Impact Group Marketing Blog

Local Service Ads are an excellent way to generate more leads for your business. Let’s explore why these ads are such a valuable tool for building your brand and finding customers in your local area.

What are Local Search Ads?

Local Search Ads (LSAs), also known as Local Service Ads, connect you to local customers who are searching for the services you provide, whether you’re a small business owner or a tradesperson. LSAs appear at the top of the search results – above organic results and traditional Google Ads.

  • LSAs are pay-per-lead rather than pay-per-click – meaning you only pay if someone actually contacts you through the ad.
  • Using these ads means you’re ‘Google guaranteed’ – if someone is unhappy with your work, Google will refund the cost.
  • Ads ‘rank’ based on the number of customers served and positive reviews.

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How are Local Search Ads different from Google Ads or Google My Business?

Google Ads are pay-per-click, not pay-per-lead. This means you pay whenever anyone clicks on your ad – even if they don’t contact you or take any kind of action.

Google My Business is not an ad - it allows you to verify your business online and add contact details, including a website link.

How do Local Search Ads work?

Local ads are an efficient and highly cost-effective way to market your business at the local level. They help you find leads who are ready to become paying customers.

Here are a few statistics that show you why LSAs are considered a fast-track ticket to productive leads.

  • 76% of customers visit a business within 24 hours after searching for them online. Local ads help you connect with these leads as quickly as possible by putting you among the top search options.
  • About 75% of local searches end in a phone call. Clearly, these users are actively looking for products or services, so why not be one of the first listings to catch their eye?
  • Four out of five people want to see local ads when searching online for products or services. Local ads will make your business even more appealing to consumers. 

What are the benefits of Local Search Ads?

  • Pay per lead – not click

Local Search Ads connect the right job to the right advertiser and prevent the job mismatch that often occurs when a user searches outside your service zone – you’re only charged for valid leads.

  • Gain trust with the Google Guarantee and positive reviews

Local Search Ads appear with a green checkmark next to the ‘Google Guarantee.’ Not only does this catch users’ attention on a busy SERP, but it also allows businesses to benefit from Google’s persuasive endorsement. Users trust Google, and its recommendation is backed by more than reputation – the Google Guarantee protects unhappy customers for jobs booked through Local Search Ads with a lifetime cap for coverage of $2,000.

To help you earn searchers’ trust, every LSA also includes customers’ reviews and ratings. Local Search Ads are one of the few ways to ensure your reviews appear on the SERP after Google retired Review Extensions on search ads.

  • No keywords or ads to manage

If you’re familiar with Paid Search, you know that keyword research and ad testing can be never-ending tasks. Fortunately, Google’s Local Search Ads don’t require either of these. LSAs will automatically trigger when a customer searches for one of the thousands of relevant search terms – regardless of how broad or specific they are. The ad format will immediately be created using information from your business profile.

  • Be included in voice search responses

Now that over 20% of all searches come from voice search, Local Search Ads are one of the few ways you can make sure you’re found on the 400 million devices powered by Google Assistant.

Bottom Line

Almost half (46%) of Google searches are for local businesses. These local searches consist of people looking for businesses in their local area, and Local Search Ads will help you tap into this huge potential customer base.

If you’d like to learn more about Local Search Ads and how they can help your business connect with local customers and boost your online presence, contact Impact Group Marketing today.