What Are Google Local Service Ads – Should Your Business Utilise Them?
Looking for a better way to attract local customers? Google
Looking for a better way to attract local customers? Google Local Service Ads (LSAs) could be the solution your business needs. Let’s explore what these ads offer and whether they’re worth adding to your marketing strategy.
Local Service Ads are Google’s answer to connecting local service businesses with nearby customers. These ads appear at the very top of Google search results, making your business instantly visible to potential customers.
The best part? You only pay when someone actually contacts you – not just when they view or click your ad.
As Local Service Ads pull information directly from your Google Business Profile, having a well-optimised Google Business listing is imperative for the success of these ads, such as professional imagery showing your team providing the services you offer, and having great reviews.
Our team can help you make the most of this opportunity through our Google Business Profile management service. We’ll ensure your profile is fully optimised to support your Local Service Ads campaign while maintaining consistency across all your Google presence.
When someone searches for services like “emergency plumber near me” or “local electrician,” Local Service Ads appear in prime position – right at the top of Google’s search results. They sit above traditional paid ads and come with a “Google Guaranteed” badge.
This is an important trust signal for potential customers. The badge shows that your business has passed Google’s screening process, and customers who find you through Local Service Ads are protected up to £1,500 if they’re not satisfied with the quality of work.
However, this guarantee only covers the initial service cost and doesn’t include things like property damage or disagreements about pricing.
Local Service Ads take a refreshingly simple approach compared to traditional Google Ads. Instead of managing complex keyword strategies and paying per click, you only pay when someone contacts your business.
Google handles the targeting based on your service area, making the whole process much more straightforward.
Your Local Service Ad works like a digital business card, displaying:
Unlike traditional ads, there’s no website link – the focus is entirely on generating direct contact through calls or messages.
Local Service Ads are available to many service-based businesses in the UK, including:
If you’re not sure if your industry is eligible for LSA’s you can find out here.
The decision largely comes down to your average job value. With leads typically costing between £10-£20, these ads can offer excellent ROI for businesses with higher-value services. For example, spending £20 on a lead that converts into a £2,000 bathroom installation represents a solid return on investment.
However, if your services have lower profit margins, you’ll need to carefully consider whether the cost per lead makes financial sense. Remember to factor in your typical conversion rate – not every lead will become a paying customer.
Also, if you feel a lead is not relevant to your business, you are able to contest the lead. The call or message will be reviewed by Google and they will reimburse you if this is the case.
Local Service Ads offer a straightforward way to connect with potential customers, particularly for service businesses with healthy profit margins. The combination of simplified management, pay-per-lead pricing, and the trust-building Google Guaranteed badge makes them an attractive option for many local businesses.
Consider starting with a modest budget to test their effectiveness for your business. Track your conversion rates and lead quality to determine if the cost per lead delivers a worthwhile return on investment.
In this day and age, having a prominent position in local search results could give your business the edge it needs.
Speak to our team if you would like more information on how we could help your business utilise LSA’s.
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Looking for a better way to attract local customers? Google
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