How to Get More Leads with Google Local Services Ads?


Published: January 13, 2020 Author: Jason Holicky - Hometown Design Studio Inc.
Google Local Services Ads for Small Business

Almost half of all Google searches are local, meaning that of the 5.6 billion searches Google processes every day, close to three billion of them are on the hunt for local products and services. Google Local Services ads are one of the best advertising methods for local businesses to get more leads. This service will also help boost consumer trust and provide companies with access to advanced advertising and lead tracking systems to be sure you’re making the most of your advertising budget.

What Are Google Local Services Ads?

When people search using keywords related to local services, they will be presented with a Local Services Unit at the top of their search results page. This unit is displayed as a short preview of local providers with links directly to a Google-provided landing page showing information about the business. Users can see the company’s contact information, reviews, a description of the services provided, and details about the screening services completed by companies that participate in the Local Services program.

Boost Trust with Advanced Screening

Local Service ads are more than just another channel for advertising your business. To participate in the service, local companies must provide extra information and pass a series of screenings to help boost consumer confidence when booking with these companies. The exact screening process varies depending on the type of service and your location, but typically include background checks, insurance verification, and confirmation of licenses or other certifications that may be required for your industry.

Depending on the type of services provided, the background check can include the business itself, the owner of the business, and service professionals who work for the company. These checks are meant to uncover previous litigation related to negligent or substandard performance of services, criminal history, and cross-checking against required criminal registries such as the national sex offender list.

What is Google Guarantee

When customers book a service with a Google Guaranteed business using the contact options found on the provided landing page, Google will cover claims up to the cost of the total service. In other words, if a consumer isn’t happy with the services they received, Google may issue the customer a refund of any fees that were paid.

For businesses, Google will first contact you to learn more about what happened and what may have gone wrong. You’ll have an opportunity to make things right with the customer first. After completing an investigation of the claim, Google will determine whether the customer should be refunded under the Google Guarantee program. For customers, this can help them feel more confident when working with a company for the first time. A win all around.

How Google Local Services Help Your Business

Along with providing potential customers with the added trust and confidence to work with a new local business with fewer risks, companies that sign up for Google Local Services ads also receive access to advanced tools and reports to help manage advertising costs and tracking leads.

First, when you create your business profile, you’ll be able to select what types of leads you would like to receive. For example, a plumber can choose from a variety of household tasks, outdoor repairs, or pipework. Then, when a lead contacts your company from the provided landing page, they’ll be added to your leads dashboard where you can review their details and listen to a recording of a call if they contacted you by phone. From there, you can reply via email or text, call the number listed, or decline the job request (which sends a notification to the lead).

Advertising is also incredibly simple as you won’t have to manage keywords and ads. Local Services ads are automatically displayed to customers searching for relevant search terms and Google automatically creates the ad format for all businesses using information you’ve provided in your profile. Plus, companies are only charged for leads, not displays, so you’ll be able to adjust your budget according to the number of leads you’re able to manage.

Who Gets Viewed

Some industries can have some steep competition in local areas, and Google Local Services Ads only display three providers on desktop, two on mobile devices, and one on a Google Assistant. So, how does Google choose who gets the views? Every business receives a Local Services Ads Rank that’s calculated using a number of factors.

First, they consider your proximity to the customer who is searching and your business hours. They’ll also factor in both the number and quality of reviews you’ve received and how responsive you’ve been to customer requests. Plus, if Google has received serious or repeated complaints about your business, it may be harder to get views.

Which Industries Are Eligible for Google Local Services Ads

Google Local Services ads and the Google Guarantee are not available for all industries in all locations. For now, the program is limited to the United States and Canada, and to a limited selection of providers. In Canada, only electricians, locksmiths, plumbers, and HVAC companies may participate. In the U.S., the following service providers may apply to participate, depending on what is available for a specific location:

  • Appliance Repair
  • Carpet Cleaning
  • Cleaning
  • Electricians
  • Estate Lawyer
  • Financial Planning
  • Garage Door
  • HVAC
  • Immigration Lawyer
  • Lawn Care
  • Locksmiths
  • Movers
  • Pest Control
  • Plumbers
  • Real Estate
  • Roofers
  • Water Damage
  • Window Cleaning

Learn more about local services and find out if your business is eligible for Google Local Services ads or give us a call and we can check for you. If you’re ready to get started, let us know and we can help get you set up and start those leads rolling in!

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About the Author

Creative Director Jason co-founded Hometown Design Studio of New Lenox, IL in 2013. He spends his days guiding and consulting industrial clients and small businesses owners on their marketing strategy and projects. Jason enables everyone to be successful and grow their business by sharing his knowledge and experience.
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