It seems like Google has something new in store with each passing year. I mean, it wasn’t that long ago when online ads were just as simple as banners and emails. Fast forward some years, and we now have more complicated ad platforms like Pay-per-click, video ads, social media ads, and analytical email marketing. Technology and marketing have certainly taken a giant leap together.
One less known yet potent online marketing tool is called Google Local Service Ads. This is probably because it is relatively new to the market. The service started beta testing in San Francisco in 2015 and was called “Home Service Ads” back then.
After a few months, the service evolved into “Local Service Ads” but the process to get in remains the same. The concept of this advertising platform is to get trusted local businesses to be seen more in Google. So how do they make sure that your business can be trusted? Well, Google has a screening process wherein businesses have to apply to become a “Google Guaranteed” company.
Amazingly, Google will pay up the entire invoice with a lifetime cap of up to 2000 USD for those who are not happy with a “Google Guaranteed” service.
So, how will becoming a Google Guaranteed local business favor you? Well, your ad will appear on the top part of Google search if certain local service keywords are met. That means more exposure for your business on the local level.
The main difference between this Google Local Service Ads and Google Adwords is that in the former you will pay per lead instead of clicks. This means that payments for Google Local Service Ads are based on when a customer fills up a form for quotes, inquires, voicemails, or anything similar. That is why this is a bit more expensive than Google Adwords.
Also, keep in mind that in Google Local Service Ads, you cannot choose which keywords you want. That is another huge difference it has with Google Adwords.
In the next section, let us discuss how you can apply to become part of the Google Guaranteed list of companies.
How to Put Your business in Google Local Service Ads
If you think that it is as simple as filling out a form, then you are absolutely correct. Just fill out the form from this address: https://www.google.com/adwords/local-services-ads/ and you will only need to wait. The best part of all of this is that signing up is absolutely free of charge!
You are going to wait for a Google representative to call or email you so just be patient. This can take a couple of days or even weeks in some instances.
So is it really that easy? Well, not really. Google Local Ads Service has an intensive background screening process so you will really have to make sure that your company is ready for that.
Which Services are eligible for Google Local Service Ads
As of writing, these are the only services available for Google Local Service Ads according to Advertiser Community.
- HVAC contractors
- Overhead Door
Here are the eligible cities according to the same source:
- Alabama: Birmingham
- Arizona: Phoenix, Tucson
- California: Fresno, Los Angeles, Palm Springs, 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
- Kansas: Kansas City, Wichita
- 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
- Ohio: Cincinnati, Columbus, Dayton, Toledo
- Oklahoma: Oklahoma City, Tulsa
- Oregon: Portland
- Pennsylvania: Harrisburg, Philadelphia, Pittsburgh
- South Carolina: Charleston, Greenville
- Tennessee: Chattanooga, Knoxville, Memphis, Nashville
- Texas: Austin, Dallas, Houston, San Antonio
- Utah: Salt Lake City
- Virginia: Norfolk, Richmond
- Washington: Seattle, Spokane
- Washington, D.C.
- Wisconsin: Madison, Milwaukee
Side note: Some cities have other services available like auto repair, glass cleaning, junk cleaning, carpet cleaning, etc. It might be a good idea to check the specifics if your business offers other types of services.
The Many Benefits Of Google Local Service Ads
Receive direct leads from potential customers
As stated above, Google Local Services Ads charges by the leads instead of the clicks. So how does Google know which transaction qualifies as leads or which do not? Well, once you are a Google Guaranteed business, you will have access to an app that can accept bookings, has a lead management section, conversions checker, budget manager, and customer messaging.
That’s powerful software and a great bonus. Now, you won’t have to pay for ads getting the wrong consumers. While each lead might be more expensive than ad clicks, this also has a potential to be more effective for your business. Think about it, you might have to shell out 20-30 bucks per lead, but that lead has a more significant chance to become a long-term customer than those who just click.
Get to the top of the page
This is one of the best benefits of Google Local Services Ads. Once someone starts looking for a particular local service in their area on Google, then there is an excellent chance that your company will get to the top of the Google search page. And I don’t think I need to tell you what that means.
Well, I’ll go ahead and tell you anyway. According to Impact BND, the top search engines have their top one search garner over 42 percent click through rate. The next two ranked search below get 11 and 8 percent respectively. Getting to the top page is so valuable for your business to be immediately seen by potential customers.
Google made sure that you won’t be having a hard time navigating through the Google Local Service Ads platform, so they did a great job by giving businesses their very own app. Just download the app, sign up, and you’re ready to get those hot burning leads.
Ads are straightforward to manage and set up with this app. So does interacting with your customers. The app is so intuitive that you can even see reports on your lead conversions. Best of all, it is so easy to use.
Know what your customers think
Need another impressive feature? If you get a customer and perform a service, then you can ask him/her to leave you a review on the app. This feature can help you gain some positive notoriety which will significantly help you pull in more customers.
Get some extra “cred” points for your business
Ask yourself this question; is there anything better than being called a “Google Guaranteed” business? When it comes to online commerce, it’s hard to beat that badge of honor. People love going with companies that have a great track record. Being backed by Google is one of the best word of mouth marketing you can have.
Dominate the Local Scene
If you are in one of the cities mentioned above and are selling one of the eligible locale services, then go ahead and give Google local service ads a chance. The ability to garner hot leads is just too great of a marketing opportunity to pass up.