How to Generate Leads With Local Service Ads


Standing out as a local business can be challenging with so many competitors offering similar services in the same area. However, with Local Service Ads, you can increase your visibility and attract more potential customers to your business.

In this blog post, we’ll go over everything you need to know about Local Service Ads and how to effectively use them to generate leads for your business.

What Are Local Service Ads?

Local Service Ads (LSAs) are part of an online advertising service that Google offers to local businesses, such as plumbers, electricians, and landscapers. These ads appear at the top of search engine results pages when users search for services near their location. They’re designed to connect customers with local businesses that meet their needs.

Here's how a typical Local Service Ad appears in search

LSAs differ from traditional Google Ads because they only target users within a specific geographic area. This means that your ad will only be shown to people near your business location, making it more likely to reach potential customers in your service area.

Google Guarantee or Google Screened?

When setting up Local Service Ads, you have the option to choose between Google Guarantee or Google Screened. Both options provide an added level of trust and credibility to your business, but they differ in terms of services covered.

Google Guaranteed Businesses

The Google Guarantee badge is available for businesses that offer home services such as:

  • •Plumbing
  • •Electrical
  • •HVAC (Heating, Ventilation, and Air Conditioning)
  • •Locksmith services

If a customer is unsatisfied with the work provided by a Google Guarantee business, they can submit a claim to Google for up to $2,000 in reimbursement. This badge also appears on your ad, giving potential customers peace of mind and increasing their likelihood of choosing your business.

Google Screened Businesses

The Google Screened badge is available for businesses that offer professional services such as:

  • •Lawyers
  • •Financial planners
  • •Real estate agents

To be eligible for this badge, businesses must go through a more extensive screening process, including background checks and license verifications. This adds an extra level of trust and credibility to your business.

However, unlike the Google Guarantee badge, the Screened badge does not offer any reimbursement for unsatisfied customers.

The Benefits of Google’s Local Service Ads

Implementing Google Local Service Ads can have several benefits for your business, including:

  • •Increased visibility: By appearing at the top of relevant search results, LSAs can help your business be seen by a larger audience.
  • •Targeted advertising: LSAs only target users within a specific geographic area, so your ad will only reach customers in your service area.
  • •Credibility and trust: LSAs include reviews from previous customers, which builds credibility and trust with potential customers.
  • •Cost-effective advertising: With a flat fee per lead rather than cost-per-click, LSAs can be more cost-effective if you have a limited budget.
  • •Easy management: LSAs can be managed through your Google Ads dashboard, making it easy to track performance and adjust as needed.

Setting Up Your Local Service Ads Campaign

To start using LSAs for your business, you’ll first need to set up a Google Ads account and verify your business information.

Once this is complete, follow these steps to create your LSA campaign:

1.      Determine Your Service Area

LSAs are designed to target users within a specific geographic area, so it’s important to define your service area before setting up your campaign. This can be done by selecting the areas you want to target on a map or entering zip codes.

2.      Choose Your Services

Next, you’ll need to select the services your business offers. Provide as much detail as possible, as this will help you connect with the most relevant customer searches.

3.      Set Your Budget

LSAs have a flat fee per lead, which means you only pay when a potential customer contacts you through the ad. You can set a weekly budget based on how much you want to spend on each lead.

4.      Create Your Ad

You’ll then need to create the content for your ad, including a business description, photos, and contact information. Make sure to include relevant keywords in your description to help improve your ad’s visibility.

5.      Manage and Track Performance

After your LSA campaign is set up, you can use your Google Ads dashboard to track its performance and make any necessary adjustments. This includes monitoring leads generated by the ads and changing your targeting or budget as needed.

Best Practices for Maximizing Google LSA Results

Simply creating an LSA isn’t enough to guarantee success. Like any other form of advertising, there are certain best practices to make the most of LSAs.

Showcase Your Google Guaranteed/Screened Badge

One of the biggest advantages of LSAs is that they come with a Google Guaranteed or Screened badge, depending on your business type. This badge adds credibility and trust to your ad, making it more likely that potential customers will click and contact you.

Use High-Quality Images

Visuals play a crucial role in capturing people’s attention, so use high-quality images that showcase your services. This can include before and after pictures or even a video showcasing your work.

Ask for Reviews and Respond to Them

Reviews are important for any business, and LSAs are no exception. Encourage your customers to leave a review on your Google Business Profile, and make sure to respond to any reviews you receive—both positive and negative.

Respond Promptly to Inquiries

LSAs are designed for customers who want quick and efficient service, so it’s important to respond promptly to questions you receive through the ad. This will help build trust with potential customers and increase conversions.

Monitor and Adjust Your Budget

Since LSAs work on a pay-per-lead basis, you need to monitor your budget and make adjustments as needed. This can include increasing your budget during peak times or decreasing it if you’re not receiving enough leads.

Keep Your Business Information Up to Date

Check and update your business information on your LSA regularly, including contact details, service areas, and business hours. This ensures your customers have the most accurate information and can easily contact you.

Utilize Negative Keywords

Use negative keywords in your ad campaign to avoid wasting money on irrelevant clicks. These are words or phrases that you do not want your ad to appear for, helping you reach your target audience more effectively.

Track and Analyze Your Results

LSAs have built-in tracking tools that allow you to see how your ad is performing. Use this data to analyze which keywords and ads drive the most leads and make adjustments to optimize your campaign.

How LinkNow Can Help You Get the Most Out of Local Service Ads

At LinkNow, we specialize in helping small businesses succeed online. If you lack the time or resources, our experts can manage your LSA campaign to ensure you get the most out of this valuable advertising tool.

Here’s how we can help:

  • •Application support: We can help you complete your LSA application and provide any necessary documentation to get your ad up and running quickly.
  • •Budget recommendations: Based on your business goals and target audience, we can provide recommendations for an optimal budget to get the best results.
  • •Ad optimization: Our team is well-versed in creating effective ad copy and selecting relevant keywords to reach your desired audience.
  • •Lead monitoring: We’ll keep track of your ad performance and make adjustments as needed to ensure you’re getting the most out of your ads.
  • •Invalid lead disputes: If you receive any invalid leads, we can assist you in disputing them with Google to ensure you aren’t charged for irrelevant clicks.
  • •Dashboard training: We can walk you through the LSA dashboard and provide training on reading and interpreting your ad performance data.

Get in Front of Your Local Customers With LinkNow

Is your business struggling to be found online? With LinkNow’s Local Service Ads services, we can help you reach your target audience and drive more leads to your business. Our experts will work with you every step of the way to ensure your LSA campaign is a success.

Contact us today at 1.888.667.7186 or by clicking here!

Dillon Yang

Author: Dillon Yang

About Dillon Yang

About Dillon Yang: Dillon is a content writer with a deep passion for all things related to SEO and digital marketing. He is dedicated to creating engaging and informative content that not only captures his clients' unique brand voice but also helps them to improve their online presence. In his free time, Dillon enjoys staying active in the gym, gaming, and visiting coffee shops.