Local service businesses in the UK are facing fiercer competition than ever before. In order to help with the competitive market, Google came up with an advertising platform called Google Local Service Ads (LSAs), it streamlines the way, how local service providers connect with potential customers.
Google local service ads or local business ads are an excellent way to reach local consumers. The No.1 reason? They’re local and they are specifically designed to target potential customers and audiences within certain perimeter, location, and county etc..
Did you know that businesses using Local Google Ads have seen up to a 60% increase in qualified leads compared to traditional pay per click advertising methods?
This guide is your roadmap to use the power of Google local services ads UK, tailored specifically for the UK market.
From Brighton to Aberdeen, plumbers to estate agents, we’ll walk you through everything you need to know about Google Local Service Ads. We’ll cover setup, optimisation, and real-world success stories from businesses just like yours across the United Kingdom.
We are UTDS Optimal Choice, one of the best PPC management agencies in the UK. We have helped numerous local service clients with lead generation and CRM. Also we have included the case studies of few of our clients below, to give you an overview of how we helped their business grow. Contact us now for free consultation.
What Are Google Local Service Ads?
Google local service ads are a great way to promote your business locally. They’re so easy to manage, affordable lead cost, and they have potential to reach every corner of the location you target. Plus, these Google local ads are designed only to appear when someone searches for a local service near them. This will save you from irrelevant clicks and unnecessary ad expenses.
If you’re thinking about running local google ads, there are a few things you need to consider;
- Decide which location you want to target: Our advice, never target more than one county in a profile. You can have multiple profiles for multiple locations, yet never ever target two counties in one profile.
- Determine how much you’re willing to spend: Local service ads typically cost around £6/lead in normal days and the price you’re willing to pay also determines the number of leads you receive every day. Which is a small price to pay for the exposure your business will receive.
- Create your ad: This can be done with the help of Google Partner Agency. So if you’re looking for a way to promote your business locally, local service ads are a great option.
Tip: Google local advertising are mostly pay per click, and ad rank is based on factors like bid, keywords, ad placement etc.. However, Google Local service ads (LSAs) are pay per lead and ad rank is based on factors like customer reviews, proximity distance, bids, and working hours.
When was the last time, you had your website optimised for user search intent. Want to know more? Check our short guide about What is search intent
Why Are Local Service Ads Important For Local Businesses?
Local service ads are crucial because they:
- Put your business at the top of search results
- Help you reach customers who are ready to buy
- Build trust with the Google Guarantee badge
- Let you pay only for leads, not clicks
While Google Local Service Ads (LSAs) connect you with high-intent leads, optimising your Google Business Profile is the secret weapon for conversion. Learn how to optimise Google Business Profile to seamlessly convert LSA leads into paying customers!
What we'll cover in this article
We’ll look into:
- How Google local service ads work and who can use them in the UK
- How to Set up your Google Local Service Ads UK campaign step-by-step
- Best practices for running successful local business ads, with UK specific insights
- Real-life success stories from across the United Kingdom
- Overcoming common challenges faced by UK local services
Let’s get started on boosting your local business with Google Local Service Ads!
Who Can Use Google Local Service Ads UK?
Google Local Service Ads cater to a diverse range of service based businesses across the United Kingdom. Here’s an overview of some key categories:
- Home Improvement and Repair: This includes tradespeople such as plumbers, electricians, carpenters, and painters. HVAC specialists and general handymen also fall into this category.
- Cleaning and Maintenance: House cleaners, window cleaners, carpet cleaning services, and pest control operators can benefit greatly from Google Local Service Ads.
- Professional Services: Estate agents, financial advisors, and certain legal services are eligible in many areas. Are you a real estate agent? Check our helpful guide about local seo for estate agents
- Beauty and Wellness: Businesses like hairdressers, beauticians, and massage therapists may qualify in some regions.
- Automotive Services: Car mechanics, mobile car wash services, and towing companies often find success with Local service ads.
The potential for Google local service ads to transform your business is significant if you fall into one of these categories. However, it’s crucial to remember that availability can vary across different parts of the UK. Some services might be eligible in London or Manchester but not in smaller towns or rural areas. Contact us now for free consultation.
