When someone conducts a local search on Google, the ads that appear at the very top of the page — before the search ads, map listings and organic results — are called Local Service Ads (LSA).

These pay-per-lead ads tend to outperform traditional text ads in local searches, ensure that your business shows up at the very top of the page and can be a powerful driver of direct leads in your area.

Some stats you should know:

• “Near me” searches on mobile have grown by more than 200% over the last couple of years (Chatmeter)
• 80% of local searches convert (WebFX)
• 88% of local queries on a mobile device end up in either a call or visit to the business within 24 hours (HubSpot)
• 75% of users never scroll past the first page of search results (HubSpot)

Driving leads with Google’s Local Service Ads

The right LSA strategy can be a game-changer for local service providers. One contractor, with the help of their Marketing Success Manager, has recently learned just how powerful having an effective LSA campaign can be.

In their first month as a Google Guaranteed Business, they saw 76 leads (57 phone calls and 19 messages) at an average cost per lead of just $38.09 and had 44 appointments booked with the LSA program.

How did they do it?

Not all LSA strategies are made equal. To drive results, this contractor’s Marketing Success Manager started by optimizing their Google My Business profile for success, including adding high-quality photos.

They also set up their LSA bidding mode to “Maximize Leads,” which lets Google set the bid and ensures the maximum number of leads for the budget.

They adjusted their hours, indicating to Google that they are willing to take leads 24/7 and will manage them in the dashboard consistently.

They enabled the “Message leads” option.

Pro tip: This should only be enabled if you’re willing to respond to messages right away.

To ensure they got the best leads, they indicated which jobs they are willing to accept.

Last but not least, they kept their foot on the gas pedal when it came to getting more Google reviews.

Their Marketing Success Manager also emphasized the importance of booking active leads (which shows Google that you’re taking care of its users) and moving leads through the dashboard daily the way Google instructs.

Conclusion

When consumers need local services, more often than not, they’re going to start their search on Google. Google’s LSA program ensures you show up at the top of the page and, with the right strategy, can be a powerful source of low-cost, high-quality leads for local businesses.

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Account M29034
Screenshots taken 3/29/21

*Results are based on past client performance. Individual account performance may vary. Results are not guaranteed.