Beginner's Guide to Google's Local Service Ads
June 9th, 2022
For every business, predictable lead generation and sales pipeline is very very important. While SEO, Blogging, and your social media presence all help you with leads. The king in lead generation is google local service ads. There are two kinds of Ads google offers for any business. The first is the basic keyword ads and the second is dedicated to home service businesses.
Google Search Ads vs Google Local Ads: Where should you put your marketing dollars
In both kinds of ads, you are going to compete with other bidders. However, the cost for local service ads is going to be mostly lower than keyword ads. Many customers understand that google local service ads go through a stronger verification process as compared to standard search ads. This can bring trust and verification to your business which is very important for any service business. Another issue with standard search ads is that the responsibility of conversion is going to be on your landing page, trust on your website and that just adds another layer to possible conversion for the customer. If you have a strong marketing budget, it might make sense for you to use both Google search ads and local service ads for your business.
Local Service Ad Categories
Here is a list of local home service industries that can put their ads on google
Air Duct cleaner
Appliance Repair Service
Home Improvement Pro
Lawn Care Provider
Junk Removal Provider
Lawn Care Provider
Water Damage Service Provider
Pest control technician
Pet Care Provider
What are the benefits of Local Service Ads?
#1 Pay Per Lead
The biggest benefit is that it shows ads only to customers in your service area and you pay only for Leads. This is a big advantage as compared to pay per click model
#2 Build Trust with Customers
Local service ads are guaranteed by Google. Google Protects unsatisfied customers with a lifetime cap of 2000$ in the United States (and some other countries as well) Furthermore, since your reviews show up as well with your listing. Customers are able to read your reviews easily which increases trust in your business.
#3 Easier Management
Listing on Google Local service ads is much easier as compared to Google Keyword Ads as you don’t have to constantly monitor the keywords etc and make sure that the bids are right for each keyword.
#4 Get Leads Close to you
Since Google is showing your ads to the customer nearest to you, and the number of positive reviews you have. It is very easy to get more leads from customers close to you and build your reputation in your area.
Get Started with Local Service Ads
Check your eligibility
Google Service Ads are only available for certain regions so the first and most important thing is to make sure you are eligible for local service ads here
Create your Local Service Ads Profile
Since Google is going to do a background check on your business, it is very important that you enter all the information here properly and carefully including the services you can and cannot provide. You can enter the services you provide here, your business hours, and your weekly ad budget as well. Upload your License and Insurance Details This is one of the most important steps where Google is going to ask you for professional license details as well as your certificate of liability insurance.
What will google check?
Google Partners with a third-party firm to check on any litigation your business may have, and identify any criminal history checks. Google will also verify your license and ensure that you have all local licenses that are applicable to you based on your zip code.
Manage Your incoming Leads
Once your profile is complete, you set your average weekly budget. Leads will start coming in and you will be only charged for the leads that you have. You can also dispute any leads you think are not valid.
You can always check your incoming leads at google.com/homeservices/inbox. If you are a WorkerX paid subscriber, we can help you integrate with your google ads account so your leads landly directly in your requests section.
How to Make Sure Your incoming Leads Stay Hot
This is a very important step and many inbound leads can be wasted as well. The best way to keep an incoming lead hot is to do these things right away
1) Send a confirmation email. This step is very important and customers should be immediately sent an email.
2) Call. If you can call the customer asap within the next 1-2 hours of the incoming lead. That will be a really good way to make sure that the lead moves to the next stage.
3) Text Message. If you are using some automated software for contacting inbound leads right away, it is a very good idea to send them an SMS right away. SMS has a high readability rate than Email.
At WorkerX, we are currently integrating customers that require integration with google ads on request. We are currently working on a feature that will be released next month where you will be able to see all your incoming requests inside workerx, as well as schedule automated text and message replies to them. For now, all workerx customers get free 1 to 1 sessions with our customers on how to set up and manage their google local service ads.