How to Attract Local Clients with Google Local Services Ads (LSAs)✔️ in the UK
Attracting new customers often hinges on a strong online presence. For local businesses and professional services like plumbers, electricians, or even lawyers, Google Local Services Ads (LSAs) can be a game-changer. Build trust with the Google Guarantee or Google Screened ✔️
Google can connect you with anything imaginable, but sometimes you need help fast, and close to home. Imagine a sink overflowing or getting locked out late at night - you can't wait for help from miles away, and trusting a stranger sight unseen can be nerve-wracking. That's where traditional text ads often fall short for local service businesses. But fear not! Google's Local Services Ads (LSAs) are here to save the day. This article will cover everything you need to know about LSAs and how to leverage them for your local business.
What are Google Local Services Ads (LSAs)?
LSAs are a form of pay-per-lead advertising specifically designed for local service businesses. When someone searches on Google for services in their area, like "electrician near me" or "criminal defense lawyer," LSAs appear at the top of the search results in a dedicated section. These ads prominently display key information for potential clients, including:
Your business name
Contact details (phone number and message button)
Customer ratings and reviews
Service area
What is the difference between Local Services Ads and PPC?
With Local Services Ads (LSA), you pay per lead as opposed to pay-per-click (PPC) advertising. Unlike PPC, there's no direct keyword bidding involved in LSAs. You have the option to either let Google determine your bid or set your own maximum bid per lead. An additional distinction lies in the ad placement – while PPC ads can be seen above or below search results and on various Google search partner sites, Local Services Ads consistently feature at the top of Google's search results as example shown below.
And you’ll only pay if a customer calls, books, or messages you directly through the ad.
Note: Google LSAs shouldn’t replace PPC ads or organic listings. Google LSAs complement PPC and SEO efforts, targeting customers at various funnel stages.
Which businesses industry are eligible for Google Local Services Ads?
In the UK, Google Local Services Ads are available only for below service categories.
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
Currently available in Greater London only:
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
Why Use Google Local Services Ads?
Here are some key benefits of using LSAs for your professional firm:
Increased Visibility: Reach potential customers actively searching for the services you offer in your local area.
Stand Out from the Crowd: LSAs benefit from prominent placement and verification by Google, increasing trust and credibility compared to traditional search results.
Pay-per-Lead Model: You only pay when a potential client contacts you through a call or message, making it a cost-effective way to acquire new leads.
Build Trust: Customer reviews and ratings displayed directly on your ad can significantly influence potential clients' decisions.
What is Licence Verified ✔️ by Google?
The Licence Verified by Google badge is a valuable indicator for users to assess the qualifications and licensing of healthcare practices and providers. Those who display this badge have undergone thorough background checks and verification of their license. Look for the Licence Verified by Google icon on Local Services listings to quickly identify these reputable providers and businesses. Learn more about Licence Verified by Google.
What Is Google Screened?
Google Screened is an endorsement badge that signifies a professional service business has successfully passed license checks. This verification process is crucial in establishing trust with potential customers. Through the free screening procedure, Google ensures that the professional licenses of businesses are up-to-date, both upon joining Local Services and consistently thereafter.
The Google Screened badge covers professional services, including the following:
Law
Financial planning
Real estate
Child care or preschool industries
Getting Started with Google Local Services Ads
There are a few key steps to take advantage of LSAs:
Eligibility Check: Not all businesses qualify for LSAs. Google verifies businesses in specific industries like plumbers, lawyers, or realtors. Check your eligibility on Google Ads.
Verification Process: Google conducts a thorough verification process to ensure business legitimacy. This may involve background checks, license verifications, and insurance checks. Below requirements may include, but aren't limited to:
✔️ Identity verification requirements
Business owner identity verification (select verticals only)
Fieldworker identity verification (select verticals only)
✔️ Background check requirements
Business check
Owner check
Verified Google Business Profile (EMEA select countries only)
✔️ Business registration requirements
Business check
Verified Google Business Profile (EMEA select countries only)
✔️ Insurance requirements
General liability insurance
Professional liability insurance
Verified Google Business Profile (EMEA select countries only)
✔️ License requirements
Business license on state or province level
Owner license on state or province level
Verified Google Business Profile (EMEA select countries only)
✔️ Minimum review requirements
Up to 5 reviews
Verified Google Business Profile (EMEA select countries only)
Note: If your account is matched to an existing business on maps, you will need to verify your Google Business Profile to continue serving Local Services Ads. This is applicable for providers in EMEA.
Creating Your Campaign: Once verified, you can set up your LSA campaign through Google Ads. This involves specifying your service area, budget, and managing your ad content.
How can I improve my Ad Ranking on Google Local Services Ads?
Google uses various factors to rank businesses locally to connect them with customers. For instance:
Customers' locations near you
Your rating and the total reviews you get
Your maximum bid amount per lead
Your handling of customer questions and needs
Your opening hours
Whether we have received serious or multiple complaints about your business
Tips for LSA Success
Optimize Your Profile: Include high-quality photos, detailed descriptions of your services, and positive customer reviews.
Respond Promptly: Be quick to respond to inquiries from potential clients through calls or messages.
Track and Analyze: Monitor your campaign performance and make adjustments to optimize your results and maximize return on investment.
By leveraging Google Local Services Ads, professional firms and local businesses can significantly enhance their online presence, attract qualified leads, and build trust with local clients. If you need any help in setting up the Google Local Services Ads (LSAs)✔️ in the UK please get in touch with our Google certified team and we will be happy to help your business grow.
Source: https://support.google.com/localservices
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