Most small businesses depend on local customers, and connecting with them online can be hit or miss, especially when many companies have similar offerings within miles of your front door. Search Engine Optimization (SEO) and Google  Pay-Per-Click (PPC) Ads strategies have been the go-to for boosting rankings. Then Google Local Services Ads (GLS) launched, offering a new way to get small businesses in front of local customers searching for their services.

Let's look at their differences and how Google Local Service Ads can help give your business higher search engine visibility and convert local sales.

What Are Google Local Service Ads?

Google research revealed that 4 out of 5 people prefer search results according to their city, zip code, or immediate surroundings. When someone searches for services in your area, the Google Local Services Ad pops up with your business details and a link to call or message you. When a potential customer clicks to contact you, you’ll receive a notification through your GLS ad app and can respond directly. The ad's immediacy and proximity to the customer help increase your chances of converting leads into sales.

How Much Does Google Local Services Cost?

You pay for GLS based on the number of new leads you'd like each month or week. Google has an easy-to-use cost estimator tool. If you are too busy to handle new leads or need to cut back, you can even pause the ad and restart it anytime. Secondly, you only pay for the Google Service Ad each time a click turns into a legitimate lead. So how is this different from Pay-Per-Click ads? Let’s break it down.

Google Local Services Vs. Pay-Per-Click

PPC ads are an essential advertising strategy for all businesses. You pay to have your ads as the first one, two, or three search offerings. When someone clicks on the ad, you are charged. GLS works a little differently. 

Rather than paying per click, you pay when a customer contacts you for services through the Google Local Service ad. This helps eliminate fees for accidental clicks. Google also allows you to dispute GLS Ad charges if the lead is fake or if someone is trying to sell their services to you. 

There’s one other major difference. Google Local Services ads do not pop up if someone is searching for a specific company, whereas a Pay-Per-Click ad may appear underneath the company being searched as a secondary offering. Depending on your lead generation goals and budget, each has its advantages in a well-rounded marketing campaign. 

4 Benefits of Google Local Services Ads for Small Businesses

1. Trusted Service Provider

Google offers three types of Google Local Services Ad verifications based on the type of services you provide. These badges help increase your credibility, proving your business has passed extensive background and license checks.

• Google Guarantee -  Used primarily for home services providers.
• Licensed Verified -   Usually reserved for health care providers.
• Google Screened -   This badge is for professional service firms.

Google also offers a Pre-Badge Ad for those who have passed the preliminary checks for Google Local Services but are still being verified.

2. Zero Keyword Research

Near me" has become the hottest SEO keyword, and Google Local Services ads are the perfect answer. Rather than spending time and money honing in on broad match keywords, phrase match keywords, and exact match keywords, simply put the types of jobs, products, and services you offer, and Google will display your business to local customers searching for those services.

3. No Need to Create An Ad

PPC ads are designed by your team, whereas you have no creative control over Google Local Service Ads. This is an advantage for small businesses that don't have a huge marketing budget. It's a simple text box with your name, google reviews, number of years in business, and a link to call or message.

4. Highlight Your Google Reviews

Google reviews are gold. They are the best way to increase your ranking through the algorithm organically, and they are free! Think twice, though, if you decide to pay for Google reviews. Not only can you be fined for fake reviews, but your SEO will take a hit, and you'll be bumped down.

How To Rank Higher on Google Local Service Ads

If you live in an area where several companies offer similar services to yours, your company may not appear in that first couple of local businesses. Luckily there are things you can do to improve your GLS Ad performance.

• Add more types of jobs and services
• Widen your service area
• Ask the customer for reviews
• Use high-quality photos
• Update your Google Business Profile page weekly

Does Your Business Qualify for Google Local Services?

Google Local Services Ads have existed for a few years, but not every business can use this feature. You can check if your business is eligible for Google Local Services here. Currently, some of the most common industries that can sign up for GLS include:

• Electricians
• General Contractors
• Lawn Care Services
• Snow Removal
• HVAC Services
• Plumbers
• Window Repair
• Home Inspectors
• Roofers
• Tree Services
• Water Damage Services
• Flooring Services

Generate More Leads with Aletheia Digital

Google paid ads are a great way to connect with your customers, increase your SEO ranking, and generate valid leads. Aletheia Digital can help you develop a Google Local Services and PPC Ad strategy that fits your budget. Our experts specialize in the home services industry, and we know what it takes to convert leads into customers. Contact Aletheia Digital and gain a competitive edge in your market.