Ready to connect with local customers searching for your services? UTDS Optimal Choice can help you get started with Google Local Service Ads in the UK. Whether you're a plumber, locksmith, or estate agent, we’ll ensure your business is visible where it matters most. Get in touch today and let us help you generate high quality leads through targeted Google Local Service Ads UK.
How To Find If Your Local Business Is Eligible For Local Service Ads?
To check if your business qualifies for Google local service ads UK:
- Visit the Google Local Services Ads website
- Enter your specific service and location
- Google will instantly inform you if LSAs are available for your business type in your area
Keep in mind that Google frequently expands its LSA offerings. If your service isn’t currently eligible, it’s worth checking back regularly for updates.
How to qualify for Google LSA in the UK?
your business must meet these criteria:
- Be properly registered and licensed to operate in the UK
- Carry appropriate insurance for your industry
- Pass Google’s verification and background check process
- Maintain a positive online reputation and review profile
By meeting these requirements and leveraging Google local service ads UK, local service businesses can significantly enhance their online visibility and attract more local customers.
While Google Local Service Ads (LSAs) are fantastic, if you consider expanding your reach with a strategic PPC ad campaign. Our experts in PPC ad campaign management can craft targeted campaigns to capture a wider audience and drive even more qualified leads to your business. Get a free consultation today!
Benefits of using LSA for your business
Google Local Service Ads offer several key advantages for UK businesses:
- Cost-Effective Advertising: With LSAs, you only pay for qualified leads, not clicks. This means your local advertising budget is spent on potential customers who are directly contacting your business, making your marketing efforts more efficient and economical.
- Enhanced Credibility: Local service ads in the UK come with a Google Guaranteed or Google Screened badge. These badges are powerful trust signals, assuring potential customers that your business has been vetted and is reliable. To earn these badges, your business must pass a rigorous screening process, including background checks and verification of necessary licenses and insurance.
- Prime Visibility: Google local ads appear at the top of Google search results and in Google Maps, ensuring your business is highly visible to customers actively searching for your services in your local area. This prime positioning helps you connect with high search intent customers at the moment they’re looking for your services.
- User-Friendly Setup and Management: Launching an Google local ads campaign is straightforward, even for those new to Google LSA. Google provides a dedicated dashboard for managing leads and monitoring ad performance, making it accessible for businesses of all sizes to get started and optimise their campaigns over time.
How Different Local Businesses Can Leverage Google Local Service Ads UK
Various types of businesses across the UK can benefit from Google local advertising in different ways:
Plumbers and Electricians
In the UK, where many homes have older plumbing and electrical systems, emergency plumbing services are often in high demand. When a customer faces a burst pipe or a power outage, they’re likely to turn to Google for immediate help. By appearing at the top of search results with local service ads in UK, plumbers and electricians can capture these urgent leads and quickly convert them into customers.
Solicitors and Legal Services
Legal assistance is often sought in time-sensitive situations. Google local service ads can help UK solicitors connect with clients who need immediate legal advice, such as after a car accident or during a property dispute. The Google Screened badge is particularly valuable in the legal field, where trust and credibility are paramount.
HVAC Services
Given the UK variable climate, HVAC businesses can use Google LSA to attract customers looking for heating solutions in winter and cooling or ventilation services in summer. By maintaining a strong presence in local search results, local service businesses can increase their visibility during peak seasons when demand for HVAC services spikes.
Estate Agents
In the competitive UK property market, estate agents can use Google local services and real estate SEO to connect with potential buyers and sellers quickly. When someone searches for “estate agents near me” or “sell my house fast,” an Google LSA can put your agency at the forefront, helping you capture leads in a market where timing is often crucial.
Cleaning Services
With busy lifestyles becoming increasingly common in UK cities, professional cleaning services are in high demand. Local service ads UK can help cleaning businesses reach customers who are looking for immediate or regular cleaning services, whether for homes or offices.
By leveraging Google local advertising effectively, these and many other types of UK Local businesses can significantly enhance their local online presence, attract more qualified leads, and grow their customer base in a cost-effective manner.
