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What Are Google’s Local Services Ads, and Are They a Good Investment?

65 Comments / Blog, Business, PPC Advertising / By / April 13, 2023

If you have an ad campaign online, you may have heard of Google’s Local Services Ads (LSAs), the newest way Google is helping local businesses reach customers.

These ads are specifically designed for service-based businesses to advertise to customers in their target area. So when people search for a service in a specific location online, relevant ads from local companies will show at the top of the search results.

Although LSAs aren’t a standalone digital marketing strategy, they can provide a targeted ad campaign to supplement your existing one and provide higher quality leads than traditional ads. The best part is that Local Services Ads show up for both voice searches and traditional searches.

But are Google’s newest ads a good investment for your business? Here are a few of the benefits and features of Google LSAs to help you decide.

What Businesses Qualify for LSAs?

Any local business that offers a service can qualify for Local Service Ads. These include:

  • Contactors such as plumbers, electricians, roofers and other companies that offer services such as appliance repair, junk removal, moving, painting, and HVAC service.
  • Businesses that provide legal services, tax preparation, medical care, veterinary care, dentistry, cleaning services, and real estate services.
  • Companies that provide landscaping, banking, hair styling, auto services, tutoring, and other services.

This list is not comprehensive, so if you have a local business that provides a service, you can take advantage of LSAs.

Rather Than Paying for Clicks or Impressions, with LSAs You Pay for Each Lead Generated

One of the best benefits of LSAs is that they help increase high-quality leads for your business. These ads only show when people are searching for a service you offer in an area you serve, so it’s less likely that you would get spam contacts or leads outside your service area.

These ads are pay-per-lead, so you only pay when you get a viable lead for your business. This means you won’t lose money on leads outside your service area, spam, solicitors, bots, or even people looking for employment or those who provide inaccurate or incomplete contact information. Therefore, all of the money you spend on the ads goes toward high-quality leads.

LSAs can provide more and better quality leads than pay-per-click ads, so if you have a service-based business, these ads are worth considering.

Target Your Service Area and Specific Cities

When targeting service areas with LSAs, you increase your visibility more than with organic search alone. You can specify which areas, including specific cities or zip codes, so the ad only comes up for people searching for services in this area.

This list of service locations does not have to match the list on your website. You can target different areas, such as ones you want to start serving or locations that traditionally have more trouble finding you via organic search or referrals.

You can also update target areas as needed to keep generating high-quality leads. LSAs can even help more people come to your physical business location in addition to reaching out to you via phone or online.

Show Customers You Are Trustworthy With the Google Guarantee

google lsaGoogle’s Local Services Ads also allow businesses to pass a screening and verification process to have what’s called the Google Guarantee badge. This is the small green checkmark next to your business name on the search results.

The Google Guarantee allows customers to choose your business with confidence and trust the search results. To pass the screening process, you must show proof of your business license and insurance, and all employees must have a background check done, which Google will pay for.

Ultimately, Google wants to boost credible businesses that show in the search results and reduce spam, which is why they offer this verification process. As part of the Google Guarantee, even if a customer chooses your business and has a complaint, Google will refund them without charging you.

Considering Supplementing Your Ad Campaign With LSAs? Talk with the Gazz Team Today

Should you supplement your ad campaign with LSAs? Find out by scheduling a consultation with Gazz Digital today. We help local service-based businesses make the most of their digital marketing campaigns with targeted solutions and measurable results.

About The Author

Avatar photo
Rob Gazzola has a passion for all things related to Local SEO, PPC ad campaigns and driving conversions. He brings over 20 years of industry experience and is a recognized speaker and author on SEO topics.

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