Ultimate Guide to Google Local Service Ads for Your Business

google local service ads

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Your business can greatly benefit from utilizing Google Local Services Ads. When your business is listed on Google’s local service ads, you are given a badge that tells potential customers that you are a trusted provider.

This not only increases your visibility on Google, but it can also increase the likelihood of high-intent local customers finding and contacting your business.

Google’s local service ads make it easy for customers to quickly connect with your business and request a quote.

If you’re not sure how to get started, this guide to Google’s local service ads with step by step instructions will help you out.

Ultimately, if you want to attract more customers and grow your business on Google, local service ads can help you achieve that goal. 

What Are Google Local Service Ads?

Google Local Service Ads (LSAs) are a particular advertising format that targets neighborhood service providers.

LSAs are designed to connect consumers with local professionals who offer services such as plumbing, electrical work, HVAC, house cleaning, pest control, and more.

These ads appear at the top of search engine results pages (SERPs) when users search for relevant services in their local area.

Unlike traditional pay-per-click (PPC) ads, local service ads operate on a pay-per-lead model. This means that advertisers are only charged when a lead is generated through their ad, such as a phone call or message inquiry.

LSAs aim to help local businesses gain visibility and connect with potential customers who are actively searching for services in their area.

google ads optimization

How Local Services Ads Work?

Gaining visibility on Google Search has just become easier with the Local Services unit. Situated at the top of search results, your ad will be seen when people are looking for the services you provide in the areas you’ve chosen.

With a simple click or tap, potential customers can both call and send you a message request (US only). Additionally, they can even book a service with you directly through your ad. This allows them to skip the hassle of preliminary steps.

Once someone reaches out to you with an inquiry, you’ll receive notification of it via email and the Local Services Ads app. It is totally up to you to shape and nurture this lead into a customer.

It is advised that you respond to as many messages as possible (even those that don’t result in a transaction) to ensure that your ad ranking is not affected.

This way, you can rest easy knowing that you are tapping into new opportunities for success.

Benefits of Local Business Google Ads

Some of the key benefits of local business services in Google ads are:

  1. Helps to gain visibility for your business.
  2. Connect with potential customers who are likely to book your services.
  3. Make use of simple tools to create an attractive and personalized profile.
  4. Stay in touch with customers using the mobile app (in English only).
  5. Increase customer trust by achieving the Google Guarantee or Google Screened status.
  6. Pay only for leads related to the services you offer.
  7. Receive leads from customers who have chosen your profile out of all the options.

What Is Google Guarantee Badge?

The Google Guarantee badge is the ultimate symbol of trustworthiness for home service providers.

This badge, which Google personally curated, attests to the thorough screening and verification that your company has undergone, ensuring that your services are dependable and trustworthy.

Not only does this grant potential customers peace of mind, but it also promises reimbursement to dissatisfied customers, at no additional cost to you.

When someone sees the Google Guarantee badge, there is no doubt that they are in good hands.

google badge

What Is Google Screened Badge?

Google Screened is a badge of affirmation designed to instill confidence in potential customers.

By undergoing a thorough review process, professional service providers can demonstrate that their licenses have been extensively evaluated and remain current.

From legal practitioners and financial consultants to real estate agents and child care professionals, this free screening method ensures the utmost trustworthiness when selecting a service provider.

With Google-screened ads, your search for reliable professionals is made easier, giving you peace of mind that only qualified candidates are eligible for hire.

Getting Started with Local Services Ads of Google

To start with Google Local Service Ads, follow these steps:

1. Eligibility

Check if your business and location are eligible for local service ads. Google currently offers this service in select industries and locations. 

2. Google Guarantee 

Determine if your business qualifies for the Google Guarantee. This feature provides added credibility and customer assurance. To qualify, you may need to pass a background check and meet certain licensing and insurance requirements.

3. Create a Google My Business Account

If you don’t have one already, create a Google My Business account for your business. This account will be linked to your Local Service Ads.

4. Choose Your Service Category 

Select the appropriate service category that best represents your business. Google has specific categories for each industry.

5. Set Your Service Area and Hours

Define the geographic area you serve and specify your business hours. This helps Google match your ads with relevant searches in your service area.

6. Set Your Budget

Determine your advertising budget for local service ads. You will only pay when someone contacts you through the ad, either by phone or message.

7. Create Your Ad Profile

Create an ad profile that showcases your business and services. Include relevant information such as your business name, description, photos, and reviews.

8. Manage Leads

Once your ads are live, you will receive leads through phone calls or messages. Make sure to respond promptly and provide excellent customer service.

9. Monitor and Optimize Performance

Regularly review the performance of your local service ads. Track metrics such as the number of leads, conversion rates, and return on investment (ROI). Adjust your strategy as needed to maximize results.

Remember to comply with Google’s policies and guidelines to ensure your ads remain active and effective.

google ads

How Much Do Google Local Ads Cost?

Investing in Google Local Services Ads (LSAs) offers unsurpassable cost efficiency.

Depending on your industry, location, and competition, LSAs can be as low as $25 USD per lead, allowing businesses to control their budget according to the desired lead numbers.

With this powerful platform, you can stop your ad from showing once you reach the monthly limit until you decide to increase your budget.

Maximize the impact of your campaigns by making the most of Google’s LSA tool for informed estimation. 

How to Manage Your Local Service Ads Business Profile

Once your application has been accepted, you can locate your account in the “Live Accounts” section of your dashboard. However, activating Google Service Ads requires further action beyond that.

To begin running ads, open up your “Account Name” page and press “Edit Profile.” You should see a switch marked “Your ad is paused.” Toggle this option to get your local services ad campaign underway.

1. Manage Your Account

Upon activating your ads, scroll down to review and adjust your account information.