Want to make the most of Google Local Service Ads for your business? At UTDS Optimal Choice, we tailor local service ads strategies for local businesses, from plumbers to electricians, ensuring you reach the right customers at the right time. Let us help you drive more leads and grow your business. Contact us today to learn how we can optimise your Local Service Ads and bring you closer to your target market.
How To Setup Google Local Services Ads
Getting started with local business ads might seem hard, but we’ll break it down into simple steps.
Create an Account
- Visit the Google Local Services Ads page: Navigate to the Google Local Services Ads page.
- Sign up: Use an email address that you check regularly because you’ll receive crucial information about leads and billing through this account.
- Google My Business: If you don’t already have a Google My Business Profile, you’ll need to create one as it’s essential for managing your business information and reviews. Learn more about Google My Business Profile Optimisation
Verify Your Business
- Background checks: So, how to get Google Guaranteed? Google requires you to complete background checks to ensure the legitimacy of your business. This includes checks on business owners and service professionals.
- Licenses and insurance: Verify your professional licenses and insurance coverage. This step is essential to earn the Google Guarantee or Google Screened badge, which builds trust with potential customers.
- Provide documentation: Be prepared to submit necessary documents to verify your credentials and compliance with industry standards.
Set Your Service Area
- Define your geographical area: Specify the cities or postcodes where you provide services. This ensures your ads are shown to potential customers within your operational area.
- Adjust based on coverage: You can expand or narrow your service area based on where you see the most demand or where you want to grow your business.
Select Services Offered
- Choose relevant services: From Google’s list, select all the services your business offers. Being specific helps ensure your ads reach the right audience.
- Update regularly: Keep your service offerings updated to reflect any new services or changes in your business.
Set Your Budget
- Determine your budget: Decide how much you want to spend on LSAs each week. Your budget influences how often your ad is shown.
- Choose a bidding strategy:
- Automatic Bidding: Google sets bids based on customer demand and your budget.
- Manual Bidding: You set a maximum bid based on your understanding of the market and competition.
Launch Your Ad
- Review your ad: Double-check all the information in your ad, including business details, service areas, and budget.
- Publish: Once you’re satisfied, publish your local services ad. Your Local service ads will now start appearing at the top of relevant Google search results.
- Manage leads: Use the Google Local Services dashboard to manage incoming leads. Respond quickly to inquiries to improve your chances of converting leads into customers.
Managing Your Google LSA
- Monitor performance: Regularly check the dashboard to see how your ads are performing. Look at metrics such as the number of leads, cost per lead, and conversion rates.
- Adjust strategies: Based on performance data, make necessary adjustments to your service area, budget, and bidding strategy.
- Respond quickly: Ensure you respond promptly to all leads. Businesses that respond within a few minutes of receiving a lead are more likely to convert those leads into paying customers.
By following these detailed steps, you can effectively set up and run Google Local Service Ads, helping your business connect with more customers in your local area.
However, without prior experience and understanding, you can lose lot of money. The steps to setup makes it look simple, but in order to generate leads, it takes more than just Google Local Service Ads setup. Contact us now for free consultation.
Google Local Service Ad Verification Badges
Credit: Google Local Service Ads
Google has two types of local service ads verification system in place;
What is Google screened?
Google screened is a verification system used for white collar service providers like “Lawyer, Accountant, Real estate agents in the UK etc..” It distinguishes the legit and fake entities, so people don’t regret choosing a firm through Google local service ads. Also, as shown in the above image, Google Screened badge/tag will be placed on the local service ads once the service provider completes Google screened verification.
If you’re going to question about benefit, Google local service ads rank your advertisement based on certain factors like legitimacy, positive reviews, response time etc..By verifying your business, your ad rank increases and gets more leads than the ads that hasn’t verified.
What is Google guaranteed?
Google guarantee verification system is used for blue collar industries like “Plumber, Housekeeper, Locksmiths in the UK, etc..” This verification system is completely different from Google screened, however they both have the same purposes, legitimacy.
If your business is verified by Google guarantee and your customers were not satisfied with your service, then they can report it directly to Google. Google may or may not within it’s sole discretion can reimburse the customer with the service fee they paid for the service.
At the same time, Google may block the service provider from advertising if such report is received.
Are you a local services provider or local business? Contact us now for free consultation.
