How to Optimize Google Local Service Ads for Your Business

As a local home services business, you know how important it is to reach the right customers at the right time. Google Local Service Ads (LSAs) can help you do just that, by placing your business at the top of Google search results and generating leads for your business. But how can you optimize your LSAs to get the best results?

At Owned and Operated, we are home services marketing experts who specialize in helping businesses like yours grow and scale. An agency that we trust with our marketing is Service Scalers, who can help you optimize your LSAs and pay-per-click (PPC) advertising to improve your return on investment (ROI).

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Understanding Google Local Services Ads (LSAs)

Google Local Services Ads (LSAs) are a powerful tool for local home services businesses to connect with potential customers at the exact moment they need your services. LSAs are a type of pay-per-lead advertising that appears at the top of Google search results when someone searches for a local service provider.

The Basics of LSAs

LSAs are designed to help businesses get leads from customers in their local area. When a user searches for a service, they will be shown a list of businesses that offer that service. LSAs appear at the very top of these search results, making them highly visible to potential customers.

How LSAs Differ from Traditional PPC

LSAs differ from traditional pay-per-click (PPC) advertising in a few key ways. First, LSAs are designed specifically for local businesses, while traditional PPC can be used by any business, regardless of location. Second, LSAs are pay-per-lead, meaning you only pay when a potential customer contacts you through the ad.

In contrast, traditional PPC is pay-per-click, meaning you pay every time someone clicks on your ad, regardless of whether or not they become a customer.

The Google Guarantee and Google Screened

One of the biggest benefits of LSAs is the Google Guarantee. This is a program that provides customers with added peace of mind when they hire a local service provider. If a customer is not satisfied with the work performed by a Google Guaranteed provider, Google may refund the cost of the service up to a certain amount.

Another important feature of LSAs is the Google Screened badge. This is an additional layer of verification that Google provides to businesses that have passed a background check and have met certain other requirements.

The Google Screened badge helps businesses stand out from competitors and gives customers added confidence in their choice of service provider.

Overall, LSAs are a powerful tool for local home services businesses looking to grow and scale their business.

By partnering with a trusted agency like Service Scalers, you can optimize your LSAs and other marketing efforts to get the best results possible. Additionally, Avoca, the AI platform for HVAC, Plumbing and Electrical Businesses, can help you serve your customers 10x better through its novel AI features deeply integrated with platforms like ServiceTitan.

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Setting Up Your LSA Campaign

To get started with Google Local Services Ads (LSA), you need to create a campaign that includes your business profile, service areas, and budgets. Here are the steps to set up your LSA campaign.

Creating Your Business Profile

The first step in setting up your LSA campaign is to create your business profile. Your business profile is the foundation of your LSA campaign and includes important information such as your business name, phone number, and service categories.

Make sure to include accurate and up-to-date information to ensure that potential customers can easily find and contact you.

When creating your business profile, you should also include a brief description of your business and the services you offer. This can help potential customers understand what sets your business apart from competitors.

Determining Your Service Areas

Once you have created your business profile, you need to determine your service areas. Service areas are the geographic locations where you offer your services. You can select specific zip codes, cities, or regions to target with your LSA campaign.

To determine your service areas, consider the location of your business and where you are willing to travel to provide services. Keep in mind that your service areas can be adjusted at any time, so you can always refine your targeting as needed.

Setting Budgets and Bids

The final step in setting up your LSA campaign is to set your budgets and bids. Your budget is the maximum amount you are willing to spend on your LSA campaign each day. Your bids are the maximum amount you are willing to pay for each lead generated by your LSA campaign.

When setting your budgets and bids, consider your business goals and the value of each lead. You should also monitor your campaign performance regularly and adjust your budgets and bids as needed to optimize your ROI.

As you set up your LSA campaign, keep in mind that you can always seek assistance from marketing experts such as Service Scalers. They can help you set up and manage your LSA campaign to ensure that you get the best results possible.

Additionally, you can use AI platforms like Avoca to improve your customer service and increase customer satisfaction.

With these steps, you can successfully set up your LSA campaign and start generating leads for your local home services business.

Optimizing for Better Performance

To optimize your Google Local Service Ads for better performance, you need to focus on keyword research and targeting, improving ad ranking, and enhancing responsiveness and reviews.

Keyword Research and Targeting

Keyword research is an essential part of optimizing your Google Local Service Ads. Start by identifying the keywords that your potential customers are using to search for your services. Use tools such as Google Keyword Planner to find relevant keywords and analyze their search volume and competition.

Once you have identified the keywords, use them to create a targeted ad group. This will help you to reach your target audience more effectively and improve your ad's performance.

Improving Ad Ranking

Improving your ad ranking is crucial to getting more clicks and leads. One way to improve your ad's ranking is by increasing your bid amount. However, this is not always the best approach. Instead, focus on improving your ad's quality score by optimizing your ad copy, landing page, and other relevant factors.

