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What Are Google Local Service Ads?

Unsure what Local Service Ads are? Learn how these Google ads can connect your local business with qualified leads, helping you grow with pay-per-lead advertising.

Local service businesses are constantly seeking effective strategies to increase their visibility, stand out from the crowd, and ultimately drive growth. With more consumers relying on online searches to find local services, having a strong digital presence has become so important for lead generation, sale etc… This is where Google Local Service Ads or local service ads, emerge as a game-changing advertising solution, offering local service businesses a powerful way to reach their target audience and capture their attention.

If you love to hear it in one line that defines the complete concept and benefit of “google local service ads”, it’s pay per lead. You only pay for the leads you receive through google lsa, no pay per click or impressions.

“I do remember having a conversation with my friend who provides electrical and plumbing services in UK, he tried advertising through Google Ads (ppc). However, the Google Ads is a competing platform, where you've to pay a lot for the keywords to rank at the top. He spent a lot to promote his services, the impressions and clicks drained his wallet without expected sales ."

Are you curious to know? How we helped him save the cost of promotions and redirected his investment for his business growth, Contact us to know more

There are three vital points in every business, even the slightest mismanagement can ruin your business growth;

  • Cost
  • Promotion
  • Sales

Google lsa has solved these three vital mismanagement problems and also helped local service businesses gain new customers in a short period of time. Read further to know more.

Google Local Service Ads are a powerful platform for businesses across the globe. If you're interested in learning more about how this program works specifically in the UK, visit Google local service ads UK

What Are Google Local Service Ads?

 In essence, these Google lsa  are designed specifically for local service providers, such as plumbers, electricians, contractors, and other skilled professionals operating within specific geographic areas. When consumers search for a local service on Google, these google lsa ads appear prominently at the top of the search results, making them hard to miss.

However, what truly sets Google Local Service Ads apart is Googles stringent verification process, known as the Google Screened program. Only businesses that successfully navigate a rigorous background check, license verification, and adherence to Google’s advertising policies can earn the Google Guaranteed badge, which is displayed alongside their ad. This badge serves as a powerful trust signal, assuring potential customers that they are dealing with a legitimate and reputable service provider.

For example: Whenever a customer searches for “London plumber” or “Plumber near me”. Google displays your local service ad in their search results relevant to the location they’re currently located. Like the one shown below

What are Local Service Ads?

Users can click your local service ad and call you immediately through the ad. You can even add your local service ad for voice search queries, where Google assistant will enquire the user about location and service they require to find the right plumber near them.

While Google Local Service Ads offer a simplified advertising experience, some businesses may still prefer the flexibility of traditional PPC campaigns. For those interested, there are numerous ppc analysis tools available to help optimise and track PPC performance.

How are local service ads different from local search ads?

Local Service Ads

Local Search Ads



Helpful for local and regional service providers

Helpful for local store owners and online sellers

Lowest advertising cost

Higher the bid as per keywords

Cover wide area

Cover wide area

Service providers that can advertise through local service ads

Local service ads are a dream come true for local service providers. Google supports the following industries to advertise in local service ads;

  • Plumbers
  • Locksmiths
  • Electricians
  • Garage Door
  • HVAC
  • Air duct cleaning
  • Appliances repair servicing
  • Auto glass servicing
  • Auto service technician
  • Carpet cleaning
  • Event planner
  • Handyman
  • Home improvement services
  • House cleaning
  • Junk removal services
  • Lawn care services
  • Mover
  • Painters
  • Pest control technician
  • Pet care services
  • Pet grooming
  • Water damage services
  • Windows cleaning services etc.. and much more. Call us for a free consultation to help set up your local service ads.

Google Local Service Ads are a great way to boost your local visibility, but it's also important to consider a well-rounded SEO strategy to improve your organic search ranking. If you're new to SEO, there are many helpful resources available online, such as a beginners guide to SEO

Benefits of local service ads

Increased Visibility

Increased visibility is a significant benefit. By appearing at the top of search results, google lsa put local service businesses front and center, ensuring that potential customers can easily find their services at the precise moment they are searching for them. This heightened visibility not only boosts brand awareness but also translates into a steady stream of qualified leads, providing a competitive edge in the local market.


