What Are Local Service Ads?

Local Service Ads (LSA’s) are Google’s Pay-Per-Lead Platform for Local Professionals.

Google LSA’s cover three main areas, each with slightly different nuances to setup and delivery of ads. These include: 

• Google Guarunteed – This is for the home services industry.
• Google Screened – This is for the business, care, learning, or wellness industry.
• Google Licensed Verified – This is for the health care industry.

Local Service Ads are ads supported by the Google Guarantee, specifically for the service industry.

Local Service Ads – or Google LSA’s – appear at the top of Google SERPs, even above those of other standard ad listings. These are all noted by their “Google Guarantee” or “Google Screened” and accompanying star rating.

Local Service Ads provide a shopper with a quicker transaction through contacting the service professional straight through Google. The service professional then receives these directly through an app they’re a part of.

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Local Service Ads and Google Screened

Similar to the Google Guarantee program, Google Screened is a part of the Local Service Ads platform but supports a broader array of local professionals, including business, care, learning, or wellness industry. These businesses range from pet care to child care, tax accounting to personal injury lawyers and from personal training to real estate professionals. Generally speaking, Google Screened differs from Google Guarantee because these professionals don’t visit your residence to perform work, rather you come to them (this is not always the case but a general consideration).

Despite the differences between these two, Google Screened still provides a user with the understanding that Google has already vetted this business, building trust and visibility with potential customers.

Local Service Ads and Google Licensed Verified

Google’s Licensed Verified segment of LSA’s is specifically focused on healthcare professionals. This still operates on the pay-per-lead model of the rest of the LSA program, but is tailored to healthcare industries, such as:

• Allergist
• Chiropractor
• Dentist
• Dermatologist
• Dietitian
• Ophthalmologist
• Optometrist
• Orthodontist
• Physical Therapist
• Podiatrist
• Primary care doctor

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LSA Cost Per Lead Model

Unlike standard Google Ads campaigns, which an advertiser pays per click on their ad, Local Service Ads are pay per lead which provides a much more intuitive way to manage budget and focus on Return On Ad Spend. The platform allows an advertiser to place their budget and get real time estimates on Leads.

Once the campaign is started, it doesn’t matter how many impressions or profile clicks an advertiser receives – they won’t be charged for these. They will only be charged once a lead-based action takes place (i.e. Phone Call or Message).

Leads can then be easily managed through the app, with records of each message being there as well as recordings of phone calls. Google makes it easy to access this and to record notes based on each customers request.

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Google LSA Verification Process:

The Local Service Ads are not as easy to get running as standard Google Search Ads and require a more upfront involvement. Things like background checks, business/industry license and proof of insurance must be submitted before a business can begin operating on this platform. Google conducts these background checks through a 3rd party organization and each step takes a few days, so you’ll have to give yourself sufficient lead time.

Local Service Ads are an excellent part of a service professionals SEV strategy, in similar ways that standard PPC is.

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Which Industries Are Available For Google’s Local Service Ads (LSAs)?

Google only opens up specific industries by region/metro area to place Local Service Ads. These are always changing but at time of writing these include: