The Complete Google Local Services Ads Guide for Home Services Companies

Do you want to drive more jobs to your home services business?

Google Local Services ads will help you attract more local leads looking for home services experts, from electrical contractors to HVAC technicians. If you haven’t invested in these ads yet, you’re missing a prime opportunity to grow your business.

Explore WebFX Home Services Marketing Services

What are Google Local Services ads?

Google Local Services ads appear at the top of Google search results, above pay-per-click (PPC) ads and organic listings. These paid ads help bring local customers looking to hire a home services company to you.

The ad displays three nearby businesses that fit the user’s search query.

Each listing displays the following information:

1. Company name
2. Star rating on Google
3. Phone number
4. Hours of operation
5. Short blurb, like years in business

By looking at this information, users get a company snapshot.

If people like the listing, they can click on it to expand it further and get more information.

Every listing provides an overview of:

1. Services offered
2. Areas served
3. Licensing information

Additionally, each listing contains a business bio, where companies can share essential facts about their company. HVAC companies can tell people they’re family-owned or provide 24/7 emergency services, for example.

How do I set up Google Local Services ads?

Google provides three simple steps for getting started with Google Local Services ads:

1. Sign up: Get access to Google Local Services ads by signing up and providing Google with a list of the services you offer and your service area.
2. Set your budget: Determine how much you want to spend for your local advertising campaign. These ads don’t have a set minimum amount, but you’ll want to consider your cost per contact when you set your budget.
3. Launch your ad: Once you provide all your information, you’ll launch your ad campaign. After starting it, Google gives you complete control to decide when you want to run your ad.

Need help getting started with Google Local Services ad? Our team at WebFX will help you set up your ads and monitor your campaign. Call us today at 888-601-5359 to learn more about our Local Services ad management plans.

What is the Google Guarantee badge?

When you look at Local Services Ads, you’ll notice the Google Guarantee badge in different listings. So, what is this badge, and can you get it for your business?

The Google Guarantee badge is a symbol of trust. You only obtain this badge after Google vets your business. The badge tells your audience that they can trust you to do quality work for them.

To gain this badge, you must pass a background, license, and insurance check.

Google wants to ensure that your business is in good standing and that you have the necessary paperwork to protect your company in case something goes wrong.

As long as your paperwork is in order, you’ll get the Google Guarantee badge.

So, what does this badge mean?

The Google Guarantee ensures that, if you don’t do an excellent job for your clients, they can file a claim with Google to get reimbursed for the work you did. Google will cover up to $2000 for the claim.

People cannot file claims due to:

1. Pricing disagreements
2. Job cancellations
3. Dissatisfaction with business’s responsiveness to requests
4. Property damage

If a client wants to get compensation, they must file their claim within 20 days. They can only submit a claim if they aren’t happy with your work. When you do quality work for your clients, you won’t need to worry about clients filing claims.

Why advertise your home services company with Google LSAs?

There are several advantages to advertising your home services company with Google LSAs:

1. You pay for leads interested in your company

When you invest in Google Local Services ads, you’ll reach more leads interested in your company. You appear in search results where leads look for moving companies, home renovation contractors, heating and cooling help, and more.

These ads help more people looking for movers to find your business. If these leads think your business is a good fit, they will contact your company. Your business only pays for leads that contact your business to get more information or book an appointment.

This payment process ensures that you’re paying for the most qualified leads.

2. You build trust with your audience

Google Local Services ads also help you build trust with your audience. Your audience is more likely to hire your business if they feel comfortable with you.

The Google Guarantee badge builds trust with your audience. They’ll feel more comfortable picking your business because Google backs you. It helps you earn more credible leads because they feel confident about choosing your company.

3. People will see your business first

When you run a Local Services ad for your home services business, you’ll appear at the top of the search results. Local Services ads appear first, above other paid ads and organic listings. This setup means your business will have excellent visibility in the search results.

If people see your business first, it helps them choose your company over the competition. When leads are ready to convert, they’ll often choose one of the first businesses they see in the search results. In fact, the first five positions on Google get 68% of all clicks.

Using Local Services ads can be the difference between obtaining leads for your business and losing them to the competition.

4. You can track your appointments

With Google Local Services ads, you can track all your appointments as you set them. You’ll know how many people call in and when they need your services. It helps you stay organized with your clients.

This feature also helps you avoid overbooking yourself. If you find yourself with too many appointments, you can pause your ad and resume it when your schedule clears up again.

5. You earn more sales

Local Services ads drive more leads that convert.

When people conduct a local search, they know what they want and need to find the right business to do the job. If someone sees your business’s local ad, they’re likely to view it and contact your business.

You earn more sales when people see your business first. Since these local ads appear at the top of the search results, your audience is more likely to select your company first and become customers.

How do I get started with Google Local Services Ads?

It’s easy to get started with Google Local Services ads as a home services company.

Follow these three steps to get started:

1. Sign up

The first step to getting started with Google Local Services ads is to sign up.

When you sign up, list the services you offer. You’ll also tell Google where you serve customers, so it knows where to put your local ads.

2. Set a budget

Just like regular PPC ads, you must set a monthly budget for your Local Services ads. Let Google know how much you’re willing to spend to obtain local leads.

