Everything You Need to Know about Google’s Local Services Ads

Google’s Local Services Ads are crucial for generating more leads to grow your business. Rather than spending on costly PPC (Pay-Per-Click) ads and conducting keyword research, determining the best bidding strategies, and attracting the wrong audience, you should opt for Google Local Service Ads. It focuses on generating valid leads that are located near your business. If you are new to Google Local Services Ads and want to know more, you have come to the right place. This post aims to provide you all the information you need.

What Is Google Local Services Ads?

In the simplest of words, Google Local Services Ads are paid search ads that come with a twist. The ads appear at the top of the search engine results just like PPC ads. However, they are displayed above PPC ads and organic search results and target users who are nearby. Instead of having to create the ad or Meta text, Google utilizes your business profile to generate the ads.

What Makes Google Local Service Ads Different From PPC?

The main difference between Local Service Ads and PPC is that you get to pay per lead rather than per click. Google offers the service to ensure you find reliable leads. Thus, your budget is estimated according to the number of people that click through the ad and contact you. Besides, Google Local Service Ads do not require you to conduct extensive keyword research or test to find users. Google takes care of everything. It generates the ad based on the services offered, notable features, business hours, and location. It is important to consider the difference between paid search and Google Local Services. It is not one against the other. Instead, they support each other.

When your business also appears in the organic listings and/or paid listings, potential customers would choose you over others. Customers can simply click on the ad to check out the opening hours, review your services, and send a message. Only when customers contact you through the ad would you have to pay.

How Can I Know If My Business Qualifies For Google Local Service Ads?

The best thing about Local Service Ads is that they are designed to leverage a combination of specific transaction search intent and Google’s location services. Whether you have a brick-and-mortar establishment in a specific area or offer services in that area, Google Local Services Ads are a great option. There are various services that are eligible for local listings by Google. Not only can you advertise your business for those services, but you also get to advertise your services as a professional if you are working independently. Some examples of professional services include tax specialists, realtors, and lawyers.

Google will determine your eligibility before you can gain access to the sign-up form. It has eligibility checks which determine whether your business meets the Local Services Ad requirements. The drop-down menu makes it easy for you to see if you qualify.

How Much Do Google Local Services Ads Cost?

As you might have not gotten an idea by now, Google Local Service Ads are charged based on leads, unlike PPC ads which are charged by clicks. Therefore, you will need to know the average number of leads you want each week when setting up the budget along with the weekly spend.

To give you an idea about Google Local Services Ads, you should start with 20 leads each week. Keep in mind that your budget for Local Services Ads would be different from that of Google Ads. If you want to use both options, you would need two budgets.


How My Budget Is Used By Google For Local Services Ads?

To determine the monthly maximum budget, Google uses your weekly budget as an average and multiplies it with the average number of weeks in a month. This would lead to some weeks costing more and others costing less. The reason behind this would be a greater number of people searching for your services in a certain week and vice-versa.

For example, if a property experiences petty crime one week, every home in that neighborhood would search for security services. Despite the viable leads, Google will make sure that your monthly maximum does not exceed by readjusting the number of leads it sends. Even if you receive a lead after your monthly target has been met, it would be credited back. You can check out Google’s pricing policy to learn more.

The Google Local Services Ads portal or app allows you to check how much you get charged and your budget status. The type of lead you target, the type of service you offer, and your location influence the amount you pay for each lead. You also have the option to dispute leads that are invalid like fraud or spam messages. If you successfully challenge the lead, you can expect to get the amount credited back to your account.


How to Set Up Google Local Services Ads?

Setting up Google Local Services Ads is easier than you think. The step-by-step registration process makes it super easy to create a profile for your business and check eligibility. Anyone who already has a business profile will have fewer obstacles to overcome to start generating leads. The details included in your business profile will be used by Google to generate the ads. The process is described below.

  1. Tell Google More about Your Business

The first thing that you need to do is let Google know what your business does, where you are located, and what your budget is. It helps it know who would view the ad and how competitive your area is for similar businesses. You even get to adjust the area you want to cover down to the exact streets. In addition to this, you also have the option to add additional perks or features under highlights to beat the competition.

  1. Ad Preview Generated

After you have provided Google the desired information, it will generate the perfect ad. Then, you can review it to make necessary tweaks.

