Not all leads are created equal. Check out our new Leads AI.

Scorpion Scorpion

Locally Grown Episode 10: How Google's Local Services Ads Can Boost Your Business


People routinely head right to Google when they’re looking for a nearby service provider or business to support.

Google’s Local Services Ads always appear at the top of your results page, and they’re the perfect low-cost but powerful tool to market to a hyper-local audience and generate valuable leads.

Being certified as Google Screened or Google Guaranteed will also boost consumer confidence in your brand.

Join us as we discuss:

  • How these affordable ads target the perfect audience
  • Building your company’s reputation by jumping through Google’s certification hoops
  • The importance of good reviews to achieve higher visibility

Local services ads aren’t the trendy ads you hear a lot about, but they should be. Having a local services ad is one of the best things you can do for your company. Let’s talk about them!

These ads pop up at the top of Google when you search for a specific business that is location-based. Businesses that offer services to their area are the businesses that really need to jump on this train. These ads show your location and hours but the best part is… they’re trustworthy! Google actually performs screenings on these businesses before they’re published. More on that in a minute. First, let’s dive deeper into why and what these ads do.

If a consumer is looking for a business near them, who (or what) do they turn to? Google. They’ll type in what service they’re looking for, in the city they’re looking for it, and Google provides.

As a business owner, you can bid on these. They are cost-effective and based on leads, not clicks. They have higher visibility and give the consumer a quick and easy answer. When a consumer wants someone close by, they’re going to search for someone local. So prepare to list the area you want to serve.

“Before you invest in local service ads, you want to make sure that your Google My Business Profile is amplified towards a specific location.” — Andrew Adams

Another bonus of providing these Google service ads is that they are relatively new. That means fewer people are competing for these ads which is a great way to set yourself apart from other businesses. You won’t have to fight as hard to get that top spot.

Scorpion has had great results using this as advertising for their company. The ads are so hyper-local which really helps them target their ideal customer. They’ll only appear to people searching for your business in your specified area.

“Over one in three people are using search results every day to find a local service or restaurant, so that's where you need to show up.” — Joe Martin

But there is a process – steps you have to take. Once you decide you want to advertise this way, it’s similar to setting up a “pay-per-click” marketing ad on google, because it's the same company. So there’s a familiarity there if you’re already paying for an ad through Google. Next, you’ll decide on the area you want to advertise for.

Then comes the “Google Screened.” It’s an additional benefit. Google screens every single one of these businesses in order to show up there. So consumers have more confidence in the character of your business – there is trust there.

But, what each companies needs to provide to is different. For example, a home service business has different screenings than a restaurant. “If you're a home services company, you need to provide a background check on your business.” — Andrew Adams.

Along with the company background check, the individual who is providing the services will also have a background check. All businesses will be screened for proof of liability insurance and a business license. The comfort level for a consumer goes way up with that backing.

Another box on the Google checklist is that a business must have at least one google review -- regardless of what type of business you have.

Now, let’s take this a step further. A “Google Guaranteed” business is more in-depth. Google evaluates these businesses more. It’s called a Google Guaranteed business because that’s what they offer – a major guarantee. If the customers don’t get the service they were promised, or it wasn't the experience they expected, Google guarantees that the business will refund their money up to $2,000 (in the United States).
Suffice it to say, Google Screened and Google Guaranteed are necessities if you’re trying to prove your services to consumers. That’s a huge perk for your business.

Both are great, but here’s the caveat. Google Guaranteed ranks higher than Google Screened. Someone with just Google Screened won’t show up IF their competitors are Google Guaranteed. For example, if there are only three spots on top of a search engine page for Local Services Ads and you are only Google Screened, not Google Guaranteed, you’re not going to show up. So while it's more difficult to get Google Guaranteed, it’s going to be worth your while to do the work.

Google Guaranteed is the “upper echelon” of google ads, according to Andrew Adams. It shows that Google really supports that business and trusts them to perform top-notch services. You have to jump through hoops to get there, but isn’t it worth it?

Proof in the pudding. Brian from Pilgrim Plumbing came to Scorpion to get help with his business. He had owned the business for just under eight years and didn’t fully understand the marketing side of it. He wanted to grow his business and wanted assistance from Scorpion.

Scorpion’s marketing managers helped him set up Google Local Services Ads. Once that happened, his business gained a 30% increase in leads and has kept it up year after year.

Pretty much any trade business should be registered with Google. If you’re Screened and Guaranteed, you can sit back and watch your conversions soar.

To hear this interview and many more like it, subscribe on Apple Podcasts, Spotify, or our website, or search for Locally Grown in your favorite podcast player.