The “Budget” tab will show the cost of your campaign, weekly budget, and leads acquired. To modify your financial investment, click on the pencil icon in the top right corner.

Additionally, the “Job Types” section outlines all the services you offer. Feel free to change this whenever necessary. Although not part of the approval process, there are two more aspects in need of attention.

First, upload high-quality images of your team members, work samples, or equipment in the “Photos” section for potential customers to get a better idea of who they’re working with.

Moreover, turn on the “Message Leads” option under “Settings”. This enables prospects to contact you through messaging platforms at half the price of phone calls (only available in the U.S. and Canada).

Lastly, double-check that your service areas and business hours are accurate.

2. Manage Your Leads

Leads are potential customers who have expressed an interest in your services. Seize the opportunity to convert them with a timely follow-up! To view and manage your leads, click on ‘Leads’ in the left-hand column of the dashboard.

You can also use the convenient Local Services app for Android and iOS devices. Complete with customer information, job type, location, lead type, and last activity.

If you go into an individual lead, you can access additional details like status, lead type, business category, call recordings (in the U.S. or Canada), and extra notes.

After reviewing your leads, you can reply via email or text message (U.S. and Canada only). Place a call based on their contact information, decline the request, or mark them as ‘booked’ for upcoming jobs.

Doing so will help keep track of appointments, send confirmation emails, and gather customer reviews. Make the most of each lead with swift action—pave the way to success!

3. Manage Your Reports

Dive into the “Reports” tab to gain insight into your budget and lead performance. You’ll be met with a comprehensive overview of your budget, the quantity of leads acquired, and any related appointments.

As you scroll down, hone in on the specifics of each lead—like name, phone number, lead type, and business category—to obtain an accurate evaluation of lead quality.

By using the “charge status” and “lead status” drop-downs, you can delve deeper for more granular insights that you just can’t get through traditional Google Ads campaigns. It is time to take control and optimize your lead generation strategies!

4. Manage Your Reviews

Securing positive reviews from your customers is a critical factor in the success of your local service ad campaigns.

Not only do higher ratings and more reviews help to make your business stand out, but they also directly lead to increased conversions and sales.

To start, access the Reviews section in the left-hand column of your ad account for an overview of customer feedback. From there, click on “Ask for Review” to initiate the request.

Don’t forget that customers are much more likely to take the time to leave a review when approached directly by the business. So be sure to reach out and ask!

Additionally, responding to all reviews demonstrates that their input is valued and helps build trust with potential customers.

Finally, remember that while you can view reviews for your services in your ad account, any replies must be conducted through either Google Business Profile or via an external tool such as Semrush’s Listing Management.

Utilizing these strategies will ensure you maximize your online reputation and elevate the impact of your local service ads.

Improve Your Local Services Ads Performance

To improve the performance of local service ads, you can follow these strategies:

1. Optimize Your Ad Content 

Create compelling and concise ad headlines and descriptions that highlight the unique value and benefits of your services. Use relevant keywords and include a strong call-to-action to encourage users to click on your ads.

2. Target the Right Audience

Ensure that your ads are targeting the specific geographical area where you offer your services. Refine your targeting based on demographics, interests, and search intent to reach the most relevant audience.

3. Optimize Your Landing Page

Make sure the landing page your ads link to provides a seamless user experience. It should be mobile-friendly, load quickly, and have clear and easy-to-find information about your services.

Include prominent contact information and a clear call-to-action to encourage users to take the desired action.

4. Monitor and Adjust Bids

Regularly monitor the performance of your ads and adjust your bids accordingly. Increase bids for keywords that generate good results and decrease bids for those that are not performing well.

Use bid strategies that align with your goals, such as maximizing clicks or conversions.

5. Collect and Showcase Positive Reviews

Encourage your satisfied customers to leave reviews on your Google My Business page. Positive reviews can enhance your credibility and increase the likelihood of users choosing your services.

Respond promptly to both positive and negative reviews to show your commitment to customer satisfaction. 

6. Track and Analyze Data

Utilize analytics tools to track the performance of your ads and identify areas for improvement. Pay attention to metrics such as click-through rates, conversion rates, and cost per lead.

Use this data to make data-driven decisions and optimize your ad campaigns.

7. Experiment With Ad Extensions

Take advantage of ad extensions to provide additional information to potential customers.

Use extensions like call extensions to enable users to call you directly from the ad, location extensions to showcase your business address, or sitelink extensions to direct users to specific pages on your website.

8. Stay Competitive With Pricing and Promotions

Monitor your competitors’ pricing and offerings and adjust your own accordingly. Consider running promotions or offering exclusive discounts to attract new customers and incentivize them to choose your services over competitors.

9. Continuously Refine and Test

Regularly review your ad campaigns, identify areas for improvement, and test different variations of your ads, headlines, descriptions, and landing pages.

A/B testing can help you understand what resonates best with your target audience and refine your approach accordingly.

Remember, optimizing the performance of local service ads is an ongoing process. By implementing these strategies and consistently monitoring and refining your campaigns, you can improve your ad performance and attract more customers.



In conclusion, as a business owner, it is crucial to utilize the benefits of Google Local Services Ads. By using local search ads, you can potentially enhance the visibility of your products or services to potential customers in your area.

The commercial aspect of local service advertising can help elevate your business by providing targeted services to local audiences.

With the power of Google, your business can thrive by taking advantage of the local services listing that appears to users when they conduct a search.

This means more leads from your local area, increasing your chances of growth and profitability.

Utilizing this feature is an easy way to automate your advertising, as local service ads will automatically showcase your business on Google when a relevant search is performed.

Given these benefits, Google Local Services Ads are a great tool to boost business growth and attract local consumers.

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