  1. Insurance and Legal Check

To proceed with the ad, Google will run a background check to ensure that your business meets the local legal and insurance requirements. A third party runs the background checks for Google. You can track its progress to see if it has been completed. Once your ad is approved, you will get a Google Guarantee which enables you to start your campaign.

What Is A Google Guarantee?

For those of you that do not know, a Google Guarantee that reveals that your business has been verified and vetted by Google. It helps improve your rankings. It is important that you understand that getting a Google Guarantee is no joke. If customers are unsatisfied with the work after booking a service through a Local Services Ad, they can seek reimbursement from Google. Eligible customers can easily demand up to $2,000 for a subpar service from Google.

How Can You Make The Most Of Google Local Services Ads?

The most important question that you need to know the answer to is how you can take advantage of Google Local Services Ads. Generally, it is advised to seek an experienced service provider such as Electric Marketing Group to help you out. Google places those local service providers at the top that are relevant to the search terms. But, in the case of multiple providers in the area, Google will consider the number of customers that would contact your business while ranking the multiple options.

Factors That Influence the Ranking of Local Services Ads

  • Your business hours.
  • Repeated or serious complaints about your business.
  • How close your business is to the customer.
  • How quickly you respond to customers.
  • The number of reviews about your business and if they are any good.
  • The search terms used by customers and when they use them.
  • If you have a Google Guarantee or Screened badge as verification.

The main purpose of the service is to find the best lead for you.

Encourage Good Reviews to Boost Your Ranking

One of the easiest ways to improve your ranking for your Google Local Services Ads is by encouraging customers to leave good reviews. Everything customers say about your business matters. This is why you need to make sure that customers only leave positive reviews. It increases your chances of appearing in the search engine results and improves conversions as well. You can use a Listing Management Tool to manage Google Reviews. Respond to user reviews, provide quality service, and make suggestions to boost your reputation.

Effectively Manage Your Leads

To take your Local Services Ads to the next level, you need to learn to effectively manage your leads. Since Google only charges for leads, it is your responsibility to handle them efficiently. Follow up with leads as quickly and reliably as possible to improve your reviews and ranking.

Set Up Google Local Services Ads

Gain new customers through Google Local Services Ads. It is a cost-effective option for boosting sales. Keep track of your digital profile to make sure that your business continues to rank well and gains visibility. A Listing Management Tool will allow you to stay on top of reviews. Aim to provide quality service as it is essential for a strong business reputation. Include Local Services Ads in your local SEO strategy to make more sales.


Why Do You Need To Spend On Google’s Local Services Ads?

  1. Pay per Lead

As you already know, Local Services Adds only requires you to pay per lead. This makes it a much better option. Paying per click might not sound like the best option for your business which is why paying per lead is the way to go. PPC ads can cost you five times as much as Local Services Ads. Hence, you should give Local Services Ads a try.

  1. Opportunity to Connect with the Right Customer

A great thing about Local Services Ads is that it provides you with the opportunity to directly connect with the right customer. It prevents the possibility of a mismatch. You only get the right leads which mean that you get to spend your budget wisely. Since you only get charged for valid leads, it makes for the most cost-effective option. A lead could cost you anywhere from $6 to $30 depending on what you are offering.

  1. Gain Trust

Local Services Ads also help you gain trust. When people see that you have a Google Guarantee checkmark, they will be more than likely to reach out to you. Having Google endorse your business can come in handy. Everyone trusts Google to have their best interests in mind. This is why they will contact you if Google boosts your reputation.

  1. Highlights Positive Reviews and Ratings

Another reason to consider Google Local Services is that it highlights your positive reviews and rating. When potential customers see positive reviews, they will want to contact you. It enables you to gain their trust. All you have to do is learn to manage reviews and ratings to show that you are serious about your reputation.

  1. Expand Your Reach

Google Local Services Ads are placed on top of organic listings and paid search ads. This means that you get to expand your reach by spending on the ads. The fact is that Google Local Services Ads go hand in hand with traditional search ads and organic local listings. Thus, you get to maximize your chances of attracting customers by focusing on all fronts.

  1. Forget About Managing Keywords

When you start using Google’s Local Services Ads, you do not have to manage keywords. Forget about keyword research as everything will be taken care of. All you have to do is get verified and let Google take it from there.



Using Google Local Services Ads could help your business outperform the competition. When it comes to local customers, you have to leverage the service to expand your reach. You will be surprised to know just how effective it is and the impact it has. Get a professional company such as Electric Marketing Group to help you with the ads as they are the experts you need to learn more about.