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  • Writer's pictureJeremy Langlitz

The Value of Google Local Services Ads

Article Summary

Google Local Services Ads are some of the cheapest and most effective paid ads you can run today.

  1. What are Google Local Services Ads?

  2. What makes Google Local Services Ads so great?

  3. Are these the same as Google Guaranteed ads?

  4. What would cause your ad to not perform well?


Did you know that one of the cheapest and most effective paid ads you can run today are Google Local Services Ads?

What are Google Local Services Ads?

Google Local Services Ads are usually the first set of ads people see when searching for local services such as appliance repair, home cleaning, or lawn care in Google Maps or Google Search. It has a very limited amount of text in contrast to Google Ads. Prospects will usually see the company's name, review rating, Google Guaranteed verification, service area, and contact information.

What makes Google Local Services Ads so great?

Like Google Ads, these ads are highly targeted by keywords and your service area. Google only shows Local Services Ads to people who are in your service area and who are searching for the services you offer. This means that you are not wasting your money on ads that no one will ever see.

The biggest benefit to these ads is that a business only pays for each lead rather than per impression or click. These leads are more likely to purchase because they are willing to take the time to call and learn more about your business. With a hungry sales team, you're almost certain to have a higher close rate. Furthermore, all calls are recorded, which can be used to control quality and resolve lead disputes.

The ability to dispute leads is what makes up the second benefit of these ads. In contrast to standard Google Ads, businesses can dispute any lead they choose. The process is fairly straightforward. You select a lead to dispute, pick a reason for the dispute, and then wait for Google to review the phone call and decide. If Google rules in your favor, you will receive a credit towards your next invoice.

Once you reach a certain threshold, Google will charge your credit card on file. And while the price per lead varies depending on your business category and location, you can expect to pay between $15 and $25 per lead. You can use Google's budget tool to gain a better idea of the price per lead for your business category. The price may seem high per lead, but you should remember that these leads are more qualified than those who click on your website and fill out a form. Form entries are often used by tire kickers.

Are these the same as Google Guaranteed ads?

Often, these ads are referred to as Google Guaranteed ads. However, Google Guaranteed is just a verification that Google uses for its Local Services Ads. A guaranteed business is one that has passed a background check and has at least a three-star rating on Google.

In the event that your business category does require background checks, Local Services Ads will conduct them on the business, the business owner, and all employees, contractors, subcontractors, or other workers who provide services at your customers' homes, workplaces, or elsewhere.

Background checks for company owners and their field staff involve identity and criminal history checks, such as checks against national sex offender registries, terrorist watchlists, or sanctions registries in the US. The background check procedure at the corporate level includes the business' civil litigation history, such as judgments and liens from federal and state courts in the United States. For individuals, cross-checks do not involve credit checks or credit pulls.

What would cause your ad to not perform well?

Google Local Services Ads are a game-changer for businesses that rely on local customers. But if you don't have positive reviews, your ads won't perform well. That's why it's important to always be obtaining reviews. A CRM like Keap can automate the process, making it easy to get and manage reviews. It's a low-cost option that pays big dividends! Promo Puppy can get you a free trial or a discount for this CRM. Contact us today for a demo. You'll be glad you did!

In the end, Google Local Services Ads helps you connect with people who search on Google for the services you offer. Your ads will show up for customers in your area, and you only pay if a customer contacts you directly through the ad. All of these benefits make it one of the cheapest and most effective forms of paid advertising in today's digital world.

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