What Are Google Local Services Ads? How Do I Use Them?

a handyman holding a toolbox an wrench, styled like a comic book hero

A New Tool For Your Local Digital Marketing Strategy

While consumers are moving much of their shopping online (more than 75 percent of adults report some online shopping activity), there will always be a time when they have to do a Google search for local service providers they can trust.

Although there are plenty of skilled professionals who are able to be of service quickly, it’s not always easy to find them in high-pressure situations. For years, consumers have struggled to pinpoint a local service provider to handle life’s little emergencies: an overflowing toilet; a surprise termite infestation; or even a sick child who needs a visit to urgent care.

Those service providers are out there waiting to tackle the difficult situations, but it has not always been easy to connect with the people who need service and the service providers closest to them.

One of Google’s newest offerings delivers an answer – Local Services Ads.

What Are Local Services Google Ads?

Local Services Ads are pay-per-lead ads that lead organic results and traditional Google Ads when searching for a local service, appearing at the very top of Google search results.

Because that page space is so valuable, businesses are required to complete a screening process that includes background, license, and insurance checks. Additionally, businesses are required to have at least five Google reviews as well before using Local Services Ads.

Advertisers should be thrilled about Local Services Ads because they offer another digital marketing solution to convert local leads. Consumers and local service providers rejoice! It just got easier than ever to connect service providers with customers with a simple Google search.

When Do Local Services Ads Appear In Google Search?

drawing of a generic google results page on a tablet

Searches for queries that relate to eligible business types will trigger Local Services Ads results. In the United States, there are more than 30 types of business that are eligible to run Local Services Ads. These include:

  • Attorneys/Lawyers
  • Appliance Repair
  • Carpenters
  • Carpet Cleaners
  • Countertop/Cabinetry
  • Electrician
  • Fencing/Gates
  • Financial Planning
  • Flooring
  • Garage Door
  • House Cleaners
  • Heating and Cooling (HVAC)
  • Junk Removal
  • Landscaping
  • Lawn Care
  • Locksmith
  • Movers
  • Pest Control
  • Plumbing
  • Real Estate
  • Roofing/Siding
  • Taxes
  • Tree Removal
  • Water Damage Repair
  • Windows

What Benefits Do Advertisers Get From These New Google Ads?

You may have thought placement at the top of the Google search page was enough to get started, but we’ve got good news. There are even more benefits to utilizing Local Services Ads:

  • Pay Per Lead, and not per click – PPC can be frustrating sometimes when you are forced to pay for clicks that weren’t relevant to your services. With Local Services Ads, the Google search is focused on connecting the right provider to relevant customers. Advertisers are only charged for relevant leads.
  • Google Guarantee – Just like that checkmark makes someone look a little more official on Twitter, Google is doing the same with Local Services Ads. These ads appear in the Google search results with a green checkmark signifying the “Google Guarantee.” Not only is this an endorsement for the advertiser by Google, it also incentivizes searchers to select a Google guaranteed option. Google offers protection of up to $2,000 for unsatisfactory work done by a guaranteed service provider.
  • Reviews and Ratings – Reviews and ratings are included on all Local Services ads. This is actually one of the few ways to get ratings and reviews to the Google search results now with the sunsetting of Review Extensions.
  • Voice Search Inclusion – Over 20 percent of all searches come via voice, and Local Services Ads can make you accessible on all devices that are powered by Google Assistant.
  • No Ads or Keywords – No keyword research or ad testing required! These unique Google ads automatically land in results for relevant search terms, no matter how broad or specific the terms are.

How To Get Local Services Ads Incorporated into Your Digital Marketing Strategy

For local service providers who may be struggling to connect with people looking for their services, it is a no brainer to give this method a shot. There are just a few simple steps to getting your business set up.

  1. Confirm Eligibility: Local Services Ads are still only available to certain industries and locations. Make sure you’re able to utilize them.
  2. Create Business Profile: This profile is different from the Google My Business account. The Local Services Ads business profile is what matches your business to relevant searchers. You will provide information about the budget, business hours, services, and job types. It is important to be honest about what your business can do and where you would like to see leads come from to ensure you receive quality matches.
  3. Add License and Insurance Details: Submitting these documents is the only way to get the Google Guarantee and run Local Service Ads.
  4. Complete Background Check: Google doesn’t want to send people to perform in-person services that they haven’t verified, so you must complete a background check before being listed.
  5. Manage Leads: After your profile is complete, you are free to run your Local Services ads to collect leads. You can view and manage your leads as well as respond to them.

Google Ads Not Yielding the Results You Desire? Our Digital Marketing Solutions Can Help!

Your business deserves to be the star of the show. You work hard, you do good work, and you want to be rewarded with a high ranking on Google. That is where iFocus Marketing comes in. Our unique, data-informed digital marketing strategies have propelled us to award-winning status, and we can help you get the boost you’re looking for.

Contact us now to help you take your business’ digital marketing strategy to the next level with Google Local Services ads and plenty of other proven solutions.

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