What are Local Service Ads?

Local Service Ads were created by Google to help local service businesses generate leads at a fair rate, while at the same time, aiding customers searching for a reputable company.

Local Service Ads, also known as LSAs,  are shown at the very top of the Search Engine Results Page (SERP) when a user searches for a service in an area where these ads are running. Search terms to generate an LSA may be “window cleaner near me”, “lawn care in Wilmington”, “HVAC services”, etc.

The prime location of these ads combined with the visible review count and Google Guaranteed badge will help your business stand out.

What is the Google Guarantee?

The Google Guarantee is a badge awarded to businesses that pass Google’s screening and verification process. This process varies by industry but may include a background check, proof of insurance, license checks, and other minor review requirements. Learn more about Google’s screening process here.

If your customer discovers your business through a Local Service Ad and is dissatisfied with your service, Google, within their discretion, will reimburse the customer for that initial service. The potential reimbursement provides potential customers some comfort when they decide where they will purchase their service.

What is the difference between Local Service Ads and “general” Google Ads?

Next to their different locations and layout on the SERP, the big difference between LSAs and “general” Google Search Ads is the bidding process.

Google decides how high your Google Search Ad ranks based on how relevant your site is to a user’s query and, more importantly,  how much you are willing to pay for a user’s click. Once a user clicks on your search ad, they are directed to your website where they ideally will fill out a form or call you. The price of a click is usually quite low, but you are depending on a well-optimized website to move the user down the buying funnel.

Local Service Ads are also ranked by a live auction, but in this case, you tell Google how much you are willing to pay for a lead. Other ranking factors in addition to your budget include your Google Business Profile review count and rating, and your office’s proximity to the user. Rather than directing users to your site, they are prompted to call your office number or message you through the Google Local platform, instantly giving you a lead.

If an unqualified user gives you a call, say they are outside of your service area or are requesting a service you do not provide, you can dispute the lead to Google where the cost of that lead will be credited back to your Local Service Ad account. Typically, your request will be approved if submitted within 30 days of receiving the lead. Local Service Ads allow you to know that what you are paying is going directly to a worthy potential customer, whereas with Google Search Ads, there is more of a risk.

Should I run Local Service Ads?

When deciding if Google Local Service Ads are something you would like to test out with your business, we recommend first making sure LSAs are available in both your industry and area. Check your company’s eligibility here.

If you are eligible to run these ads, have a healthy paid ad budget, and value lead generation, we highly suggest enduring Google’s screening process and giving Local Service Ads a go.

The screening process, budget maintenance, and optimization of these things may feel overwhelming, but we are here to help! Give us a call if you would like to see if Local Service Ads and working with Wilmington Design Co would be a good fit for you.