As a small business, local customers often are your target audience. You rely on them to bring you business. Yet, in this competitive world, getting them to cross your business threshold isn’t as simple as putting up a banner or printing an ad in the newspaper. And that’s where Google Local Services Ads (LSAs) come into the picture.
They are a great way to enhance your visibility among your local target audiences and promote your business to the people most likely to convert to clients.
If you are wondering how Google Local Services Ads work and how to leverage them for your business, you have come to the right place. In this blog, we will answer all these questions and more.
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What Are Google Local Services Ads?
You must already know about Google’s advertising platform Google Ads, which runs on-pay-per-click advertising models. Many people think Local Services Ads are the same. However, that isn’t true. LSAs work on pay-per-lead model ads that appear at the top of the search results when someone performs a local service search (e.g., “plumbers near me”).
What distinguishes them from traditional pay-per-click ads is that businesses only pay when a customer contacts them through the ad. LSAs feature essential details like business names, operating hours, customer ratings, and the “Google Guaranteed” badge that showcases trust and quality assurance.
This unique feature of LSAs allows business owners to reach potential clients right when they search for specific services, making it more likely for them to convert these opportunities into sales.
Advantages of Using Google Local Services Ads
- Enhanced Trust and Credibility
The most prominent benefit of LSAs is the feature of the Google Guaranteed badge. They act like Google’s recommendation for your business. Seeing it gives customers confidence that your business is vetted and approved by Google, so they can trust your service. Another fact is that a customer can be eligible for a refund, in case they are dissatisfied with the service provided by a Google Guaranteed provider. It instills further confidence among customers, leading to high conversion rates.
- Increased Visibility on Google Search
Another benefit of LSAs is that they are displayed prominently above the organic search results. This means they are the first thing a visitor sees when they search something on the search engines. You might also be surprised to know that the first result in Google gets 27.6% of all clicks. Hence, your LSA ad on top, increases the chance of getting clicks and conversions significantly.
- Cost-effectiveness and Qualified Leads
Budget is a constant concern for many small businesses. The marketing budget is limited, so every dollar counts. That’s why LSA ads are such a game-changer for small businesses. Unlike traditional ads where services are paid per click, LSAs are pay-per-lead.
Hence, you only pay when a potential customer contacts you through the ad, potentially increasing the return on investment. Top of that, each lead comes from someone who has already expressed interest in your services, ensuring you only spend your marketing budget on qualified leads.
How to Set Up Google Local Services Ads?
Now that you know the many benefits of LSAs for your business, the next step is to set up your LSA ad. Doing so is quite simple, you just need to create your business profile on the platform to get started. You will have to provide all relevant business information to the platform.
You are also required to verify your license and insurance and may have to pass the background check to get verified. So, it is best to get all the documents ready before you start the process.
Once you are verified as a legitimate business, you can start by creating compelling Google Local Service Ads.
Best Practices for Successful Google Local Services Ads
- Active Management and Responsiveness
One thing that you must do without fail is promptly respond to inquiries generated by LSAs. Quick responses not only enhance customer satisfaction, but also improve your ad rankings. Set up notifications to avoid missing any potential leads.
- Encourage and Manage Customer Reviews
Customer reviews are the stars that make you shine in front of the customers. They are quintessential in building your online reputation and attracting new business. Encourage satisfied clients to leave positive feedback and address any negative reviews constructively. Consistent high reviews improve trust and lead to better positioning in search results.
- Regularly Review Lead Quality
Don’t forget to analyze the leads you receive to determine their quality. Assess whether they convert into sales, and refine your targeting if necessary. This continual assessment helps ensure you get the most out of your advertising spend.
- Leverage Reporting Tools
It is also a great idea to utilize Google’s reporting and analytics tools to gain insights into your ad performance. Understand which service types garner the most interest, and identify any trends or patterns in customer behavior that you could leverage to better structure your ad strategy.
By applying these best practices and with the help of Google advertising consultants, businesses can harness the full potential of Google Local Services Ads to reach their target audience more effectively, thereby fostering growth and enhancing profitability.
Wrapping Up!
Google Local Services Ads serve as a potent tool for enhancing business visibility and attracting local clientele. By bridging the gap between service providers and potential customers effectively, LSAs hold the promise of increased leads and ultimately, business growth. Embracing this targeted approach means investing in leads that are more likely to convert, ensuring that each advertising dollar is wisely spent. As more people turn to Google to find local services, leveraging LSAs is an astute way for service-oriented businesses to stay ahead of the curve and bolster their local presence.
Author Bio:
TiTech Marketing is a pioneering internet marketing company based in Atlanta, renowned for its commitment to empowering businesses with cutting-edge digital marketing strategies. Our focus is on educating marketers and business owners alike, enabling them to navigate the complexities of the online marketplace with confidence. Our dedicated team of experts is passionate about disseminating valuable insights and innovative approaches.
