Local Services Ads (LSAs) are Google’s revolutionary pay-per-lead (not click!) option for businesses who travel to their customers. Think plumbers, locksmiths, flooring fitters and other trade services who need to get in front of local searchers at exactly the right moment.
Today, I’m breaking down everything you need to know about setting up, optimising and measuring LSAs to get the most bang for your marketing buck. The majority of LSA clients will have a set radius that they cover (counties/cities) plus a set budget – so these tips will give them maximum visibility.
What Exactly Are Local Services Ads?
Local Services Ads sit at the very top of search results alongside the Google Map pack and come with that coveted “Google Guaranteed” badge that instantly builds trust with potential customers.
What makes them different from regular Google Ads?
- You pay per qualified lead, not per click
- They feature that trust-building “Google Guaranteed” badge
- Users can contact the tradesperson directly via call, text or WhatsApp
- They’re specifically designed for businesses that travel to customers
- Setup is more plug-and-play than traditional search campaigns
Which Businesses Can Use Local Services Ads?
Not every business type is eligible for Local Services Ads. Google has specific categories that can participate, and these vary by country and even by city!
In the UK, services include:
- Appliance repair services
- Carpenters
- Carpet cleaning services
- Cleaning services
- Worktop services
- Electricians
- Fencing services
- Flooring services
- Foundations services
- Garage door services
- General contractor services
- Handyman
- Home inspection services
- HVAC (heating or air conditioning)
- Junk removal services
- Landscaping services
- Lawn care services
- Moving services
- Pest control services
- Plumbers
- Pool cleaning services
- Pool contracting services
- Roofers
- Snow removal services
- Tree services
- Water damage services
- Window cleaning services
- Window repair services
Then within each of these categories, are sub-categories to toggle-on:
Interestingly, major cities (like London for the UK) have additional service categories available that you won’t find in other locations.
- Contract lawyer services
- Corporate lawyer services
- Criminal lawyer services
- Employment lawyer services
- Estate agent services
- Family lawyer services
- Immigration lawyer services
- Insolvency lawyer services
- IP lawyer services
- Lawyer services
- Litigation lawyer services
- Malpractice lawyer services
- Personal injury services
- Probate lawyer services
- Property lawyer services
- Road traffic lawyer services
- Tax lawyer services
To check if your business category is eligible within your target country, check Google’s guide and select your country from the drop-down; this list is regularly updated as new categories are added.
Getting Started: The Setup Process
Setting up Local Services Ads requires jumping through a few verification hoops – but they’re worth it for that Google Guaranteed badge!
Step 1: Insurance Verification
Google wants proof you’re a legitimate, insured business before putting their guarantee behind you. You’ll need to upload your insurance documents for review and approval.
Step 2: Business Registration
Another trust signal for Google; this verification step confirms you’re an verified business in the eyes of your country’s government.
Step 3: Link Your Google Business Profile
Your LSAs will automatically pull in your Google reviews and photos from your Business Profile, so make sure that’s looking good before you connect them.
Step 4: Set Your Budget
Decide how much you want to spend per week. If you’re already running search ads, use that data as a benchmark for your starting budget.
Step 5: Choose Your Contact Methods
Select how customers can reach you – email, SMS, or WhatsApp. Pro tip: If you offer emergency services like locksmithing, enable all contact options and set your hours to 24/7. No one wants to fill out a contact form at 3 AM when they’re locked out!
Optimisation Tips for Local Services Ads
Because LSAs don’t have keywords or use traditional bidding strategies to optimise with, your options are more limited – but that doesn’t mean you can’t improve performance.
Try these optimisation strategies:
- Add high-quality photos to stand out from competitors – and add new ones regularly
- Test between Maximise Conversions and Target CPA bidding strategies
- Set your service areas carefully (city/county level)
- If you run search ads too, compare performance and adjust budgets accordingly
- Set appropriate working hours that match when customers might need you
Finding Your Sweet Spot: Comparing with Search Ads
Not sure how to balance your LSA budget with your existing search campaigns? Here’s my approach:
- Start with your LSA target CPA slightly lower than your search ads benchmark
- Run both in parallel for at least a month
- Compare which one brings in higher quality leads
- Adjust budgets to favour the better performer
Remember, it’s not always about quantity – sometimes fewer, higher-quality leads from one channel are worth more than numerous low-quality leads from multiple channels.
Real Results
I’ve seen Local Services Ads work wonders for the right businesses. My locksmith client keeps his LSAs running 24/7 because emergency situations demand immediate contact options. When someone’s locked out in the middle of the night, the ability to text or WhatsApp directly through the ad has been a game-changer for his business.
For service businesses with clear, urgent needs and defined service areas, LSAs can be absolutely transformative. The pay-per-lead model means you’re only paying when someone actually wants your service – not just when they’re browsing or comparing options.
Conclusion
Local Services Ads might seem too simplified for PPC pros used to the granular control of search campaigns, but don’t let that fool you! They’re a powerful tool for the right businesses, offering:
- Prime placement at the top of search results
- The trust-building Google Guaranteed badge
- Direct contact methods customers love
- A pay-per-lead model that can be more cost-effective than pay-per-click
If you’re running PPC for local service businesses that travel to customers, LSAs should absolutely be part of your marketing mix. They might not replace your search campaigns entirely, but they can work alongside them to capture those high-intent searchers looking for immediate solutions.
