Are you tired of losing potential customers to your competitors? We have a solution: Google Local Services Ads (LSAs)!
Let’s walk through a simple checklist to harness the power of LSAs and keep those leads coming your way.
What Are Google LSAs?
Google LSAs are your secret weapon in the battle for local market domination. These ads appear at the top of relevant Google search results and are specifically designed to connect potential customers with local service providers.
While traditional Google Search Ads operate on a pay-per-click model, LSAs operate on a pay-per-lead structure. This means you only pay when a potential customer calls, messages, or books your services through the ad.
Before You Start: To run a Local Services ad, you need to verify your Google Business Profile. If you have a matched Google Business Profile, confirm that you rightfully own or manage it. If the profile is unmanaged, claim it on Google. This step must be completed before your ad can appear in search results.
Step 1: Get Verified and Stand Out
The first step in unlocking the full potential of LSAs is to get your business verified by Google. This simple process involves providing documentation (business licenses, insurance certificates, etc.) to show the legitimacy and trustworthiness of your business.
Once verified, your business will be highlighted with a distinctive “Google Screened” or “Google Guaranteed” badge, instantly setting you apart from the competition. This badge gives potential customers the confidence they need to choose your business over others. Google even offers to reimburse customers up to $2,000 if they’re unhappy with your work at no additional cost to you!
Pro Tip: Providers with preliminary checks completed can still get leads through Pre-Badge Ads while finishing the rest of the requirements.
Step 2: Optimize Your Profile for Maximum Impact
Your LSA profile acts as your digital storefront, so optimizing it is essential. Here’s how:
- Use high-quality photos that accurately represent your business’s services, team members, and workmanship.
- Craft a compelling business description highlighting your expertise and commitment to customer satisfaction.
- Ensure your profile provides accurate information about your services, hours, and contact details.
Step 3: Choose the Right Services and Service Areas
LSAs allow you to select specific services and service areas to enhance your visibility and attract high-quality leads. Focus on services in high demand or those that set you apart from competitors. Target areas with significant demand for your services to maximize your reach and visibility.
Step 4: Set Your LSA Budget Wisely
Your LSA budget is a strategic investment in your business’s success. Here’s how to nail it:
- Define Your Goals: Know what you want to achieve—whether it’s brand awareness, lead generation, or conversions.
- Competitor Analysis: Take note of which competitors’ ads appear in the Local Services Ads section. Analyze their presence, ad copy, and ratings.
- Calculate Your CPL (Cost per Lead): Determine the average cost per lead (CPL) by dividing the total amount spent on LSAs by the number of leads generated.
- Consider Fluctuations: Account for seasonality and target audience size when setting your budget.
Remember: Because the leads you get from Local Services Ads are generally higher-intent searchers than those from your average PPC campaign, these ads do typically cost more than regular Google Ads.
Step 5: Monitor and Fine-Tune Your Campaign
Your work doesn’t end once your LSAs are live. Here’s why monitoring your campaigns is essential:
- Track Key Metrics: Keep tabs on lead volume, cost per lead, and conversion rate to measure effectiveness.
- Adapt and Evolve: Adjust your strategy based on market dynamics, customer behaviors, and competitor performance.
- Continuous Optimization: Keep optimizing your campaign to ensure long-term success and sustained results.
From setting up fully optimized profiles to continuous campaign monitoring and optimization, exploreMarketing HVAC & Home Services ensures that your LSAs deliver tangible results, allowing you to focus on what you do best: delivering exceptional service to your customers. Partnering with us gives you access to our team’s industry insights, time-saving solutions, and customized strategies tailored to your business goals.