Use Google Local Services Ads To Generate More Leads

Did you know that over 1.5 million searches each month contain “near me”, and 28% local searches result in a purchase? This is a great opportunity to quickly and reliably connect with the best leads.

But how do you achieve it? With Google Local Service Ads (LSA), you can do it.

For instance, if a person in a particular location wants a car wash service, they’re not going to choose a random car wash center. Instead, they search for the car wash service “near me”.

By creating Google Local Service Ads, you can appear at the very top of search results and connect directly with high-intent customers. Let’s dive in and explore why Google Local Service ads are such an invaluable tool for finding customers and growing your local business.

What are Google Local Services Ads?

Google Local Services ads (LSAs) are paid advertisements offered by Google that allow you to promote your services directly to your potential customers in your area. They typically appear at the top of the organic search results for those who search for local services.

Here is an example of LSA, when customers search terms like “electrician near me”, businesses running local services ads appear at the top of the Google search results.

Image Source: Local Service Ads

If customers click to see more plumbers, multiple listings show up to choose one.

Now you know what Google Local Services ads are. Let us dig a little deeper into every detail about this.

How Local Services Ads Work?

You just need to first set up your Google Business Profile to provide your local business details. So, when customers search for your service, Google will respond with a list of Local Service Ads that match their query.

LSA ads typically display:

• Your business name
• Your service
• Your location
• Ratings
• Customer reviews
• Business hours
• Call button
• Google verified or Google guaranteed badge

Once you meet the eligibility criteria, your LSAs will appear at the top of Google search results when customers in your area search for services you offer. Through this, customers can also contact you directly through phone call or message, making the process seamless and efficient.

Moreover, LSAs work on a pay-per-lead basis, which means you only pay when a potential customer contacts you through the ad. Great news for you – where your budget is spent only on leads rather than clicks.

Google Ads vs Google Local Services Ads: Difference

Here are the main differences between Google Ads and Google Local Services Ads.

FEATURE	GOOGLE LOCAL SERVICE ADS	GOOGLE ADS
Ad placement	Appears at the top of the SERP (above paid ads & organic results)	Appears below LSAs and on the Google search partner network
Target audience	Local and service-based customers	A broader audience based on keywords and other targeting options
Verification	Need a verification process to get a Google guaranteed badge	No verification or trust badge required
Calls-to-action	Get the customer to call	Get more leads to your website
Ad spend	Pay per lead	Pay per click
Ad format	Simplified format with business information, ratings, and a “Google Guaranteed” badge.	Customizable text ads, image ads, video ads, shopping ads, and more.
Best for	Service-based local business	Any business (ecommerce, local, global, SaaS, more)

Benefits of Running Local Services Ads

Let us now look at the benefits you gain from using Google Local Services ads.

1. You drive more visibility and more clicks

No matter where your website’s position is on the SERP, the question is, are you getting enough leads? If not, then the Local Services ads are the best option. This places your ad at the very top of search results, above both organic listings and paid ads.

LSAs capture immediate attention from potential customers. The ad placement increases visibility, builds trust, and improves the click from high-intent customers who are ready to engage with your service.

2. You pay only for qualified leads

One of the main benefits of LSAs is that you don’t pay for impressions or clicks – you only pay when you receive a valid lead. This helps you not to waste your money on irrelevant clicks, spam inquiries, or users just browsing without the intent to buy.

Moreover, if you receive any invalid leads (spam, unrelated queries, or out-of-area calls), you can dispute them, and the charge will be refunded.

3. You connect with ready-to-buy customers

LSAs are designed for direct customer connection. Your leads can call you or message you straight from the ad. This means you’re getting actual inquiries from customers who are ready to book a service.

4. You can control where to display your ads

With LSAs, you have complete control over where your ads are displayed. For instance, if you want to target customers only in specific locations. You can customize it. If certain locations don’t perform well, you can pause them. You can even stop your ads altogether if you’re fully booked with customers.

This flexibility ensures that your ad spend goes exactly where it matters most – helping you reach high-value local customers without wasting money or resources on irrelevant areas.

5. You earn trust with the Google Guarantee badge

When you use Google Local Services ads, you will have a badge that convinces customers that you are a genuine seller. This green checkmark indicates trust – it shows that Google has vetted your business. You have to provide a valid business license and insurance papers for your company.

These are the benefits you could gain from using Google Local Services ads.

How to Create Google Local Services Ads For Your Local Business?

This is a simple process, yet it is necessary to do it correctly. Now, let us look into the process step by step.

STEP 1: Sign in to your Google Ads Account

To get started with Google LSAs, you first need to create a Google Ads account. Go to Google Ads, and click Get started. If you already have a Google Ads account, you can click the Sign in button.

STEP 2: Check the eligibility

Firstly, visit Local Service Ads. Click the Get Started button. Google Local Services Ads are only available for specific service categories in certain countries. To check your business eligibility,

Click the “Get Started” button on the Google Local Service homepage.

Next, select your country, enter your location or ZIP code, and business category, and click Check Eligibility.

To know more details about which services are applicable for Google Local Services Ads, check out Local Services Ads now supports more businesses.

STEP 3: Create your profile

If LSAs are available in your area, you’ll be directed to a setup page where you’ll need to provide essential details about your business, such as your name, phone number, address, open hours, and location. While some fields may be optional, it’s best to complete as many as possible during this stage.

STEP 4: Set up your service

Next, you’ll be prompted to add more details about your business offerings. For example, the geographical locations you serve and the type of services you offer. If you notice your service doesn’t appear as an option when setting up your service type, it means that particular service is not currently available for LSAs in your region.

STEP 5: Preview your ad

Once you’ve set up your profile and service, Google will generate a preview of your ad based on the details you’ve provided. You cannot edit the ad. The only way to change any details in your ad is to update the information in your profile.

STEP 6: Complete business verification

Now it’s time to prove to Google that your business is trustworthy through documents such as business registration proof,  proof of insurance, and trade documents.

Moreover, Google will scan your Google Business Profile to find customer reviews. If you don’t have a Google Business Profile, create your account.

STEP 7: Complete the background check

Both you and your employees who will visit customers at their homes or workplaces must pass a background check. The process is straightforward. Google’s background check partner will reach out to collect the necessary details, verify them against national databases, and confirm the validity of information such as social security numbers.

STEP 8: Set your budget

Next, you need to set a weekly budget for your campaign. If you don’t already have billing details for your Google Ads account, you’ll be asked to set that up.

STEP 9: Wait for your approval

Google will begin the screening and verification process using all the information you’ve provided. This includes checks on background, business registration, insurance, and licenses. The process may take a few days or weeks before you receive approval.

Create Your Google Local Service Ads Now To Attract Local Customers

Managing your Google Local service ads is as important as setting them up for your business. Some would simply create the LSA and fail to maintain it. To get the best results, you need to regularly review your reports, monitor performance, and optimize your profile as needed.

If you need expert guidance, contact NB Marketing Solutions to help you set up, manage, and optimize your LSAs to achieve better leads for your business.