In today’s digital landscape, businesses always look for effective ways to reach their local audience. Google Ad Campaigns, Google Business Listings, and search engine optimizations are some of the most common ways of doing so. Another powerful tool that has emerged are Google Local Service Ads (LSAs). These ads enhance visibility and connect service providers directly with potential customers searching for local services. A step past local service ads is the Google Guarantee, which puts an even stronger stamp of approval on your business listing and other advantages. Let’s dive into both Local Service Ads and the Google Guarantee.
What Are Local Service Ads?
Local Service Ads are a type of paid advertising offered by Google that allows businesses to promote their services locally. Unlike traditional ads that may appear across various networks, LSAs focus specifically on local service providers, such as plumbers, electricians, house cleaners, and more. These ads are designed to appear at the top of Google search results when users search for relevant services in their area, making it easier for potential customers to find and contact your business.
What Industries are Eligible to run Local Service Ads?
The list of industries eligible to run local service ads is constantly growing. Below is a broad view of industries currently eligible. To see if your business qualifies, visit Google’s Local Search Ads to learn more.
Home Services: Such as plumbing, electrical work, HVAC, landscaping and lawn care, cleaning services, pest control, and more
Legal Services: personal injury lawyers, family law attorneys, criminal defense lawyers, immigration lawyers, and more
Healthcare Services: dentists, chiropractors, optometrists, physical therapists, home healthcare providers and more.
Automotive Services: auto repair shops, car detailing services, towing services, and more.
Real Estate Services: Including real estate agents, property management services, and more.
Home Improvement and Construction: These include general contractors, roofing companies, remodeling companies, and more.
Other services include moving companies, pet grooming, and locksmith services. Google’s list of eligible services continually expands, so check back if you are not eligible.
Getting Started and Cost of Local Service Ads
Businesses must first create a Google Local Services profile. This involves providing essential information such as services offered, service areas, business hours, and customer reviews.
Google then verifies that your business meets specific requirements, including proper licensing and insurance. This builds trust with potential customers, who can see you’re a legitimate service provider.
Once verified, your ads will show to searchers in your specific areas. Local service ads may appear at the top of search results, even over paid and organic listings. They will show your business name, ratings, and reviews and are optimized for mobile devices to encourage calls to your business.
I searched on my phone for “realtor Florence, AL,” and the results are below. Notice that the ads at the top are “sponsored” with the green check mark and “Google screened,” meaning that they have passed the verification process and are running local service ads.
The cost of Local Service Ads is calculated differently than traditional pay-per-click ads. In LSAs, you only pay for leads generated through your ad. You are not paying for clicks or impressions but for actual customer inquiries. The cost per lead is determined by many factors, such as location, competition, and job type, and ranges from $2 and up per lead. As always, you can set a maximum budget to ensure you only pay what you want during the billing period. You can also increase or decrease your budget throughout the year to account for the busier seasons.
How Local Service Ads and the “Google Screened” Badge Help
LSAs appear at the top of search results, increasing the likelihood that potential customers will see and engage with your ad. This prominent placement can lead to higher click-through rates and more inquiries.
The verification process instills confidence in potential customers. When they see a verified badge next to your ad, they are more likely to trust your business.LSAs also showcase your business’s ratings and reviews, allowing you to highlight positive feedback and build credibility with prospective clients.
LSAs are explicitly designed for local service providers. This means you’re reaching customers actively searching for the services you offer in your area, resulting in higher conversion rates.
Google’s Local Service Ads are a valuable resource for businesses looking to enhance their local presence and attract more customers. By leveraging LSAs, you can increase visibility, build trust, and connect directly with potential clients. As the digital marketplace continues to evolve, adopting innovative advertising solutions like Local Service Ads can help your business stay ahead of the competition. If you’re a local service provider, consider implementing LSAs today to unlock new opportunities and drive growth.
A Step Beyond “Google Screened” is “Google Guaranteed”
Once you have become “Google Screened” and are running your local service ads, becoming “Google Guaranteed” adds an even deeper level of trust for your business and allows your business to show above Google screened accounts in search results.
A Google Guaranteed badge offers added peace of mind, providing a money-back guarantee if the customer is unsatisfied with the service they received. A claim against your services can be filed with Google, and the customer can receive their money back. Some limitations to this apply, such as they must have booked your service through the local service ad, the decision to award the claim is made solely by Google, and in the US, the money back is limited to $2,000.00.
Below is a screenshot of a Google search on my phone for “HVAC near me.” At the very top of the page, you will see the Google Guaranteed businesses displaying their green badge.
How to Become Google Guaranteed
To become “Google Guaranteed,” you must first begin the verification process, which is more in-depth than the Google screening process and includes background checks that can include criminal history and other checks to ensure safety and liability, proof of required licenses, permits, and insurance, an audit of current customer reviews, and adherence to Google’s policies and community guidelines. In addition to the local service ad payments, Google requires a $50 monthly fee to hold its guarantee.
Not all industries are available for a Google Guaranteed badge, but many service industries are, and they are continually adding to the list. Your first step is to become Google screened and apply for the Guaranteed badge.
Dogwood is Here to Help
As always, Dogwood is here to help you every step of the way—whether you are beginning the process of local service ads and getting your Google Screened badge or taking the next step of becoming Google Guaranteed. We want to see your business succeed! Contact us to learn more!