Google Local Service Ads Best Practices
Credit: Google Local Service Ads
Google local service ads makes it easy for every local service providers, here are the best practices to follow for better ROI;
Work With Google Partner Or Use Individual Account
If you’re looking for a way to promote your local service business, you have a few options. You can work either with a Google Partner who can help you create and manage local service ads, or you can use your own individual account to promote your service.
Both options have their pros and cons – a Google Partner Agency can help you create high-quality ads that will reach a wide audience, while using your own individual account can be more of a daunting task. However, using your own individual account may limit the amount of control you have over the ads and how they’re displayed, so it’s important to choose the right option for your business.
Either way, local service ads are a great way to reach potential customers and promote your unique services. So don’t wait – get started today and see the positive impact that local service ads can have on your business!
Target No More Than One County For Each Profile
Credit: Google Local Service Ads
In local service ads UK, it’s important to target no more than one county for each profile. By targeting a specific county, you’re ensuring that your ads are reaching the right people and you’re not wasting your time and money on ads that won’t have any impact. Plus, by limiting your target audience this way, you’re also reducing the chances of running into fake reviews or complaints. By targeting local services ads this way, you’ll be able to reach the people who are most likely to need your services.
Each local advert profile should be viewed as a market, where you can target your audience and find the customers. However, when targeting an audience through Local service ads, do not target more than 3 major markets in each profile, we would recommend targeting only 1 county for each profile. Especially, make sure your local business is in close proximity to the county or the locations you target.
Local service ads are ranked based on proximity distance between you and your customer, and positive reviews. The closer you are to potential audiences with more positive reviews, you gain the upper hand in finding more leads in the locations you target.
Avoid Disapprovals
Here are some of the most common reasons, Why your local service ads may stop running? It can be due to;
- Expired Certificates
In local service ads, you have to update your business insurance and certificate details in order to run an local advertising campaign. If the certificates get expired, your ads will stop serving.
- Billing Issues
- No Remaining Budget
- Late response time
- More Negative Reviews
- Less Ad rank score
- Complaint raised by the customer
Manage Google reviews
Managing your positive and negative reviews is important in local service ads. It can help you attract more customers, and it can also help you maintain a good reputation.
Reviews are one of the ad ranking factors used by Local service ads. Where more positive reviews give you an upper hand in ad ranking, even if your local service ad bid is lower or similar to your competitor.
By managing your reviews, you can help ensure that your business remains positive and attracts new customers. However, Google local advertising also rates your profile based on the number of positive and negative reviews;
For example: If your local service ads targeting a specific county in the UK has 3.8 rating out of 5, then other local service ads above 3.8 rating will be given first preference in ranking. These rating methods also impact your ranking and number of leads you receive, even if your bid is higher than the entire market, only your positive reviews attract more leads.
Manage Weekly Budgets And Bids
Credit: Google Local Service Ads
In Local service ads, you can adjust your bid and weekly/monthly budget similar to other PPC ad campaigns.
Tip: If you’re going to spend around £1500/month then add the budget 2-3 times higher than what you actually want to spend. This trick is helpful in making local service ads work aggressively and you can also pause the ad once it has reached your monthly budget of £1500.
However, when setting up the bid you have two options, you can either add a bid amount manually or you can set it to “Maximise Leads”. This way, you can control how many leads you receive per month/day.
If you’re like most local business owners, you probably don’t have time to manage your weekly ad budgets and bids. That’s why it’s important to hire Google Partner to manage your ads for you. Google partner will optimise your ads for the best possible results, and they’ll also keep track of your results so you can see how your campaigns are performing.
Choose Only The Local Services You Provide
There are a few things you need to keep in mind when creating your local service ad.
- First, make sure the local Google ads are relevant to your area.
For example: If you’re providing lawn care. Make sure the ad features lawn care services in your area.
- Second, make sure the local business ads are accurate.
For example: If you’re offering your services 24/7. Make sure it’s clearly mentioned in the local advert. If you can’t take anymore customers, make changes to the timing or pause the ad for time being.
- And finally, make sure your local service ads have good positive reviews.
For example: Make sure the local Google ads has more positive reviews and respond on time.