Pay-per-lead is one of the most cost efficient advertising strategies for service providers, as most of the service providers worry about 0 leads gained through big budget Google ads. With the pay-per-lead option, every service provider of any size can advertise their service in Google, by paying only for the leads received.

Build trust with Google Guarantee and Google Screened

Moreover, the Google Guaranteed badge and Google Screened status instill confidence and trust in customers, setting local service businesses apart as trustworthy and reliable service providers. This credibility factor can be a game-changer, especially for newer or lesser-known businesses competing against well-established names in their local area. Customers are more likely to choose a business that has been vetted and verified by a reputable source like Google, increasing the likelihood of conversions and repeat business.

Tip: If one of your customer wasn’t satisfied by your service and reports about it to Google. Google may reimburse the customer upto £1,500

Increase business growth through positive reviews

Positive and Negative reviews are the main source of impact in business growth. Even if you pay a lot for a lead and yet still if your business reviews are too low, it will be hard for your business to gain leads through Google local service ads. Local service ads promote good services to users based on positive reviews, so people get to benefit from it.

Expand your business reach

You can increase your business reach through local service ads, which helps you cover a wide range of area, especially you can target them even with postal codes and location. This helps your company to target the audience within a specific or multiple location and be available 24×7 in their call to reach distance.

Get your business included in voice search responses

As of today’s advancement, even kids have started to use voice activated Alexa and Google home to order or purchase online. Your customers are less likely to open a new tab and search for a plumber or electrician nearby when they’re troubling to fix a clogged drain pipeline.

Over 20% of Google searches are made through voice search, Local service ads is one of the few ways that makes you available in each and every device with Google assistant, Alexa, and Siri. Local service ads help users to call you directly through voice assistant based on their location.

Setting Up Google Local Services Ads

Setting up Google Local Service Ads is a straightforward process, but it requires careful attention to detail to ensure maximum effectiveness. The first step is to create a comprehensive and up-to-date Google My Business profile. This platform acts as a central hub for managing a businesses online presence, including its listing, reviews, and local ads. It helps increase leads from gmb.

Once the Google My Business profile is fully optimised, local service businesses can then proceed to select the relevant service categories and define their service area. This crucial step ensures that their ads are displayed to customers searching for those specific services within the designated geographic regions. Proper category and service area selection is vital for maximising the reach and targeting accuracy of Local Service Ad campaigns, ensuring that advertising efforts are focused on the right audience.

Google Local Service Ads excel at reaching potential customers in your local area. But if you're looking to expand your reach beyond local searches, consider exploring Facebook Ads. There are many resources available to help you get started, such as facebook advertising tips

Optimizing Google Local Services Ads

While the setup process for Google Local Service Ads is relatively straightforward, optimising these campaigns for maximum effectiveness requires a strategic approach. One key aspect to consider is target locations and services you offer. When you target a complete location like “oxfordshire” it’s important to make sure, you cover every postcode you’re able to cover within Oxfordshire. Because every time you stop attending the calls or replying to leads from specific post code within the target location, the leads starts to drop from the specific postcode. So make sure to target specific codes, that you can attend to. 

When it comes to services, make sure to choose services that you can offer rather than using a hook or bait the customers. Once you stop converting leads to sale, Google lsa makes sure to reduces the lead sent to you for specific services.

Additionally, budget management plays a vital role in optimizing Local Service Ad campaigns. local service businesses should carefully allocate their advertising budgets, taking into account factors such as peak service demand periods, competition levels, and expected return on investment (ROI). Regular monitoring and adjustment of budgets are essential to ensure that advertising dollars are being spent efficiently and effectively, maximizing the impact of each campaign.

Google Local Service Ads are a fantastic way to generate leads from potential customers searching for your services in your local area. However, to maximize your local online presence and attract even more customers, consider implementing a strong local SEO strategy. There are many resources available to help you with local SEO in the UK, such as local seo uk

Measuring and Analyzing Performance

To truly gauge the success of Google Local Service Ad campaigns and make data-driven decisions, it is essential to measure and analyze performance regularly. Google provides a range of powerful tools and metrics to track leads, conversions, and ROI, allowing businesses to gain valuable insights into their campaign’s performance.

