Local Services Ads are a format that allows you to not just advertise on Google, but also, receive leads to your business from potential customers on these ads, either as phone calls or messages.

This platform also comes with a Local Services Ads app through which you can reply to messages, track bookings, and manage leads (although we should mention that messaging is currently only available in the US and Canada).

There are a few different types of Local Services:

• Google Screened ads
• License Verified by Google
• Google Guarantee ads
• Pre-badge ads

Google Screened ads are tailored for professional services firms in order to show search users that they have a trusted reputation. In order to qualify for Google Screened service ads, a business goes through a background and licensing check, although the exact process varies depending on where you are located. These are marked by a green check.

Image Source: semrush.com

A License Verified by Google badge is also marked by a green check mark. This is for healthcare practices and providers, to give users a clearer picture of their licensing and official qualifications. It also requires an extensive background check.

Image Source: semrush.com

An ad with the Google Guarantee is very similar to a Google Screened ad, but specifically for home service providers. It also requires a background check and is displayed with a white check in a green circle.

Lastly, a Pre-Badge ad is something that allows a business to run Local Services Ads while they complete the rest of their background and licensing checks. You still have to display your licensing or registration and a few other details, but this allows you to have a certain level of validation while waiting on the rest of the process.

How Do Local Service Ads Work?

At its most basic, for local service ads, you provide the necessary business information, and Google in turn uses this to generate your profile. After this, you must review the following to confirm it’s correct:

• Business hours (and ad schedule)
• Service area
• Industry and job types
• Photos
• Business bio
• Link to your Google Business Profile
• Insurance
• Ad budget

An important aspect of Local Services Ads is that they’re only available for certain industries. These vary depending on the country — and in some cases the state — in which you’re located, but generally they’re for businesses providing concrete, tangible services or goods.

Image Source: ads.google.com

For a complete list of the types of businesses that qualify for Local Services Ads country by country, check out Google’s “Getting started with Local Services Ads” page here.

Through your Local Services Ads account, you can further:

• Receive, manage, and track leads
• Communicate with customers’ requests and questions
• View ad performance reports
• Adjust your budget
• Pause your ad

Additionally, if you’re based in the US or Canada, you can use your account to:

• Track bookings
• Dispute charges
• Request reviews

Generally, the first two will be the tools you use the most on your account. When you receive a lead through messaging or as an inbound call, you’ll be notified in the mobile app where you can get more details and reply — leads to which you’ve replied are considered active leads, and those you can view under the “active” portion of your account inbox.

Also important to know: When users see one of your Local Services Ads, it will tell them your average response time. For obvious reasons, it’s beneficial then to reply in a timely manner; if someone is looking for your services and they see one business that replies in “a few minutes” and another that replies in “one day,” they’re much more likely to reach out to the business that responds sooner. Furthermore, responding quickly can improve your ranking on Google’s SERP.

As for pausing your local service ads, this is most useful if you’re too busy to accept new leads, and want to stop running them until you can take on more.

The Benefits of Local Services Ads & Why These Are Important

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Along with the capabilities we listed above, a main benefit of this feature is that Local Services Ads appear at the top of Google’s SERP. Ranking highly on Google Search is hugely important since people become increasingly less likely to click on a listing the further down the SERP it is.

Furthermore, not only does it make you one of the first options for relevant searches, but it establishes a level of trust with the Google Guarantee or Google Screened status, which generally results in more users flocking to your business.

Just like all ads on Google, Local Services Ads allow you to connect with potential customers who are looking for your services and are likely to book them — but unlike other ads, you’re only paying for leads related to your business and services. Also, as an upgrade, you can communicate with customers or potential customers at any time using the online platform or the app, making it easier for them to A) make their purchasing decisions and B) engage with your business at a faster rate!

Lastly, while you do have to get your background checked and show proof of qualifications and licensing, getting Local Services Ads set up is otherwise quite easy relative to the benefits they provide.

Overall, this tool is easy to use and once this is all set up and you begin running these verified ads, you automatically get a leg up on your competitors which can give you a long-term advantage over your competitors.