Google Local Service Ads Best Practices

In 2024, local services in the UK are facing fiercer competition than ever before. In order to help with the competitive market, Google came up with an advertising platform called Google Local Service Ads (LSAs), it streamlines the way, how local service providers connect with potential customers.

Google local service ads or local business ads are an excellent way to reach local consumers. The No.1 reason? They’re local and they are specifically designed to target potential customers and audiences within certain perimeter, location, and county etc..

This guide is your roadmap to use the power of Google local services ads UK, tailored specifically for the UK market.

From Brighton to Aberdeen, plumbers to estate agents, we’ll walk you through everything you need to know about Google Local Service Ads. We’ll cover setup, optimisation, and real-world success stories from businesses just like yours across the United Kingdom.

Google local service ads are a great way to promote your business locally. They’re so easy to manage, affordable lead cost, and they have potential to reach every corner of the location you target. Plus, these local adverts are designed only to appear when someone searches for a service near them. This will save you from irrelevant clicks and unnecessary ad expenses.

If you’re thinking about running local google ads, there are a few things you need to consider;

Decide which location you want to target: Our advice, never target more than one county in a profile. You can have multiple profiles for multiple locations, yet never ever target two counties in one profile.

Determine how much you’re willing to spend: Local service ads typically cost around £6/lead in normal days and the price you’re willing to pay also determines the number of leads you receive every day. Which is a small price to pay for the exposure your business will receive.

Create your ad: This can be done with the help of Google Partner. So if you’re looking for a way to promote your business locally, local service ads are a great option.

LSAs are crucial because they:

Put your business at the top of search results

Help you reach customers who are ready to buy

Build trust with the Google Guarantee badge

Let you pay only for leads, not clicks

We’ll look into:

Let’s get started on boosting your local business with Google Local Service Ads!

Credit: Google Help Guide

Google Local Service Ads cater to a diverse range of service-based businesses across the United Kingdom. Here’s an overview of some key categories:

Home Improvement and Repair: This includes tradespeople such as plumbers, electricians, carpenters, and painters. HVAC specialists and general handymen also fall into this category.

Cleaning and Maintenance: House cleaners, window cleaners, carpet cleaning services, and pest control operators can benefit greatly from LSAs.

Professional Services: Estate agents, financial advisors, and certain legal services are eligible in many areas. Are you a real estate agent? Check our helpful guide about local seo for estate agents

Beauty and Wellness: Businesses like hairdressers, beauticians, and massage therapists may qualify in some regions.

Automotive Services: Car mechanics, mobile car wash services, and towing companies often find success with LSAs.

The potential for Google local service ads to transform your business is significant if you fall into one of these categories. However, it’s crucial to remember that availability can vary across different parts of the UK. Some services might be eligible in London or Manchester but not in smaller towns or rural areas. Contact us now for free consultation.

Credit: Google Help Guide

To check if your business qualifies for Google local service ads UK:

Visit the Google Local Services Ads website

Enter your specific service and location

Google will instantly inform you if LSAs are available for your business type in your area

Keep in mind that Google frequently expands its LSA offerings. If your service isn’t currently eligible, it’s worth checking back regularly for updates.

your business must meet these criteria:

Be properly registered and licensed to operate in the UK

Carry appropriate insurance for your industry

Pass Google’s verification and background check process

Maintain a positive online reputation and review profile

By meeting these requirements and leveraging Google local service ads UK, local service businesses can significantly enhance their online visibility and attract more local customers.

Google Local Service Ads offer several key advantages for UK businesses:

Cost-Effective Advertising: With LSAs, you only pay for qualified leads, not clicks. This means your local advertising budget is spent on potential customers who are directly contacting your business, making your marketing efforts more efficient and economical.

Enhanced Credibility: LSAs in the UK come with a Google Guaranteed or Google Screened badge. These badges are powerful trust signals, assuring potential customers that your business has been vetted and is reliable. To earn these badges, your business must pass a rigorous screening process, including background checks and verification of necessary licenses and insurance.

Prime Visibility: LSAs appear at the top of Google search results and in Google Maps, ensuring your business is highly visible to customers actively searching for your services in your local area. This prime positioning helps you connect with high intent customers at the moment they’re looking for your services.