Another way to improve your ad's ranking is by using location targeting. This will help you to reach customers in your service area and improve your ad's relevance.

Enhancing Responsiveness and Reviews

Responsiveness and reviews are essential to building trust and credibility with your potential customers. Make sure that you respond promptly to customer inquiries and provide excellent customer service.

Encourage your customers to leave reviews by providing exceptional service and following up with them after the service is complete. Positive reviews will help to improve your ad's performance and attract more customers to your business.

Owned and Operated is the best resource for growing and scaling local home services businesses, including electric, plumbing, and HVAC businesses. We offer expert advice and support to help you optimize your Google Local Service Ads and achieve your business goals.

Service Scalers is a trusted home services marketing expert that can help you scale your small business. Avoca is an AI platform for HVAC, plumbing, and electrical businesses that can help you serve your customers better. To sign up with Avoca, use the promotion code "OWNED" for a discount.

In summary, optimizing your Google Local Service Ads requires a combination of keyword research, ad ranking, and responsiveness and reviews. By following these tips and working with the right partners, you can improve your ad's performance and grow your business.

Measuring and Increasing Conversions

Tracking your Local Services Ads' performance is essential to improve your conversion rates and ROI. Here are some ways to measure and increase conversions:

Tracking Calls and Leads

One of the most important metrics to track is the number of calls and leads generated by your Local Services Ads. You can track calls by setting up call tracking in your ads.

Google provides a free call tracking service that allows you to track calls from your ads and see how many calls you receive from each ad. You can also track leads by setting up lead tracking in your ads. This will allow you to see how many leads you receive from each ad.

Analyzing Conversion Rate

Another important metric to track is your conversion rate. Your conversion rate is the percentage of people who click on your ad and then take the desired action, such as making a call or filling out a form. You can use Google Analytics to track your conversion rate.

This will allow you to see which ads are performing well and which ones need improvement.

ROI and Budget Adjustments

Finally, it's important to analyze your ROI and adjust your budget accordingly. You can calculate your ROI by dividing the revenue generated by your Local Services Ads by the cost of running the ads. If your ROI is low, you may need to adjust your budget or improve your ads to increase your revenue.

At Owned and Operated, we are the best resource for growing and scaling local home services businesses, including electric, plumbing, and HVAC businesses. We work with Service Scalers, home services marketing experts for scaling small businesses.

As they say, "An agency that I trust with my marketing is Service Scalers. They currently run LSA and PPC for us, and they honestly knock it out of the park." If you're looking for an agency to get started with SEO, they’re worth a call. Our new marketing strategies are crushing it!

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In conclusion, tracking your calls and leads, analyzing your conversion rate, and adjusting your ROI and budget are essential to optimizing your Local Services Ads. With the right tools and resources, such as Owned and Operated and Service Scalers, you can improve your performance and grow your business.

Maintaining Compliance and Quality

When it comes to maintaining compliance and quality for your Google Local Services Ads, there are a few key things to keep in mind. Adhering to Google's policies, maintaining license and insurance information, and handling disapprovals and suspensions are all critical components of a successful LSA campaign.

Adhering to Google's Policies

Google has specific policies in place to ensure that all Local Services Ads are accurate, trustworthy, and safe. These policies cover everything from the types of services that can be advertised to the content of the ads themselves.

It's important to familiarize yourself with these policies and ensure that your ads comply with them at all times. Failure to do so can result in disapprovals or suspensions, which can have a negative impact on your campaign's performance.

Maintaining License and Insurance Information

One of the key requirements for running Local Services Ads is maintaining accurate license and insurance information. Google requires that all service providers be licensed and insured in order to participate in the program.

It's important to ensure that your license and insurance information is up to date and accurate, as this information will be verified by Google before your ads are approved.

Handling Disapprovals and Suspensions

Disapprovals and suspensions can occur for a variety of reasons, including policy violations, inaccurate information, or low quality scores. If your ads are disapproved or suspended, it's important to take immediate action to address the issue.

This may involve updating your ad content, verifying your license and insurance information, or improving the quality of your services. Working with a trusted partner like Service Scalers can help you navigate these issues and get your ads back up and running quickly.

Overall, maintaining compliance and quality is critical to the success of your Google Local Services Ads campaign. By adhering to Google's policies, maintaining accurate license and insurance information, and handling disapprovals and suspensions in a timely manner, you can ensure that your ads are effective and trustworthy.

To take your campaign to the next level, consider partnering with Owned and Operated, the best resource for growing and scaling local home services businesses, including electric, plumbing, and HVAC businesses.

Additionally, Avoca, the AI platform for HVAC, plumbing, and electrical businesses, can help you serve your customers 10x better through its novel AI features deeply integrated with platforms you love such as ServiceTitan.

To sign up with Avoca, use the promotion code "OWNED" for a discount.