What is a Google Local Service Ad?

A Google Local Service Ad is a pay-per-lead ad shown when people search for the services you offer in your local area. This ad displays a preview of your business profile, which may include your business name, phone number, location, reviews, hours, photos, a bio, and the Google Guarantee badge. The ad will appear at the top of the Google SERP, above traditional search ads.

Local service ad

Local Service Ads are ideal for service providers looking to connect with potential customers in the area via phone call, email, or walk-in. This ad type is focused on obtaining leads for your business; once a lead is generated, it’s up to you to book the job.

When setting up a Local Service Ad, businesses set a weekly budget. The cost per lead varies dramatically depending on the service provided and the region, and can range from $5 to $30 or more. This ad type is not based on keywords or quality score; rather, Local Service Ads are ranked on proximity to potential customers, review scores, your response time to leads, business hours, and whether your business has received complaints.

When a user performs a Google search and clicks on your ad, they can either click to call your business or send you a message. You are then notified, and have 3 options to follow up with a lead:

  • Reply: Send a message via email or text to the customer.
  • Call: Speak to the customer directly.
  • Decline: If you decline the lead, it will be removed.

Google Local Service Ads are available only for certain industries and in select regions.

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