Formally known as home service ads, Google has changed the name and rebranded its local service ads to reflect searches and services that are outside users’ homes. These ads are another opportunity to appear on the search results of Google, a coveted position for businesses looking to market their businesses online. Local service ads are fairly new, and have just recently become available to more industries and markets than ever before, making more businesses eligible for this service. If you’re interested in using local service ads for your business, we’ve broken down everything you need to know.
Local Services Ads vs. Pay Per Click Ads
When creating a local service ad, you will choose from a list of services in your industry, rather than a specific keyword like Google ads. When the services you selected match the search criteria, your ad will appear. This type of ad is different from pay per click ads, as you cannot choose exactly what your ads will and won’t show up for. These ads don’t include a link to your website. Instead, they include your contact information such as phone number and email. Some of these ads are Google guaranteed, which is demonstrated with a green check mark. These ads meet certain criteria including proper licensing, no legal issues, and a passed Google background check.
How These Ads Rank
These ads are ranked by a few different factors. First, the proximity to users performing searches. The ads are also ranked by the business’s Google My Business rating and number of reviews. Google also takes into account the responsiveness of the business to people who contact them through these ads. Finally, Google considers business hours. Your ads are much more likely to show up when your business is open than when it is closed.
Paying for These Ads
Unlike pay per click ads, businesses do not have to pay Google each time someone clicks on the ad. Instead, businesses pay by the lead. Google defines these leads as receiving a text or email from a customer, receiving a voicemail from a customer, or a business answering a phone call and speaking with a customer. Google also makes an attempt to filter out contacts that aren’t valid leads, ensuring that the leads you pay for are actually valuable to you.
Who Can Benefit From Local Service Ads?
Local service ads are currently only available for certain industries and in certain markets. Below is a list of the industries that can use local service ads:
- Garage Door
- Air Duct Cleaner*
- Appliance Repair Service*
- Auto Glass Service*
- Auto Service Technician*
- Carpet Cleaner*
- Event Planner*
- Home Improvement Pro*
- House Cleaner*
- Junk Removal Provider*
- Lawn Care Provider*
- Pest Control Technician*
- Pet Care Provider*
- Pet Groomer*
- Roadside Assistance Service*
- Tree Service Provider*
- Upholstery Cleaner*
- Water Damage Service Provider*
- Window Cleaner*
- Window Service Provider*
*Indicates industries that are not available in every service area
Managing Local Service Ads
When creating a local service ad, it’s important to fill out the application carefully and accurately, as the wrong contact information will ruin your ad. You can manage your ads through the website or Google app, which allow you to turn the ads on and off, adjust targeting settings, receive and respond to leads, review requests, and even record phone calls. However, managing these ads can be difficult if you’ve never worked with online marketing material before. For this reason, for businesses looking for the most success with local service ads, it makes sense to hire a digital marketing company to manage the ads for you.
ImageWorks, LLC | CT Digital Marketing
When it comes to attracting, converting, analyzing, and integrating, there is nothing that is out of the reach of our capabilities. As a leading CT Inbound Marketing firm, ImageWorks LLC uses state of the art techniques and is focused on the success of your business. We work with you to improve your current marketing plan, overcome your challenges, achieve your goals, and meet deadlines. By creating content specifically designed to appeal to your dream customers, inbound attracts qualified prospects to your business and keeps them coming back for more.