Complete Guide on How to Leverage Local Service Ads by Google

Complete Guide on How to Leverage Local Service Ads by Google

Google Local Service Ads bring the power of Google to your local searches. A Google Local Service ad is designed to show up to customers near you that search for services that you offer. Businesses are only charged if the customer contacts them through the ad and not directly. With Local Service Ads, companies are now armed with one of the most effective means to reach customers nearby that is cheap, easy to set up, and fast.

What are Google Local Service Ads?

Google’s Local Service Ads complement your service-based business through a program of search ads, enabling you to increase the reach and frequency with the ones who need a service that your company offers. This form of advertising is designed for businesses with service-based offerings, such as plumbers, car mechanics, and many more. When a searcher enters a local keyword query, they may see pertinent information such as when the business is open and ratings and that too, above the traditional, paid search results.

What Types Of Businesses Should Use The New Form Of Advertising?

Any company providing a service will use this new form of advertising because it focuses only on local services by making them more visible within an advertiser’s strategic geographic area and time frame (time constraints can also be set). It doesn’t matter what industry you’re in or if you have physical locations or not.

Local Service Advertisers can reach their specific audience by bidding on keywords related to their business type, such as “plumber near me.” This enables advertisers to be found online when someone searches for products or services close by – even if those businesses don’t have an internet presence yet! For example, let’s say “Joe” needs his sink fixed right away. He types “Sink repair near me” into Google. As a result, he sees ads for plumbers and other service providers in the area that can help him – with no charge to contact them or do business!

Local Service Ads are one of the most effective ways for small businesses to connect with people in their community who need what they offer right now.The Local Service Ads program also enables small and medium-sized businesses to compete on an equal footing with larger companies. It can be a way for local entrepreneurs to leverage their services in the marketplace, competing with national chains that are sometimes located miles away.

What Ads Should I Use?

Google Local Service ads are only available to Google AdWords advertisers and fall under the “pay per click”      (PPC) category of advertising. You will need to have a credit card on file with Google to use this option. You can set a higher daily budget if you want more visibility within that time frame, but it won’t be good if your company doesn’t provide service during all hours of the day because then someone might show up when they’re closed, one needs to be careful about the setup! This form of advertising has two different ad types: Standard Text Ad and Image Ad. The standard text ad offers a headline, description line, URL extension, phone number extensions. The Image ad offers a headline, description line, and image.

With Local Service Ads, you will be able to bid on a per lead basis rather than paying for clicks and save money. What that means, you only pay for the leads that you get through Google Local Service Ads. There’s no denying it—local service ads have become some of the most effective marketing tools available today for local businesses. 

How can you get started with Google Local Service Ads?

How can you get started with Google Local Service Ads?

The best part about Google Local Service Ads is that you don’t need a website to use this service! All of your information is submitted through Google’s AdWords platform and will work across all devices like smartphones, laptops, or tablets. One needs to create a business profile on Google to select what services they offer and information about their business, including hours of operation, address, photos, and more!

To get this process started, you will need your company’s name or DBA (Doing Business As), street address, city/state/zip code. Once you’ve entered all necessary information into your account, it will be reviewed by an AdWords representative before being approved within 24-48 hours.

Google wants to assure that its users can trust anything covered under the Google Guarantee. To do this, they enforce safety through a thorough background check, but it doesn’t stop there – Google also created a partnership by partnering with Pinkerton for business and fieldworker applicants. The best part is that you don’t have to pay anything: these background checks are available for free!

Next step? You’ll want to decide which search terms you’d like your ad to show up under when someone searches in that particular area. It’s always a good idea to include the name of your company and any crucial keywords that could help you get more visibility.

Once approved and set up in Adwords, Local Service Ads can be incorporated with Pay-Per-Click campaigns, which Google Ads manages on an individual campaign basis (this includes Search Network, Display Network, or YouTube). Businesses should set up an account that will track performance metrics such as impressions, clicks, click-through rates (CTRs), cost per click (CPCs), etc. They can also get insights into which words drive traffic and conversions from ad campaigns by using keywords reports available under “keywords.”

By leveraging local service ads directly through Goggle, business owners will see higher conversion rates because they show up when potential customers are looking for them. And if someone is searching those specific services near your location? You’ll show right at the top of their search results before others in the same category. 

Local Service Ads are a boon to customers as well. Not only do the customers see the most relevant businesses offering essential services nearby, but these ads Ads come with a Google guarantee too. When business signs up for a Local Service Ads account with Google, the business will be vetted and approved by Google. This means customers know that the firm has been vetted and approved, so it gives them peace of mind when hiring you.” If customers are dissatisfied with the work quality, they can get their money back within the lifetime cap on covered services.

What are the different service categories under which businesses can apply for local service ads?

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

How much the Local Service Ads Cost?

The cost of your ad is determined by the size of your budget, your location, and your industry. You can use Local Service Ads to achieve your goals in various ways because you can decide how much money you want to spend on ads and whether you’d like to pause or modify them at any time. The types of ads that show up on Google Search results will depend mostly on your location because those with proximity to users (nearby businesses) get more visibility. Your ad will appear in both mobile and desktop search results depending on where it is clicked from. When someone searches for what they want near them, these ads are shown as “Local Services” at the top of the page, so people know which ones apply to their specific needs. Google does offer a cost calculator through which you can ascertain how many leads you can get based on your particular budget and zip code. You may check the Google Local Ads Calculator here.

How can you access your leads from Google Local Service Ads?

