Google Local Services: how do you attract customers around you?

You've probably heard about Google's Local Services ad program, which is attracting the attention of a growing number of professionals. This is an additional advance on the part of the search engine to offer advertising options that are perfectly adapted to the specific needs of each company and to the particularities of their sector of activity. But in concrete terms, what does this service offer, and how could it be beneficial for your business? We're taking stock!

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Google Local Services: what is it?

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Have you ever heard of Google Local Services? It's a paid advertising program from Google that helps local businesses gain visibility.

When you search on Google with a specific location, you'll see Google Local Services ads appear at the top of the results.

💬 For example, if you live in Caen and you type “How do I find a plumber in Caen? ” in Google, the search engine will first show you plumbers near you.

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Google Local Services: what are the benefits?

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Let's talk about the main advantages of this advertising format.

First, these ads appear at the top of the search results, even before regular Google Ads ads. That means your business is the first thing users see.

Second, advertisers benefit from a “Google Protection” badge that inspires confidence in consumers. And it's not just about the aesthetics—it also provides recourse for customers, as we'll see later.

In addition, customer reviews, such as those from Google My Business, are highlighted. This makes it easy for prospects to see what others think about your business.

On mobile, a call to action button is immediately visible, encouraging users to contact you directly.

Finally, from the point of view of the advertiser, the billing method is particularly interesting. Since there are no clicks to your website like with traditional Google Ads ads, you only pay for calls made from the ad. It is a great way to ensure that your advertising is profitable and to effectively track your return on investment.

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Google Local Services: for which services?

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You might be wondering which services are eligible for Google Local Services ads. Well, almost all local services have access to it today! Whether you are a plumber, a mover or an expert in real estate diagnostics, there is a good chance that you will be able to take advantage of it. Approximately thirty services can currently participate in this advertising program.

However, the distribution of these ads may vary depending on your industry and geographic location. Some services are more active in some regions than others. We invite you to consult the list of services that are actively distributed to find out more.

If you want to join this program, it's pretty easy. All you need to do is register on the dedicated platform—which is separate from Google Ads—and provide your Kbis as well as a valid professional insurance certificate. There you go, you are ready to increase the visibility of your local business!

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How do I get started with Google Local Services?

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If you want to be eligible for Google Protection and launch Local Services campaigns, the process is a bit more complex than for regular Google Ads ads.

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💬 Take the example of a roofer: here are the 6 steps to follow to get there.

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👉Google Protection Validation

Roofer license: you will need to provide your professional license for validation by Google. No worries, a simple Kbis extract will suffice.

👉 Insurance certificate

You must send your insurance contract which must meet certain conditions. For a roofer, for example, a minimum coverage of €250,000 is required, such as a ten-year guarantee. That's what makes Google Protection so meaningful.

👉Business registration

A simple VAT number will identify your structure and validate this step.

👉Customer reviews

Reviews play an important role in these ads, so it's essential to highlight them. They can be taken directly from your Google My Business listing.

👉Auctions and budget

Here you define your advertising budget and your preferences for buying space. We'll discuss campaign management in more detail later.

👉Billing Information

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Provide your bank details to pay for ads. This information can be retrieved directly from Google Ads.

In the end, nothing very complicated to put together! However, if you work in an agency, make sure you have all the information you need from your client. If you manage ads for your own business, that should be no problem.

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How does Google Local Services work?

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Are you wondering how Local Services ads work? In fact, they are completely different from regular Google Ads ads.

The first big difference is that you only pay for each real lead you receive, not for each click on your ad. For professionals, this is a considerable advantage: your expenses are directly linked to the results, which prevents your budget from flying away with no return on investment—something that can happen with a poorly designed Google Ads campaign.

There are two bidding strategies available to you:

1 ️ ※ The first is an automatic strategy recommended by Google, called “Maximizing Leads”, which automatically adjusts the cost of each lead according to your budget.

2 ️: The second is a manual strategy where you define for yourself the maximum cost per lead (or cost per lead, CPL) that you are willing to pay.

All in all, Local Services ads are fairly simple to manage. You need a business card, you choose an auction strategy—manual or automated—to establish your maximum cost per lead, you set a weekly budget and determine your broadcast schedules. No need to write ads, select keywords, or optimize a website.

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How much does a Google Local Services ad cost?

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Once everything is in place, it's time to look at the budget—it's the lifeblood, isn't it? You start by setting a weekly budget. No ceiling is imposed, but a minimum of €50 per week is required.

As far as the auction method is concerned, the options are still quite limited by Google. You have two options: either you choose to maximize prospects by letting Google optimize the delivery of your Local Services ads to spend your budget, or you set a bid limit per lead yourself in order to control your acquisition cost per lead.

Of course, if your bid is too low, your ads may not show up. It is therefore important to be reasonable and to adjust your bids according to the results observed.

Once launched, you will have access to a report detailing the calls received, with the possibility of indicating the status of the commercial relationship for each one. In short, Google provides you with an integrated mini-CRM!

This allows you to annotate your contacts and keep track of essential information about them. This tool will be particularly appreciated by small structures that are not yet equipped with a sophisticated CRM system, even if companies that are already well equipped may find it less useful.

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Google Local Services advertising vs Google Ads advertising

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Local Services ads are not intended to replace Google Ads campaigns, but rather to complement them. In reality, these two formats serve different purposes. Local Services ads are ideal for reaching prospects with immediate or urgent needs.

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💬 For example, a plumber will be able to better help people facing a clogged pipe thanks to these ads. On the other hand, for less urgent services such as looking for a maintenance contract for a boiler, traditional Google Ads ads will be more suitable.

The best way to get the most out of Google Local Services is to be supported by Growth Ads experts like Growth Room.

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