Wouldn’t it be great if you could reach customers who specifically need the services your business provides with targeted ads? Great news – this is achievable with Google LSA or Google Local Services Ads. As you will see below, this is a potentially effective marketing method that specific businesses can benefit from.
Google LSA are paid adverts for local businesses. The aim is to connect businesses with customers that have a direct need for their services. These differ from standard PPC ads in various ways including where they appear, the payment structure, and the content of the ads.
It’s important to understand that Google LSA isn’t available for any business and there is a list of supported service business categories including:
As you can see, it’s mainly services that people may need for their homes or property. Eligibility varies depending on your geographic location and if you want to start Google LSA, it’s important to use the eligibility checker first. Other important features of Google Local Service Ads include:
Now that you have a clearer understanding of what Google LSA offers, let’s take a look at the benefits which include:
Google LSA works on a pay-per-lead structure which means that you only pay when someone views your ad AND reaches out to you whether that’s a message, phone call, or booking, for example.
This payment structure eliminates useless ad views that can plague Google Ads campaigns. It makes Google LSA budgets incredibly cost-effective as there is no waste.
Compared to Google Ads you don’t need things like insights on ads quality score and the process is less complex, but it’s quite different so I have provided some simple tips to get you started below.
Before creating Google LSA you have to be vetted and approved. This is done by setting up your profile and completing the different sections including licensing information, a background check, customer reviews, billing information, and budget. The exact info required varies for different services but you must always strive to provide as much info as possible for a successful application.
There is a section in the Google LSA dashboard for job types. This is important to check and update as it allows you to state exactly which services you offer. By maintaining a clear list, you ensure customers know what you can do and don’t waste your time on inquiries you can’t fulfill.
A lead is a person who has shown interest in your business but hasn’t become a customer. It’s important to keep track of your leads and follow up with a reply as quickly as possible. The quicker you reply, the more likely they are to use your business. Quick response times should also boost your reputation and rating with Google.
If your business falls into one of the service categories, Google LSA is certainly worth considering as an addition to your PPC campaigns and that’s the important part.
Google LSA shouldn’t replace PPC but instead, work alongside it. By running both types of ad campaigns, you have specific location-based targeting with Google LSA, and more generic coverage for customers not as far in the search chain with your PPC ads.
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