In today’s digital age, where consumers rely heavily on online resources to find local services, businesses must leverage the power of online advertising to stand out in the crowded marketplace. One of the most effective ways to do this is through Google Ads, a versatile platform that offers various advertising options. In this comprehensive guide, we’ll delve into two specific types of Google Ads that can help local businesses thrive: Local Services Ads (also known as LSAs) and Paid Search Ads (more commonly referred to as Google Pay-Per-Click Ads). These ads not only offer targeted exposure but also provide measurable results, making them essential tools in your business’s growth strategy.
What Are Local Services Ads?
Imagine a world where local businesses could seamlessly connect with potential customers who are actively seeking their services. Enter Local Services Ads (LSAs), Google’s answer to connecting local service providers with their target audience. LSAs are designed for service-based businesses such as plumbers, electricians, locksmiths, cleaners, painters, and more. These ads act as a digital storefront, allowing businesses to highlight their services, location, contact details, and even customer reviews all upfront within their ad.
The journey begins with verification and screening, where businesses undergo background checks, license verifications, and quality assessments to ensure they meet Google’s standards. Once verified, LSAs appear prominently at the top of Google search results when users search for relevant services within the business’s geographical area. Unlike traditional pay-per-click ads, LSAs operate on a pay-per-lead basis, charging businesses only when potential customers directly contact them through the ad.
What Is The Google Guarantee?
A key aspect of Local Services Ads is the coveted “Google Guarantee” badge. This badge acts as a seal of approval, signifying that Google stands behind the quality of the business’s services. If customers are dissatisfied with the work provided, Google may offer reimbursement up to a certain limit. The Google Guarantee badge can significantly enhance a business’s credibility and trustworthiness, reassuring potential customers that their needs will be met with the utmost professionalism.
Understanding the cost associated with LSAs and the Google Guarantee program is crucial. Factors such as industry, location, competition, and keywords influence the cost, which is determined through a bidding system. Businesses set a maximum bid for each lead generated by the ad.
Are Paid Search Ads The Better Choice?
While LSAs cater to local service providers, Google Paid Search Ads cast a wider net by catering to a diverse range of businesses looking to reach potential customers actively searching for specific products or services. These ads make use of carefully selected keywords to ensure precise targeting, making them a valuable tool in any online marketing strategy.
Keyword targeting lies at the heart of Paid Search Ads, allowing advertisers to select relevant keywords related to their offerings which trigger their ads to appear. Advertisements are then created with compelling headlines, descriptions, and URLs and advertisers set a bid amount for each click, engaging in an auction where Google’s algorithm determines ad placement based on factors like bid amount, ad quality, and relevance. The key to success when it comes to Google Paid Search is doing ample research to figure out what people are searching most commonly when they are ready to buy a product or service so that you can hyper-target not just any lead but the higher paying lead you truly want to attract.
Balancing Cost and Benefit + Making Informed Decisions
Cost is a critical consideration when delving into online advertising no matter which approach you take. The LSAs’ pay-per-lead model ensures that businesses pay only for genuine customer leads, but the expense per lead can be substantial. The challenge lies in defining what Google considers a lead; even a customer inquiring about a minor issue could count as a lead.
On the other hand, Paid Search Ads offer a different dynamic. Advertisers pay per click, with costs potentially as low as $0.25 per click. This method allows for greater control and precision, targeting larger projects and attracting customers who are specifically searching for those services.
In short, if you don’t have time to manage the keywords and wording of the ads they trigger but want to pay per lead, LSAs may make sense for you if you’re willing to undergo the fairly invasive background checks Google requires. If you do have time to plan your keywords and ads strategically whether you do that yourself or hire an advertising agency like ourselves to do it for you Paid Search Ads can bring you better quality leads and often more leads at a lower cost than you would receive through Local Service Ads.
In conclusion, Google Ads, with its Local Services Ads and Paid Search Ads options, presents an invaluable opportunity for local businesses to flourish in the digital landscape. Whether you’re a plumber in Barrie looking to expand your client base or a diverse business seeking to tap into the power of precise targeting, Google Ads with properly crafted campaigns can truly help you grow your business and your bottom line. If you’d like to learn more about either of these types of ads or would like to get started with a campaign of your own give us a call at 641-797-8763 or click here to book a consultation with us.
