Local Service Ads

Local Services Ads

By now you’ve probably heard of Angie’s List, Home Advisor, and other websites for customers to find professional services in their area. Those sites can be helpful to get leads for your business, but many people get frustrated with them and the constant sales tactics to serve their own interests instead of helping your business or your customers. Here comes Google to the rescue. As the #1 source of information in the world, Google has developed Google Local Services Ads (LSA) to help people find trustworthy professionals in their area.

If you’re familiar with Google Ads, you know your ads will show up when someone searches for specific keywords. LSA works differently by showing your ads when someone searches for your category of business, opening you up to more leads that can turn into actual customers. When the ads show up in search results, it shows the business name, rating, phone number, operating hours, and if you’re Google Screened or Google Guaranteed.


Another difference is what you pay for. Instead of paying for clicks that might not turn into anything, you only pay for actual leads when customers reach out to you. Google even gives you the opportunity to debate anything you don’t see as a legitimate lead.

The Google Guarantee

Looking for an easy way to build trust with potential customers? Google offers a screening and qualification process to verify legitimate businesses. Google performs a free background check and makes sure your business meets any licensing and insurance requirements. Businesses that get the green checkmark have their services backed by Google, with some restrictions. Be aware this process doesn’t just happen once and you’re set for life. You’re required to give notice about any new employees or legal issues, and will have to update your certification periodically. 

How do Ads Show Up?

Ads get shown to potential customers based on a few factors, including:

  • How close you are to the user
  • Google My Business reviews (rating and quantity)
  • How quickly you respond to customers who make contact through LSA

Google Local Services Ads are shown at the very top of the page, above the organic search results, and even above the PPC ads. This puts you in a great position for customers who want to hire a professional and aren’t just doing research.

How Does Billing Work?

With regular Google Ads, you pay for every time someone clicks on your ad. Local Services Ads only charge you when a lead makes contact with your business, for example:

  • You get a text message or email from the customer
  • You get a voicemail from the customer
  • You get a phone call and speak with the customer

If you get contacted and it’s not a valid lead, Google will let you dispute those instances for things like services not in your profile, not being in your area, wrong numbers, solicitation, robo-callers, or messages left with no way to contact the customer.

Google has a full explanation of the costs and payments here.

The amount you pay per lead varies depending on the industry, but it can range from $10 to over $100. It’s important to only try to attract leads that will turn into clients, making the best use of your money.

Local Services Categories

Not every business or service is eligible for Google Local Services Ads. Check the current list to see if your business qualifies.

  • Appliance Repair
  • Auto Glass
  • Car Repair
  • Carpenters
  • Carpet & Upholstery Cleaning
  • Countertop Services
  • Electrician
  • Estate Lawyer
  • Event Planners
  • Fencing Services
  • Financial Planners
  • Flooring Services
  • Foundation Services
  • Garage Door
  • House Cleaning
  • HVAC
  • Immigration Law
  • Junk Removal
  • Lawn Care
  • Landscaping Services
  • Locksmith
  • Moving Company
  • Pest Control
  • Pet Grooming
  • Photographers
  • Plumber
  • Real Estate
  • Roofing
  • Siding Services
  • Tree Service
  • Water Damage Services
  • Window Cleaning
  • Window Repair

How Can You Turn Google Local Services Ads into Customers?

It’s important to be accurate on your application for Google LSA, since Google uses the phone number and company intro in your actual ads, with no way for you to change them later. Your location and services determine what leads you get and which leads are invalid.

It’s easy to manage your ads through the website or Google’s app. If you need help setting up your account or managing your ads, reach out to us at VantagePoint to help your business grow.

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