Google Local Service ads empower small businesses to advertise on Google and receive leads directly from potential customers. Google Local Service ads appear on the top of the SERP’s – or search engine results page – when people search for services within your area.
By interacting with the ads, they will be able to see a list of all of the participating local services that are associated with the entered keywords. It’s a powerful way to onboard local customers and garner trust from current clients.
Why You Would Want To Invest in Google Local Service Ads
Cost-effectiveness. Unlike other ad networks, participants of Google Local Service ads will only have to pay per lead, instead of per click with the lead pricing varying largely depending on your location, and the type of industry or niche you cater to.
Businesses that participate with Google Local Service ads will be “Google Guaranteed.” This badge not only helps with your reputation, but it also indicates a dedication to customer service that is further backed by the search engine giant. As more customers become savvy as to where they spend their money, this Google Guarantee badge can be a significant differentiator between your business and competitors.
Expanding your businesses reach beyond the traditional search ads. Google Local Service ads offers maximum exposure and visibility. 71% of online searchers interact with the first page of Google, with the majority only showing interest on the first page. Having a business at the top of the first page will create a traffic stream of quality visitors who are local and interested in your services.
7 Best Practices For Your Google Local Service Ads Campaign
1. Ensure that you are in the proper market. Currently, Google Local Service ads are only available to businesses within the United States, the United Kingdom, and Canada. Within the United States, the local service ads cater to major cities as well as surrounding suburbs. Also, not all niches are eligible — Google has a list of industries that can participate in the Google Local Service ads program.
2. Become certified. Google requires all participating small businesses and service providers to complete a background check, with United States participants going through a self-service application via Pinkerton. To streamline the process, make sure that you have vital information at hand when applying to Google Local Service ads. These include the name of your business, accurate address and contact information, federal employer identification number, and the number of employees in your company. Each employee will have to pass a background check. For your Google Guarantee badge, you will need to provide additional information designating insurance and licensing information.
3. Understanding what constitutes a “valid lead.” Since you are only charged for valid leads, you generate a more predictable return of investment. However, for the uninitiated, it may be confusing as to what factors Google uses to determine validity. These factors include text messages or emails from potential customers, voicemails, phone calls, and text messages, phone calls, or emails you made in response to missed calls.
4. Creating Your Local Services Ad – doing it right the first time. The settings you choose when you create a profile will act as your targeting data, making it imperative that you provide accurate information. Include your business hours, specific service areas, job types, as well as your weekly budget. Keywords for Google Local Service ads are a bit different from Ads. Keywords relevant to ad categories will trigger the ads. However, those keywords need to include modifiers like “New York City cleaning services” or “electrician near me”. The good news is that you do not need to bid for keywords anymore — the ads are automatically triggered based on thousands of search terms at any given moment.
5. Be aware of what contributes to your ranking. As a small business owner, you must be aware of indicators to ensure that your ads are effective and cost-effective. The first is the vicinity your business has to the searcher. While this is relatively out of your control, make sure that you specify which areas you are servicing to initiate quality leads. Google will also prioritize small businesses with a higher review score. Generate customer reviews by incorporating it into your early advertising strategy. On the Google Local Service ads panel, you can ask customers for a review, giving you the option to personalize the sent message. Custom emails will encourage reviews from your past clients.
6. Your Google Local Service ads work with Google Home. Google is beginning to roll out Google’s Local Search ads that will connect to those who use Google Home to inquire about potential service providers in the area. Google Assistant will now provide Google Home users with a few nearby options. To increase your chance of Google Home recommending your service, you want to continuously collect reviews, provide top-tier service, and be highly responsive to inquiries. Google has shown a preference for active users.
7. Visit and revisit your inbound call structure. Whether you will be charged is largely dependent on your lead call time and habits. You do not want inbound calls to be riddled with unrelated questions and inquiries — this is a waste of time for your business, and you will be charged after a certain time on the phone.
To ensure that you do not experience time wasters, ask the right questions to find as much information as quickly as possible. Lead them to a specific goal, informing the caller what the next steps are going to be. Then once you have piqued their interest, quickly gather details like their contact information and inquire when you can call them back to confirm information and then thank them for their time.