How Small Businesses Are Thriving with Google Local Services Ads

You’re used to clicking “Thai restaurants near me” and instantly seeing a list of local options. Now, imagine your neighbors doing the same thing for your home improvement business – and finding your listing at the top of the results.

With Google Local Services Ads, you can achieve just that. These ads target specific search intents, ensuring your ideal customers find you when they’re primed for conversion. Plus, you only pay for leads, maximizing your return on investment while securing a top spot in search results.

These are Local Services Ads (LSA)

In this blog, we break down the benefits and considerations of investing in Google Local Services Ads.

Benefits to Google Local Services Ads

Customer Trust

LSAs include a Google Guarantee or Google Screened badge, which builds trust with potential customers by verifying that your business meets Google’s standards on background, business registration, insurance, license checks, and minimum review requirements.

This badge assures them of quality service, making them more likely to choose your business over competitors.

💡 A quick note: Google Guaranteed and Google Screened cater to different types of businesses. Home service providers like plumbers, locksmiths, and HVAC companies typically use Google Guaranteed. 

On the other hand, professional services such as legal firms, accounting practices, and real estate agencies are more likely to utilize Google Screened.

Dominant Positioning

Google LSAs place your business at the top of search results, giving you a competitive edge and increasing the chances of potential customers choosing your services.

Efficient Budget Use

With Google’s pay-per-lead model, you only pay for legitimate leads, making it a cost-effective marketing solution for conscientious budgets.

Read About: What is Local SEO and Why is it Important For Your Business?

What Kind of Business Benefit the Most from Google LSAs

Local Services Ads began with home services and have rapidly expanded to include over 70 types of businesses, covering education, people care, pet care, wellness, health care, and more.

Companies with numerous reviews, especially those boasting many 5-star ratings, consistently achieve the best performance with LSAs. 

The full list includes:

Wellness

• Acupuncturist • Personal trainer • Yoga studio • Weight loss center

Education

• Beauty school • Dance instructor • Driving instructor • First aid training • Massage school • Language instructor • Preschool • Tutoring

Health Care

• Dental

Pet Care

• Animal shelter • Pet adoption • Pet boarding • Pet grooming • Pet training • Veterinarian

People Care

• Child care • Funeral home

Home Services

• Appliance repair • Carpenter • Carpet cleaning • Cleaning service • Countertop pro • Electrician Fencing pro Flooring Foundation pro • Garage door pro General contractor • Handyperson • Home inspector • Home security • Home theater • House cleaner • HVAC

Professional Services

• Junk removal • Landscaper • Lawn care • Locksmith • Mover • Pest control| • Plumber • Pool cleaning • Pool contractor • Roofer • Sewage system • Siding pro • Snow removal • Tree service • Water damage • Window cleaner • Window Repair

Finance

• Financial planner • Tax Specialist

Real Estate

• Real estate agent

Law

• Bankruptcy lawyer • Business lawyer • Contract lawyer • Criminal Lawyer • DUI lawyer • Estate lawyer • Family lawyer • Immigration lawyer • IP lawyer • Labor lawyer • Litigation lawyer • Malpractice lawyer • Personal injury lawyer • Real estate lawyer • Tax lawyer • Traffic lawyer

Google Local Services Ads Costs and Metrics

The metrics to help measure the effectiveness of your local services ads are similar to those of other Leads campaigns. 

• Number of Charged Leads
• Total Amount Charged for Leads
• Number of Bookings
• Booking Rate
• Return On Ad Spend (ROAS)
• Current Benchmarks

Depending on your industry, your Cost Per Acquisition (CPA) will vary. For TechArk’s digital marketing services clients using Google LSAs, CPAs generally range from $40 for lower-cost personal service businesses to $200 per lead for high-end home improvement services. Compared to other Google paid ad types, LSAs typically offer lower CPAs. Additionally, the option to dispute certain calls allows advertisers to better control which leads they pay for, ensuring higher quality and cost-effectiveness.

Ready to get started?

Book a free consultation with the TechArk team to get your questions answered and learn whether Local service ads are right for your business.