In 2024, local businesses in the UK are facing fiercer competition than ever before. Enter Google Local Service Ads (LSAs) – a game-changing ad that’s revolutionising how local service providers connect with potential customers.
Google local service 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 Google LSA 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 LSA, 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.
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
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 service ads are designed only to appear when someone searches for a service near them. This will save you from irrelevant clicks and unnecessary ad expenses.
If you’re thinking of running a local service ad, there are a few things you need to consider;
- First, you’ll need to 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.
- Second, you’ll need to 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.
- And lastly, you’ll need to create your ad: This can be done with the help of Google Partner. So if you’re looking for a way to promote your business locally, local service ads are a great option.
Tip: Google ads are mostly pay per click, and ad rank is based on factors like bid, keywords, ad placement etc.. However, Local service ads (LSAs) are pay per lead and ad rank is based on factors like customer reviews, proximity distance, bids, and working hours.
Why are Google LSA important for local businesses?
LSAs 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 dive into:
- How Google local service ads work and who can use them in the UK
- Setting up your Google LSA campaign step-by-step
- Best practices for success, with UK-specific insights
- Real-life success stories from across the United Kingdom
- Overcoming common challenges faced by UK businesses
Let’s get started on boosting your local business with Google Local Service Ads!
Who can use Local Service Ads in the 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 LSAs.
- 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 LSAs.
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.
How to find if your business is eligible for Local Service Ads?
- 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 effectively, UK 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 advertising budget is spent on potential customers who are directly contacting your business, making your marketing efforts more efficient and economical.
- Enhanced Credibility: LSAs 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: LSAs 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-intent customers at the moment they’re looking for your services.
- User-Friendly Setup and Management: Launching an Google LSA 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 UK Businesses Can Leverage Google LSA
Various types of businesses across the UK can benefit from Local Service Ads in different ways:
Plumbers and Electricians
In the UK, where many homes have older plumbing and electrical systems, emergency 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 an LSA, 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’s 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, these 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 can help cleaning businesses reach customers who are looking for immediate or regular cleaning services, whether for homes or offices.
By leveraging Google LSA effectively, these and many other types of UK businesses can significantly enhance their local online presence, attract more qualified leads, and grow their customer base in a cost-effective manner.
How to setup Google Local Service Ads
Getting started with LSAs might seem daunting, 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: 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 ad. Your LSA 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.
Google Local Service Ad Verification Badges
Credit: Google Local Service Ads
Google has two types of local service ads verification system in place;
Google screened:
Google screened is a verification system used for white collar service providers like “Lawyer, Accountant, Real estate brokers 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.
Google guarantee:
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.
Call us to know more in detail, Are you a service provider or solopreneur? How about we give you a push with affordable Google Ad strategies.
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, 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 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, 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 service ads this way, you’ll be able to reach the people who are most likely to need your services.
Each local service ad 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 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 ad 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 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 also rates your profile based on the number of positive and negative reviews;
For example: If your local service ad 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 Google 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 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 services you provide
There are a few things you need to keep in mind when creating your local service ad.
- First, make sure the 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 ads are accurate.
For example: If you’re offering your services 24/7. Make sure the service you provide in the ad is actually available in the area you target. 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 ad has more positive reviews and respond on time.
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 LSA 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.
Case Studies and Examples
Let’s look at some real-life success stories from UK businesses using Local Service Ads:
Case Study 1: London Plumbing Company
- Situation: A small time plumbing business in London was struggling to stand out in a crowded market.
- Action: They set up LSAs, focusing on emergency services and specific areas of London.
- Result: Within three months, they saw a 40% increase in emergency call-outs and a 25% increase in overall revenue.
- Key Takeaway: Specialising in specific services and areas can lead to more targeted, high-quality leads.
- Testimonial: “LSAs have transformed our business. We’re now the go-to emergency locksmith in East London,”
Case Study 2: Birmingham Plumbing Company
- Situation: A plumbing company wanted to expand its customer base beyond word-of-mouth referrals.