User-Friendly Setup and Management: Launching an Google local ads campaign is straightforward, even for those new to Google LSA. Google provides a dedicated dashboard for managing leads and monitoring ad performance, making it accessible for businesses of all sizes to get started and optimise their campaigns over time.

Various types of businesses across the UK can benefit from Google local advertising in different ways:

In the UK, where many homes have older plumbing and electrical systems, emergency plumbing services are often in high demand. When a customer faces a burst pipe or a power outage, they’re likely to turn to Google for immediate help. By appearing at the top of search results with local service ads in UK, plumbers and electricians can capture these urgent leads and quickly convert them into customers.

Legal assistance is often sought in time-sensitive situations. Google local service ads can help UK solicitors connect with clients who need immediate legal advice, such as after a car accident or during a property dispute. The Google Screened badge is particularly valuable in the legal field, where trust and credibility are paramount.

Given the UK’s variable climate, HVAC businesses can use Google LSA to attract customers looking for heating solutions in winter and cooling or ventilation services in summer. By maintaining a strong presence in local search results, local service businesses can increase their visibility during peak seasons when demand for HVAC services spikes.

In the competitive UK property market, estate agents can use Google local services and real estate SEO to connect with potential buyers and sellers quickly. When someone searches for “estate agents near me” or “sell my house fast,” an Google LSA can put your agency at the forefront, helping you capture leads in a market where timing is often crucial.

With busy lifestyles becoming increasingly common in UK cities, professional cleaning services are in high demand. Local service ads UK can help cleaning businesses reach customers who are looking for immediate or regular cleaning services, whether for homes or offices.

By leveraging Google local advertising effectively, these and many other types of UK Local businesses can significantly enhance their local online presence, attract more qualified leads, and grow their customer base in a cost-effective manner.

Getting started with local business ads might seem hard, but we’ll break it down into simple steps.

Visit the Google Local Services Ads page: Navigate to the .

Sign up: Use an email address that you check regularly because you’ll receive crucial information about leads and billing through this account.

Google My Business: If you don’t already have a Google My Business Profile, you’ll need to create one as it’s essential for managing your business information and reviews. Learn more about Google My Business Profile Optimisation

Background checks: So, how to get Google Guaranteed? Google requires you to complete background checks to ensure the legitimacy of your business. This includes checks on business owners and service professionals.

Licenses and insurance: Verify your professional licenses and insurance coverage. This step is essential to earn the Google Guarantee or Google Screened badge, which builds trust with potential customers.

Provide documentation: Be prepared to submit necessary documents to verify your credentials and compliance with industry standards.

Define your geographical area: Specify the cities or postcodes where you provide services. This ensures your ads are shown to potential customers within your operational area.

Adjust based on coverage: You can expand or narrow your service area based on where you see the most demand or where you want to grow your business.

Choose relevant services: From Google’s list, select all the services your business offers. Being specific helps ensure your ads reach the right audience.

Update regularly: Keep your service offerings updated to reflect any new services or changes in your business.

Determine your budget: Decide how much you want to spend on LSAs each week. Your budget influences how often your ad is shown.

Choose a bidding strategy:

Credit: Google Help Guide

Review your ad: Double-check all the information in your ad, including business details, service areas, and budget.

Publish: Once you’re satisfied, publish your local services ad. Your LSA will now start appearing at the top of relevant Google search results.

Manage leads: Use the Google Local Services dashboard to manage incoming leads. Respond quickly to inquiries to improve your chances of converting leads into customers.

Monitor performance: Regularly check the dashboard to see how your ads are performing. Look at metrics such as the number of leads, cost per lead, and conversion rates.

Adjust strategies: Based on performance data, make necessary adjustments to your service area, budget, and bidding strategy.

Respond quickly: Ensure you respond promptly to all leads. Businesses that respond within a few minutes of receiving a lead are more likely to convert those leads into paying customers.

By following these detailed steps, you can effectively set up and run Google Local Service Ads, helping your business connect with more customers in your local area.

