When looking for a contractor through Home Service ads, consumers could either call a business directly or select up to three businesses from the list to request individual quotes for comparison. The look and process has changed since then: a consumer no longer has options to request an online quote from a single business or select multiple businesses to request simultaneous quotes. Currently, the only way to contact businesses to compare service quotes is to call them.
Google expanded the program to markets outside of California in 2017, and rebranded: “Home Service ads” became “Local Services ads” (LSA). The look and process has continued to evolve during the expansion, but one constant has remained. In order for a business to be “Google Guaranteed” they must pass Google’s screening process. This process continues the practices of license and insurance verification, as well as employee background checks performed by Pinkerton Consulting and Investigations. All employees that serve customers at their homes must complete background checks for the business to earn the “Google Guaranteed” badge.
When and where in the search results do Local Services ads appear?
Local Services Ads Appearance on Mobile
Keywords relevant to Local Services ads categories will typically trigger the ads, which appear at the top of the search results (above AdWords and the map 3-pack) on both desktop and mobile. The main ad format allows companies to display only their company name, review rating, city, phone number, and hours of operation.
Companies that benefit the most from this ad format will most likely be those that are able to maintain a high relative review rating combined with strong brand awareness in their local markets.
Can a business choose which keywords to target with Local Services ads?
No. Businesses are not able to designate which keywords to target. Instead, they select categories or “job types” that indicate of the type of services and products they offer. Google decides which keywords are relevant for those job types and a business’s ad will appear based upon the service areas and job types the company selected. Google does not provide any keyword data to show which keywords are triggering ads, or which keywords are generating leads.
What happens when a company pauses their Local Services ad?
When a participating business has their ad paused, it doesn’t remove their ad from the search results, but the business’s “Google Guaranteed” badge and label will not be present and the paused listing will be placed below any paid listings.
It is easy for a business to pause and reactivate their ad via the Google Local Services dashboard or app, and businesses are not charged for leads while their ad is paused.
Is setting up Local Services ads worth it?
Absolutely. There’s no cost to sign up or obligation to participate. The on-boarding process can be cumbersome, but once enrolled, a company will be able to objectively determine whether it’s a good fit for their business. Considering the priority placement of the ads, the relatively low cost of the leads, and the absence of additional costs or obligations to join should make enrollment an easy decision for any business.
If a company determines that the program is not a good fit among their advertising strategies, they can pause the ad and no longer incur costs. Their listing will simply be placed in among the free listings in a section below the paid listings and its placement will likely remain more visible than non-participating companies in the area.
Which cities and categories currently have Local Services ads running?
Most lists you will find online are outdated, including Google’s. I try to keep the Data Studio report below up to date, but it may have some holes in it as Google doesn’t announce when new ones are launching.
If you’re having trouble viewing this tool, try it in Fullscreen mode (click the ‘fullscreen’ icon in the bottom-right corner of the report) on desktop.
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