Amplify Your Local Business with Google Local Service Ads
Could 2023 be worse than 2022 for Marketing? What can you do to minimise the downward marketing spiral?
In today’s digital age, local businesses face the challenge of standing out in a sea of online competition. That’s where Google Local Service Ads (LSAs) come in. LSAs are a game-changer for local businesses, offering an effective and targeted advertising solution that connects them with potential customers in their area. What sets LSAs apart is that you only pay when a lead actually reaches out, making it a cost-effective advertising option. In this article, we’ll explore the benefits of LSAs and how they can empower local businesses to thrive in the digital landscape.
1. What are Google Local Service Ads?
Google Local Service Ads are a specialised advertising format designed to connect local service providers with potential customers in their area. These ads appear at the top of search results, above traditional paid search ads, and are specifically tailored to local service-based businesses such as plumbers, electricians, locksmiths, and cleaners.
2. How do they differ from Google AdWords?
Unlike traditional Google AdWords, LSAs prioritise connecting users with local service providers. With 46% of all Google searches being local, LSAs cater to the growing demand for local services. These targeted ads display key business information, empowering users to make informed decisions.
LSAs offer a distinct advantage with their pay-per-lead model, ensuring businesses only pay when a lead reaches out. Additionally, LSAs come with the Google Guarantee, providing customers with added peace of mind. This combination of targeted advertising, cost-effectiveness, and the Google Guarantee makes LSAs a powerful tool for local businesses.
3. Who qualifies for Google Local Service Ads?
LSAs are available to a range of local service providers. In the USA & Canada this extends to Doctors, Lawyers to even Yoga Studios however in the United Kingdom the offering is currently only available to home service industries such as contractors, plumbers, electricians, locksmiths, HVAC technicians. Google has specific eligibility requirements to ensure the quality and reliability of the services offered. Providers must pass a background check, maintain appropriate licensing and insurance, and meet Google’s guidelines for customer service. By meeting these criteria, businesses can unlock the potential of LSAs and effectively reach their target audience.
4. How do Google Local Service Ads work?
LSAs leverage the power of customer intent and local search queries in fact 78% of all local searches result in a purchase. When users search for a specific service in their area, LSAs appear prominently at the top of the search results – above Ad words, Google Maps and Organic Search listings (SEO) – accompanied by relevant business details. This visibility increases the chances of attracting potential customers and driving leads for your business.
Research has shown that LSAs receive an average click-through rate (CTR) of 13.8%, significantly higher than traditional search ads which typically have CTRs ranging from 1-5%. This stark difference underscores the effectiveness and impact of LSAs in capturing the attention of potential customers. By leveraging LSAs, local businesses can increase their visibility and drive higher engagement, resulting in a greater likelihood of converting leads into customers.
5. How to set up Google Local Service Ads
Setting up LSAs requires attention to detail and optimisation. To get started, you need to create a profile, select the services you offer, set your budget, and customise your business information. It’s important to emphasise the significance of obtaining Google’s Guaranteed badge, which adds an extra layer of trust and credibility to your business.
6. Best practices for Google Local Service Ads
To maximise the effectiveness of LSAs, it’s recommended to follow best practices. This includes optimizing your profile and business information, responding promptly to customer inquiries, and maintaining a strong online reputation. It’s worth considering partnering with a trusted digital marketing agency that specialises in LSAs to ensure that your ads are effectively managed, allowing you to focus on running your business.
Google Local Service Ads present an incredible opportunity for local businesses to enhance their online presence, attract more customers, and drive business growth. With their high click-through rates and targeted approach, LSAs provide a powerful marketing tool that can make a significant impact on your business. By leveraging LSAs and following best practices, you can amplify your local business and establish a strong foothold in your industry.
Remember, in the competitive landscape of today’s digital marketplace, LSAs have the power to give Local Businesses the edge they need to thrive. If your business qualifies you should definitely take advantage of this powerful advertising solution and watch your business soar to new heights.
Sources:
- Google Ads Help – About Local Service Ads
- WordStream – Local Service Ads Guide
- Search Engine Land – Local Service Ads: The Basics & How To Improve Performance
