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Essential Guide to Google Local Service Ads

By September 9, 2020November 20th, 2023No Comments

google local service adsEven though Google is available throughout the world, it still falls short of providing trusted solutions for local searches. If your sink is overflowing, you want a local plumber to come up on your search results. preferably, you would get the closest one to your home or business. Unfortunately, that’s not always the case.

This is also frustrating to local businesses that wish to advertise to customers searching for their services. Using text ads often doesn’t convert well because they don’t come to the top of local searches. If this situation sounds familiar to you, consider Google local service ads.

Google Local Service Ads

You can supplement your local SEO strategy with local service ads for your industry. This tool is being used by HVAC professionals, plumbers, electricians and others to get more eyes on their business ads.

Here’s how it works. Searchers enter search criteria and professionals in their area appear above paid search ads. The new ads show hours of operation, ratings and reviews, and contact information. This solves the problem for both the searcher and business is trying to reach them.

Google local service ads also double-check that they are connecting searchers to the right businesses. When a user clicks on your ad, Google asks for confirmation of the service they are looking for in the area. If your business fits this description and serves the area, Google matches your business with the search.

On the other hand, if you don’t fit the job required and don’t serve the area, Google does not charge you for the ad and connects the searcher to an appropriate local service ad.

Local service ads display on tablets, desktops and mobile devices. They also have a greater reach than regular search ads. Google Assistant features local service ads in voice search results. Google Assistant even asked the user about the job and location to make sure it provides the best match.

 What Are Local Service Ad Categories?

Google local service ads support the following industries with more being added constantly:

  • Locksmiths
  • Garage Door
  • Plumbers
  • HVAC
  • Air Duct Cleaner
  • Electricians
  • Appliance Repair Service
  • Auto Service Technician
  • Event Planner
  • Water Damage Service Provider
  • Auto Glass Service
  • Carpet Cleaner
  • House Cleaner
  • Home Improvement Pro
  • Junk Removal Provider
  • Mover
  • Painter
  • Lawn Care Provider
  • Pet Care Provider
  • Pest Control Technician
  • Pet Groomer
  • Photographer
  • Roofer
  • Tutor
  • Handyman
  • Roadside Assistance Service
  • Upholstery Cleaner
  • Window Cleaner
  • Window Service Provider

What Are Local Service Ad Regions?

Google local service ads are still relatively new. Most Metro areas now have local service ads available. Google continues to roll out the feature throughout the US and eventually internationally.

How Can You Get Started with Google Business Ads?

You can call 833-272-1444 to determine your eligibility and get help setting up your ad. You can also set up a profile to determine if LSA is available in your region for your business category.

You start by entering your business type and location. If Google LSA hasn’t hit your area or industry yet, check back in a month or so. Google is rapidly expanding this service. Note that Google LSA is managed as a separate process from Google ads and you’ll need a new account to take advantage of this feature.

Optimize Your Business Profile

Google local service ads have a separate profile from Google my business. Google uses the information in your business profile to match jobs to your local service ads. For best results, answer questions as clearly and honestly as possible. Remember that you are agreeing to pay for any searches that match your criteria.

The ad will include the following:

  • Weekly budget
  • Business hours
  • Service areas
  • Job types

You can add highlights to your profile that may affect search engine results. highlights include attributes, special offers and other distinguishing factors. Examples include “AARP discount” or “locally owned.” Use between two to five highlights to help your business stand out from the competition.

 Add License and Insurance Information

You can earn badges such as the Google Guarantee. In order to do so, you’ll need to provide your license and insurance information. This helps build trust with potential clients and makes you eligible to use LSA.

Background Check

Google also requires a background check before sending you into the homes of users. Both you and your technicians must pass a background check in order to maintain your LSA. There is no cost to you to complete the background check.

This step is covered during the application process and you can manage additional checks in your LSA business profile.

Manage Leads

After you finish your business profile, you can launch your ad and gather leads. Manage leads at

This is a dashboard with a Leads available on the dropdown in the right corner of the page.

Remember that leads aren’t necessarily booked jobs! Be sure to follow up with your inbound leads. After selecting an individual lead, you can review the details of the lead, including the job type and location, as well as listen to the recording of the call.

You can reply to the customer via email or text, call them via the phone number they listed or turn down the job. The customer receives a response regarding declined jobs.

You can mark a lead as booked to track your conversion rate and keep track of upcoming jobs.

Ad Rankings

Google local service ads still compete for space on the SERP. Searchers receive three local service ads when using a desktop, one on Google assistant and two on a mobile device.

Just like more expensive PPC campaigns, your ad needs to have a high ranking to get exposure for your business.

Google calculates your LSA ranking using the following factors:

  • How close you are to the customer’s locations
  • Review score
  • Responsiveness to customer requests
  • Business hours
  • Complaints received

Getting Reviews

Google provides advice for business owners looking for local service ad reviews. One of the easy things you can do is to solicit customers for reviews when you complete a job. It’s important to make sure that every customer is happy before you leave the job. Happy customers leave great reviews which increases your ranking for Google local search ads.