By monitoring key performance indicators (KPIs) such as click-through rates, conversion rates, and cost per lead, local service businesses can identify areas for improvement and optimization. Additionally, tracking the actual revenue generated from Local Service Ad leads can provide valuable insights into the overall return on investment, enabling businesses to refine their strategies and allocate resources more effectively.

Regularly analyzing performance data is crucial for continuous improvement and maximizing the impact of Local Service Ad campaigns. By making data-driven decisions and adjustments based on real-time metrics, businesses can stay ahead of the curve and ensure that their advertising efforts are delivering the desired results.

Case Studies: Real-Life Success Stories

The effectiveness of Google Local Service Ads is best exemplified by the success stories of businesses that have embraced this advertising platform and leveraged its full potential. One such case study is that of a local plumbing and heating company in Birmingham, UK. By leveraging the power of Local Service Ads and the Google Guarantee, they were able to significantly increase their visibility and credibility within their local market. This strategic move resulted in a surge of qualified leads and a remarkable 25% increase in revenue within the first six months of implementing their Local Service Ad campaign.

Another notable success story comes from an electrician based in London. By optimizing their Local Service Ad campaigns, they were able to outperform their competitors and secure a steady stream of high-value projects. This strategic approach led to a remarkable 40% growth in their customer base within a year, solidifying their position as a leading service provider in their local area.

These success stories serve as a testament to the power of Google Local Service Ads and the transformative impact they can have on local service businesses when leveraged effectively.

Google Local Services Ads are a great way to reach new customers, but they're just one piece of the puzzle. For a more comprehensive digital marketing strategy, consider using ai powered Google Ads

Ad Ranking | How local service ads will be ranked?

First of all, here is how local service ads will be ranked: only 3 local service ads will appear in desktop search and 2 local service ads will appear in mobile search and 1 via voice assistant searches.

Google calculates following factors to rank your Google local service ads;

  • Your proximity distance to your customers location
  • Review score, you should have at least 4.0/5.0 with more good reviews.
  • How soon you can respond to your customer enquiries and requests
  • Your business hours
  • Services you offer
  • Feedbacks and complaints about your company

Lead Management | How much you're willing to pay for a lead?

In local service ads, you can add a certain amount you’re willing to pay for a lead.

For example: Consider you have allocated  £6 for a lead from around London and you have set your weekly budget to be around  £350. Your local service ads will appear to your potential audience in a specific location until it has reached the monthly budget.

In the meantime, you can change the cost of a lead gradually to receive more customers. You will be charged only for the leads you receive, sometimes you might get charged for irrelevant calls, which can be refunded through raising a report with Google Partner to Google local service ads team.

Review Management | Impact of reviews

It’s important to make sure your service has positive reviews to rank in local service ads. The number of leads you receive is based on the positive reviews, responsiveness, and ad ranking. 

Tip: 10 Negative reviews will reduce 0.2 points and 20 positive reviews will add 0.1 point. To receive good amount of leads, you should have at least 4 points out of 5.

Common Mistakes to Avoid

While Google Local Service Ads offer numerous benefits and opportunities for growth, there are common pitfalls and mistakes that local service businesses should be aware of and actively avoid. One frequent mistake is failing to optimize ad campaigns for specific service areas or neglecting to update service categories as business offerings evolve. This oversight can result in ads being displayed to irrelevant audiences, wasting valuable advertising budgets and missing out on potential leads.

Another common mistake is neglecting the importance of customer reviews and ratings. Positive reviews and high ratings can significantly impact a business’s visibility and credibility on Local Service Ads, making it essential to actively solicit and respond to customer feedback promptly. Ignoring this crucial aspect can hinder the effectiveness of advertising campaigns and diminish the chances of attracting new customers.

How UTDS Optimal Choice can help you?

Google’s Local Service Ads (LSAs) is a great way to get your business noticed and reach more customers in your local area. With UTDS Optimal Choice, you can get started with LSAs quickly and easily. The first step to getting started with LSAs is to create an ad and then set up your business’s profile. UTDS Optimal Choice can help you do both.

So, if you’re ready to get started with Google’s Local Service Ads, you can rest assured that you’ll be able to reach the right people and get the most from your ad spend. With LSAs, businesses can expect to get more visibility, more leads, and more conversions. So why not get started today and see what Local Service Ads can do for your business? Contact us Now!!

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