In our vast digital landscape, where the voracious Google algorithm seems to gobble up everything in its path, there’s a domain that’s steadily growing in importance for local businesses – Google Local Services Ads Management Services (LSA).
Launched in 2015, the LSA program has since revolutionized how service-based companies can market themselves and connect with local customers directly through the search giant. According to a study by BrightLocal, 13.8% of all Search Engine Results (SERP) clicks are received by Google Ads, highlighting their significance for small and local businesses.
Local Services Ads are an incredible tool for capturing high-intent leads who are ready to make a purchase decision. But to make the most of this potent feature, businesses need to understand how it works, optimize their profiles effectively, and continuously refine their strategies to stay ahead of the competition.
This in-depth guide breaks down the process of utilizing Google Local Services Ads to drive revenue for your business.
Whether you’re a landscaper, a lawyer, a plumber, or any service professional looking to utilize LSAs to their fullest potential, this comprehensive resource will equip you with the knowledge and insights to create a robust local advertising strategy.
Understanding Google Local Services Ads
Before we get into the nitty-gritty of driving sales and revenue, it’s crucial to have a solid grasp of what LSAs are and how they function.
Google Local Services Ads is a pay-per-lead advertising channel that enables local service providers, such as dentists, lawyers, plumbers, etc. to promote their services to local customers. When a user searches for a service in their area, they can see a list of local services ads at the very top of the Google search results. These will display with the “Google Guaranteed” badge.
These ads display a provider’s business name, review ratings, phone number, hours of operation, and more – all without the need to click through to the respective website.
What sets LSAs apart from traditional paid search ads (PPC ads) or search engine optimization (SEO) strategies is that LSAs are billed by Google on a Pay for Performance basis. You only pay when a potential customer calls you or sends a message through the ad. And you get to vet the potential customer before paying for it This is what is called Cost Per Acquisition (CPA). The platform and channel are designed to help you connect with customers when they are searching for your specific service, and actively looking for someone to provide that service in your area. In essence, it’s warm lead generation at its finest.
Setting Up Your LSA Campaign
Creating a successful Local Services Ads campaign isn’t a one-and-done task. It requires strategic planning and continuous management. Here’s a step-by-step guide to getting started with Google LSAs.
Profile Creation and Verification
The foundation of your LSA campaign is your Google Business Profile (GBP). It needs to be complete, accurate, and verified so Google knows you’re a legitimate business before you can start running Google Local Services Ads.
- Claim Your Profile: Visit the GBP portal to claim your business profile, or create a new one if you don’t yet have one.
- Complete All Sections: Fill out every section of your profile with as much detail as possible. This includes your business description, hours of operation, service areas, and photos.
- Verification: Google will mail a postcard to your business address with a verification code. Once you receive it, enter the code in your LSA dashboard to verify your profile.
Managing Your Local Services Ads Campaign
After setting up your profile, it’s time to create an ad campaign that will attract the right customers to you.
- Set Your Budget: Decide how much you want to spend on LSAs. You can set a weekly budget, and Google will provide an estimate of how many leads you can expect.
- Manage Your Leads: Customize how and when you receive leads. You can set business hours, specify the types of jobs you want to receive leads for and establish your weekly budget.
- Optimize Your Response Time: Be ready to respond to leads quickly. The faster you respond, the more likely the customer is to choose your services.
Evaluating Performance
Measuring performance is key to refining your LSA strategy. Use the insights provided by Google to assess what’s working and what isn’t.
- Track Your Leads: Use the Google LSA dashboard to track the number of leads you receive and how much you’re spending.
- Analyze Lead Quality: Not all leads are created equal. Determine which sources deliver the highest quality leads that convert to sales.
- Test Targeting, Budgets, Services and Images: Regularly A/B tests different settings and images to see which ones perform better. Use this data to update your ads to attract more leads.
You can always hire professional Google Local Ads Service providers to do the job to get better results with less time and money investment.
Strategies for Maximizing Revenue
With your campaign set up and running, it’s time to focus on strategies that will help you squeeze the most revenue out of your Local Services Ads.
Optimize for Local Search
Since Google Local Services Ads and Google Guaranteed ads connect with your Google Business Profile (GBP), Optimizing your GBP for local SEO marketing is a critical component for any local service business with a local focus, and this includes LSAs. Ensure your profile has localized content and use local keywords in your profile description and ad copy. These help Google match your business with local searches.
Build Trust with Reviews
The prominence of your business’s reviews can’t be underestimated. Google Local Services Ads and Google Guaranteed ads connect with your Google Business Profile to pull in reviews. Encourage satisfied customers to leave reviews on your Google Business Profile, which will be visible in your LSAs.
Studies show that about 55% of consumers do an online search for the business before calling them. So, the more positive reviews you have, the more trust you’ll establish with potential customers.
Highlight What Sets You Apart
Your LSAs should communicate your unique value proposition. Whether it’s your years of experience, a special certification, or a satisfaction guarantee, use your LSA settings to stand out from competitors and entice customers to choose your business.
Offer Competitive Pricing
While it’s essential to highlight the quality of your services, pricing can still be a significant deciding factor for customers. If your prices are competitive, mention it in your ad to attract cost-conscious customers.
Implement Call Tracking
Invest in call-tracking software to monitor the calls generated by your LSAs. This will provide valuable data on which ads and keywords lead to the most profitable calls, helping you refine your targeting and messaging. TiTech’s LSA marketing services include our custom advanced call tracking built into all search and PPC ads services.
Stay Up to Date with LSA Trends
The digital marketing space is constantly evolving, and LSAs are no exception. Keep abreast of new features and updates from Google to ensure you’re using the platform to its fullest potential.
Common Mistakes to Avoid
While it’s crucial to know what to do, it’s equally important to know what not to do. Here are a few mistakes to steer clear of when running your LSA campaign.
Misrepresenting Your Business
Ensure that the information in your LSA profile is an accurate representation of your business and services. Providing misleading info, such as offering services you don’t specialize in, can erode trust and lead to wasted leads and wasted time.
Slacking on Response Time
The response time is a significant ranking factor for LSAs. Failing to respond to leads promptly can lead to a lower ad position, reducing the volume of leads you receive.
Ignoring Lead Quality Analysis
Don’t just look at the number of leads you receive – analyze their quality. Leads that don’t convert are a waste of your marketing budget. Adjust your targeting and bid strategies based on the type of leads that turn into sales.
Failing to Update Image Assets and Settings Regularly
Stagnant ad copy can become less effective over time. Regularly update your LSA ad content and test new photo variations, targeting variations, etc. Also, ensure your selections for features and services are regularly updated to match your business. This will ensure you’re maximizing your ads’ performance.
Letting Your Verification Expire
Ensure that you pay attention to any notifications regarding your business or background verification. Your services license or business may expire from time to time. Local Services Ads will deactivate your ads if one of these expirations occurs. Make sure that you keep your verifications current.
Final Thoughts
Google Local Services Ads can be a game-changer for local service-based businesses. With the potential to reach local customers at the very moment they’re ready to buy, LSAs offer an unparalleled opportunity to drive revenue.
By understanding how LSAs work, setting up your campaign effectively, and continually refining your strategies, you can create a reliable stream of high-quality leads that translates into revenue for your business.
Stay informed, stay responsive, and stay focused on delivering a top-notch service, and you’ll unlock the full potential of LSAs for your business.
Ready to harness the power of LSAs? Get started today with Titech Marketing and watch as this innovative tool turbocharges your local business growth.
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