Construction Marketing

LSA Marketing: What are Local Service Ads + How Do They Work?

Local Services Ads (LSA), also known as Google Guaranteed, is a pay-per-lead advertising platform offered by Google. This service connects local businesses with potential customers who are actively seeking the services these…

Estimated Read Time:  9 minutes


Local Service Ads - Person on Computer, Google Guaranteed

Local Services Ads (LSA), also known as Google Guaranteed, is a pay-per-lead advertising platform offered by Google. This service connects local businesses with potential customers who are actively seeking the services these businesses provide. It’s a great way to generate leads, improve visibility, and enhance your online reputation.

Local Service Ads - What is LSA Marketing and why are they good? Google guaranteed

LSAs are displayed at the top of Google search results, above traditional Google Ads, making them highly visible to potential customers. They include a brief overview of the business, its Google rating, and a “Google Guaranteed” badge that signals the business has been verified and vetted by Google.

Here’s how it works:

  1. Setting up the Ad: First, you need to set up your LSA by providing business details, defining the service areas, and specifying the job types your business caters to.
  2. Google Screening and Verification: After setting up your ad, Google will conduct a screening process that includes checking your business license, insurance, and reviews. In certain industries, this process may also include employee background checks. If you pass, you’ll earn the “Google Guaranteed” badge.
  3. Running the Ad: Once approved, your LSA will start appearing in relevant local searches. Customers can click on your ad to call you directly or send a message requesting your service.
  4. Paying for the Ad: Unlike traditional Google Ads where you pay per click, with LSAs you pay per lead. This means you only pay when a potential customer gets in touch directly through the ad.
  5. Dispute Resolution: If a customer isn’t satisfied with the quality of your work, Google may cover the service invoice amount under the Google Guarantee, which can be up to $2,000 for lifetime coverage.

Remember, LSAs are not a replacement for traditional SEO or Google Ads but rather a supplement to these strategies. They provide another way to get your business in front of potential customers, build trust with the Google Guaranteed badge, and only pay when you get a viable lead.

For roofing and home services businesses, LSAs can be particularly effective given the local nature of these industries. By properly setting up and optimizing your LSA, you can connect with more local customers, grow your business, and boost your online reputation.

Here’s a Google Guaranteed Badge for your website – increasing trust there!

Google Guaranteed Badge - LSA, Local Service Ad Marketing

Right click on the image and press “save as” then add to your site in a prominent spot to get even more out of your Google Guaranteed status!

Including the Google Guaranteed badge on your website can significantly influence the decision-making process of potential customers and increase leads for a number of reasons:

  1. Trust and Credibility: The Google Guaranteed badge signals that your business has been thoroughly vetted and approved by Google. This can greatly enhance your credibility and trustworthiness in the eyes of potential customers, making them more likely to choose your services over competitors.
  2. Risk Mitigation: The Google Guarantee, which covers services up to a certain amount, provides a safety net for customers. Knowing that Google will cover the cost if they’re unsatisfied with the work helps mitigate the perceived risk of choosing your business, which can be particularly persuasive in industries like roofing or home services where the cost of services can be high.
  3. Increased Visibility: Displaying the badge on your website makes it stand out in a crowded market. It catches the eye of site visitors and can lead to increased engagement and higher conversion rates.
  4. Competitive Advantage: Not all businesses qualify for the Google Guaranteed program. If you have the badge and your competitors don’t, this can give you a significant advantage and make you the preferred choice for customers.
  5. Quality Assurance: The badge is a testament to the quality of your work. It shows potential customers that you’re committed to delivering high-quality services, which can be a powerful selling point.

By including the Google Guaranteed badge on your website, you’re leveraging Google’s brand to enhance your own. It’s a persuasive tool that can help convert site visitors into leads and ultimately into loyal customers.

How to get higher on Google LSA marketing, Local Service ads, and google guaranteed

Increasing the lead output if LSA’s aren’t spending as much money as you’d like

Certainly, optimizing your Local Services Ads (LSA) or Google Guaranteed program can help you increase the output of leads and make the most out of your budget. Here are some best practices to achieve this:

  1. Complete Your Business Profile: A complete and well-detailed business profile can increase your chances of being picked by customers. Ensure all information about your business, including hours of operation, services offered, and service areas, is accurate and up to date.
  2. Get More Reviews: Reviews play a vital role in the LSA ranking algorithm. The more positive reviews you have, the higher your ad will rank. Encourage satisfied customers to leave a review on your Google My Business profile. Respond to reviews, both positive and negative, in a professional and timely manner to show that you value customer feedback.
  3. Use High-Quality Photos: Adding high-quality photos to your profile can increase engagement with your ads. Make sure the images accurately represent your business and the quality of work you deliver.
  4. Expand Your Service Areas: If you’re not getting enough leads, consider expanding your service areas. This will increase the number of potential customers who see your ads. But remember, make sure you can deliver quality service in the new areas before adding them.
  5. Increase Your Budget: If your ads are not spending as fast as you’d like, you may need to increase your weekly budget. The higher your budget, the more leads you can potentially receive.
  6. Optimize Your Job Types: Make sure you’re targeting the right job types that are relevant to your business. You can add more job types to attract a broader audience or focus on specific job types that bring in the most profitable jobs.
  7. Use the Booking Feature: If available in your area and business category, use Google’s booking feature. This allows customers to book your services directly from the ad, making it easier for them to choose your business.
  8. Provide Excellent Customer Service: Providing excellent service will not only help you get good reviews but also increase the chances of your customers choosing your business again in the future, leading to more leads in the long run.
  9. Monitor Your Ad Performance: Regularly check your LSA dashboard to track your ad performance. Use this data to make necessary adjustments to your ads and budget.
  10. Dispute Invalid Leads: If you receive leads that are not valid (for example, wrong numbers, solicitations, or requests for services you don’t offer), you can dispute them within the LSA platform. If Google agrees that the lead is invalid, you won’t be charged for it.

Remember, LSAs are about more than just visibility—they’re about building trust. The Google Guaranteed badge signals to customers that your business is reliable and trustworthy, so all these efforts should go hand-in-hand with providing top-notch service to your customers.

Step by step setting up lsa marketing google guaranteed

Step-by-Step Guide for Setting Up Your Local Services Ads Account

Account Creation:

  • Visit the Local Services Ads website and click “Sign Up.”
  • Enter your business name, email, and phone number to start creating your account.
  • If you don’t have a Google Account linked to your business, you’ll need to create one.

Profile Optimization:

  • Once your account is active, fill in every detail of your business profile.
  • Use clear, professional language for your business description, focusing on services offered and unique selling points.
  • Choose the categories and job types that best fit your business to ensure the right customers can find you.

Verification Process:

  • Submit necessary documentation to verify your business, such as your license and insurance details.
  • Complete any additional checks required, such as background checks (dependent on industry and location).
  • Be prepared to answer additional questions Google might have about your business.

Filtering leads from google guaranteed - LSA Marketing

Maximizing Lead Quality and Conversion Rate

Lead Filtering Strategies:

  • Be precise in setting up your service areas and job types to avoid irrelevant leads.
  • Use Google’s targeting options to filter out leads that don’t match your ideal customer profile.

Conversion Rate Optimization Tips:

  • Respond promptly to inquiries through LSA, as faster response times can lead to higher conversion rates.
  • Follow up on leads with personalized messages and offers tailored to the customer’s needs.
  • Maintain a high standard of customer service and encourage satisfied customers to leave reviews, which can boost your ad’s performance.

Analyzing and Acting on Lead Data:

  • Regularly check the dashboard for insights into lead volume, response time, and customer interaction.
  • Use the data from your LSA dashboard to refine your ad targeting, adjust your budget, and improve customer service.
  • Schedule monthly reviews to assess what’s working and identify areas for improvement.

LSA Marketing and how paid ads and seo work together

Integrating Local Services Ads into Your Overall Marketing Strategy

SEO and LSA Synergy:

  • Ensure that your business information is consistent across your LSA, Google My Business profile, and website to improve local SEO.
  • Use keywords in your business description that match your SEO strategy to improve the relevance of your LSA.
  • Encourage reviews through LSAs, as they contribute to your business’s overall online reputation and SEO.

Cross-Promotion with Other Ad Platforms:

  • Craft a cohesive narrative across platforms. If you’re running a special promotion on Facebook Ads, mention it in your LSA profile as well.
  • Use insights from Google Analytics to determine which platforms are driving the most valuable traffic and adjust your budget accordingly.

Tracking and Measuring Success:

  • Set up conversion tracking in Google Analytics to see how many customers reached through LSAs complete a desired action, like filling out a contact form.
  • Define clear KPIs (Key Performance Indicators) to measure the success of your LSAs, such as leads generated, cost per lead, and lead conversion rate.
  • Use the data collected to continuously refine your overall marketing strategy, ensuring that LSAs contribute to your business goals effectively.

By thoroughly detailing each step and providing clear instructions, these sections will help businesses effectively utilize Local Services Ads as part of their digital marketing efforts, resulting in more leads and higher conversion rates.

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