At UTDS Optimal Choice, we specialise in helping local service businesses, including plumbing, drainage, boiler repairs, and radiator services, connect with customers through Google Local Service Ads. Whether you're focusing on one service or multiple, we'll craft a targeted strategy that brings you qualified leads. Ready to grow your local business? Reach out to us today and let us tailor a solution that fits your specific services.
Common Challenges And Solutions
Even with a great setup, you might face some hurdles. Here’s how to overcome them:
Challenge 1: Not getting enough leads
Solution:
- Expand your service area if possible
- Add more services to your list
- Improve your response time to leads
Prevention tip: Start with a focused service area and gradually expand based on performance data.
Real-world example: A Birmingham based carpet cleaner initially set a 5-mile service radius but wasn’t getting many leads. After expanding to 10 miles and adding “end of tenancy cleaning” to their services, they saw a 50% increase in weekly leads.
Challenge 2: Getting low-quality leads
Solution:
- Be very specific about your services
- Use the lead feedback tool to help Google understand your ideal customer
- Consider adjusting your service area to target better-matched customers
Prevention tip: Regularly review and update your service descriptions to ensure they accurately reflect what you offer.
Real-world example: An Edinburgh locksmith was getting calls for car lockouts, which they didn’t handle. After removing “automotive” from their service list and specifying “residential and commercial locksmith services only,” their lead quality improved dramatically.
Challenge 3: High costs per lead
Solution:
- Focus on improving your conversion rate from leads to customers
- Adjust your bidding strategy
- Look for patterns in successful leads and try to replicate those
Prevention tip: Start with a conservative budget and gradually increase it as you optimise your conversion rate.
Real-world example: A Leeds based plumber found that leads coming in after 9 PM were rarely converting. By adjusting their ad schedule to run only from 7 AM to 9 PM, they reduced their cost per lead by 25% without significantly impacting their overall lead volume.
Challenge 4: Difficulty managing leads
Solution:
- Use the Google Local Services app to manage leads on the go
- Set up email or SMS notifications for new leads
- Consider hiring someone to manage leads if you’re too busy
Prevention tip: Set up a clear process for lead management before launching your Google local advertising campaign.
Real-world example: A small electrical company in Bristol struggled to respond quickly to leads. By setting up SMS notifications and creating a rota for lead responses among team members, they improved their average response time from 3 hours to 15 minutes, significantly boosting their booking rate.
Challenge 5: Negative reviews affecting performance
Solution:
- Respond professionally to all reviews, especially negative ones
- Work on improving your overall service quality
- Encourage happy customers to leave reviews
Prevention tip: Implement a follow-up system to catch and resolve customer issues before they lead to negative reviews.
Real-world example: A Glasgow based moving company received a few negative reviews due to late arrivals. They implemented a new system to send text updates to customers about arrival times, which not only reduced negative reviews but also led to several positive reviews specifically mentioning their excellent communication.
Our Client Case Studies
Let’s look at some real-life success stories from UK local businesses using Local Service Ads:
Case Study 1: London Plumbing Company
- Situation: A big time Plumbing and Heating company in London was struggling to generate and manage valuable leads, as their business model covers wide range of counties around UK, like Birminghamshire, Newcastle, Bristol, East & West Sussex etc..
- Action: We helped them with Google local service ads UK, PPC campaign Management, SEO, and CRM.
- Result: Within three months, they received 40% increase in emergency call-outs and a 25% increase in overall revenue.
- Key Takeaway: Creating a sales funnel, with TOFU, MOFU, and BOFU can lead to more targeted, high-quality leads. Similarly, with SEO and PPC, we made sure to create an organic traffic funnel for long term growth.
Case Study 2: Birmingham Plumbing Company
- Situation: A small time plumbing company wanted to expand its customer base in west midlands and beyond word-of-mouth referrals.
- Action: We used Google local services ads, SEO, and PPC to highlight their services and flexible scheduling.
- Result: They doubled their client base in six months and increased their average job value by 30%.
- Key Takeaway: Highlighting unique selling points in Website and PPC can attract more valuable customers.
Case Study 3: London Electricians Company
- Situation: An Electrician company was spending too much on traditional PPC ads with mixed results.