- Action: They used LSAs 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 your LSA profile can attract more valuable customers.
- Testimonial: “The Google Guarantee badge has been a game-changer for us. Customers trust us before we even step through their door,”
Case Study 3: London Electricians Company
- Situation: An Electrician company was spending too much on traditional pay per click ads with mixed results.
- Action: They switched to 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.
- Testimonial: “We’re getting better leads at a lower cost. It’s a no-brainer for any local service business,”
Ready to setup your Local service ads campaign?
Are you looking to get started with your Local service ads? UTDS Optimal Choice can help you get started. We have years of experience setting up 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.
Most Frequently Asked Questions:
Targeting and Placement: In traditional Google Ads (Pay Per Click), advertisers bid on specific keywords and their ads are displayed in search results and other relevant websites based on those keywords. On the other hand, Google LSA are specifically designed for local service providers and are displayed at the very top of Google search results, above organic and traditional paid ads. Google LSA have a more localised focus, targeting users searching for local services in a specific area.
Verification and Trust: To run Google LSA, businesses need to go through a stringent verification process by Google, ensuring that they meet certain requirements and are reputable local service providers. This verification process gives Google LSA an added layer of trust and credibility, assuring potential customers that the advertised businesses have been thoroughly vetted by Google. In contrast, traditional PPC advertising does not have this level of verification, making Google LSA particularly valuable for local service providers seeking to establish trust with customers.
Overall, while traditional Google Ads PPC offers broader targeting options and placements, Google LSA provide a localised focus, enhanced trust, and prominent visibility within search results, specifically catering to local service providers.
Both Google LSA and local search ads target local audiences. However, Google LSA are created specifically for local service provider while local search ads are focused on Brick and Mortar businesses primarily.
Pay-Per-Click vs. Pay-Per-Lead: Traditional Google Ads operate on a Pay-Per-Click (PPC) model, where advertisers pay each time their ad is clicked. The cost is based on the competitiveness of keywords and the bid amount. In contrast, Google LSA work on a Pay-Per-Lead model, meaning advertisers only pay when a potential customer contacts them through the ad. This cost structure allows local service providers to pay for actual leads, making Google LSA potentially more cost-effective.
Bid Auction vs. Fixed Cost: In traditional Google Ads, advertisers participate in bid auctions, competing with other advertisers for ad placements. The cost per click can vary depending on bidding dynamics. However, Google LSA have fixed costs per lead, predetermined by Google based on the industry, ranking factors, and location. This fixed cost provides more predictability and control over advertising expenses for local service providers.
- Tip: The cost of the lead can increase as your ranking drops and your business gains more negative reviews. Basic lead cost can start from just £6 to £25 based on the location and industry, only if you have good positive reviews. However, if your rank drops due to negative reviews, the cost of the lead increases.
Google LSA are the cryptocurrency of advertising, once you start to gain good positive reviews, more and more customers will start to line up to avail your service. You can be a corporate nor solo service provider, Google LSA makes sure customer satisfaction is the decision maker of your growth.
Personal advise, there isn’t much to optimise in Local Service Ads unless you are a Google Partner. Google Partner are given a wider access to manage local service ads, from fixing errors to optimising individual “profile for each county”.
Local Services ads can be worth it for service area businesses like plumbers, locksmiths, electricians, lawyers, real estate agents etc. to get in front of nearby customers looking for specific services. The ads are very targeted and only shown for relevant searches. We have posted a Local Service Ads complete guide for your reference.
Local Services ads allow businesses to advertise their services to customers searching for related services near them. Businesses pay only when a lead is generated through a phone call from the ad.
Google Local Services ads are available in the United States, Canada, UK, Australia, Japan, France, Germany, Netherlands, Austria, Denmark, Italy, Norway, Portugal, Spain, Poland and Switzerland.
