How to Optimize Google Local Service Ads for Maximum ROI

In this article we will take a deep dive into local service ads optimization. We’ll explore everything you need to know, from understanding the basics to implementing advanced tactics. Whether you’re a seasoned marketer or just starting out, this article will equip you with the knowledge and strategies to turn your LSA campaigns into lead-generating machines.

What are Google Local Service Ads

By being here you probably already know what local service ads are, but there is nothing wrong with refreshing our knowledge. So, local service ads are ads that focus on service businesses that operate on a local level. Think a city, district, a town or even a few blocks. 

Unlike regular ads, local service ads appear at the top of the search results on a different section, thus standing out and attracting more leads. They display as small rectangles and show  the company’s name, city, phone number, ratings, reviews, etc. In certain cases, they can also display the professional’s profile picture, helping to put a face on the name. Coupled with some Local SEO, and local service ads can generate a ton of high-quality leads.

Are Google Local Service Ads Right for Me?

As mentioned, local service ads have a specific set of businesses in mind. That’s service businesses, like plumbers, HVAC, doctors, lawyers, pet grooming and others like them. Businesses that rely on a local customer base, instead of a wider one. And it’s only for services. If you sell stuff, then they are not for you.  Below are some examples to help you better understand.

Local service ads offer greater visibility, help with building trust and transparency with your customers and have the flexibility that regular ads provide. You can set your geographic range, budget and adjust your info as you please. You also don’t need any copy. Google will generate it for you by using the appropriate keywords surrounding your industry. Pretty neat, right?

Google Local Service Ads Optimization: Tips & Tactics

As you can see, setting up your Google Local Service Ads is a simple process. You mostly need to fill in the various boxes with your relevant information and you are done. We have written a complete guide you can view by clicking on the link.

🔥 If you want to learn more about Local Service Ads check out 👉 Local Service Ads & How to Grow with Them

But if you want your ads to succeed, instead of being a counterproductive drain on your budget, then you need to optimize them. Local service ads optimization is not hard and if you follow our tips presented below, you will see that it’s a pretty straightforward process.

Business Profile

This is your window dressing. And just like any window dressing, it must be clean and well kept. You don’t want any smudges on your fine glass. A proper local service ads optimization begins here. Fill in all your business info and always make sure they are up to date. Include details like business hours, service areas, and a clear description of what you offer. The last one is particularly important. For example, in our imaginary garage door servicing business, we have added all job types available except for “Replace springs” because of our spring allergies.

Highlight Key Selling Points

Use the “Service updates” section to showcase strengths like “24/7 service,” “locally owned,” or “discounts.” Choose up to six that best represent your business. 

High Quality Photos

If you do not provide high-quality pictures, then there is a high chance that your ad will get disqualified. Photos are a crucial component of local service ads optimization. Google places a huge emphasis on trustworthiness and having good pictures helps with that. You can also add pictures of your workshop, equipment and employees or partners. It’s important to display a friendly but professional attitude. You don’t want to scare off your customers but you also don’t want to come across as unprofessional.

Mapping your Service Area

It’s important not to spread yourself too thin. Focus on areas where you realistically serve customers and adjust service areas as needed. Go as granular as possible. Use county names, municipalities or even zip codes. Be specific. Check out our mock-business example. Instead of just typing out Los Angeles, we mentioned the exact neighborhoods we want to serve.

Google Maps

Make sure to add your business in Google Maps for a complete local service ads optimization. It’s a very easy process and will help your customers find you. But mostly, when people search for services relevant to your business, they will notice the local service ads on the top, but they will probably not click on any of them immediately. No, what they will do, as if out of instinct, is to scroll a little bit further down, where they can see a section with Google Maps, some listed businesses and reviews.

Step 1. Go to Google Maps.

Step 2. Type in your business address and then select “Add your business”

Step 3. Follow the instructions by adding your business info and clicking Next. Make sure to fill in everything and add high-quality photos. Once verified, your business will appear on the maps.

Business Hours

Offering 24/7 service might sound good, but if you can’t handle it, adjust accordingly. Realistic hours help with lead quality. Make sure to update your business hours any time you make a change.

Bidding strategy 

Consider a “Max bid” strategy if you’re comfortable and want to prioritize getting leads. Alternatively, let Google optimize your bids within your budget. Remember, in local service ads, you pay per lead and not per click. 

Track and adjust bids: Monitor your performance and adjust bids based on lead quality and cost-effectiveness. Google provides insights to help you make informed decisions.

Lead Management

When you get a lead, you can view it from the “Leads” section on the left side menu.

When a lead turns into an appointment, you should mark it as booked. Keeping a 80% booked rate will get Google to push your ads further, driving even more leads. So, don’t forget to do it! Local service ads optimization would be incomplete without proper lead management.

Now, of course not every lead results in a sale or booking. If that’s the case, then you can dispute it and avoid paying for it. But don’t try to cheap out on Google. Remember the 80% success rate! If you keep it too low, then Google will nerf your ads and your investment will fail.

Respond quickly to leads: Fast response times show professionalism and make customers feel valued. Google tracks responsiveness and factors it into your ranking and most importantly, customers care about speed.

