How to Get Started with Google Local Services Ads

March 30, 2021

Are you trying to reach more of your local customers? It helps to know how they behave. For example, about 85% of consumers use the internet to search for local businesses. 

Many businesses use search engine optimization (SEO) and pay-per-click advertising (PPC) to reach consumers online. Local SEO can help you reach nearby customers, too. However, sometimes blog posts and search ads aren't enough.

With Google Local Service Ads, you can supplement your existing local SEO strategy. You can reach more customers, increase their confidence in your brand, and grow!

What are Google Local Service Ads, exactly? How can they benefit your business?

Keep reading to find out! After reading this guide, you can improve your lead generation strategy for the year.

Read on to learn more!

What are Google Local Services Ads?

First, let's answer the question that's likely on your mind: what are Google Local Service Ads, exactly?

When you complete a search on Google, you might see a mix of results. PPC ads usually appear with a green "Ad" box beside the link. Organic listings appear underneath.

Local Service Ads, however, appear at the top of the page. These ads display:

  • A business name
  • Their Google rating
  • Google Guaranteed
  • Hours
  • A phone number
  • A service area

When someone completes a local search (for example, "New York Painter") these ads might appear. Since these ads appear above organic and PPC listings, consumers often see them first.

Once the user clicks on the local advertiser's listing, they can choose what job they're requesting. They can also confirm their service area. If you match the job and service area, the consumer can learn more about your business from the listing.

Then, they can contact you for the job they need!

Local Service Ads can display for mobile, voice, desktop, and tablet searches.

Voice searches are becoming more popular. By appearing for relevant voice searches, you can expand your reach.

These ads don't appear for all regions, though. Instead, Google provides this option for businesses in large metro areas. It plans to extend its cover internationally in the future.


These ads are ideal for businesses in certain industries, including:

  • HVAC
  • Locksmiths
  • Event planners
  • Handymen
  • Electricians
  • Garage door repairmen
  • Appliance repair services
  • Auto glass services
  • Plumbers
  • House cleaners
  • Carpet cleaners
  • Lawn care providers
  • Photographers
  • Pet groomers
  • Painters
  • Pest control technicians
  • Window cleaners
  • Window service providers
  • Upholstery cleaners
  • Water damage service providers
  • Roofers
  • Tutors
  • Tree service providers
  • Movers

If your business falls under one of these industries, consider using Google Local Services Ads!

How to Get Started

Want to start using these popular Google tools for yourself?

First, you'll need to confirm your eligibility. Remember, Local Services Ads are only available for certain industries and markets. You can go here to see if your business is eligible. 

If Google hasn't started using Local Service Ads for your job type or region yet, it's okay. They're still in the process of expanding.

If you are eligible, you can start creating your account.

Your Local Services Ads account is separate from your Google My Business account. The Local Services profile will determine what job requests you appear for. It's important to remain as honest as possible.

Otherwise, you'll fail to generate high-quality leads.

Let Google know what services you provide and what areas you cover. You can also edit your:

  • Job types
  • Weekly budget
  • Business hours

Add highlights to your profile, too. For example, you can highlight attributes and special offers. These highlights can help you stand out from competitors.

You'll need to add your license and insurance details as well. Otherwise, you won't earn a Google Guaranteed membership. Google will ask you to upload proof that you're licensed and insured.

Make sure the paperwork you submit is up-to-date.

Finally, Google will complete a background check using Pinkerton. There's no cost for the background check.

Once your profile is ready to go, you can start managing your leads! You can either reply to a customer with a message or call their phone number. You can also decline a job request.

As you start generating leads, don't forget to review your data. You can determine your ads' ROI and profitability.

The Benefits of Google Local Services Ads

Still on the fence about using Google Local Services Ads? Think about all the ways it can benefit your business. 

Almost 80% of the search engine market belongs to Google. Meanwhile, 73% of the paid search market belongs to Google. Use that to your advantage!

Online ads can increase brand awareness by 80%. In fact, people who click on ads are 50% more likely to make a purchase. Meanwhile, 35% of users make a purchase within five days of their Google search.

Another 90% of consumers say ads influence their purchasing decisions. 

You can boost brand awareness, recognition, conversions, and sales. 

Increase Exposure

Remember, Local Services Ads appear before organic and paid listings. They won't replace your SEO or PPC efforts, though. Instead, you can expand your brand awareness and online exposure with all three.

People use Google to search for businesses every day. By appearing with these popular Google tools, you can boost awareness. People will begin to recognize your brand and choose you on sight.

Appear for Voice Searches

Almost 50% of consumers are now completing voice searches for general queries. If your website doesn't appear for voice searches, you could lose business.

With Local Services Ads, you can increase your chances of becoming a result during a voice search.

Pay Per Lead, Not Click

With PPC advertising, you have to pay every time someone clicks on or views your ads. For many businesses, PPC advertising can become expensive. You might even need to hire a PPC advertising agency for help.

With Local Services Ads, you won't have to pay for every click. Instead, you'll pay for the leads you generate. 

