Welcome to our Decoding Digital series, where we take complex digital marketing topics and make them easy to understand! Today we’re discussing Google Local Services Ads.
Let’s say you run a heating and cooling company. It’s a 90-degree day and a potential customer’s air conditioner just went out. They are hot, sweaty, and annoyed. Wouldn’t it be great if they could find you, know you are a trusted local company, and contact you within seconds, all with the tap of a button or two? With Google’s new feature, Local Services Ads, it’s possible. Here’s how.
What are Google Local Services Ads?
Google Local Services Ads allow service-based businesses to receive leads directly through search results.
How do Google Local Services Ads work?
Google Services Ads show at the top of the search results when someone searches for the services you offer in the locations that you’ve chosen. They will typically show a mix of your company’s name, phone number, hours, and reviews. Potential customers can call, message, or schedule a booking directly through the ad.
Factors that affect your Google Local Services Ad ranking include: proximity to the customer’s location, customer review score and number of reviews, responsiveness, business hours, and customer complaints.
As a business, you can access your Local Services Ads account at any time to track performance, manage leads, communicate with customers, track bookings, adjust the budget, ask for reviews, and more.
Are Google Local Services Ads and Google Ads the same?
No. While the two share some similarities, Local Services Ads are controlled separately (this includes targeting and budget) from Google Ads.
What are the benefits of Google Local Services Ads?
Google Local Services Ads appear at the top of Google search results, above traditional paid search ads. Not only do they connect you with people who are looking for the exact services you provide in the right locations, they get the job done quickly, allowing customers to call or message you directly.
Additionally, Local Services Ads are one of the few ways you can make sure you are found via voice search. This can be especially important when a customer is trying to find you in an emergency situation. Not many people have time to sit down and type in their search query when dealing with an HVAC, plumbing, or other type of catastrophe.
Another huge benefit is that Local Services Ads are pay-per-lead, meaning you only pay when a potential customer contacts you via a phone call or message through the ad. If you receive a lead that was a poor match or spam, you can dispute it with Google for a credit.
What does it mean to be “Google Guaranteed” or “Google Screened?”
Google Guaranteed and Google Screened badges can give potential customers an added sense of confidence in choosing to contact your business.
Who is eligible to run Google Local Services Ads?
At this time, Google Local Services Ads are only available for certain service industries, including, but not limited to: law, financial services, lawn care, real estate, and cleaning/repair. Eligibility by zip code and service industry can be checked here. If Google hasn’t rolled out this service for your industry or your location just yet, chances are they will soon!
How much do Google Local Services ads cost?
There is a base fee of $50/month to opt into the program and remain certified. After that, you set your budget and only pay when a customer gets in touch with your company. Depending on your industry, the investment will vary. While it’s almost impossible to predict, leads may cost anywhere between $6 and $30.