Reviews & Reputation

What’s a business if not its reputation? Customers want to know if you can walk the walk instead of just talking the talk. It was word of mouth in ye olde times (and in the modern ones to a certain extent), but in the modern world it’s online reviews. Reviews and reputation are important in local service ads optimization.

Encourage customer reviews: Positive reviews are crucial for trust and ranking on LSA. Ask satisfied customers to leave reviews on Google My Business. Keep in mind that local service ads require an average rating of 3.0 or higher. Also, the bigger the number of your reviews and the higher the rating, the more leads you will receive. 

Maintain a good reputation: Respond professionally to all reviews, even negative ones. This shows you care and helps build trust with potential customers.

You can manage your reviews from the “Reviews” dashboard on the left side menu.

One important note: As of recently, it wasn’t possible to report LSA reviews, but finally Google has started to change its policy on the matter. Now you have a tool to fight back against malicious reviews. You can do this by simply clicking on the three dots above the review and choosing the “Report review” option. It only concerns Google Business Profile reviews, but not the verified ones. It’s a start.

Google Screened & Google Guaranteed

Would you buy a food that isn’t FDA approved? Probably not, unless you are a huge risk taker. Google Guarantee and Google Screened are like the FDA approved checker of online ads. They are badges that appear on local service ads and add another layer of credibility to the businesses advertised. Google Screened and Google Guaranteed badges are components of top-level local service ads optimization.

To be Google Screened, your business needs to pass a background check. You must provide proof of business registration, insurance, licensing, and other documents. Once the background check is complete, businesses must then pass a Google-conducted interview. If everything goes well, then you will be awarded with the Google Screened badge which will automatically appear on your local services ads.

Google Guarantee is similar to Google Screened, with the added benefit of providing financial protection to customers who choose businesses with the Google Guarantee badge. If, say, a customer books a plumber and then said plumber comes to their house and decides that the toilet seat would look better with a few cracks on the porcelain, then the customer can file a claim with Google and receive up to 2000$ of compensation. For business to acquire the Google Guarantee badge, it will need to pass a background check and an interview, like with Google Screened.

Call Tracking

Like in every marketing campaign, local service ads optimization requires data. Call tracking software helps you track and monitor data from incoming phone calls. It will provide you with valuable insights you wouldn’t have otherwise. Here’s how it helps:

Measure Campaign Performance:

• Track Leads: Google assigns a tracking number to your LSA, but it doesn’t give details. Call tracking lets you see how many calls each ad generates, allowing you to optimize campaigns that drive the most calls.
• Identify Top Performers: Track which keywords, locations, or ad variations lead to the most calls. This helps you focus your budget on the most effective elements.
• Compare Performance: See how LSAs compare to other marketing channels (website, social media) in terms of generating calls.

Improve Call Handling:

• Record Calls: Some call tracking solutions record calls, allowing you to assess call quality, identify areas for improvement in your sales pitch or identify common customer questions.
• Track Caller Source: Differentiate between calls from LSAs and other sources. This helps you understand how LSAs contribute to your overall call volume.
• Identify Missed Calls: See if you miss calls during peak hours or outside business hours. This allows you to adjust staffing or implement voicemail to capture all leads.

Nimbata Call Tracking for Google Local Service Ads Optimization

Like every other kind of advertising campaign, data plays a major role in local service ads as well. The problem here is that most leads are coming through phone calls, an offline source that is difficult to track and monitor. That’s unless you have a call tracking tool. 

How call tracking works you ask? Well, in simple terms, your call tracking platform will provide you with some tracking numbers. You place these numbers instead of your real ones in your ads. Don’t worry though, calls will be rerouted to your business numbers. The difference is that now, everytime someone calls your tracking number you will be able to gather data and apply them to your advertising campaigns.

Nimbata does exactly that and much more. With Nimbata you can also:

1. Create smooth call flows that guide your leads and customers to your proper customer service agent
2. Record and transcribe your calls
3. Tag your calls with custom tags for better lead management
4. Generate summaries that condense all the important information in a few sentences
5. Create call greetings, whispers, surveys and voicemails
6. Cap the number of calls from specific ads and gain a better control of your budget
7. Design Automations that will save you time and money!

Nimbata is a well-rounded call tracking solution that will give you a plethora of tools to not only monitor your ad campaigns, but optimize them as well.

🔥 If you want to learn more about Nimabat check out 👉 Nimbata Call Tracking

Conclusion

The local market can be a true goldmine of leads for service businesses. No one will book an electrician two cities away. They need a service and they need it as fast as possible.  Local service ads can be the pickaxe with which you will unearth those golden leads. By implementing the optimization strategies outlined in this guide, you’ve taken a crucial step towards attracting more qualified customers and boosting your business growth.

Keep in mind that local service ads optimization is not a one-off process. You must keep an eye on them and adjust accordingly. Stay updated with the latest Google features, monitor your performance data, and refine your approach based on what works best for your business. Don’t be afraid to experiment and embrace new tactics to stay ahead of the curve.