Google goes to great lengths to try and match businesses with customers as
With Local Service Ads, it has gone one step further.
Local Service Ads 101
Google Local Services Ads has developed precisely for the purposes of meeting the needs of the local supply and demand.
Its main goal is to find the perfect match – the perfect client that requires your specific services at a specific area, or vice versa, the perfect service provider that matches all the requirements of the searcher/potential customer in a designated area.
So how does that work in practice?
First of all, it is very important to underline that with Google Local Service Ads you only pay for relevant, quality leads, i.e. those that are related to your business and are requiring your specific services. You won’t be wasting money on just any lead, or on just any click on your ad.
Here is how and why.
Do LSA Appear in Google Search Results?
Local Service Ads (LSA) appear in the form of boxes at the very top of Google search results when people type in their specific query – above Ads, Maps and the organic results.
These boxes show the company name, phone number, city, ratings, number of reviews from Google My Business, and the “Google Guarantee” badge, which we’ll explain later.
For example, if people are searching for roofers in their area, three boxes/ads will appear, with the option below them to show more roofers in that area.
Now, once the searcher clicks on that option, or on the listing, they are prompted to specify the exact roofing service they need and the service area.
This is a type of screening process that allows businesses to be matched with real, quality roofing leads.
If you fit the area and the needed job, you will be matched to the customer, and if not, Google will connect them with another LSA and save you the cost.
If you’re a good fit, the potential customer will be able to see your entire profile containing all the services you provide, your service areas, as well as your licensing, background information, more reviews, and other highlights.
If they are satisfied and you match their needs, they have the option to call you, i.e. call the number listed in the ad.
The displayed phone number will be Google’s tracking number and not your business’ number. Once the customer calls it, it will be forwarded to you.
It is very important to be diligent with your leads, answer the calls, or call back because, in the end, it is up to you to turn those leads into customers.
All of these incoming calls and leads are recorded in your account, and you can see and manage all the new leads, booked ones or completed ones, as well as ask for customer reviews.
An important feature of Google Local Service Ads, and very significant in building trust with potential customers, is the new Google Guarantee feature.
To put it simply, Google can provide a full endorsement for service providers, i.e. guarantee that they are verified and licensed, and also protect the customers along the way.
People trust Google, and the Google Guarantee will bring you both a better reputation and more leads.
So how can you become “Google Guaranteed”?
You have to go through a certain screening process. This involves meeting all the licensing and insurance requirements and going through a background check.
The process is very thorough, and all the technicians employed at your company, especially those who go to customers’ homes, must pass the background check.
Additionally, you are required to report all new employees, as well as recertify periodically.
Local Service Ads Industries
Local Service Ads has reached a great variety of industries and markets across the US and is still spreading, with plans to go international in the near future.
For the moment, there are five main or core categories:
- Garage Door Service
Apart from those, there are 25 more, but not all services of the following industries are supported in all markets at the moment. They include:
- Carpet Cleaner
- Upholstery Cleaner
- Air Duct Cleaner
- Home Improvement Pro
- House Cleaner
- Appliance Repair Service
- Junk Removal Provider
- Auto Service Technician
- Auto Glass Service
- Roadside Assistance Service
- Lawn Care Provider
- Pet Care Provider
- Pet Groomer
- Event Planner
- Tree Service Provider
- Pest Control Technician
- Water Damage Service Provider
- Window Service Provider
- Window Cleaner
How Do Local Service Ads Rank?
Another good thing about LSA is that it doesn’t require you to do the keyword research or ad testing. Google is the one that decides which keywords are relevant, and all you have to do is select job types or categories that you cover.
So how is the ad created then?
Well, Google creates it automatically when the relevant search terms are typed in, based on your business information from the profile you created.
Now that you know how they appear, let’s find out how exactly your ads will rank on Google.
There are several important factors that will result in a higher ranking:
- Proximity to the customer, i.e. if you are in the area where the customer requires services
- Good reviews and ratings
- Responsiveness to customers
- Business hours
- No major or multiple complaints about your business
Ultimately, when it comes to ranking, it is practically out of your hands – Google deals with the entire process, you just have to make sure you are responsive and available for inquiries, and that you do quality work in order to get great reviews.
How to Get Started with Local Service Ads?
If you wish to sign up with Google Local Service Ads, the first thing you need to do is go to their signup page where you will enter all your relevant information, including verifying your licensing and insurance.
After that, you will set up an estimated weekly budget and will receive leads according to it, i.e. you will pay for every lead, but will not go over your maximum weekly budget.
Once your budget is spent, your ad will not show up until the beginning of a new week.
But before you receive any leads, you first have to go through a verification process, as was described in the earlier section “Google Guarantee.”
Google will contract a third party which will then run your background check, as well as
Once you are approved, you are in the business!
Local Service Ads and the Roofing Industry
When it comes to the roofing industry, one thing is certain – it is moving towards the digital marketplace – if it’s not already there.
It is important to acknowledge that because if we don’t – if you, as a roofing business owner don’t – you stand to lose new customers, and risk staying behind the competition.
Google Local Service Ads is an upgrade and an ideal addition for your roofing business because it operates locally, and helps you connect with the perfect customer, the one that needs your specific services, in your specific area.
If their roof is leaking, for example, they don’t have time to waste on searching through numerous roofers, trying to find who is available or closest to them.
With LSA, your ad will appear at the very top of the search results, with all your info and the number they can call immediately.
This is another very important thing with LSA. They appear at the top, above everything else, above the organic search results. So, if you think that having a website for your business is enough, you could be mistaken.
Your website may be in the top ten or even top five search results, but these search results, as mentioned, are moving downwards quickly, due to the appearance of Ads and now LSA.
They are less and less visible, and these new types of ads are more and more visible – with LSA being the first thing you see.
Investing in digital marketing, and above all in Local Service Ads, is a smart move.
Many roofers that lacked proper digital marketing strategies have experienced a drop in the flow of leads and call volume.
On the other hand, however, those who have been using it the right way, jumping to the opportunities such as these local ads, and sticking with them for the long run, they have experienced a higher ROI.
Google has simplified the process of getting new leads, as well as cut your costs in paying for them, so jump on the bandwagon and reap the full benefits of it.
Matt Jacob has been in the marketing business since 2008, working exclusively with roofers for more than 5 years now. He has come to know all the tricks of trade inside-out and he is committed to helping roofers by sharing some of the most important ones. Find out where your best opportunities lie, as well as which challenges lurk out there for roofers – all in his detailed blogs.