A Comprehensive Guide for Marketers
Google Local Service Ads (LSAs) are a new feature gaining attention in the U.S. They allow businesses to appear at the top of search results, helping local service providers reach customers efficiently. This article explores LSAs, how they differ from traditional Google Ads, and their benefits for local businesses.
What Are Local Service Ads?
Local Service Ads are a new ad format from Google designed to connect consumers with trusted, local service providers. Unlike traditional Google Ads that rely on keywords, LSAs prioritize your Google Business Profile and customer reviews. When someone searches for services like "plumber near me" or "electrician in Chicago," LSAs show up at the very top of the search results, making it easier for potential customers to find local providers.
Key Features of LSAs:
- Appears above the traditional Google Ads and organic search results.
- Focuses on verified, local businesses that meet Google's standards.
- Ads are pay per lead, not pay per click, making it more cost effective for businesses.
- Currently available only in the USA.
How Do Local Service Ads Work?
To get started with LSAs, businesses must have a Google Business Profile and meet Google's eligibility requirements, which include background checks, licenses, and insurance verification. Once approved, you can set up your LSA campaign by specifying your service area, budget, and services offered.
The unique aspect of LSAs is that they operate on a pay per lead model rather than a pay per click system. This means businesses only pay when potential customers contact them directly through the ad, making it more efficient in terms of ROI.
Benefits of Google Local Service Ads
- 1. Higher Visibility: LSAs appear at the very top of the search results, even above traditional Google Ads. This prime placement increases your business's visibility and click through rates.
- 2. Pay Per Lead Model: Instead of paying for clicks that may not convert, you only pay for actual leads, ensuring you get the best value for your advertising budget.
- 3. Builds Trust: LSAs include Google's "Google Guaranteed" badge, which enhances credibility and customer trust.
- 4. Adjusted for Mobile: With more users searching on mobile devices, LSAs are designed to capture mobile traffic efficiently.
How Are LSAs Different from Google Ads?
| Feature | Local Service Ads | Google Ads |
| Payment Model | Pay per lead | Pay per click |
| Ad Placement | Above Google Ads | Below LSAs, above organic |
| Focus | Local services | Keywords & search intent |
| Verification | Background checks | No specific verification |
How to Get Started with Local Service Ads
- 1. Create or update your Google Business Profile: First and foremost, ensure your profile is complete with accurate contact information, service details, and customer reviews. This helps build trust and credibility.
- 2. Complete the background check: Next, this step is mandatory for all businesses to earn the coveted "Google Guaranteed" badge, which enhances your ad's visibility and credibility.
- 3. Set your budget and service area: Thirdly, LSAs allow you to control how much you spend based on the number of leads you want to generate.
- 4. Increase for reviews: Lastly, customer reviews play a crucial role in your ad’s ranking. Therefore, always encourage satisfied clients to leave positive feedback to improve your visibility.
To recapitulate, Google Local Service Ads are a game changer for local businesses looking to increase their online visibility and connect with customers in their area. By leveraging LSAs, you can enhance your business's credibility, adjust for mobile users, and improve ROI with a pay per lead model.
If your business is in the USA and looking to boost local visibility, now is the perfect time to explore Google Local Service Ads and stay ahead of the competition.