3. You can target exactly where and when your Local Services ad displays

Are you operating a service-oriented local business? Are you seeking to expand your client base and optimize your advertising budget? Google’s Local Services Ads (LSAs) can assist you in achieving these objectives!This article delves into what Google Local Services ads are and outlines five key benefits of utilizing Google LSAs for businesses similar to yours.Discover more by continuing to read, and subscribe to our newsletters for the latest strategies to enhance your paid advertising expenditure!Google Local Services ads are paid advertisements that appear at the forefront of search results when users search for local services. They appear as follows:LSAs operate on a pay-per-lead basis, meaning you incur costs only when individuals reach out to your business. This ensures that you’re investing in highly qualified leads.Not convinced if LSAs are suitable for your business? Continue reading to explore the top five advantages of LSAs.Google LSAs are available in selected cities for service-based businesses such as:

Plumbers

HVAC professionals

Real estate agents

Electricians

Roofers

Carpet cleaners

Locksmiths

Garage door professionals

Air duct cleaners

Appliance repair services

Auto service technicians

Event planners

Handymen

Home improvement professionals

House cleaners

Junk removal providers

Movers

Painters

Pest control technicians

Pet care providers

Pet groomers

Photographers

Roadside assistance providers

Tutors

Upholstery cleaners

Water damage service providers

Window cleaners

Window service providers

Here are some of the prime benefits of Google LSAs that your business can leverage:Even if your website ranks organically or your Google My Business listing appears in the Local Pack, and you are already running pay-per-click ads, there is one feature that outshines all: Google LSAs, which are displayed at the very top of the page.A top search result listing enhances visibility and attracts more leads for your business.Research suggests that LSAs receive nearly 14% of all clicks when they appear in search results. If you’re not utilizing LSAs, you’re missing out on 14% of potential leads!Since LSAs are a relatively new feature in search results, many competitors may not yet be using them, giving you a first-mover advantage. You might only compete with one or two LSAs in your city, rather than the numerous businesses competing for organic or Local Pack spots.By establishing an LSA early, you’ll have a more robust listing if competitors attempt to catch up later, as your LSA will have accumulated reviews and gained confidence from Google and users, improving its ranking.Spammy and irrelevant leads are a drain on your time and resources. You know the kind—forms trying to sell you unwanted products, or calls for services outside your service area. Paying for such leads is even more detrimental.With Google LSAs, this is never an issue.With LSAs, you pay only when a user views your ad and decides to contact you. This method eliminates much of the unqualified traffic that could arise from pay-per-view or pay-per-click advertising.While invalid leads may still occasionally occur, with LSAs, you don’t incur costs for them. Google considers a lead invalid if:

The requested service is not one you offer

The requested location is not within your service area

The contact was unintentional

The lead was soliciting or trying to sell you something

The lead was seeking employment with your business

The lead was from a bot or was pre-recorded

The lead provided incorrect contact information or no way to contact them

Should your LSA receive a spammy or invalid lead, you can dispute it and receive a credit within a week. This ensures that your LSA advertising budget is spent exclusively on viable leads.Google LSAs offer precise targeting options, ensuring your ads are displayed only where and when you want them. When setting up your profile, you can select specific cities or ZIP codes where you provide services. Your ad will only be visible to users in those locations.Update your profile at any time to add or remove cities or ZIP codes.LSAs also allow you to selectively promote your services. For instance, if business is slow in a particular area, you can run LSAs exclusively in that area to boost sales.Google enables you to pause your ad at any time, such as when your team is overwhelmed with leads or your business is temporarily closed.Pause your ad for as long as needed—whether it’s a few hours or several weeks or months.When paused, your listing remains eligible to appear, though it will show below paid ads, and you will not be charged for any leads generated during the pause.Many marketing channels make it challenging to estimate the budget needed for a positive return on investment before beginning a campaign. However, this is not the case with Local Services ads.Before you start your LSA campaign, Google will provide you with the expected cost-per-lead (CPL), tailored to your industry and geographic location. Based on this, you can set your budget based on a dollar amount or a desired number of leads per week.Google allows you to adjust your budget at any time, providing you with the flexibility to manage your advertising strategy effectively.This level of budget transparency enables you to make well-informed decisions regarding your advertising strategy.The Google Guarantee badge protects customers who book services through LSAs, assuring potential customers of your business’s trustworthiness. If a customer is dissatisfied with the service, they can reach out to Google for a potential refund, at no cost to your business.To earn the Guarantee, you must provide proof of your business license and insurance, and all field workers and the business owner must pass a background check, free of charge.The Google Guarantee is part of Google’s efforts to combat spam and false local business listings.Google aims to ensure users trust the legitimacy of businesses in search results, awarding the Google Guarantee only to businesses that have proven their ability to provide safe and effective service to customers. Earning this badge is an excellent way to signal to potential customers that your company delivers high-quality, reliable work.At WebFX, our team of local marketing experts will guide you through your local advertising campaign. As a Google Premier Partner, we understand the intricacies of driving results with paid ads.Curious to learn more? Explore our LSA management services. Ready to get started? Contact us today to discover how Local Services ads can propel your business growth!