The best way to create advertisements for native providers
Did you know that roughly a third of US shoppers check local business listings online every day? To me, this means that there is a real chance to grow your business if you can find a way to connect with the best leads quickly and reliably.
How do you do that?
By creating an ad for local services. Let's examine why these ads are such an invaluable tool for finding customers and building your brand.
What are local service ads?
Local service advertisements connect you with local customers looking for the services you offer, whether you are a trader or a small business owner.
- It's more of a pay-per-lead than a pay-per-click. This means you only pay when someone contacts you about the ad.
- By using these ads, Google is guaranteed. If someone is unhappy with your work, Google will reimburse the costs.
- Show "rank" based on the number of positive reviews and customers.
Here is an example. When customers google a search term like "New York plumber," companies that advertise for local services appear at the top of search results.
If you click to view more plumbers, you will see multiple entries.
The ads for on-premises services are not the same as Google Ads or Google My Business.
- Google ads are pay-per-click ads, not pay-per-lead ads. This means that if someone clicks on the ad, even if they don't contact you or take no action, you'll pay.
- You can use Google My Business to review your business online and add contact information, including a website link. It's not an advertisement.
You can use all three functions or you can choose just one. It depends on you!
How do Local Services ads work?
Think of Local Services Ads as a fast-track ticket to positive leads. A few statistics will tell you why.
- Four in five people want to see local ads when searching for goods or services online. Local ads mean you're giving people what they want. As good marketers know, the more attractive your business is.
- About 75 percent of local searches end with a phone call. In other words, these users are actively looking for goods or services. So you want to be one of the first to get noticed.
- 76 percent of customers visit a company within 24 hours of searching for them online. Local ads can help you connect with these leads asap by being among the top search options.
In a nutshell, these local ads will help you find leads prepared to become paying customers. They are an extremely inexpensive and efficient way to market your business locally.
Now let's go back to our installation example above and work out the features of a typical listing. When we click on "Petri Plumbing & Heating" the list looks like this:
This plumber has a 4.6 out of 5 star rating with 504 reviews, he is accepting customers, and there is a phone number where potential customers can take the next step.
If we go further down there is a business overview. Here you can explain:
- What services do you offer?
- Your opening times
- The zip codes or the area in which you work
- Business highlights, e.g. B. If you are locally owned or have a BBB A + rating
Finally, there is a section where customers can leave a review or read reviews from others.
When someone books a job through your listing and leaves a review, Google will confirm it as legitimate. In the long run, this reassures the prospect that you are a legitimate, trustworthy company.
administration Local Services Ad Leads and pricing
Do you have to take every job the ad offers you? No.
- If a customer contacts you with a job that you are not interested in, you can refuse them without penalty. However, you still pay for the guide.
- You can pause your ad for a short time. Since you will not be contacted by anyone about the ad, you will not be charged during this time.
Simply put, you can still choose the jobs you want and only pay to see them when there is a high chance of conversion; H. When a prospect contacts you.
Steps to Create a Local Services Ad
Ready to create your own ad? Let's work through the setup process together, starting with the basics.
1. Check your eligibility
Local service ads are not yet available to everyone. The first step is to check your eligibility. It's very quick and easy.
On the Google Local Service home page, click the Get Started button.
Next, select your country, zip code, and job categories from the drop-down menus.
If local service advertisements are available to you, proceed to the next step.
2. Create an ad profile for local services
Congratulations, you can set up an ad for local services! Now is the time to write a great profile. Your profile determines, among other things:
- Who will find your entry?
- What jobs are in your way?
In other words, it's important to get it right.
First, fill in basic details, including your company name and contact details. You must also provide your own name, but it will not appear in the list.
Once you've completed the first screen, you'll need to add specific details about the services you offer, the fees, and the zip codes you oversee.
For example, if you are a plumber, you can offer the following services:
So, if you can't repair sewers or garbage disposal (or don't want to offer these services), you can remove these options.
That way, potential customers know what to expect before they get in touch with you. This means you have less chance of browsing jobs that you don't want.
You will also note the important caveat at the bottom of the screen: you should not offer any services that you are not qualified to run securely. It is also your responsibility to make sure that you have the correct licenses to operate legally.
Another thing: even if you are registered for other Google services like Google My Business, you need to create a separate profile for ads for local services.
