How to Optimize Google Local Services Ads

If you’ve searched for a local service, you’ve probably seen a Google Local Services Ad (LSA).

LSAs are a powerful advertising tool designed to help businesses connect with local customers quickly and efficiently. But how can you make them work for your business?

We can show you not only how to leverage LSAs effectively to reach potential customers in your local area, but also how to maximize the return on the marketing dollars you invest.

How Google Local Services Ads Work

When a user performs a Google search, Local Services Ads are presented to them in the form of a lineup of local professionals, positioned above the traditional Search Engine Marketing (SEM) ads. Think of it like a VIP section showcasing each business’s phone number, hours, and ratings and reviews. Clicking on one of these ads prompts the user to confirm their project and service area. If all criteria are met, they can then dive into the business’s qualifications and reviews, and make that all-important call, text, or email to schedule service or an appointment.

LSAs can not only increase your visibility within Search Engine Results Pages (SERPs), but there is also a cost efficiency: You’re only charged for valid leads. Your ads are also stamped with the Google Guaranteed checkmark, lending your brand a degree of credibility.

But There Are Hurdles to Keep in Mind

As we’ve launched LSAs for our clients, we’ve learned they’re not all sunshine and rainbows.

Verification of your profile can take between 2-3 months. Your LSAs will only show in SERPs if there is enough active competition. “Enough,” as defined by Google, are three competitors on desktop and two on mobile. Messaging and keyword targeting optimizations are also off the table, limiting you to updates to the photos, zip codes, and spend.

You must have at least one member of your team monitoring responses to your LSAs, because every lead requires a reply, call, or declination.

You also run the risk of your LSAs cannibalizing some of your SEM leads.

How to Get the Most Out of Your Local Service Ads

To overcome the potential pitfalls of LSAs and maximize your marketing dollars, first you need to understand their six key ranking factors:

1. Responsiveness to Lead Inquiries: Speed is king here. Respond to leads within 15 minutes for the best ranking.
2. Review Score and Number of Reviews: More positive reviews mean better visibility. So, get those happy customers talking!
3. Proximity to the User: The closer your business is to the searcher, the better.
4. Business Hours: Being open when customers need you is crucial.
5. Serious or Repeated Complaints: Keep your complaint count low to stay on top.
6. Budget: Running out of budget? Your rank will drop. Google smartly paces your spending to keep you visible.

Our team also recommends:

• Setting up alerts to respond to leads within minutes.
• Sharing easily accessible review links with satisfied customers.
• Regularly reviewing and updating your service areas, verticals, job types, and categories to align with your ideal customer.
• Ensuring your budget lasts by managing your spend effectively.
• Taking advantage of Google’s Lead Feedback Survey to report poor quality leads and receive credits.

Follow these tips and you’ll be setting up your Local Services Ads for sustained success.

If you need a hand navigating the ins and outs of LSAs, we’re free to chat.