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What is Local Services Ads? Discover how it can help your business grow

Back to all resources

What is Local Services Ads? Discover how it can help your business grow

Key takeaways

Today, businesses of any size can benefit from the scale, flexibility, and freedom of choice that comes with online advertising. It’s an effective way for enterprises and SMBs to connect with communities, build trust, and find new leads — even for smaller companies who’ve traditionally relied on word-of-mouth recommendations. In fact, with tools like Google Local Services Ads, it’s easier than ever for local businesses to find new customers in their area and grow their business online.

1. What is Local Services Ads?

2. Who is Local Services Ads for?

3. How can Local Services Ads work for a business like mine?

What is a lead?

A lead is a prospective customer. They’re the people searching for businesses like yours, and Local Services Ads is the perfect tool to help them find you. With Local Services Ads, you only pay for leads — when a customer gets in touch directly from your ad.

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1. What is Local Services Ads?

Local Services Ads is a faster way to get the word out and build your business online; it makes it easier to attract new, local customers and book more jobs in your area. It’s the perfect solution for service providers who want to explore and benefit from online marketing, but haven't necessarily had the time and resources to devote to it.

You can begin setting up your business on Local Services Ads in just a few steps. You’ll then be able to start advertising on Google Search and receive leads from potential customers in an area you define — paying only when a customer gets in touch directly from your ad. Campaigns, ad performance, and bookings can all be managed and tracked within the Local Services Ads app. You don’t even need a website.

2. Who is Local Services Ads for?

Local Services Ads is the ideal advertising tool for businesses on the small-to-medium end of the spectrum. Whether you’ve got two members of staff or 20, the aim is the same: provide an easy-to-master method of connecting your business with local customers who are looking for trustworthy, high-quality service providers like you.

At the moment, Local Services Ads is available to select service categories — those most likely to benefit from the platform’s flexibility and ease of use. The current list includes 16 categories:

  • Appliance repair services
  • Carpet cleaning services
  • Cleaning services
  • Electricians
  • Garage door services
  • HVAC (heating or air conditioning)
  • Junk removal services
  • Lawn care services
  • Moving services
  • Pest control services
  • Plumbers
  • Roofers
  • Tree surgeons
  • Water damage services
  • Window cleaning services
  • Window repair services

You can find more details and check if your business is eligible at the “Getting started” section of the Local Services Help Centre.

3. How can Local Services Ads work for a business like mine?

For businesses who want to increase their presence on Google Search results and connect with local customers searching for services like theirs, Local Services Ads is a must. By making use of the simple tools on offer, providers can create an account within minutes — and start finding leads without the hassle of building an online presence or a website from the bottom up.

What are the benefits of Local Services Ads?

Local Services Ads makes it easier than ever before for businesses to connect with potential customers who need them. It helps you show up on Google Search, putting your ads before local customers searching for services like yours. You can track your ad performance via your account, and you can help build trust in your business using dedicated tools such as the Google Guarantee. And, most importantly, you only pay when a customer gets in touch directly from your ad.

How can I show up in Search?

Good search visibility can provide significant benefits for a local business. When people search for a specific service, for example, “Plumbers near me”, Local Services Ads — a pay-per-lead ad for relevant businesses in a specific area that allows people to place a call directly — will be shown at the top of Google Search results. Any lead you receive from your ad is yours to turn into a customer. Make sure you answer calls regularly, or your ad ranking may be affected.

Do I need a website?

No, you don’t need a website to make the most of Local Services Ads. It works just as well for smaller businesses with no website as it does enterprises who are used to operating online. That’s because Local Services Ads allows your business to advertise directly on Google and receive leads from potential customers straight to your phone. These leads come in as regular phone calls, while you can manage and track your ad performance and leads entirely through your account — or on the go, through the app.

How much does Local Services Ads cost?

With Local Services Ads, customers choose you — you only pay when customers contact you from your ad. This means your budget can go further and can be translated more effectively into new business. You’ll benefit from an account and app that allows in-depth performance insights, real-time budget adjustments, and the ability to pause ads at any time.

What is the difference between Google Local Services Ads and Google Ads?

Local Services Ads are designed to connect local service businesses with potential customers based on demand and location. Whereas with Google Ads your ad performance is impacted by factors such as the click-through rate to your website, with Local Services Ads your ad ranking is informed by your proximity to your customers, reviews, and responsiveness instead — a website isn’t even needed. Another key difference is that unlike most other online ad services, you pay per lead, not per click. Plus, the Google Guarantee is only available with Local Services Ads.

Where do I start?

Setting up your business on Local Services Ads is simple. Start by checking your eligibility and creating your profile at our dedicated hub.

What is the Google Guarantee?

It’s a badge that lets potential customers know your business has been verified by Google. Once you’ve signed up for Local Services Ads and completed the screening and qualification process, your Google Guaranteed badge will be displayed on your online ads with Google.

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