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Receive Better Leads With Local Services Ads
Optimize Google Assistant for voice search with Google Local
Is Google’s Local Services Ads program a game-changer for home service companies?
Ads for local services are a superb tool to help with local SEO strategy. They are ideal for certain businesses such as landscapers, plumbers, house painters, electricians, HVAC services, and other home service contractors.
Google vets and guarantees local home service companies in their local areas. If you meet the requirements, Google will evaluate your qualifications, business rating, and reviews.
Customers like the idea of vetted or approved contractors, so don't miss out!
Here's what you need to know about Google Local Services Ads – and why you should probably be using them!
What Are Google's Local Services Ads?
When someone enters a local search query for a home service, they see a selection of Google 'approved' home contractors. These ads appear directly above the paid search ads. Each ad features the company name, phone number, operating hours, ratings, and Google reviews.
How Do Google Local Services Ads Work?
A potential customer searches for a service, for example, a local electrician in their area. They see a business name and phone number in an ad at the top of page one of search results.
The customer is more likely to click on one of the top listings because:
- They are at the top
- The ads feature service providers ‘approved’ by Google
- It’s quicker and more convenient – great if you have an electrical emergency!
So local services ads can provide a new source of qualified customers for home service contractors.
Why Do Customers Like These Ads?
Many customers like the idea that Google vets and guarantees these local home service companies in their local areas. It gives them confidence that they are dealing with a legitimate business.
Google's local service advertisements try to ensure that searchers find the best company for their needs.
When a searcher clicks on your local ad, Google asks them to confirm details of the work they want to be done, and the service area.
If your business matches the searcher's needs, the searcher will see your business details, ratings, and reviews before calling you.
If your business isn’t a good fit or you don't serve that area, Google will show the searcher a more appropriate Local Services Ad. If this happens, you won't pay anything.
How Do I Join Google Local Service Ads?
To qualify for Google’s local services advertising program, fill out an application form describing your business. Google looks for companies with a physical presence in the area and can provide service at the customer’s home or business. Google may require you to supply address verification before you can participate in these ads.
Who Can Advertise?
Not all local businesses are eligible for Local Services Ads through Google. However, your business may be included if you fit into one of the following categories:
Categories for home service contractors
- Appliance repair services
- Carpet cleaning services
- Carpenters
- House cleaning services
- Countertop services
- Electricians
- Fencing services
- Flooring services
- Foundation services
- Garage door services
- HVAC (heating or air conditioning)
- Junk removal services
- Landscaping services
- Lawn care services
- Locksmiths
- Pest control services
- Plumbers
- Roofers
- Siding services
- Tree services
- Water damage services
- Window cleaning services
- Window repair services
The most basic requirement for Local Service Ads – your website should feature a physical location in Google's geographical target zone. Address and phone number must be visible on the main website.
What If I Don’t Qualify?
Google is continually updating its terms and conditions, so if you don’t qualify right now you may in the future. You can contact Google to discuss your situation if this is the case.
To get started, just apply online and follow their status page for updates on your registration. Once accepted and live, you can manage and track your ads through the dedicated web-based management tool.
The Benefits
How can your business benefit from using Google Local Services Ads?
- Get seen by customers first at the top of Google search results.
- Give customers greater confidence with the Google Guarantee badge.
- You pay per lead – not click! PPC advertisers understand how costly it is to pay for clicks that don't convert for a job that they wouldn't normally take. Local home service contractors with high CPC ads can sometimes pay a lot more than the average cost-per-click for Google Ads.
- Google vets and guarantees local home service companies in their local areas. If your business meets the requirements for the service and area, Google will evaluate your qualifications, ratings, and Google reviews.
- You get to use targeted, location-specific keywords and search terms.
- Potential customers get to see all of your 5-star reviews.
- It boosts your local reputation. Great for local SEO.
- Customers can call or text directly via your ad, and they won't need to visit your website.
What is Pay-Per-Lead Advertising?
Pay-Per-Lead ads allow a home service contractor to pay for leads that Google generates from users who click on your ad. Google effectively delivers you a pre-qualified lead.
There is a cost per lead. But you can control how much you spend using the weekly budget option. You can set the maximum cost for each lead in the bidding options. Once you’ve spent your chosen budget, Google will stop displaying your ads. You can increase/decrease your local services ad budget at any time.
Why Should I Use Google Local Services Advertising?
Google promises that these ads will show above organic search results. That means that potential customers searching for a home service business will see these ads, business names, and phone numbers before anything else.
Google's Local Services Ads help connect each searcher with the best service provider. The aim is to prevent mismatches that frequently occur when someone uses general search terms and keywords to search for local services in your area.
As an advertiser, you only pay for genuine leads. Work you can do, in the area you serve! Costs range from $6 to $30 per lead, dependent on the service sector and area.
Also, customers are less likely to open a new tab and type a search query if they have a clogged drain or any other emergency! With over 20% of all searches conducted via voice search, Local Service Ads ensure your business is found on Google Assistant-powered devices.
Note: If your business is Google Guaranteed, it may also be listed as a local provider on Google Assistant. You don't pay for this extra service.
