The Contractor’s Guide to Google Local Service Ads: Everything You Need to Know to Succeed
In the competitive world of contracting, standing out from the crowd and reaching potential customers is crucial. Google Local Service Ads (LSA) offer a powerful tool to achieve this goal. These ads can help contractors increase their visibility, attract more leads, and ultimately grow their business. In this comprehensive guide, we will explore everything contractors need to know about Google LSAs, including why to use them, best practices, examples, benefits, costs, how to get started, and tips to succeed.
What are Google Local Service Ads?
Google Local Service Ads are a pay-per-lead advertising platform designed specifically for local businesses, including contractors. These ads appear at the very top of Google search results, above the organic listings and traditional pay-per-click (PPC) ads. They are distinguished by a green “Google Guaranteed” badge, which helps to build trust with potential customers.
When users search for services such as plumbing, HVAC repair, or electrical work in their area, Google may display Local Service Ads that match their search query. These ads include the business’s name, location, hours of operation, contact information, and the Google Guaranteed badge. Users can click on the ad to call the business directly or send a message through the platform.
Why Use Google Local Service Ads?
1. Increased Visibility: Google LSAs appear at the very top of search results, giving your business prime real estate and increasing visibility among potential customers.
2. Targeted Reach: LSAs target customers in your service area who are actively searching for the services you offer, ensuring that your ads reach a relevant audience.
3. Google Guarantee: The Google Guaranteed badge helps to build trust with potential customers by indicating that Google has vetted your business and backs your services.
4. Pay-Per-Lead: Unlike traditional PPC advertising, where you pay for clicks, with LSAs, you only pay for leads (i.e., phone calls or messages from potential customers), making it a cost-effective advertising option.
Best Practices for Google Local Service Ads
1. Complete Your Profile: Fill out your Google My Business profile completely, including accurate contact information, service areas, and business hours.
2. Optimize Your Ad Content: Write compelling ad copy that highlights your unique selling points and encourages users to contact you.
3. Use High-Quality Images: Use high-quality images that showcase your work and help you stand out from the competition.
4. Ask for Reviews: Encourage satisfied customers to leave positive reviews, as these can help improve your ad’s performance.
5. Track Your Results: Use the Google My Business dashboard to track the performance of your ads and make adjustments as needed.
Examples of Successful Google Local Service Ads
1. ABC Plumbing: “24/7 Emergency Plumbing Services – Google Guaranteed – Serving Your Area – Call Now!”
2. XYZ HVAC: “Expert HVAC Repair & Installation – Google Guaranteed – Free Estimates – Book Your Service Today!”
3. 123 Electrical: “Licensed Electricians – Google Guaranteed – Fast & Reliable Service – Contact Us Now!”
Benefits of Google Local Service Ads
1. Increased Leads: LSAs can help you attract more leads from customers in your service area who are actively searching for your services.
2. Improved Trust: The Google Guaranteed badge can help build trust with potential customers, leading to higher conversion rates.
3. Cost-Effective: Since you only pay for leads, LSAs can be a cost-effective advertising option compared to traditional PPC ads.
4. Easy Setup: Getting started with LSAs is relatively easy, especially if you already have a Google My Business profile set up.
How Much Do Google Local Service Ads Cost?
The cost of Google Local Service Ads varies depending on factors such as your location, the type of services you offer, and the competitiveness of your industry. Google charges you a fixed amount for each lead you receive through your ads. The cost per lead can range from a few dollars to over $100, so it’s essential to track your return on investment carefully.
How to Get Started with Google Local Service Ads
1. Sign Up for Google Local Service Ads: Visit the Google Local Service Ads website and sign up for an account.
2. Complete Your Profile: Fill out your business information, including your services, service areas, and business hours.
3. Set Your Budget: Decide how much you want to spend on LSAs and set your budget accordingly.
4. Create Your Ads: Write a compelling ad that highlights your services and encourages users to contact you.
5. Track Your Results: Use the Google My Business dashboard to track the performance of your ads and make adjustments as needed.
Tips to Succeed with Google Local Service Ads
1. Respond Quickly: Be prompt in responding to leads to increase your chances of converting them into customers.
2. Optimize Your Profile: Keep your Google My Business profile up to date with accurate information and high-quality images.
3. Monitor Your Competition: Keep an eye on what your competitors are doing and adjust your ad strategy accordingly.
4. Ask for Reviews: Encourage satisfied customers to leave positive reviews, as these can help improve your ad’s performance.
5. Track Your ROI: Monitor your ad spend and track your ROI to ensure that your LSAs are generating a positive return.
Verification Process for Google Local Service Ads
Before you can start running ads on Google Local Service Ads, you’ll need to go through a verification process to ensure that your business meets Google’s standards. This process includes several steps:
1. Background Check: Google requires all businesses that advertise through Local Service Ads to undergo a background check. This check is designed to verify your business’s legitimacy and ensure that you meet Google’s standards for trustworthiness.
2. License and Insurance Verification: Depending on your industry and location, Google may also require you to provide proof of licensing and insurance. This helps to ensure that you are qualified to provide the services you offer.
3. Business Information Verification: Google will verify your business’s contact information, service areas, and business hours to ensure that they are accurate and up to date.
4. Google Guarantee: If your business passes the verification process, you’ll have the opportunity to participate in the Google Guarantee program. This program offers a money-back guarantee to customers who are not satisfied with your services, further enhancing your credibility and trustworthiness.
5. Ongoing Monitoring: Even after you’ve been verified, Google will continue to monitor your business to ensure that you maintain the standards required for participation in the Local Service Ads program.
In conclusion, Google Local Service Ads offer contractors a powerful tool to increase visibility, attract more leads, and grow their business. By following best practices, optimizing ad content, and monitoring performance, contractors can maximize the benefits of LSAs and achieve success in their advertising efforts.
Overall, the verification process for Google Local Service Ads is designed to ensure that only legitimate, trustworthy businesses are able to advertise through the platform. By successfully completing the verification process, you can demonstrate to potential customers that your business is reliable and deserving of their trust.
