Local Services Ads (LSAs) are a type of Google Ads that appear at the top of the search results for specific services related searches. LSAs are designed for local service providers such as plumbers, HVAC companies, electricians, lawn care service providers etc. and offer users the ability to connect with businesses that have been vetted and verified by Google. LSAs display a business’ name, ratings, location, and contact information, making it easier for users to find and connect with local service providers.
The main benefits of Local Services Ads (LSAs) are:
- Increased visibility: LSAs appear at the top of Google search results, increasing a business’ visibility and helping it stand out from other search results.
- Verified and trustworthy: LSAs are only available to businesses that have been vetted and verified by Google, helping users feel confident in their choice of provider.
- Targeted advertising: LSAs are specifically designed for local service providers and are triggered by relevant search queries, making them a highly targeted form of advertising.
- Cost-effective: LSAs are an affordable advertising option, with businesses only paying for leads and calls they receive through the ad.
Which business types can participate in Local Services Ads?
In the United States, the following business types are eligible to sign up for Local Services Ads:
Appliance repair
Carpentry
Carpet Cleaning
Countertop services
Electrical
Fencing
Financial planning
Flooring
Foundations
Garage doors
House Cleaning
HVAC
Junk removal
Landscaping
Law
Lawn care
Locksmiths
Moving
Pest control
Plumbing
Real estate
Roofing
Siding
Tax services
Tree services
Water damage services
Window cleaning
Window services
Local Services Ads Ranking Factors:
- Verification status and Google badge of trust (Screened or Guaranteed)
- Context of the person’s search (search terms, time, user signals and attributes)
- Review score and number of reviews
- Responsiveness to customer inquiries and requests
- Proximity to potential customers’ locations
- Business hours
- Serious or repeated complaints about the business
Cost per Lead:
- Varies based on business type and location
- Can range from as low as $5 to over $200
- Fixed cost used to be the standard but has changed to bid mode option since September 2020
- Businesses can choose to pay a higher amount per lead by setting a high maximum bid (capped at 2.5x the minimum bid)
- Option to choose “Maximize leads” and let Google set the bid to get the most leads for your set budget.
To sign up for Local Services Ads (LSAs), follow these steps:
-
Create a Google account: If you don’t already have a Google account, sign up for one.
-
Check eligibility: Check to see if your business is eligible to participate in LSAs. Google has specific requirements for businesses that want to advertise through LSAs.
-
Get verified: Once you have confirmed that your business is eligible, you need to get verified by Google. This involves providing information about your business and undergoing a background check.
-
Create your ad: After you have been verified, you can create your LSA ad by providing information about your business and the services you offer.
-
Set a budget: Set a budget for your LSA ad, which will determine how much you are willing to spend on advertising each month.
-
Launch your ad: Once your ad is set up, you can launch it and start reaching new customers. You will only be charged for leads and calls that you receive through the ad.