If you're working within a tight budget, these ads are perfect for your lead generation strategy. You can attract more leads without blowing through your budget.

No Keyword Research Involved

With SEO and PPC, you need to consider which keywords your customers use in a search. You'll also need to create content or ads. Otherwise, your website might not appear in front of your target audience.

With Local Service Ads, you won't need keyword research or ad testing. You can save valuable time and money instead!

Your listing will appear for relevant searches based on your business. For example, a plumber might appear for "leaky faucet fix." Even the search "plumber" could trigger a Local Services ad to appear.

Either way, you're saving time and still appearing in front of your customers.

Generate Trust

The "Google Guarantee" will appear under your business name. This guarantee can help catch the searcher's attention. It can also improve your brand reputation.

Having Google's endorsement can help you build brand trust. Consumers will recognize you as a high-quality business and choose your brand.

Google also protects unsatisfied customers that book jobs through Local Service Ads.

Highlight Positive Reviews

Displaying your customer reviews and ratings can also help you build brand trust and loyalty. Building brand trust can encourage more people to choose your business.

They'll feel reassured knowing other consumers have trusted you in the past. 

The Benefits of Good Customer Reviews

About 97% of people read reviews of local businesses. Meanwhile, 60% of consumers check Google My Business listings for reviews. About 80% of people trust reviews as much as personal recommendations. 

In fact, online reviews influence almost 70% of purchasing decisions. 

Remember, one of the benefits of Google Local Services Ads is they display your rankings. They also give consumers a direct link to your reviews.

Here are a few ways generating reviews can benefit your Local Services Ads listings.

1. Gain Customer Insights

How did your business change after COVID-19 hit? How have your customers' behaviors changed?

What do they like or dislike about your business?

With customer reviews, you can gain these insights and start making changes. Without reviews, you might fail to understand your customers. You could struggle to respond to their needs and meet their expectations.

For example, more businesses are offering free delivery. You can update your Google My Business listing to keep customers informed.

If you receive negative reviews, it's okay. Don't delete them. Instead, respond and let customers know you're making changes.

They'll see you want to help by offering solutions to your problems. Your customer service will improve as a result. 

2. Boost Brand Awareness

Consumers won't choose your business if they don't know who you are. You can use customer reviews to improve your search engine ranking. The higher you rank, the more often you'll appear in front of your target audience.

With SEO, you can appear in front of customers based on the keywords they use in a search. They'll see you have the product or service they need.

Then, they'll visit your website to learn more about your business.

Gathering customer reviews can benefit your SEO strategy. Your ranking will rise and brand awareness will grow. Your five-star rating will appear in your Local Services Ads, showing people you're a trustworthy business!

3. Improve Your SEO Ranking

Remember, a higher ranking will help you appear in front of more customers. If you're not ranking on the first page, however, people might not know you exist.

Google looks for a number of factors when determining your ranking. It also considers your customer reviews. Google wants to provide its users with the best options available.

By gathering more reviews, you can show Google consumers trust your business. Your SEO ranking will improve as a result. 

Without reviews and SEO, however, consumers might choose your competitors instead.

4. Attract More Web Traffic

Almost 90% of consumers rely on the internet to find local businesses. With a higher SEO ranking, you can generate more traffic. Your reviews can help you attract more traffic, too.

When consumers see you have positive reviews, they'll want to learn more about your business. They can click on the website link that's posted on your Google My Business listing.

Google will see you're acquiring traffic from your listing and boost your ranking even more. 

5. Build Brand Trust and Loyalty

Consumers want to choose the best business available. They'll look for reviews and ratings to determine if you're trustworthy. By gathering five-star reviews, you can improve brand trust.

In time, trust can become loyalty. You can attract a following of long-time loyal customers. They can set your business up for success.

People who see your Local Services Ads will view your five-star rating immediately. They'll see people trust you and decide to trust you too!

6. Remain Transparent

Reviews give you a chance to remain honest and transparent with your business. After all, consumers won't trust you if you have something to hide. How you respond to their negative comments can say a lot about your business.

Remaining transparent will give consumers another reason to trust you.

Consumers who click on your reviews from your Google Local Services Ads will notice your honesty. They'll see you're willing to make changes to improve your business.

Consumers can also use your Google My Business listing to ask questions. Your answers can calm their concerns. Meanwhile. customers will see you're willing to remain honest.

7. Generate Leads and Sales

About 92% of buyers are more likely to make a purchase after reading a trusted review. Conversion rates increase by 380% for higher-priced items that have reviews, too. In fact, if you have over 25 reviews, you can boost your revenue by 108%.

Generating reviews can help you attract more people to your website. There, they can convert into a lead or sale. Your ROI will improve as a result.

Meanwhile, seeing your five-star rating on your Local Services Ads can encourage more people to choose your business!

Google Local Services Ads: How to Start Boosting Your Business

To recap, what are Google Local Services Ads? They're one of the popular Google tools you can use to grow your business! With Local Services Ads, you can attract more customers and stand out from the crowd.

Need help improving your rating and gathering Google reviews? We can help. 

Discover our pricing now to get started!

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