After putting a search query in their browser, potential customers who see your advertisement can contact you by either clicking on it or tapping it.

You’re able to see lead records, contact potential customers, and book appointments through the Local Services Ads app on mobile or your lead inbox on desktop. Once you sign up in your inbox, you can do the following.

  • Sign up for notifications about new leads from potential customers
  • Phone call alerts (US & Canada only)
  • Get emails and app notifications about potential new customers. (US & Canada only)
  • Respond to leads when they come in and book jobs as needed (US & Canada only)
  • Book jobs & collect reviews in the app to keep track of your work. This works best when you want early booking or cancellation tactics. (US & Canada only).
  • You can also have your potentials customers schedule an appointment with you through your profile in Google Ads, so they can contact you when you are unavailable, i.e., can’t pick up the phone or respond to messages. You can now show your availability and pricing upfront, which helps customers make informed decisions before contacting you.

What are the benefits of local service ads?

Local Service Ads help you find potential customers interested in your services and support you to connect with them through a targeted Google Ad. With Local Service Ads, you can also get their money back within the lifetime cap on covered services.

Other Benefits include:

  • Local Service Ads have higher CTRs than general text-based advertising.
  • Businesses get qualified leads because they’re looking for services that match what’s available from your company.
  • Local Service Ads leads results in increased customer acquisition rates by up to 30%
  • The customer is looking specifically for specific goods or services, so there’s little chance he won’t convert because he doesn’t think your company offers anything like his needs; this means lower cost per lead or Sale (CPL) than other types of digital ads.
  • Businesses can get up to $350 back on covered services.
  • Local Service Ads also give some cushion for those not entirely convinced by the ad—you’ll be able to take them out after 30 days without any additional costs if they never buy from you.
  • Local Service Ads can also be beneficial for those times when you want to promote a specific, limited-time offer.
  • Local Service Ads are generally cheaper, have less competition due to limited geographic reach, and they get better reviews from customers than many other types of ads because it feels like you’re giving someone an offer instead of trying to sell them something.
  • As with Google My Business, Local Service Ads benefit from proximity to the user and customer reviews. Reviews play a significant role in your ad rank; make sure there are enough by reaching out to those who booked appointments via your Google Ad! 

Whenever a customer reaches out, you’ll automatically be notified via email. Once you get a lead or new customer, you can turn them into someone who pays for your service. To prevent your ad ranking from being affected, make sure you respond promptly to messages or calls.

What Are Some Common Uses For Local Service Ads That Work Well? 

Google Local Service Ads for Dog Walkers

If you are a dog walker, then your service can be advertised in the area around where people who have dogs live. When someone searches for “dog walks near me” and clicks on one of these ads, they will see information about what services you offer and contact details to reach out to you with any questions or concerns that may arise during their pet’s time under your care.

Google Local Service Ads for Tutoring Services

Tutors provide invaluable assistance by teaching students after school hours or during their free time at home. Connecting through Google local service ads doesn’t mean that there isn’t any interaction between tutor and student outside of tutoring sessions; this could include examples like math, science, history, etc. as well as prices which are listed separately from one another, so people know what they’re getting before contacting a specific person. 

Google Local Service Ads for HVAC Contractors

Heating, ventilating, and air conditioning is an essential service to have for your home. With Google Local Service Ads, HVAC companies can post their services, and the customers will be able to find them based on what other people who have used them before say about these contractors.

& many more!


Local Service Ads are a great way to get more people in your door. To make the most of this type of campaign, it’s crucial that you target customers who have shown interest in similar services by using keywords and phrases related to what they need from you. And with up to $350 back on covered service, there has never been a better time than now to start experimenting with these ads for increased traffic and higher conversion rates! Local Service Ads can be beneficial when used strategically. They offer a great reward system if done right. You’ll want to align them as much as possible with what potential customers are looking for so that they will take action towards buying something from you – which is precisely why we recommend testing them on a small scale first!

Are you running a local business? Need help with Google Local Service Ads?

Google Local Service Ads is an excellent way to get your business noticed. It’s easy and affordable, so you can focus on what matters most – running your business. We have the expertise to help you succeed with our proven strategies that will boost your visibility in search results and drive more customers through the door.

With Website Pandas managing your campaign, you can be confident that we are always up-to-date with the latest trends and features from Google. Our goal is to provide excellent service and give you peace of mind by making sure everything runs smoothly with no hiccups or problems. You can rest assured knowing that we’ll be there every step of the way, from start to finish, so all you need to do is focus on what matters most – running your business! 

We have helped many businesses grow their customer base through Google local service ads campaigns and would love the opportunity to work with yours too! 

Contact us today for a free consultation about how Website Pandas can help take care of all your advertising needs! Contact us today at 973-577-7213 or drop your information by filling the form on the right side of this page, and we will get back to you with more information about how we can help grow your business using Google Local Service Ads!

Author : Ankur Goyal

Bio :

Ankur is a Digital Evangelist with over 20 years of work experience. Ankur has been managing Google and Facebook Ads for over ten years. He loves the digital world and everything about it! His goal is to help as many businesses as possible by sharing his knowledge of online marketing with them.

Ankur has an extensive background in Shopify, E Commerce, Social Media, Search Engine Optimization (SEO), Pay-Per-Click (PPC) Strategies, Sales Funnels, and Conversion Rate Optimization. He is a founder of Website Pandas – a digital agency specializing in Web Design & development, Digital Marketing, and Data Analysis & Optimization. Apart from managing overall agency operations, Ankur also leads the company's digital marketing efforts.

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