Is your service-based business looking to expand its marketing efforts in the digital space? Well, Google offers an advertising platform that helps service-based companies thrive. They’re called Local Services Ads, or LSAs, and they work to generate leads from local customers nearest you. If you would like to read more about LSAs and the difference between these ads and Local Ad Campaigns, take a look at our previous LSA blog.

To learn more about the benefits of using Google’s Local Services Ads and why your business should employ them in your marketing strategy, keep reading on!

 

Visibility Increase

One of the most notable benefits that LSAs bring to the table is their ability to increase clicks and visibility. LSAs always appear at the top of the Google search page, which puts your services at a great advantage over your competitors. A case study that was conducted to find the benefits of LSAs found that these types of ads averaged 13.8% of all clicks. 

It has also been found that most of the leads you may get from LSAs are more qualified than most other leads from paid ads. Google offers an excellent feature that allows you to dispute unqualified or invalid leads. For example, if a lead came from a bot or is requesting a job for a service you do not provide, you are able to dispute those with Google and get your money back for that lead. 

Another advantage to keep in mind is the fact that some of your top competitors may not be running LSAs due to them still being a newer feature offered by Google. If your business gets on board with the LSA strategy before your competitors, you have the opportunity to establish a good foundation for your LSAs before your competitors have a chance to catch up. 

 

The Pay-Per-Lead Model

To continue with the money back on your lead point made above, Google’s LSAs run on a pay-per-lead model. This means that you only pay when a customer contacts your business for your services. This way you are not stuck paying for unqualified leads or running out of your budget and not getting any viable leads to show for it. As stated above, if your business receives unqualified or invalid leads you are able to dispute them with Google. You never have to worry about paying for unqualified leads with LSAs. Even if the lead contact was accidental or is requesting a location you do not service, you are able to get money back on that contact. 

 

Targeting Made Easier

With Google LSAs you are able to better exactly where and when you would like your ad to appear. Specific targeting options make sure that your ad is only showing where and when you want. With the LSAs targeting features, you are able to select exact cities and zip codes when creating your LSA. The targeting also ensures your ad will only show for users in or searching for your services in those specific locations. There has been an upward trend in “near me” and “close by” searches in the past few years. LSAs take advantage of this trend by only showing your ad in your selected locations to users only searching for your services nearest to them. 

 

Accessibility

Google is always trying to improve its features in a way that makes them easier to use and more accessible for users, and LSAs are no exception. LSAs offer an easy-to-use dashboard that enables you access to all your campaigns on a single platform. Don’t have the time to be at your computer multiple hours a week? Google LSAs are compatible with any device, so you can manage campaigns, check budgets, and see how many leads you have acquired right from your phone or tablet. 

 

Make Better Connections

LSAs solve a problem that many people find when looking for a specific business or service: easy accessibility. At times, it can be difficult to know how to get ahold of a business, especially if that information is not readily available on the Google search page. However, with LSAs, that isn’t a problem anymore. LSAs offer a direct line for audiences to reach your business. 

The easy accessibility of your business number on the LSAs also ensures that the majority of the time the only customers you hear from are the ones searching for your business or service. Through LSAs, you are able to reply to messages that you receive from customers. While this feature is only available in the U.S. and Canada at the time of this writing, it provides a perfect way to engage with your potential customers.

 

Realistic CPLs

If your business is newer to digital advertising, it can be difficult to know what kind of budget will work for your ads. During the creation process of your LSAs, Google will provide you with a realistic CPL (Cost-per-lead) that will actually get you leads. This CPL is not just a number pulled from thin air, all CPLs given by Google during this process are specific to your geographic location and business industry. This way you know the CPL you are using will work for your business. During setup, you are also able to set your budget by dollar amount, or by the number of leads you would like to get.  

 

The Google Guarantee 

A good way to ensure qualified, real leads is by making sure your customers know that you are qualified. To accomplish this, Google offers a certification, the Google Guarantee, you can obtain that lets everyone on the Google search page know that you are a qualified and reliable service provider. After completing this form and providing your business license and insurance, your LSA will earn a green checkmark next to your business name. Not only will you stand out when your services are searched, but anyone looking to connect with you will know that you are reliable. Any of your competitors that are not Google Guaranteed may seem less qualified than your business and will give you an edge over others. 

 

To put it simply, your service-based business should be using LSAs in your current marketing strategy. They provide higher visibility, an easy-to-use platform, and the convenience of the pay-per-lead model that can make all the difference in your business’ marketing efforts. If you are looking to start your own business LSAs, but think you may need a bit more help, just call us! We have a team of dedicated and knowledgeable experts that are here to help you. Contact us today to get started on your own business LSAs.