What They Are & How to Set Them Up

What Are Google Local Services Ads?

Google Local Services Ads are paid ads that help local service businesses collect leads directly through phone calls and message requests.

They only appear for relevant local businesses to the person searching. And at the very top of Google’s search results.

These ads can display the company’s name, reviews, ratings, city, phone number, opening hours, and more.

Like this:

So businesses can connect with qualified leads, ready to convert.

The Difference Between Local Services Ads and PPC

You pay per lead with Local Services Ads (LSA). Unlike pay-per-click (PPC) advertising, where you pay when someone simply clicks on your ad.

There’s no direct keyword bidding on ads for Local Services. You can instead let Google set your bid. Or manually set your own maximum bid per lead.

Another important difference is where your ads appear.

PPC ads show up above or below Google search results.

Like so:

And on other Google search partner websites.

Whereas Local Services Ads always appear at the top of Google’s search results.

Like this:

Plus, with PPC, you need to do the hard work of keyword research and A/B testing to show up for the right search queries and find customers.

But with LSAs, Google automatically generates your ads and determines rankings by your review rating, response rate, and proximity to a searcher’s location.

And you’ll only pay if a customer calls, books, or messages you directly through the ad.

Note: Google LSAs shouldn’t replace...