Google Introduces Local Services Ads in Search Results

 Posted on October 21,2020 in Search Engine Marketing

In the age of the internet, the success or failure of a business can depend on its ability to be found by customers in online searches. While search engine optimization (SEO) can help a business show up in searches, pay-per-click (PPC) advertising can provide a much-needed boost that will help a business show up at the top of search results and increase the chances that a person will contact them. In addition to its standard PPC ads, Google has recently introduced Local Services Ads, a new type of ad listing that can be very beneficial to local businesses, including law firms and other types of professional services.

What Are Local Services Ads?

Local Services Ads, or LSAs, are highly targeted ads that include a business’s name and phone number, a link to its website, and other helpful information, such as ratings and reviews, hours of operation, and number of years in business. These ads show up at the very top of a search results page, above other PPC ads and organic search results.

LSAs are displayed when a person searches for a specific type of business in their area, including in searches that include a city, county, or geographical area, as well as searches using terms like “near me.” Ads will be displayed based on an advertiser’s budget, their hours of operation, and other factors that help Google provide relevant listings to people who are searching for a business. 

Unlike traditional PPC ads, Local Services Ads are charged on a cost-per-lead basis. This means that a business will only pay when a person contacts them through an ad, including by making a call, leaving a voicemail, or sending a text message. A business will set a weekly budget they are willing to spend, and their ads will be displayed until they have met that budget. Businesses can dispute invalid leads and receive credit for these charges, such as cases where a person called about a type of work that a business does not perform.

Becoming Google Screened or Google Guaranteed

When a business signs up for Local Services Ads, Google will perform a background check on the business and its owner(s) and verify that the business and any applicable employees have the proper licensing and any insurance policies that are required by law. Businesses that have been verified by Google will receive a badge that provides credibility and trust for potential customers. The Google Screened badge will apply to law firms and other types of professional services. The Google Guaranteed badge may be available for some types of businesses, and in these cases, Google will reimburse customers who are unsatisfied with the services provided by a business.

Contact Our Search Engine Marketing Experts

While Local Services Ads can provide a great way to connect with potential clients, the process followed when setting up these ads and meeting the necessary qualifications can be complex. At OVC, INC., we have experience helping attorneys and law firms use LSAs, and we can help you include these types of ads as part of your online marketing strategy. To learn how we can help you connect with clients online, contact us today at 630-635-8000.

Sources:

https://ads.google.com/local-services-ads/