Credit: Google Local Service Ads

Google has two types of local service ads verification system in place;

Google screened is a verification system used for white collar service providers like “Lawyer, Accountant, Real estate brokers in the UK etc..” It distinguishes the legit and fake entities, so people don’t regret choosing a firm through Google local service ads. Also, as shown in the above image, Google Screened badge/tag will be placed on the local service ads once the service provider completes Google screened verification.

If you’re going to question about benefit, Google local service ads rank your advertisement based on certain factors like legitimacy, positive reviews, response time etc..By verifying your business, your ad rank increases and gets more leads than the ads that hasn’t verified.

Google guarantee verification system is used for blue collar industries like “Plumber, Housekeeper, Locksmiths in the UK, etc..” This verification system is completely different from Google screened, however they both have the same purposes, legitimacy.

If your business is verified by Google guarantee and your customers were not satisfied with your service, then they can report it directly to Google. Google may or may not within it’s sole discretion can reimburse the customer with the service fee they paid for the service.

At the same time, Google may block the service provider from advertising if such report is received.

Credit: Google Local Service Ads

Google local service ads makes it easy for every local service providers, here are the best practices to follow for better ROI;

If you’re looking for a way to promote your local service business, you have a few options. You can work either with a Google Partner who can help you create and manage local service ads, or you can use your own individual account to promote your service.

Both options have their pros and cons – a Google Partner can help you create high-quality ads that will reach a wide audience, while using your own individual account can be more of a daunting task. However, using your own individual account may limit the amount of control you have over the ads and how they’re displayed, so it’s important to choose the right option for your business.

Either way, local service ads are a great way to reach potential customers and promote your unique services. So don’t wait – get started today and see the positive impact that local service ads can have on your business!

Credit: Google Local Service Ads

In local service ads UK, it’s important to target no more than one county for each profile. By targeting a specific county, you’re ensuring that your ads are reaching the right people and you’re not wasting your time and money on ads that won’t have any impact. Plus, by limiting your target audience this way, you’re also reducing the chances of running into fake reviews or complaints. By targeting local services ads this way, you’ll be able to reach the people who are most likely to need your services.

Each local advert profile should be viewed as a market, where you can target your audience and find the customers. However, when targeting an audience through Local service ads, do not target more than 3 major markets in each profile, we would recommend targeting only 1 county for each profile. Especially, make sure your local business is in close proximity to the county or the locations you target.

Local service ads are ranked based on proximity distance between you and your customer, and positive reviews. The closer you are to potential audiences with more positive reviews, you gain the upper hand in finding more leads in the locations you target.

Here are some of the most common reasons, Why your local service ads may stop running? It can be due to;

Expired Certificates

In local service ads, you have to update your business insurance and certificate details in order to run an local advertising campaign. If the certificates get expired, your ads will stop serving.

Billing Issues

No Remaining Budget

Late response time

More Negative Reviews

Less Ad rank score

Complaint raised by the customer

Managing your positive and negative reviews is important in local service ads. It can help you attract more customers, and it can also help you maintain a good reputation.

Reviews are one of the ad ranking factors used by Local service ads. Where more positive reviews give you an upper hand in ad ranking, even if your local service ad bid is lower or similar to your competitor.

By managing your reviews, you can help ensure that your business remains positive and attracts new customers. However, Google local advertising also rates your profile based on the number of positive and negative reviews;

For example: If your local service ads targeting a specific county in the UK has 3.8 rating out of 5, then other local service ads above 3.8 rating will be given first preference in ranking. These rating methods also impact your ranking and number of leads you receive, even if your bid is higher than the entire market, only your positive reviews attract more leads.

Credit: Google Local Service Ads

In Local service ads, you can adjust your bid and weekly/monthly budget similar to other PPC ad campaigns.

However, when setting up the bid you have two options, you can either add a bid amount manually or you can set it to “Maximise Leads”. This way, you can control how many leads you receive per month/day.

If you’re like most local business owners, you probably don’t have time to manage your weekly ad budgets and bids. That’s why it’s important to hire Google Partner to manage your ads for you. Google partner will optimise your ads for the best possible results, and they’ll also keep track of your results so you can see how your campaigns are performing.