Understanding The Google Guarantee
What is the Google Guarantee? Google guarantees that the company and business information and reviews and ratings in your ads have been verified for at least 90 days. The Google Guarantee badge helps you build trust with potential customers and enhance your reputation as a contractor online.
Ads will display a green checkmark and the Google Guarantee badge, which shows that Google has approved the service provider.
This aspect makes the ads more appealing to businesses, allowing them to profit from Google's strong endorsement. Users trust Google, and the Google Guarantee protects dissatisfied clients for services contracted via its ads. The maximum cover is $2,000.
Managing Your Leads
You must manage your leads effectively, or you won't make any money. You can't allow them to fall through the cracks, and you need a system for following up and managing your leads.
- Call Them Back - sometimes customers call, and they hang up because their call isn't answered immediately. When they call they may have an urgent need and being slow can cost you the job.
- Time Is Important To Customers. If a customer calls and hears a message saying that someone will get back to them by tomorrow, it wastes their time. They will probably try another business. It's best to have someone answering calls, so customers get information immediately about what they need.
Google is continually improving its products, so expect the local services advertising program to continue offering more features and greater coverage. If you are not already advertising to local customers via Google, Local Search, Facebook, or other ways, it is time to start now.
Google Local Services Ads are direct competition for Angie’s List, Home Advisor, and many more such lead generation platforms. Any home service business that doesn’t jump on board soon will fall behind its competitors in lead generation.
What Is The Best Way To Manage My Google Local Services Ads Budget?
Google uses the money you budget to show Ads. You may increase or decrease your expenditure at any moment, or stop advertising altogether. The process is simple:
Tell Google how many leads you want each month to get an estimated budget.
- Enter your zip code
- Enter the number of new leads/month
- Select your industry
Then, Google will suggest a Local Services Ads budget.
The best way to manage your budget is to customize it for each location you serve. For example, one location may be getting more traffic than another. So you can opt to spend more on a particular ad group for a specific location and less on other locations.
You only pay for outcomes rather than clicks. You control your budget and only pay when a consumer contacts you directly from your advertisement. This way, you get better results for your company.
I'm Sold! Where Do I Sign Up?
To sign up, get started here.
There are 5 easy steps to use Google’s Local Services Ads:
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1. Tell Google about your business.
Enter details about your location, the services you offer and set your budget for ads. Google can then show your ads to potential customers.
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2. Become a Google Guaranteed service provider.
To get your Google Guaranteed badge, you need to make sure your home service business complies with local licensing and insurance requirements.
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3. Searchers find your listing/ad
Google will start showing your Local Services Ads to potential customers looking for the services you offer in your area.
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4. Get hired
Potential customers can contact you directly via your ad. You can control which jobs you take and track customer appointments.
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5. Grow your business
Use the mobile app or dashboard to control, update or pause your ads, and adjust your budget to optimize performance.
What Are Ad Rankings?
What do Ad Rankings mean in Local Services Ads?
Ad Rankings help get your business to the top of Google SERPs.
Up to three local service advertisements display on desktop, two on mobile, and only one through Google Assistant. To ensure your listing appears, you'll need a high Ad Rank just like with PPC campaigns.
However, you don't have to worry about ranking factors when it comes to Local Services Ads. Google calculates your Ad Rank for these ads by taking into account variables such as:
- Proximity to the potential customer’s home/business
- Review rating and the number of reviews you get
- Response rate to client inquiries and requests
- Hours of operation
- Whether or not there are numerous/serious complaints about your company
With paid search advertising, you must be concerned about the ad's quality score. But your local service Ad Ranking is determined by your ad CTR, ad relevance, and reputation.
Get Reviews
Build your brand reputation; each local service ad features evaluations and comments from previous clients to assist you in gaining the searcher’s confidence. Local Services Ads allow you to have your reviews show directly in SERPs.
You can review all tasks done for customers and request a Google review right from the "Reviews" section of your Local Services Ads manager. The dashboard even allows you to personalize each message to customers. Personalizing your messages helps increase the chances that satisfied customers will give you a review!
Leverage The Power of Google To Grow Your Home Services Business
First, the power of Google’s local search is behind these ads. So, if you are running a digital marketing ad campaign through Google Ads, it may make more sense to set up a Local Services Ads campaign.
Local Services Advertising is potentially a game-changer for many local home service contractors. You can start using it to generate leads and supplement your local SEO strategies.
Is it better than regular Google Ads? Yes, because Google vets and guarantees local home service companies in their local areas. Being ‘approved’ by Google earns the trust of searchers.
Google will evaluate your business, reputation, and reviews. If your business meets the requirements, you can show ads.
People trust Google, so if you're serious about improving lead generation and growing your home service business, ensure your potential customers see you as a trusted Google partner.
Denver Web Design -The Code Nerds
3327 Brighton Blvd STE 51 Denver, CO 80216
(720) 616-7211
https://www.thecodenerds.com
https://www.google.com/maps?cid=0x876bedffec2b597f:0xe40fcfdeff362261
