In the dynamic realm of online advertising, businesses are constantly seeking innovative ways to connect with their local audience and boost their impact. But even with the best ad campaign, spraying and praying is simply ineffective — you need to ensure that you can reach potential customers in your area in a more strategic way, especially when they’re actively searching for your products and services within their surroundings. Enter Google Local Services Ads (LSAs), a powerful tool reshaping the landscape of digital marketing. Given its wide reach and influence, enrolling in Google LSAs program would seem like the smart thing to do for service-based businesses and professionals. But, how does this program really work? And how can you maximize its benefits for your business? In this comprehensive guide, we’ll tell you all you need to know about Google Local Service Ads and uncover how they can help boost your business’s visibility and sales.
How Does Local Service Ads Work?
Understanding the mechanics behind Local Service Ads is essential for businesses looking to leverage their potential. One thing to make clear right off the bat is that LSAs operate on a pay-per-lead model, unlike the traditional pay-per-click approach, where costs accumulate with every click, whether or not those clicks result in leads or sales.
This means you only pay when you generate viable leads from potential customers who have shown direct interest in your product or service, ensuring a cost-effective and result-oriented advertising strategy.
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Benefits of Google Local Services Ads
Embracing Google Local Services Ads comes with a lot of benefits that can catapult your business to new heights. This is why it is becoming increasingly popular among service-based businesses and professional individuals.
Now, let’s explore some of these benefits that make LSAs an invaluable asset for businesses like yours. But before we get into that, let’s find out how much it’ll cost to enroll your business in Google LSAs program.
How Much Do Google Local Services Ads Cost?
A crucial consideration for any advertising strategy is the cost involved. Like other paid marketing channels, the cost of Google Local Services Ads (LSAs) can vary widely, depending on the number of leads you want per week.
However, one area where Google Local Services Ads stand out is in the flexibility of investment. Thanks to its cost-effective pay-per-lead solution, you only pay when a prospective client contacts you through the ad. This model ensures that businesses invest in meaningful customer inquiries.
More Than 70 Types of Businesses Can Now Use Local Services Ads
As Google continues to expand its LSAs tool, businesses and professional individuals now have even more options to promote their goods and services online and get leads from people in their area who are actively searching for them. With over 70 types of businesses eligible to use Local Services Ads, your business is now more accessible than ever.
Whether you’re a plumber, electrician, or pet groomer, LSAs provide a versatile platform to connect with your target audience.
Google Guaranteed Ads
As a local business, staying connected with your community is key, especially when they’re in need and seeking assistance from someone they can trust. When you enroll your business in Google Local Services Ads, you will get a Google Guarantee Badge that signifies that your business has undergone a background check, giving customers an extra layer of confidence and security when booking services.
Google Screened Ads
As a subset of Google’s Local Services Ads, Google Screened helps professional service providers like law firms, real estate agents, and financial planners build a solid reputation online. With a Google Screened badge, you can let potential customers know that your business has been thoroughly vetted to establish and enhance trust, credibility, and professionalism on all sides.
Gain Trust With the Google Guarantee or Google Screened Badge
A Google Guarantee Badge or Google Screened Badge under your brand name will instantly establish trust with potential customers and encourage them to click on the ad. While both of these Google verification services require a thorough screening and verification process, they help indicate that your business is verified, reliable, and committed to delivering high-quality services.
How to Know if Your Business Qualifies for Local Services Ads
Before you start with Local Services Ads, it’s important to check if your business qualifies. This is because Google has specific standards your business must meet to use LSAs, and these standards can vary based on the service you render, your location, and whether you advertise directly with Google or through one of its partner affiliates.
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At times, earning the coveted Google Guarantee or Google Screened badge can take a while, thanks to Google’s thorough screening and verification process.
However, if you’ve cleared the preliminary checks and are waiting on the final onboarding steps, you can start to generate leads right away with the Pre-Badge Ads.
These ads offer increased visibility and a prime spot in search results, building trust with potential customers even before you officially roll out with the Google Guarantee or Screened badges.
Expand the Reach of Your Paid Search Ads
Local Services Ads complement your existing paid search strategy, providing an additional avenue to expand your reach and connect with local customers actively searching for services.
Advertisers Pay Per Lead – Not Click!
The unique pay-per-lead model sets Local Services Ads apart from traditional pay-per-click advertising. Advertisers pay only when they receive genuine leads from customers with high purchasing intent, ensuring that every dollar spent contributes to meaningful leads.
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Getting Started With Google Local Services Ads
Now that you understand the benefits, let’s delve into the practical aspects of getting started with Google Local Services Ads.
- Create Your Profile and Check for Eligibility
Begin by creating a Local Services Ads profile and checking if your business meets the eligibility requirements.
- License Verified by Google Ads
Google Ads verifies the licenses of service providers, adding an extra layer of credibility and ensuring that customers are connected with legitimate businesses.
- Accessing Your Local Services Ads Account
Once your eligibility is confirmed, access your Local Services Ads account through Google Ads.
- Confirm Your Eligibility
Double-check your eligibility status to ensure that your business aligns with Google’s requirements for Local Services Ads.
- Create Your Business Profile
Craft a compelling business profile that highlights your services, expertise, and commitment to customer satisfaction.
- Manage Your Reviews
Actively manage and respond to customer reviews to build a positive online reputation and enhance trust with potential customers.
- Complete a Background Check
For businesses aiming for the Google Guarantee or Google Screened badge, complete the necessary background checks to further establish your trustworthiness.
- Manage Your Leads
Efficiently manage the leads generated through Local Services Ads to maximize the impact on your business.
Mastering the art of Local Services Ads opens up a world of opportunities for businesses to connect with local customers, build trust, and drive high-quality leads. By understanding how LSAs work and following the steps to get started, businesses can position themselves at the forefront of their respective industries, enjoying increased visibility and customer engagement.
Just follow the tips we shared to get started, and don’t forget to tweak and improve along the way until you get the desired result.