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Local Service Ads by Google

Complete Guide on How to Leverage Local Service Ads by Google

Table of Contents

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 who search for services 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 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 of the ones who need a service 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 Google Local Service Ads?

Any company providing a service will adopt this new form of advertising, as it specifically targets local services by enhancing their visibility within an advertiser’s strategic geographic area and time frame, with the option to set time constraints as well. It doesn’t matter what industry you’re in or if you have physical locations.

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 nearby – 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 sometimes located miles away.

Which Google Ads Should I Use for Local Services?

Google Local Service ads are only available to Google AdWords advertisers and fall under the “pay per click” (PPC) advertising category. You must 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 Ads and Image Ads. The standard text ad offers a headline, description line, URL extension, and phone number extensions. The Image ad offers a headline, description line, and image.

With Local Service Ads, you can bid on a per-lead basis rather than paying for clicks to save money. What that means is you only pay for the leads that you get through Google Local Service Ads. There’s no denying that 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?

Google Local Service ad to Boost the Local Business

No Website Required: Setting Up Google Local Service Ads

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

Google’s Verification and Safety Measures

Account Setup and Verification

To start this process, you will need your company’s name or DBA (Doing Business As), street address, and 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.

Safety and Trust Assurance

Google wants to ensure its users can trust anything covered under the Google Guarantee. To do this, they enforce safety through a 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 free!

Selecting Keywords for Local Service Ads

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.

Integration with Pay-Per-Click Campaigns

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 to 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 keyword reports under “keywords.”

Enhanced Conversion Rates through Local Service Ads

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

Customer Benefits and Google Guarantee

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 a 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, giving 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.

For Which Industries Local Service Ads Are Available?

  • 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

Which Countries Are Eligible for Local Service Ads?

when did google local service ads start

Google Local Services Ads first appeared in test markets in the United States in 2015. Google began expanding into the United States, Canada, and some parts of Europe over the next few years. Although Google Local Services Ads have spread to most major metropolitan areas in the United States, not all regions have access to the same. Google has been gradually adding new countries and cities to its list, and as of today, the countries listed below are serving LSAs.

  • Austria
  • Belgium
  • Canada
  • France
  • Germany
  • Ireland
  • Italy
  • Spain
  • Switzerland
  • United Kingdom
  • United States

How much do the Local Service Ads Cost?

The size of your budget, location, and industry determines the cost of your ad. 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 offers a cost calculator to 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 clicking or tapping it.

You can 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 potential 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 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 result 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 additional costs if they never buy from you.
  • Local Service Ads can also be beneficial when promoting a specific, limited-time offer.
  • Local Service Ads are generally cheaper, have less competition due to limited geographic reach, and 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.
  • Like 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. Respond promptly to messages or calls to prevent your ad ranking from being affected.

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

Google Local Service Ads- Best Way to Grab Local user

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 means that interaction between tutor and student outside of tutoring sessions does occur; this can include subjects such as math, science, history, etc., and prices listed separately, allowing people to know what they’re getting before they contact 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 can 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, you must target customers interested 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 to 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 fulfill all your advertising needs! Contact us today at 973-577-7213 or drop your information by filling out 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!

Frequently Asked Questions

Are Google Local Services Ads worth it?

Google Local Services Ads are a clever way to get your business found by local customers when they search for services in their area. When a person searches for services in their region, relevant results appear on Google Local Search Results and Google Maps. You may use Google Local Service Ads to reserve premium locations. After all, you know what you’re selling best (or at least better than Google), so why not take advantage of your expertise?

How much does Google Local Services Ads cost?

Google Local Service ads are pay-per-lead. The cost per lead varies by sector and market, ranging from $5 to $29, with an average of $23. The best news is that charges apply only to valid leads.

What are Google Local Services?

Google Local Services is a method of promoting your businesses on Google that can help you reach prospective consumers. When you look for places nearby or do a local search, Google Local Services includes local companies, artists, doctors, mechanics, and other professionals on Google Maps and in Google search results. You may add your firm to Google’s database of local firms to appear in relevant searches and map listings if you operate a business in a certain location.

How does Google Local Services work?

Google Local Services is a Google service that displays local companies and services from Google Maps on its search results page. This makes it easier for customers to locate nearby services in their region. Contact information, descriptions, photographs, and website URLs are included in the list of local enterprises.

How to generate leads in Google local services ads?

With Google Local Service Ads, you may target people interested in your services in their local area. Though several factors determine the success of a Local Service Ad campaign, three essential elements are the proximity of your firm to consumers’ locations, the number of reviews your business has received, and how promptly you respond to local service ad leads. Google Local Service Ads allows customers to communicate with you by phone and text messages. There are a few other vital things to keep in mind when creating your Google Local Service Ads:
1) Use high-quality images to showcase your business and services.
2) Write compelling ad copy that highlights what makes your business unique.
3) Make sure your business information is up-to-date and accurate.
4) Ask customers for reviews and testimonials to help build social proof.

What is the difference between Google Ads and Google Local Services ads?

Google Ads is a broad-based advertising program that allows businesses of all sizes to create ad campaigns targeting customers worldwide. Google Local Service Ads, on the other hand, is a newer program designed specifically for companies that provide local services, such as plumbers, locksmiths, and house cleaners.

How do I rank higher in local service ads?

To rank higher in Google Local Service Ads, you must verify your company and acquire a specific number of reviews before providing customer service. You may also consider employing high-resolution photos and compelling ad copy to boost your chances of ranking higher.

What is the future of Google Local Service Ads?

No one can say for sure what the future holds for Google Local Service Ads, but it seems likely that the program will continue to grow in popularity among businesses that provide local services. As more firms adopt Local Service Ads, we may see more features and options available.

How to Get Support for Google Local Service Ads?

Google provides a few different options for support with Local Service Ads. You can start by visiting the Google My Business Forum, where you can get assistance from other business owners and Google product experts. Additionally, you can contact the Google Small Business Support team by phone or email. Finally, several third-party service providers offer support for Local Service Ads campaigns. Contact Website Pandas if you need any assistance with Google Local Service Ads.

How do you connect Google Local Service Ad Leads to a CRM?

Several different CRM platforms allow you to connect your Google Local Service Ad leads. One popular option is Salesforce, which offers native integration with Local Service Ads. Other options include HubSpot and Zoho CRM, which provide plugins that allow you to connect your Local Service Ads account. Contact Website Pandas for assistance if you need help securing your Local Service Ads leads to your CRM.

Ankur Goyal
Ankur Goyal

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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