There are a few things you need to keep in mind when creating your local service ad.

First, make sure the local Google ads are relevant to your area.

For example: If you’re providing lawn care. Make sure the ad features lawn care services in your area.

Second, make sure the local business ads are accurate.

For example: If you’re offering your services 24/7. Make sure it’s clearly mentioned in the local advert. If you can’t take anymore customers, make changes to the timing or pause the ad for time being.

And finally, make sure your local service ads have good positive reviews.

For example: Make sure the local Google ads has more positive reviews and respond on time.

Even with a great setup, you might face some hurdles. Here’s how to overcome them:

Solution:

Expand your service area if possible

Add more services to your list

Improve your response time to leads

Real-world example: A Birmingham-based carpet cleaner initially set a 5-mile service radius but wasn’t getting many leads. After expanding to 10 miles and adding “end of tenancy cleaning” to their services, they saw a 50% increase in weekly leads.

Solution:

Be very specific about your services

Use the lead feedback tool to help Google understand your ideal customer

Consider adjusting your service area to target better-matched customers

Real-world example: An Edinburgh locksmith was getting calls for car lockouts, which they didn’t handle. After removing “automotive” from their service list and specifying “residential and commercial locksmith services only,” their lead quality improved dramatically.

Solution:

Focus on improving your conversion rate from leads to customers

Adjust your bidding strategy

Look for patterns in successful leads and try to replicate those

Real-world example: A Leeds-based plumber found that leads coming in after 9 PM were rarely converting. By adjusting their ad schedule to run only from 7 AM to 9 PM, they reduced their cost per lead by 25% without significantly impacting their overall lead volume.

Solution:

Use the Google Local Services app to manage leads on the go

Set up email or SMS notifications for new leads

Consider hiring someone to manage leads if you’re too busy

Real-world example: A small electrical company in Bristol struggled to respond quickly to leads. By setting up SMS notifications and creating a rota for lead responses among team members, they improved their average response time from 3 hours to 15 minutes, significantly boosting their booking rate.

Solution:

Respond professionally to all reviews, especially negative ones

Work on improving your overall service quality

Encourage happy customers to leave reviews

Real-world example: A Glasgow-based moving company received a few negative reviews due to late arrivals. They implemented a new system to send text updates to customers about arrival times, which not only reduced negative reviews but also led to several positive reviews specifically mentioning their excellent communication.

Let’s look at some real-life success stories from UK local businesses using Local Service Ads:

Situation: A big time Plumbing and Heating company in London was struggling to generate and manage valuable leads, as their business model covers wide range of counties around UK, like Birminghamshire, Newcastle, Bristol, East & West Sussex etc..

Action: We helped them with Google local service ads UK, PPC Management, SEO, and CRM.

Result: Within three months, they received 40% increase in emergency call-outs and a 25% increase in overall revenue.

Key Takeaway: Creating a sales funnel, with TOFU, MOFU, and BOFU can lead to more targeted, high-quality leads. Similarly, with SEO and PPC, we made sure to create an organic traffic funnel for long term growth.

Situation: A small time plumbing company wanted to expand its customer base in west midlands and beyond word-of-mouth referrals.

Action: We used Google local services ads, SEO, and PPC to highlight their services and flexible scheduling.

Result: They doubled their client base in six months and increased their average job value by 30%.

Key Takeaway: Highlighting unique selling points in Website and PPC can attract more valuable customers.

Situation: An Electrician company was spending too much on traditional PPC ads with mixed results.

Action: We helped them switch to Google LSAs and focused on improving their response time to leads.

Result: Their cost per lead dropped by 50%, and their conversion rate from lead to customer improved by 35%.

Key Takeaway: Quick response times and efficient lead management are crucial for LSA success.

Are you looking to get started with your Google Local service ads? UTDS Optimal Choice can help you get started. We have years of experience setting up Local service ads, and we’re ready to help you get the most out of your campaign.

First, we’ll evaluate your current marketing strategy and see if there are any gaps that we can fill. Then, we’ll create a tailored campaign that will target your specific audience and goals. Finally, we’ll monitor and adjust your Local service ads as needed to ensure maximum exposure and success. Contact us today to get started!