What Are Google Local Services Ads?

Aug 20, 2018

<a href="https://www.ewrdigital.com/author/geoffcampbell" target="_self">Geoff Campbell</a>

Geoff Campbell

Geoff Campbell is a PPC and Paid Media Manager for eCommerce, Industrial, and Enterprise brands.

You have to admit, Google AdWords is really working for your business, but as you look over your AdWords account you wonder if there is something more you can do.

“What about Google Local Services Ads?” you think. “Is that something my business could use?” Believe it or not, Google Local Services Ads could be one of the great things you could use to generate leads for your business.

“But what is it, exactly? And is it different from Google AdWords?”

If you have questions about Google’s latest service, read on to learn everything you need to know about Local Services Ads and why they should be the next ad service to consider and maybe even why you should hire us as your local ppc agency.

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What Are Local Services Ads?

Google Local Services Ads is a pay-per-lead advertising platform. The advertising program was first beta tested as “Home Service Ads” in San Francisco in 2015. Businesses that wanted to advertise with this program needed to be screened by Google. This meant background checks for all business employees and verifying that the business had insurance and all industry-required licenses.

Customers in need of a contractor or plumber could call up businesses directly for quotes, or select up to three businesses from the search list and get quotes from businesses to compare. When Google expanded the service to areas outside California in 2017, it changed the name to Local Services Ads and removed the quote request feature. If people now want quotes they have to call the business directly.

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So Why Should My Business Use Local Services Ads?

For two super important words “Googled Guaranteed.” Google screens your business thoroughly so it can proudly tell the world that you are worth hiring. When people are looking to hire services like contractors, electricians, or plumbers they are stressed and scared. They see all those names pop up on their screens and they don’t know what to think. All they know is that they want someone who works fast and competently. Having the words “Google Guaranteed” in your ad tells customers that they can trust you. That, out of the zillions of businesses they see, you are the one worth considering.

More than that, Google is willing to back up those words. If a customer is not satisfied with a business’s work, Google will refund the invoice of work up to $2,000.

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Okay, So What Industries Do LSAs Work With?

Businesses that can use Google Local Services Ads are:

In California, LSAs can be used by the above industries and also:

  • handyman contractors
  • house cleaning companies
  • house painters
  • towing companies
  • auto glass repair companies
  • and general contractors

Local Services Ads are available in over 30 cities.

If your business or industry is not listed above, don’t worry. LSAs are expanding all the time and your business’s industry could be included soon. So check out the eligibility form to see if your type of business is listed.

The states and cities that can currently use LSAs are:

  • Alabama: Birmingham
  • Arizona: Phoenix, Tucson
  • California: Los Angeles, Riverside/San Bernardino, Sacramento, San Diego, San Francisco Bay Area, Stockton
  • Colorado: Denver
  • Connecticut: Hartford, New Haven
  • Florida: Fort Myers-Naples, Jacksonville, Miami, Orlando, Tampa
  • Georgia: Atlanta, Savannah
  • Illinois: Chicago
  • Indiana: Indianapolis
  • Kentucky: Louisville
  • Maryland: Baltimore
  • Massachusetts: Boston
  • Michigan: Detroit, Grand Rapids
  • Minnesota: Minneapolis-Saint Paul
  • Missouri: Kansas City, St. Louis
  • Nevada: Las Vegas
  • New Mexico: Albuquerque
  • New York: New York, Rochester
  • North Carolina: Charlotte, Greensboro, Raleigh-Durham
  • South Carolina: Charleston
  • Ohio: Cincinnati, Columbus, Dayton, Toledo
  • Oklahoma: Oklahoma City, Tulsa
  • Oregon: Portland
  • Pennsylvania: Harrisburg, Philadelphia², Pittsburgh
  • Tennessee: Memphis, Nashville
  • Texas: Austin, Dallas, Houston, San Antonio
  • Utah: Salt Lake City
  • Virginia: Norfolk, Richmond
  • Washington: Seattle, Spokane
  • Washington, D.C.
  • Wisconsin: Milwaukee

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How Do They Work? And What’s the cost?

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Suppose you’re a plumber looking for more leads. After you’ve signed up and passed the screening process, whenever someone Googles “Plumber Houston” (Or whatever city you’re in) they’ll see your business pop up in a row above the AdWords ads. Anytime a customer clicks on your ad you’ll be charged.

How much you’ll be charged depends on the city you’re in, the business you have, and the type of lead. You will set a weekly budget for how much you’ll want to spend. While there is a chance you could go over your weekly max, because of how Google designed the program, you can’t go over your monthly budget.

The best part is that it costs nothing to sign up, so you could sign up now and then decide later if Local Services Ads are right for you. There is no obligation to use LSAs if you decide it’s not for you.

You can even run LSAs with your AdWords Ads at the same time.
NOTE:  While Google usually won’t call you, they DO call businesses during the Local Services Ads screening process. So if someone claims to be calling from Google, verify it’s Google.

What happens If I Pause my LSAs?

If you decide to pause your local services ads your ad won’t go away. In fact, customers can still click on it. The only real difference is that the “Google Guarantee” label won’t be on the ad anymore.

Can I Choose Which Keywords To Target?

Unfortunately, no. You choose the services and projects you offer and Google will decide which keywords trigger your ad based on that.


Find out more by talking to the experts today! We’ll craft you a marketing plan that works for you to increase your ranking and grow your business.

EWR Digital is a great advertising agency that’s been helping businesses grow since opening its doors in 1999. Get to know us better here. Interested in a 20-minute call with one of our marketing experts? 

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