Google Local Services Ads are a specialized form of advertising for home service businesses and particularly HVAC businesses. These ads appear at the top, above organic results and PPC ads. Unlike PPC ads, LSAs appear along with Google Business Profile. Customers can see service regions, business hours, reviews, ratings, and pricing details. They can decide whether the business is worth hiring. If interested, they can call the contractor and book a service.
This was a brief overview of LSAs. Find the complete picture of how they work, how to set them up, and how to optimize them in the following sections.
What Are Google Local Services Ads
Local Services Ads appear at the top of search results. These ads are featured with a blue checkmark (previously green) and the line "Google Guaranteed." This badge builds trust with local homeowners and puts the business apart from random search results and PPC ads. As a plus point for conversions, these ads show Google Business Profile with all the details, including location, services, categories, etc. Customers can call businesses, negotiate prices, and schedule visits or get a quote.
What Appears to Customers
Unlike PPC or Meta, LSAs don’t require ad creative. They do feature essential business details so customers can get an idea of the services and expertise and schedule services. Here is what these ads display:
- Business name
- Reviews and ratings
- Business hours
- Google Screened badge
- Action buttons
They can explore your complete Google Business Profile with one click. And here, they can find all the details about your business and even land on your website.
How Do Google LSAs Actually Work
Google LSAs work completely differently than any other advertising platform. Here is a brief glimpse:
Placement and Appearance
We already mentioned these ads appear at the top, above organic search rankings and PPC ads. It gives them premium visibility, and that’s why they grab maximum attention. This is also a straightforward answer to all those who ask, "Are LSAs actually worth investing?" The other important factor is the Google Verified badge. This badge is not blindly assigned to every listing. It is only displayed after completing a background check on the business, including licenses, certifications, and service compliance.
Pay-Per-Lead Model
This is another strong differentiator. Local Services Ads operate on a pay-per-lead model. It means only when a real customer clicks your ad, fills out the form, and submits it will you be charged. It therefore has a higher chance of conversions. The costs per lead vary greatly depending on the region, service type, and demographic.
The other main feature of local services ads is dispute lead management. It means if someone is outside your radius or has filled out the lead form, you can open a case with Google and get your credit back.
Key Ranking Factors
Local Service Ads don’t outrank due to higher bidding, budget, or targeting specific keywords. They have very specific ranking factors.
Here are some of its common ranking factors.
Responsiveness: The faster you answer calls and reply to messages, the higher you rank for a specific service category.
Reviews: More positive reviews and faster review velocity help LSAs outrank others of its type.
Location: If you are closer to the customer compared to a competitor, the platform will display your ad above the competitor’s.
How to Get Started with Local Services Ads
So far, we have been discussing the benefits of Google Local Services Ads. There is a downside as well. And this is that these ads are not available for all business types. Only certain categories of home service businesses can avail of them. Fortunately, HVAC businesses are eligible.
Here is how you can get started with them.
Check Eligibility
Go to your Google Business Profile and check the eligibility. Likely, you will be eligible for advertising. Pick your industry, category, and service type accurately. At this stage, one other factor needs attention: Google Business Profile itself. At Tensai Muse, we recommend our clients never invest in LSAs before optimizing their Google Business Profile. Complete every section and maintain consistent NAP (name, address, and phone number). Use locally specific service-related keywords in service lists and descriptions. It is essential because LSAs with an optimized business profile deliver the best results.
Submit Required Documents
Complete your profile with accurate business information and send the required documents for review. Google will evaluate these documents and provide you with the trust badge once your documents are approved.
Here is what is usually required.
- Certificate of insurance
- HVAC trade license
- EPA Section 608 certification
- Business license
- Govt.-issued ID of owner
- Valid billing information
Set Budget
Once your documents are verified and you are eligible to launch your first campaign, set your budget. You can set it daily or weekly. Consider your company size, service needs, fleet, and competition while setting up the budget. Once your campaign is live, keep tracking it. Do necessary modifications whenever and wherever needed.
Manage Queries
You might receive customer calls, messages, and lead forms immediately after the campaign is live. Make sure you reply to queries professionally and at your earliest convenience. The plus point is that you can manage both calls and messages from your local service ads dashboard.
Contact Tensai Muse for Professional Assistance
If you don’t know much about local services ads, Tensai Muse would be happy to help. Partner with us so you never miss an opportunity.