A Guide to Google Local Services Ads

Local search is on the rise. Google searches ending with the phrase "near me" have doubled in recent years. Local search is clearly effective, as well. In fact, 72% of people looking up local businesses visited a store within five miles of their house. Google local services ads are a way to grab local users' attention and earn their loyalty.

It makes sense that local search would be important for local services. You're not likely to be interested in HVAC services in Boston if you live in Los Angeles. A laundry service in New York City won't get your stains out in Minneapolis. Google local services ads deliver your services to the people who need them.

Here are some helpful tips on how to get the most out of your Google local services ads.

Google has been trying to find a way to compete with local service sites like Angie's List and HomeAdvisor for some time. Google goes beyond simple business reviews to verify authentic businesses. Google local services ads consolidate a front page presence with classic PPC campaigns. It's a badge of honor as well as an advertisement.

Google Ads is like merging the Yellow Pages with the power of digital marketing. It allows you to connect with customers in real time, right when they need your services.

Google local service ads include all of the relevant contact information just like a listing in the Yellow Pages. Customers can contact you directly through the listing by phone or messaging, making it even more powerful for real-time CRM. Companies that invest in CRM have been shown to increase productivity by 14.6%.

Listing your business in the right category is the first step in getting started with Google local services ads. Types of home services listed on Google include:

• Plumbers
• Electricians
• HVAC
• Garage Door Services
• Locksmiths

You'll need to select the area for your business listing next. Google local service ads aren't available in every region yet. Make sure the service is available in your region before going any further. Certain cities offer more service categories, as well.

Once you're set up, you can access your Google local services ads account anytime. You can login via the web portal and via the Android and iOS apps.

In your account, you'll be able to:

• Keep track of leads
• Communicate directly with customers
• Record notes on each transaction
• Access ad analytics
• Manage your budget

A Google ad authenticates a business as well as advertising for it. Google has strict criteria about who is able to take part in their ads program.

Every business applying for Google local services ads needs to pass a background check. Each of your employees, contractors, and subcontractors will need to do the same.

Pre-Screening

The pre-screening part of the application process is simply providing your basic business information. You'll need to list your address and phone number. You'll have to verify your hours of operation and service area, as well. Finally, you'll need to verify your web address.

Licensing

You'll need to include your business license information. All of your contractors will need to do the same.

Background Check

Google employs third-party companies to run their background checks. Every business placing Google local services ads will need to be verified against terrorist, sex offender, and sanctions registries.

Reputation Management

Google investigates each listing's online reputation. They'll look at your online reviews and ratings. They may even employ secret shoppers. This is an ongoing process, as well. Businesses need to stay above a certain ranking or risk being removed from the program.

Insurance Verification

Every business listed on Google requires a certain amount of liability insurance. This limit depends on the service being provided and where you're operating.

Google's local service advertisements are fairly new. The program is still evolving, but there are some best practices to make the most of this powerful service.

Work With Your Digital Marketing Team

Your digital marketing team has likely been running PPC campaigns for some time. They'll know which keywords you're trying to rank for. They'll have detailed buyer personas.

Google ads working together with other online marketing campaigns is a powerful combo.

Make Sure Your Google Business Account Is Up To Date

Google uses your company's site to verify your information. It'd be a shame to miss out on potential business just because it says you're closed because your hours of operation aren't current.

Start Gathering More Reviews

Google local service ads are based on two main criteria, reviews, and proximity. Consider using an online review generation toolto help get more reviews quickly.

Prepare Your Customer Service Department

Your Google ads will only be effective if you're well-reviewed. Top-shelf customer service is essential for your Google ads ultimate success. Make sure your customer service representatives are confident taking calls, in case customers call in directly.

You'll need to keep an eye on incoming messages, as well. Customers have come to expect very timely service. They're as likely to rank your customer service as your product. Your CSRs are the face of your business. Make sure the face is friendly!

Google local services ads are just going to become more important as the program rolls out to all areas. Getting started now can give you the edge on your competition. Have you ever wished you were in on the social media boom a few years ago? Here's your chance to get started on a brand new and very powerful program.

Social reviews are increasingly important in an era of online inauthenticity. We all want to know who we're doing business, to make sure our money's going where want it to. Check out how our online review program can help your company stand out in the SERPs today!