- Action: We helped them switch to Google LSAs and focused on improving their response time to leads.
- Result: Their cost per lead dropped by 50%, and their conversion rate from lead to customer improved by 35%.
- Key Takeaway: Quick response times and efficient lead management are crucial for LSA success.
Ready to setup your Local service ads campaign?
Are you looking to get started with your Google Local service ads? UTDS Optimal Choice can help you get started. We have years of experience setting up Google Local service ads, and we’re ready to help you get the most out of your campaign.
First, we’ll evaluate your current marketing strategy and see if there are any gaps that we can fill. Then, we’ll create a tailored campaign that will target your specific audience and goals. Finally, we’ll monitor and adjust your Local service ads as needed to ensure maximum exposure and success. Contact us today to get started!
Most Frequently Asked Questions:
How to rank higher on Google Local Services?
To rank higher on Google Local Services Ads, focus on your business’s reviews, response time, and service area. Google favours businesses with a high volume of positive reviews, so encourage happy customers to leave feedback. Quick response times to customer queries also boost your ranking. Lastly, ensure your service areas and business details are accurately listed and kept up to date. This builds trust and makes it easier for Google to match you with relevant local searches.
How to optimise Google Local Service Ads?
To optimise your Google Local Service Ads, first, make sure your business profile is fully completed, with accurate contact info, services, and service areas. Encourage customers to leave positive reviews, as they’re a key ranking factor. Regularly review your ad performance and adjust your budget based on what’s working best. Also, respond promptly to customer leads, quick replies improve your visibility in searches.
What is the difference between Local Service Ads and Google Ads?
Google Local Service Ads (LSAs) focus on connecting customers with local service providers through a pay-per-lead model, whereas Google Ads operates on a pay per click (PPC) model and allows for broader campaign targeting, including local, national, and global audiences. Local service ads are ideal for small local service businesses targeting specific areas, while Google Ads gives you more control over ad copy, targeting, and keyword selection.
How to generate leads in Google Local Services Ads?
To generate leads through Google Local Service Ads, ensure your profile is fully completed and accurate. Having a strong set of customer reviews will improve your ranking and attract more leads. Set your budget based on the volume of leads you can handle, and respond quickly to incoming queries, as timely responses boost visibility and conversions.
How to set up Google Local Service Ads for lawyers?
Setting up Google Local Service Ads for lawyers follows the same steps as other industries. First, verify that your practice area is eligible for LSAs. Then, create a profile on Google, specifying your services (e.g., family law, criminal law) and service areas. Once your profile is live, encourage satisfied clients to leave reviews. Google will handle ad placement, showing your law firm to potential clients searching for legal services in your area.
Are Google Local Service Ads worth it?
Yes, Google Local Service Ads are worth it for businesses looking to generate high-quality local leads. Since you only pay for leads and not clicks, Local service ads tend to offer better value for businesses that rely on local customers. With verified reviews and local ranking factors, Google local service ads UK also help build trust with potential customers, which can lead to higher conversion rates.
How to run Google Local Ads?
Running Google Local Ads starts with creating a business profile and choosing the services you offer. Once your profile is complete, set your budget, focusing on the number of leads you want to generate. Google will handle ad placement, and you’ll be notified when potential customers reach out. Be sure to respond quickly to leads to maintain visibility and build trust with customers.
How much does Google Local Services cost?
The cost of Google Local Services Ads varies depending on your industry and location. Instead of paying per click, you pay per lead, meaning you’re charged when a customer contacts you through your ad. The price per lead can range from £6 to £30 or more, depending on the competitiveness in that specific region. You can set a weekly or monthly budget, and Google won’t charge you beyond that limit.
How to use Google Local Service Ads?
To use Google Local Service Ads, start by creating and completing your business profile. Select the services you offer and your target service area, then set a budget based on how many leads you want to receive. Google will display your business to local customers searching for your services. Keep your profile up to date, encourage reviews, and respond promptly to leads to maximise your success.
If you have anymore questions, contact us for a free consultation and we will help you make the right decision.
Ready to take your Local Service Business to the next level?
Contact us today for a free consultation and start seeing real results!
