Everything You Need To Know About Google Local Services Ads

Everything You Need To Know About Google Local Services Ads

Local SEO and Google Local Services Ads

Every business owner should know how to make the most out of their Google Local Services Ads, and the experts at Big Fish Local can help!

Local SEO and Google Local Services Ads

We understand how a lot of small business owners aren’t fully aware of how to utilize Google Local Services Ads, so if this is the case for you then now is a great time to learn how these ads at the top of search engine results pages (SERPs) can effectively boost your online presence!

Our online advertising and PPC specialists have worked with many different Big Fish Local clients when it comes to initiating and maintaining Local Services Ads, and we know that you’ll need to familiarize yourself with the following when it comes to fully understanding the effectiveness of these ads:

  • How these ads are portrayed within search results
  • The mobile/desktop displays of these ads
  • How to qualify for these ads and Google’s guarantee
  • How the ranking works
  • The payment methods
  • Steps to get involved
  • Where these ads are available


So on this page we’re going to provide you with a comprehensive overview of Google Local Services Ads by going over the above criteria!

How Are Google Local Services Ads Portrayed Within Search Results?

This is always one of the first and foremost questions people have when it comes to these types of digital advertisements, so here’s how it works:

Businesses will have the ability to choose between a comprehensive list of services that are oriented around many different industries, and their specific ads will be eligible for showing up on SERPs when a Google user searches anything that matches those specific services.

These ads are very different from Google Ads because they target categories and not specific keywords, so in the end a business can’t be precisely certain in terms of what search queries their ads will show up for or not. Although this may seem somewhat less effective than traditional Google Ads, you won’t be paying per click on your ad so there’s always a more tangible ROI.

When it comes to the overall differences between mobile devices and desktops, it’s basically just a disparity in aesthetics. On a desktop these ads will be at the top of a SERP in a horizontal display, whereas on a mobile device these ads will have a vertical display.

Google’s Guarantee, And How To Qualify

If you look through some of your most desired local search keywords, you’ll notice that the top local services ads have the GOOGLE GUARANTEED badge below the company’s name and rating. What this badge indicates is that Google backs the overall services that this company performs, and the following are stipulations that your company must adhere to in order to qualify for this type of certification:

  • Google will perform background checks that your team members will have to pass. This background check is currently free of charge.
  • Your business must meet insurance and licensing requirements within your industry, if applicable.
  • You’ll be required to notify Google’s background check provider of any new legal issues or employees that could affect your overall eligibility, and it may be required for you to periodically re-certify your business for these ads.
  • It’s important to note that your GOOGLE GUARANTEE badge is only utilized within the context of Google Local Services Ads, and can’t be used within your website or other types of marketing.
  • It’s also very important for business owners to understand that if their advertising budget is completely used up, this badge will cease to be displayed.


How Does The Ranking Work For These Ads?

The following are some of the factors that will determine how the ranking will work for your Google Local Services Ads:

  • The number of reviews and overall rating on your Google My Business page
  • The proximity of your business to the online user
  • Your business’ overall responsiveness to the web users who reach out to your company via these ads


Google has admitted that they try to evenly distribute a business’ overall advertising budget throughout any particular day/week/month, so this means that they may temporarily lower your rankings so that your budget isn’t spent too quickly.

It’s also important to note that any kind of complaints against your business can potentially lead to your subsequent suspension from the Google Local Services Ads program.

How Does The Payment Method Work?

Instead of being paid per click like with Google Ads, this type of advertising is something you pay per lead, which Google defines as the following:

  • Receiving an email or text message from a client
  • Receiving a voicemail from a client
  • Answering a call and speaking with a client


There are many different types of exceptions with this payment method that can help businesses filter out unwarranted contact like solicitations, and here are the more intricate payment details from Google.

It’s also important to note that the precise amount that you’ll end up paying per lead will be ultimately determined upon your location and industry. This range can vary somewhat dramatically, but generally speaking you can expect to pay about $20-30 per lead on average.

Getting Involved And Managing Your Local Services Ads

Local Services Ads are a somewhat new thing for Google, and just in 2019 they expanded this type of advertising on a national level. There are countless service categories to choose from, and new services are consistently being added.

It’s going to always be rather crucial that you make sure you’re filling out your application for these ads as accurately as possible, because every detail plays a factor in helping you garner leads and determine leads that are invalid.

Some managerial tools that our experts help our clients with include the following:

  • Turning local services ads on and off
  • Adjusting the settings towards your targeted audience/categories
  • Helping to request customer reviews
  • Helping to respond to leads (if applicable)


It’s also important for business owners to know that this type of Google advertising is still developing, so it may take some patience in terms of making sure everything is running smoothly and consistently.

Reach Out To The Experts At Big Fish Local For More Information About How We Help Our Clients With Google Local Services Ads!

All of us at Big Fish Local are excited about helping our clients remain on the cutting edge of this developing type of digital advertising, and we of course understand that you’re likely to have many questions/concerns prior to initiating this type of strategy.

So always feel free to reach out to us online or call us at 614-945-4544 today to get in touch with our team and learn more about how our experts can help you set up and maintain a successful Google Local Services Ads campaign!


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