What are Local Services Ads?
Google’s new Local Services Ads showcase local businesses at the top of the SERP, displaying images, reviews, business hours and more. These ads easily show users the service providers available near them, offering local businesses a chance to win new customers.
Ads appear based on a variety of factors including the context of the user’s search, your review score and the quantity of reviews you have, the proximity of your business to the user, and more.
Users who click your ad are taken to your Local Services profile, where they have the opportunity to reach out to your business via phone or messaging.
Unlike other ad formats in which you pay-per-click, Local Services Ads are pay-per-lead. This means that you’ll only pay when a potential customer contacts your business. You can set a “monthly max,” which ensures you won’t spend more than your set budget.
What are the Green Check Marks?
The green check mark in a Local Services Ad represents one of two certifications from Google:
- Google Guarantee
- Google Screened
Once a company signs up for Local Services Ads and completes a screening and qualification process, they receive the Google Guarantee badge. The Google Guarantee offers a reimbursement for customers if they are dissatisfied with the service they receive. The reimbursement would come directly from Google, covering a customer’s costs up to a certain point (the lifetime limit in the U.S. is $2,000).
Thus, the Google Guarantee badge offers a trust signal to consumers and provides an incentive for them to choose your business.
Businesses may also be eligible for a Google Screened badge. Available only to select verticals such as Law, Financial Planning, and Real Estate, businesses can earn this badge by completing extensive background and license checks from Google.
Similar to the Google Guarantee badge, the Google Screened badge acts as a trust signal to consumers, ensuring them that the business they see in the Local Services Ad is legitimate. This can increase a company’s chance of winning the click and earning new business.
Where Do the Reviews Come From?
The reviews that appear in your Local Services Ad come from your Google My Business profile. However, you can also collect reviews directly through the Local Services platform. If the review comes from a user who found you and booked your services through Google, it will show a “Google verified” label next to the review.
Local Services Ads will show an average star rating, with the opportunity for users to read specific reviews once they click to view your profile. Users may also click a “See reviews” link in the ad, which takes them directly to the reviews section of your profile.
Benefits of Local Services Ads
There are several advantages to Local Services Ads, such as prominently displayed trust signals. Positive reviews and the Google badges instantly establish credibility with consumers and give them confidence in your business.
Additionally, Local Service Ads show up at the top of the SERP. Because they are the first thing users see, they can immediately influence a customer’s buying journey. Since they show up to users in close proximity to your business, they’re ideal for local companies who want to get in front of the right people at the right time.
The information displayed is relevant, easy to read, and helpful to the user. In a way, these ads serve almost as mini-Google My Business profiles. However, they’re more concise and focused on the goal of driving leads.
Plus, the ads are attention-grabbing due to visual aspects like photos, reviews, and the Google badges. Combined with a position at the very top of the page, this is a huge advantage given how varied and competitive the SERP landscape has become.
Furthermore, the pay-per-lead cost model can be a good fit for many companies, especially when the business objective is to drive leads instead of, for example, website traffic. With this model, it’s easy to understand (and communicate to superiors) what the business is getting for its advertising investment.
Which Companies Can Advertise with LSAs?
Currently, Local Services Ads are only available to service-based businesses in select categories. In the U.S., companies in following verticals may be eligible:
- Appliance repair services
- Architecture services
- Bankruptcy lawyer services
- Business lawyer services
- Carpet cleaning services
- Cleaning services
- Contract lawyer services
- Criminal lawyer services
- Countertop services
- Disability lawyer services
- DUI lawyer services
- Estate lawyer services
- Event planning services
- Family lawyer services
- Fencing services
- Financial planning services
- Flooring services
- Foundations services
- Garage door services
- HVAC (heating or air conditioning)
- Immigration lawyer services
- Interior designers
- IP lawyer services
- Junk removal services
- Labor lawyer services
- Landscaping services
- Lawn care services
- Litigation lawyer services
- Malpractice lawyer services
- Personal injury lawyer services
- Pest control services
- Real estate lawyer
- Real estate services
- Siding services
- Tax services
- Traffic lawyer services
- Tree services
- Water damage services
- Window cleaning services
- Window repair services
You can check here to see if your business is eligible.