Google doesn’t have a minimum ad budget, but the amount you choose will affect your campaign’s outcome.

For example, if you only spend $500 on Local Services ads for HVAC with a cost per contact of $20, you’ll only get 25 leads for that amount. With a budget of $2000, however, you can get 100 leads.

If you’re looking to fill up your calendar with customers and HVAC system installations, start small and see what your cost per contact average is. Once you know your cost per contact, you can scale your budget to get the number of leads you desire.

To have success with Local Services ads as a home services company, you must find a balance between your budget and capturing enough leads to grow your business. By setting the right budget for your business, you’ll create a more effective campaign for your company.

3. Start running your ad

Once you meet Google’s qualifications and set your budget, you’ll launch your ad.

After your ad goes live, you’ll have complete control over ad strategy. If your ad drives dozens of leads, you can start and stop your ad to ensure you don’t overbook your business, for example.

When your ad is live, it will keep showing until your budget runs out.

3 tips for using Google LSAs as a home services business

Learn how to get more jobs from Google LSAs with these tips:

1. Include all your services in your listing

When you fill out your local ad listing, you must add all your services to your listing. You want to ensure that leads who need your services can find your business.

Don’t list services you don’t offer. It will only help you obtain leads that won’t hire your business. Be specific about your services and list everything you do, even if it’s a service people don’t ask for often.

Listing all your services ensures that you’ll always appear in relevant results and drive the right traffic for your business.

When leads search for pest control companies, they have the option to filter all the local ads based on services.

If you list all your services, you’ll appear in the relevant filtered search result and connect with leads who need that particular service.

To have a successful Google Local Services ad, you must list all your services. It will help you connect with more leads looking for your pest control services.

2. Manage reviews

When users look at your Local Services ads for pest control, they’ll have access to your Google reviews. Google reviews play an essential part in influencing whether someone hires your business.

To encourage more people to hire your pest control company, manage your Google reviews. When people leave reviews for your business, take time to acknowledge them.

If someone leaves a positive review, thank them for sharing their experience. It will make people feel valued for taking the time to review your business.

For those who leave negative reviews, take time to address the issues. Try to reconcile the situation and encourage them to contact your business for a solution.

By managing your reviews, you’ll build a more positive outlook of your pest control business. It’s a great way to help guide more leads towards hiring your company.

2. Keep track of your leads

When you start using Local Services by Google, you’re going to get new leads for your business. You must keep track of your leads and appointments you’re booking.

You don’t want to overbook your business and have too many people reaching out for services. When that happens, you’ll have to turn people away, and it’ll cost your business money.

Google will help you keep track of your appointments, so you know how many leads book a job. If you find you have too many leads, you can turn off your Local Services ads and resume them when your schedule clears up again.

By keeping track of your pest control leads, you’ll manage your clients better and make better use of your local ad. It will help you control your leads and your budget for advertising.

FAQs about home services Google LSAs

Get answers to the most common questions about home services Google LSAs:

Do I pay when someone clicks on my ad?

No! Unlike PPC ads, you don’t pay when someone clicks on your ad. You only pay when someone contacts your business.

Someone can click on your ad and read all the information about your business without it costing your business a dime. You won’t pay until someone chooses your business and contacts you via phone call or message.

This setup benefits your business greatly because you only pay for leads most interested in your business. You’re putting your budget towards leads that reach out to your business to learn more about your services or book an appointment.

Do I have control over my ad?

Yes. Once you get your ad up and running, you’ll have complete control over your ad. Google enables you to start and stop your ad as you need.

If you get booked up with appointments, you can stop your ad until your schedule clears. You won’t waste money obtaining leads only to have no room for them in your schedule.

This flexibility allows you to make the most of your budget. You control when you run your ad and how many leads you take from your ad. Google will help you keep track of your appointments to prevent overbooking.

Do Local Services ads replace PPC ads?

No! While it may seem like these two ads are the same, you don’t want to substitute one for the other. Each serves a purpose, and when combined, help you drive more leads to your business.

If you want to establish your company’s presence in Google search results, using both these methods will help you maximize your search real estate.

Google Local Services ads for home services companies will help you attract local traffic that’s ready to convert. These leads know what they need and want to find the right company to do it.

PPC ads help build brand awareness and get leads familiar with your business. They can drive leads too.

If people happen to skip past the Local Services ads, they will still see your business through your PPC ad. It’s also great to run PPC ads if your audience isn’t ready to contact you, but is close to converting.

The combination of these two ads helps you build brand awareness, get leads familiar with your services, and ultimately get them to contact your business. When you use these two ad types with one another, it helps you drive more valuable leads for your company.

P.S. At WebFX, we offer both PPC services and Local Services Ads management to help you maximize your online visibility and revenue with no extra effort on your part!

Start generating more jobs with Google Local Services ads

If you’re looking to drive more local customers for your home services business, Google Local Services ads are the solution. These local ads will help you reach more interested leads and encourage them to hire your roofing business.

It’s an excellent solution for any local company looking to grow.

Not sure how to get started with Google Local Services ads for home services companies? Our team of over 500 local marketing experts will help you get your ad set up and running. Contact us online or call us today at 888-601-5359 to speak with a strategist about our Local Services ad packages.