect with nearby customers actively searching for specific services. Unlike traditional Google Ads, which charge per click, LSAs operate on a pay-per-lead basis. This means that businesses only pay when a potential customer reaches out directly from the ad, whether through a phone call, message, or appointment request.
LSAs appear at the very top of Google search results, often accompanied by the Google Guaranteed badge, which helps build trust and credibility by indicating that Google has verified the business. This prominent position ensures that your business stands out, making LSAs ideal for generating high-quality leads that are more likely to convert.
Beyond their visibility and trust factor, LSAs allow businesses to showcase essential information directly within the ad, such as ratings, customer reviews, business hours, and service areas. With LSAs, local businesses can efficiently and affordably capture the attention of nearby clients who are ready to take action.
Benefits of Using Google Local Services Ads
Google Local Services Ads offer several unique advantages for local businesses looking to attract more customers. By leveraging LSAs, you can effectively target nearby clients who are ready to engage. Here are some of the top benefits:
Pay-Per-Lead Model
Unlike traditional ads, LSAs operate on a pay-per-lead basis, meaning you only pay when a potential customer takes direct action, like calling or messaging your business. This model can help maximize your ad budget by ensuring that each dollar is tied directly to potential customer interactions.Increased Visibility
LSAs appear at the very top of search results, often above traditional ads and organic results. This prime placement significantly boosts your chances of capturing user attention and gaining more clicks and leads.Builds Trust with the Google Guaranteed Badge
The Google Guaranteed badge is awarded to businesses that have passed Google’s rigorous background checks and verification process. This badge signals credibility to potential customers, helping to increase trust and make your business more appealing.Local Targeting for Higher-Quality Leads
LSAs allow you to target specific service areas and local audiences, which means your ads reach clients who are close by and more likely to convert. This geographic precision helps ensure your ads reach those most likely to become customers.Incorporates Reviews and Ratings
With LSAs, potential clients see your business’s ratings and reviews right within the ad, giving them immediate insights into your reputation and customer satisfaction. Encouraging satisfied clients to leave positive reviews can also help improve your ranking in LSAs, further boosting your visibility.
By taking advantage of these benefits, Google Local Services Ads can help your business stand out from competitors, connect with clients who are ready to book, and make the most of every lead.
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Eligibility Requirements for Google Local Services Ads
Industry-Specific Qualifications
LSAs are available only for certain service-based industries. If you’re in a qualifying field, you can use LSAs to reach local clients actively searching for your services. Here is a list of accepted business types:
- Appliance Repair Services
- Carpet Cleaning Services
- Electrical Services
- HVAC (Heating, Ventilation, and Air Conditioning)
- House Cleaning Services
- Junk Removal Services
- Landscaping
- Lawn Care
- Locksmiths
- Movers
- Pest Control Services
- Plumbing Services
- Real Estate Agents
- Roofers
- Water Damage Services
- Window Cleaners
- And many more depending on the region
Business License and Insurance
Google requires businesses to have valid licenses and insurance. This verification helps to ensure that only qualified, compliant businesses can advertise through LSAs, adding a layer of security for clients.
Background Checks
To foster trust, Google requires background checks for business owners and field service professionals. These checks, conducted by third-party providers, are especially essential for businesses whose services involve entering a customer’s home or handling sensitive information.
Geographic Availability
LSAs are still expanding, so they may not be available in every area. Here are examples of places where Google Local Services Ads are currently unavailable:
- Certain rural or remote regions
- Areas outside of Google’s primary advertising regions
- Select international locations with limited LSA support
Meeting these eligibility requirements will help ensure your business is both visible and trusted on Google Local Services Ads.
How to Set Up Google Local Services Ads Step-by-Step
Setting up Google Local Services Ads is straightforward but requires careful attention to detail to ensure your business profile is complete and optimized for leads. Follow these steps to start running LSAs for your business:
Step 1: Create a Google Local Services Account
- Visit the Google Local Services Ads setup page and sign in with your Google account.
- Select your business category and service areas, ensuring you choose the areas where you want to reach potential clients.
- Complete the initial registration by providing your business details, including name, address, and contact information.
Step 2: Complete Your Business Information and Licensing Requirements
- Fill out your business profile with all necessary information, such as service offerings, hours of operation, and special certifications.
- Google will request proof of a valid business license and insurance documents to confirm compliance with local regulations.
- Upload your documentation as prompted and ensure that all details are accurate, as errors could delay approval.
Step 3: Set Up Your Budget and Lead Preferences
- In your LSA dashboard, set a weekly budget based on the number of leads you aim to receive. Google provides an estimate of leads based on your budget, which you can adjust as needed.
