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Quick Guide to Google Local Services Ads (2018)

By August 1, 2018 No Comments

Google is always mixing it up and adding different ways to drive leads to your business. Today we’re going to chat about Google’s Local Service Ads and the unique proposition it brings to advertising within the service industry.

What is Google Local Services?

These are text based advertisements placed directly within the search results for specific business industries. These ads are not pay-per-click either, they are pay per lead – which is unique to the PPC structure for which most Google Ads operate.

“With Local Services ads, you can advertise your business on Google and receive leads directly from potential customers. These leads come in as phone calls and messages sent through your Local Services ad. You can reply to messages, track bookings, and manage all your leads anytime online and through the app (Android, iOS). “

There are a ton of benefits for using this model, too.

  • Put your business immediately in front of people willing to spend money.
  • Pay only for leads related to your specific business and service offerings
  • Go head-to-head for marketshare in your category, let the customers choose

How do Google Local Services Ads work?

The actual ad is shown extremely high in the search results for the query related to a service you offer in your specific area. The ad itself will have your business name, number of reviews and  an ability to message you directly or give you a call.

There is a Local Service Ads application that works as a CRM that ties directly in your campaign. When the information and lead makes its way to the application – it’s up to you to close the deal.

It’s super important to also ensure that you have correct time parameters set for the advertisements. Meaning, you need to make sure you are only running the ads when are available to answer the messages and extra phone calls. If you regularly fail to answer calls or respond to messages quickly, your ad ranking may be affected – and that’s not easy to recover from.

Right now, the program is limited but extremely powerful.

Right now, according to Google’s website – Google Local Services Ads are limited to a few specific industries such as:

  • Locksmiths
  • Plumbers
  • Electricians
  • HVAC
  • Carpet Cleaners
  • House Cleaners
  • Garage Door Services
  • (more coming soon!)

What do Google Local Ads look like?

The best way to demonstrate a few screenshots is to select “plumbers” and see who shows up in the Memphis area.

The three main positions here are prime territory. Right there in front of potential money spenders. However, if you click “More plumbers in Memphis” it takes you here (which allows the searcher to dive into more specifics):

Also, the types of stuff you have to provide to Google to get this going is rather easy:

What is the “Google Guarantee badge” all about?

According to Google, “If your customers aren’t satisfied with work quality, Google may refund up to the amount paid for jobs booked through Local Services ads, with a lifetime cap for coverage.” This can be a seriously powerful driver and added confidence booster for potential searchers.

If one of your customers submits a claim to Google, they will reach out to you directly to investigate. You’ll have an opportunity to make things right with your customer yourself. Then, Google will decide on a resolution.

Our Google Local Ad recommendations.

There are a ton of things that go into ranking your business alongside your competitors. If Google spilled the secret-sauce, it’d be way to easy to take advantage of the system. However, there are some things we’ve seen to impact your overall performance within the campaigns. Businesses with multiple locations will obviously have a better chance of scoring the lead because proximity does come into play.

  • Make sure you are available the same time your ads are running
  • Work hard at driving ratings and reviews, this matters a ton
  • Ensure your Google My Business listing is setup correctly and optimized with accurate information
  • IF YOU AREN’T TRYING IT, REACH OUT!

We’d love to help you get started so you can take advantage of this offering. If you fall into one of the categories above, send us a message and we can talk about putting your leads in hyperdrive.

Michael Morgan

Michael Morgan

founder, clickmattic

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