Are you a service-based business owner? Do you want to achieve more high-quality leads and get value for your advertising efforts? Google’s Local Service Ads (LSAs) can help you accomplish your goals.
But what exactly is Google Local Service Ads, and how are they different from Google Search Ads? What do you need to get started with LSAs? Stick with me as we explore the answers to these questions and more.
Looking to get started with LSA right away?
At 711 Media, we understand the effectiveness of Google LSA for service-based businesses. That’s why we spend a considerable amount of time perfecting them for our clients. Reach us today to have your LSA marketing journey up and running.
The Anatomy of the Google LSA
Google LSA are the ads that appear at the top of search engine results when users search for a local service. If it’s your first time seeing a Google Local Service Ads(Google LSA), you can tell that they are much smaller but more elaborate than the Google Search Ads. What’s more, you’ll find these Ads above the standard search Ads.
Although smaller than the standard Google Search Ads, Google LSA allows you to pack quite a lot of information about your business. This means that your prospects and customers can learn a lot about your business by just looking at the LSAs. Even better, hovering over the ad provides them with your business’s contact information.
Let’s look at a sample of these ads to have a better understanding of what it entails:
From the image above, you can tell that the Google LSAs have three main parts: Star Rating & Reviews Link, Location & Service Hours, and Google Guaranteed Badge.
Let’s take a deeper dive into each of these parts.
- Star Rating & Reviews Link: There is a star rating beneath the business name. This is obtained from the firm’s Google My Business page and reviews left on the business’s LSA listing. When your customers or target audience click the “See reviews” button, they can read reviews left by other clients.
- Location & Services Hours: The ad also features essential information like the business’s hours of operation and location. For instance, from the ad above, you can tell that the company is in Park City and is currently open.
- Google Guaranteed Badge: Added to the Google SLAs in July 2020, the Google Guaranteed Badge is one of the best features a business can have. For as little as $50/month, Google offers to screen your business and give it the “Google Guaranteed” badge should it pass the screening. From our example above, you’ll notice that the badge is written as “Google Screened” and not “Google Guaranteed.” This is so because the “Google Guaranteed” badge is provided to home service businesses only. On the other hand, “Google Screened” is offered to real estate agents, lawyers, etc.
There you have it: the main parts of a Google LSA. Now it’s time to take up the much- rewarding LSA journey! Read on to see how you can get started with the Google LSA.
Getting Started With Google LSA: What You Need
Using Google SLA to promote your business should be a no-brainer if you’re a home service firm. But how exactly do you get started with the Google SLAs? If your business already has a Google account, you’re a few steps ahead. All you need to do is create an LSA account with Google and make your LSA listing.
Here is a step-by-step guide on setting up your account:
Step #1: Check your business’s eligibility
On the Google LSA setup page, fill in the needed details and click the “Check Eligibility” button. If you have a home service business, you shouldn’t have any challenges getting approved.
Step #2: Build your LSA account
Google treats your SLA listing as a place where your target audience can collect important information about your firm or business. It’s basically your landing page with no marketing language.
Here, you’ll be required to provide detailed information about your business, including:
- ✓ Your business’s short bio with bullet points
- ✓ Business overview outlining your business’s location(s), hours of operations,
services offered, and licensing information. - ✓ Your Google My Business listing. Your GMB account is optional. However, you
should create one (if you don’t have one) to connect your reviews to the LSA listing.
What’s more, you can request Google to review your business and give you the “Google Guaranteed” or “Google Screened” badge. The badge is key to gaining trust and credibility from your target audience. - Step #3: Capture new leads and track progress
- Like all forms of adverts, numbers play a crucial role in your success. You’ll want to keep track of the number of qualified leads you’re receiving through your LSA listing.
Tracking metrics such as Click-through rate (CTR), Bounce rate, cost-per-click, etc., should provide you with insights about your ad. In turn, this can help you enhance your LSA listing to get better results.
Getting started with Google LSA: What you don’t need
Here is what you don’t need to have your Google LSA account up and running:
- A GMB listing: As mentioned above, you don’t need a Google My Business listing to promote your business through the Google LSAs. However, having a GMB listing and connecting with your Google LSA can help improve your credibility. This is so because reviews from your GMB listing appear on your Google LSA.
- A keyword strategy: Yes, a keyword strategy is vital for your positioning in SERPs, but you can rank even higher with Google SLAs. Even better, Google does the job of keyword research for you, connecting your business with some of the highest search hits.
- A Google Guaranteed/Screened badge: Paying the $50/month to Google to have the Google Guaranteed/Screened badge isn’t a requirement. However, having it will help you with quality leads and conversions.
The Bottom Line
From building your credibility and trust to increasing your visibility, the benefits of Google LSAs can’t be overlooked. Now, if you’re looking to have LSAs as part of your marketing campaign, you may want to check 711 Media. We specialize in digital marketing, traditional marketing, creative production, marketing consultation, etc.