- Specify your preferred types of leads, such as calls, messages, or appointments. Setting clear lead preferences helps ensure you’re only paying for high-value interactions with potential clients.
Step 4: Go Through Google’s Background Check Process
- Google will initiate background checks for business owners and any employees who interact directly with customers. Background checks are conducted by third-party providers, typically at no additional cost.
- Complete the required forms and submit the necessary information promptly to avoid delays.
- Once cleared, your business will be “Google Guaranteed,” helping boost credibility.
Step 5: Finalize Your Profile with Reviews, Photos, and Certifications
- Encourage satisfied customers to leave positive reviews, as these will appear alongside your ad and can influence your LSA ranking.
- Add high-quality photos showcasing your services, team, or completed projects. Visuals give potential clients a better sense of your work and can make your ad more engaging.
- If applicable, add certifications or special recognitions to your profile to further enhance credibility.
Step 6: Optimize for Ongoing Success
- Regularly review and adjust your budget, service areas, and ad content based on performance data. This helps ensure your ads remain relevant to local search trends.
- Respond promptly to leads, as Google favors businesses with quick response times in LSA rankings.
- Keep encouraging reviews, as they’re an important ranking factor and add social proof.
Tips to Maximize Success with Google Local Services Ads
Once your Google Local Services Ads are up and running, there are several strategies you can use to optimize performance and ensure a steady stream of qualified leads. Here are some top tips:
Encourage and Maintain Positive Reviews
Consistently high ratings and positive reviews boost your ranking in LSAs and make your business more attractive to potential customers. Encourage satisfied clients to leave feedback and respond to reviews to show engagement.
Optimize Your Response Times
Google favors businesses that respond quickly to leads generated through LSAs. Make sure to monitor inquiries and reply as soon as possible. Consider setting up notifications so you never miss an incoming lead.
Refine Your Service Areas Regularly
Review your service areas to ensure they align with your business’s growth and target audience. Expanding or narrowing your reach can help you connect with the most relevant customers and improve your ad performance.
Adjust Your Budget Based on Demand
Monitor your lead volume and budget regularly, adjusting as necessary. During peak seasons or high-demand periods, increasing your budget can help capture more leads. Conversely, reducing your budget during slower times helps control costs.
Highlight Unique Selling Points (USPs)
Stand out by emphasizing what sets your business apart. Whether it’s years of experience, specialized certifications, or a satisfaction guarantee, include these USPs in your profile to attract clients looking for specific qualities.
Leverage Data from Google LSA Reports
Google provides insights into your LSA performance, including metrics on leads, response times, and ad placement. Use this data to identify trends, refine your approach, and continually improve ad performance.
By applying these tips, you can maximize your visibility, boost conversions, and get the most from your Google Local Services Ads. LSAs are a valuable tool for connecting with local clients, and consistent optimization ensures you’re making the most of every lead.
FAQ Section
1. How much does it cost to use Google Local Services Ads?
LSAs operate on a pay-per-lead basis, meaning you only pay when a potential customer contacts your business through the ad. The cost per lead can vary depending on your industry, location, and demand, but Google provides an estimated cost per lead when setting up your budget.
2. How does the Google Guaranteed badge work?
The Google Guaranteed badge is awarded to businesses that pass Google’s background checks and verification process. It indicates that Google has vetted the business, helping increase trust with potential clients. If customers are unsatisfied with the service, they may be eligible for reimbursement through Google’s policy, up to a certain amount.
3. Can I control the types of leads I receive through LSAs?
Yes, you can specify your preferred lead types, such as calls, messages, or appointments, during the setup process. This helps ensure that you only pay for the leads most relevant to your business.
4. How long does it take to get approved for Google Local Services Ads?
Approval times can vary depending on the background check and verification process, which usually takes a few days to a few weeks. Ensure that all required documents are submitted accurately to prevent delays.
5. Are Google Local Services Ads available internationally?
LSAs are gradually expanding, but they are not yet available in every country or region. Google’s eligibility checker can confirm if LSAs are currently supported in your area.
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Conclusion
Google Local Services Ads provide a powerful way for local businesses to connect with clients who are actively searching for services. With their pay-per-lead model, prominent placement in search results, and the trust factor of the Google Guaranteed badge, LSAs help you attract high-quality leads more effectively than traditional ads.
By following this guide on how to set up Google Local Services Ads, you’ll be ready to leverage this tool for greater visibility and impact. Remember to optimize your profile, encourage reviews, and monitor performance regularly to make the most of each lead. Start today, and let Google LSAs bring more clients directly to your business!