Are Google Local Service Ads Really Worth the Investment?

Peter Roesler, President - Web Marketing Pros

By Peter Roesler

President, Web Marketing Pros

Small businesses are usually at a disadvantage when it comes to advertising in various service verticals. Usually, they do not have pockets that are deep enough to compete with the big-name brands and continue paying the higher click costs for highly competitive, high-volume keywords. 

Depending on the service vertical you want to advertise in, you can expect to pay between $5 and $15 more per click for the most popular search terms. If you own a small business, these higher costs simply are not feasible unless they can maintain a superior conversion rate. 

In 2018, Google recognized this issue and created a solution for small businesses that could help them level the playing field. This solution was called Local Services Ads. These ads are sponsored business listings that will show up for any service-oriented search query. 

Keep reading to learn more about Local Service Ads and find out if they are an investment your business should consider. 

What Are Local Services Ads?

Unlike traditional text search campaigns and text ads, Local Services Ads help to generate impressions based on service categories the advertiser has opted into – there are no keywords used – and will only show in a specific geographic market. 

Also, you can set your desired weekly budget that you want to pay, and then you are charged a flat fee for each phone call that is generated by these listings. This will vary by your geographic market and service category. If there is something wrong with the contents of the call, for example, like the caller hangs up immediately or asks for something irrelevant to the business – it can be noted in the dashboard, and you won’t be charged for the call. 

For example, if you have a local moving company that specializes in only short-distance local moves in your area, you can create a Local Services Ads account within the category of Moving and Relocation and choose local moves as the service offered. At this point, you can narrow down where your ads are seen by zip code. 

At this point, Google takes over and shows the ads to users in the specified zip codes. If a user-generated phone call occurs thanks to the add and the contents of the call fit into Google’s criteria for a lead, you are charged a flat fee. 

Getting Started with Google’s Local Services Ads

If you want to use Google’s Local Services Ads, it is a good idea to seek professional help. The professionals will help to ensure that quality ads are created and that they get the desired results for an affordable price. 

This is still a fairly new concept and service, which means that many business owners will not be able to orchestrate an effective plan on their own. With professional services, it is possible to achieve the desired results and make the most of the Local Services Ads. 

Being informed and knowing what to expect are the best ways to achieve the desired results.


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