What Are Google Local Service Ads?

Local Services ads allow you to target users who search on Google for the services you offer. Your ads will show up for customers in your service area, and you only pay if a customer calls or messages you directly through the ad.

Embryo’s PPC team has found that local service ads tend to work best for small and medium businesses that want to push their services in a specific geographical area.

If you are a business that is keen on setting up local service ads or an individual who wants to learn more from our PPC team, then please get in touch after you’ve read this blog by phone at 0161 327 2635 or email [email protected].

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What Is the Difference between PPC Ads and Local Service Ads?

One of the key differences between the two is that in PPC Ads you have to pay a fee per click called a cost-per-click or cpc. Whereas for local service ads you only pay a fee when a user contacts your business via the ad.

Another difference is the way in which each ad targets its target audience. With regular PPC search ads, we use keywords and variations of match types in order to control what search terms your ads appear for. However, with local ads, you simply select your business industry and your geo-location and Google chooses which search terms your ads appear for.  Businesses ‘rank’ for Local Service Ads based on the number of customers they serve and their average review rating.

Positioning, local service ads appear above PPC, and organic ads on the SERP. For regular PPC ads, only 2-3 of the highest bidding companies appear at the top of the SERP, however for local ads, there is a “more” drop-down option, so the user is able to see multiple services.

What Are the Benefits of Local Service Ads?

1. Lower Cost Per Lead: As mentioned above, local ads only charge you a fee if the user has contacted you through the ad. This means you can drastically lower your cost per lead as you are cutting out all the wasted spend on irrelevant or poor-quality clicks you would otherwise spend on regular PPC ads. Local service ads are cost-effective.

2. Voice Search response: Local ads are featured at the top of SERPs on all devices. In recent years, with the rise of Google Home and Amazon’s Alexa, voice search has become a new way to find quick answers to your solutions. This works hand in hand with local ads as high-intent keywords for voice search are often location-based such as “near me”, “open now”, “local” or “find me”.

3. Google Guaranteed: Google Guaranteed Badge is available for businesses that pass a Google screening and verification process through Local Services Ads or its partners. This is a powerful partnership as it can differentiate your ads from your competitor ads as well as give users confidence in your services. 

How Do You Know If a Business Is Google Guaranteed?

If the service is available in your area and you receive certification, a badge or logo will be displayed next to your ad. This badge looks like a small green circle with a white tick.

What Industries Can Run Local Service Ads?

  • Cleaning Services
  • Mobile Beauty Services (hairdressing, nail tech etc)
  • Education Sector e.g. Tutors
  • People Care / Child Care
  • Pet Care
  • Sports Coaches/ Teachers
  • Wellness Sector (Personal Trainers, Yoga Teacher etc)
  • Home Services (Decorator, Plasterer, Builder, Roofer, Mover etc)
  • Professional Service (Lawyer, Financial Planner, Tax Specialist etc)

Is Your Country Eligible for Local Service Ads?

  • Austria
  • Belgium
  • Canada
  • France
  • Germany
  • Ireland
  • Italy
  • Netherlands
  • Spain
  • Switzerland
  • United Kingdom
  • United States of America

How To Set Up Local Service Ads:

Step One: Eligibility

Firstly you will be asked to select what country your business operates in along with your specific post code. There is also a drop-down menu where you need to select what kind of business you are setting up ads for.

Once you have submitted these details you will receive a notification whether your specific area is available for local service ads. If they aren’t, there is an option to be notified when local ads are available in your chosen area. You do this by adding your contact details. However, if local ads are available in your area, you need to create a profile.

Step Two: Create A Local Service Ads Profile

This section is crucial to the success and visibility of your local service ads. Here you input all your business details e.g. name, address and contact details. You can also include your prices for the different services you offer. Please note that you can always edit these if prices change or if you need to remove or add new services.

Step Three: Document Upload

For this section, depending on your industry you need to upload qualification certificates to prove you are qualified to work in your chosen industry. Uploading this paperwork is crucial as Google will not cover you unless you can prove you are properly licensed.

If you are unsure of which documents to upload, Google has a list to help you.

Step Four: Background Check (if relevant) & Budget Management

For some countries, Google requires an additional background check. This usually involves a phone call from Google where they will ask you some questions. This background check is free of charge and they usually check that your social security number is valid.

If your country does not require this, you can move on to budget management. As explained above, you only pay per number of leads not clicks. Here you can enter your budget for how many leads you are aiming for. Please note this can be changed.

Step Five: Assess Lead Quality

Monitor the quality of your leads and which ones become customers. This will help you draw conclusions in the long run and allow you to make optimisations based on what has historically brought in the best-quality leads vs what has historically brought in low-quality leads.

Connect With the Audience Near You

Incorporating local service ads into your digital marketing strategy can be highly effective if you have a brick-and-mortar store or offer services in a specific geographic area. They can help you reach potential customers near your location, which can be especially beneficial for attracting foot traffic or local clients.

Ultimately whether or not you should run local ads should be based on a comprehensive analysis of your business’s specific circumstances and goals. It’s often a good strategy for businesses with a strong local focus, but it may not be as relevant for businesses that primarily operate on a national or global scale.

If you think local service ads would work for your digital strategy and need help. Please contact our team to discuss this by email at [email protected] or call 0161 327 2635.

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