3. Submit relevant documents
To improve the quality of service, you need to upload various documents to Google. You need to prove that you:
- Qualified for work in the industry of your choice
- Licensed to work in the jurisdiction
Why do you need to upload these documents? This is all part of the Google Guarantee. Google only covers you if you can demonstrate that you are properly licensed.
Before completing this section, make sure that your records are correct. I would also recommend checking what licenses you need in your country to make sure you are uploading the correct documents.
How do you know which documents to provide? Google has a list. If we stick to our plumber example, you will need the following documents:
4. Perform the background check
If you are based in the United States or Canada, you and all of your employees must complete a background check before visiting customers at home or at work.
Again, it's a pretty straightforward process. Google's background check partner will contact you and ask for relevant information. They will check the information you and your team have provided with the national registers and confirm that your social security numbers are valid.
Do you pay for this background check? Fortunately no.
5. Manage your budget
Once you've completed your company profile and passed the background check, you're ready to start promoting. There is one more important box to tick that will allow you to set your budget.
This is how it works.
- You decide how many leads you want in a week or a month. This determines how much you want to spend. For example, if you don't want to pay more than 20 leads per month, don't budget for 30.
- You will only be charged for every lead you generate from these ads. So if you only get 10 leads, then you are not spending your entire budget this month.
- It's easy to tweak your budget if you want more or fewer leads at any given time.
To begin with, it's probably best to set a modest budget and leading goal. You can test the water this way and add your budget over time if you think this is a good service for you.
6. Review the ad leads
Remember, leads are not customers until you book a job. That's why it's important to always stay one step ahead of your leads and follow them up.
You can review your leads in your desktop inbox or through the mobile app. You will always be notified of a new lead anyway, but viewing it this way may make it easier for you to take action.
Local service ad best practices
Not sure what to include in your Local Services ad? Don't worry, I've got you covered. Here are my top five tips for writing an effective ad and generating the best possible leads for your business.
1. Personalize local service ads
First, make sure that your local listing lists your company's pluses. This is what I mean:
- Explain why you stand out from the competition. What makes you the right service provider for the job?
- Highlight sales arguments. For example, if you offer emergency calls or after-hours services, please mention them in your ad.
- Use short sentences whenever possible. They are easier to read.
The more information you provide, the more likely it is that potential customers will contact you.
2. Include relevant details in ads for local services
Think about it from a customer perspective. What other details do you need in order to decide whether to use your company? Here are some examples.
- Make sure you are really clear about the zip codes you are serving and whether your services are different in each region.
- Set working hours in a user-friendly format.
What is relevant varies from company to company. So think about it before finalizing your listing.
3. Respond to leads immediately
Remember, these leads are users who are actively looking for the services you provide. So don't let them get cold. Here are some tips for managing your inbox.
- If you miss a call, send it back asap, even if you decline the order. Frequently missed or unreturned calls can lower your ad ranking.
- Take all day to return messages and keep track of emails.
Most people don't expect an immediate response because good service providers are usually busy! However, if you want to book jobs and build your business through Local Services Ads, you need to keep an eye on your dashboard.
4. Promote customer ratings
According to Google, customer reviews have a direct impact on your ad ranking. How do you get these important positive reviews? Good service is a must, but you have to ask for it too. Here's how.
- Next to each job is a "Ask for Review" button. Click on it to send a review link to the customer.
- When you've booked a lead and marked it complete, ask the customer for a review.
Another point: The top search results, regardless of whether it is a paid ad or an organic result, account for over 75 percent of the traffic.
5. Check the accuracy
They moved? Do you need to change your opening times?
Make sure you update your Local Services ad to reflect changes like this. Otherwise, you could discourage potential customers from working with you.
Finally, you should keep the details consistent across all of your profiles, including for example Google My Business.
Why is consistency so important? Well, it helps potential customers find you more easily, and it can even build some trust in your brand.
Conclusion
Over 46 percent of Google searches are local, and Local Services Ads can help you reach this huge potential customer base. I strongly recommend using these offerings as part of a diverse, comprehensive digital marketing strategy.
Remember to keep your information accurate and respond promptly to leads to get the most out of your ads.
If you're not sure where to start with Google Ads or digital marketing in general, check out my consulting services and free SEO analyzer.
Do you use Local Services Ads to find customers? How do they work for you