Google Local Service Ads: What Are They & Are They Worth It?

How Pay-Per-Lead May Help Your Local Business Reach New Customers

Ads, ads and more ads. When exploring the world of digital marketing, one of the first questions business owners are asked is, ‘Have you thought about running Google ads?’ To be honest, it’s a fair question. When boosting your digital marketing presence, nothing is more effective than running ads across Google’s multiple channels. However, one of the most interesting advances Google has made in the last three years is the release of Google Local Service ads. 

Local Service Ads completely differ from any other option Google currently offers in the ads space. Here are some of the top features of LSAs:

Premier Real Estate: Local Service ads are placed high - way high - in Google SERP. They are so high they are the first thing a user will see. Yes, LSAs are placed above Google PPC ads, Google Maps and Google organic search results. Local Service Ads are placed in the number one spot. 

You Pay For The Lead, Not The Click: Besides offering super-star positioning in SERP results, Google only charges you for the lead, not the click. In traditional Google ads, a business is typically charged for clicks, which don’t necessarily convert into leads. Hence the name, PPC (pay-per-click). For Local Service Ads, you're only charged if the user books, messages or calls your business through the ad. 

How can a business run Local Service Ads?

Full disclosure: Local Service Ads setup is significantly more tedious than setting up an AdWords account. Why? It comes down to the very difference between the two platforms. 

With Local Service Ads, Google verifies a ‘Screened’ or ‘Guaranteed’ client. As a company, Google either endorses a local business or vets the business’ ability to complete the requested work. Therefore, becoming a Google Guaranteed or Google Screened company is much more tedious and regulated than a typical AdWords setup. 

When becoming a Google Guaranteed or Google Screened business, a company is required to jump through several hoops. You’ll be required to submit proper licensing, a background check and other necessary documents. Additionally, your Google Business Profile will be checked for reviews to ensure you’re a trustworthy business. Which leads us to an…

IMPORTANT NOTE: If you heard Lift Division say it once, you’ve heard us say it a million times – Google Business Profile reviews are not only important for a quality digital marketing campaign, they are necessary. Fun fact: When running Local Service Ads, Google automatically generates your ads and determines their ranking by a business’ review rating, response rate and proximity to the searcher’s location. For a local business, review rating and response rate are key to the success of your Local Service Ads. 

Cool! So, what’s the difference between Google Guaranteed and Google Screened?

This question is easy. 

Google Guaranteed: The Google Guaranteed badge will appear in Local Service Ads for home service providers. It’s really that simple. The Google Guaranteed badge shows potential clients or customers Google has vetted your business. Google “guarantees” the quality of your business.

Google Screened: Google Screened is more of an endorsement. Google places a badge next to professional services and businesses once they have passed license checks. Google “screens” your business’ qualifications.

Both Google Screened and Google Guaranteed ads are placed above all search results. So, these ads are the first things users see after completing a search. This is excellent, prime, perfect positioning when recruiting new business digitally. While Google LSAs shouldn’t completely replace PPC ads or organic listings, they can reach customers earlier in the funnel.

How do I know if my local business qualifies for Google Local Service ads?

While Local Service Ads are a fantastic way to reach customers, the service isn’t available to every business. However, we would love to talk to you and see if we can get your business a Screened or Guaranteed badge. Give us a call!