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Google Expands Local Services Ads to More Home Services Pros & Other LSA News


May was a busy month for Google’s Local Services Ads (LSAs) program, as it included the rollout of several new developments for home services businesses. If you’re currently using LSAs to promote your services or you’re interested in applying for the program, below are a few of the latest updates to consider:

1. LSAs are available for six additional home services business types nationwide

The business types that were added in May include:

  • Carpenters
  • Fencing professionals
  • Flooring professionals
  • Foundation professionals
  • Landscapers
  • Siding professionals

This brings the total to 24 home services business categories that are eligible for the program. The other categories include plumbers, HVAC professionals, electricians, and many others. To find out if your business is eligible to apply, don’t hesitate to reach out to a member of our team.

2. The new estimates feature for LSAs is being rolled out for broader use

The new LSA estimates feature, which was previously only available for house cleaning businesses, is now available for locksmiths and window cleaners as well. The feature allows businesses to add pricing estimates in their LSA dashboard based on their most common job attributes. This helps potential consumers see estimates upfront, allowing them to make more informed decisions when choosing a contractor. Providing basic pricing information beforehand lets customers know what to expect before scheduling service, which ultimately reduces the number of bad leads the advertiser receives.

Even if you do not own a locksmith or window cleaning business, it’s important to stay informed about developments like these, as Google has a tendency to test new features among limited markets and then make them available at a broader scale if they to be valuable.

3. Google is testing a pre-badge ad pilot for LSAs

Through this new pilot program, Google is allowing businesses to start capturing leads before they pass their background checks. For participants of the pilot program, their ads will appear without a “Google Guaranteed” badge, indicating to consumers that the business has not yet been fully verified and the work is not backed by a financial guarantee from Google.

In order to qualify for this pre-badge status, the business will need to pass preliminary verification in which they show proof of the following:

  • Proper licensing
  • A certificate of liability insurance
  • At least one review on Google
  • A valid payment method attached to their LSA account for billing

Then, once the business passes their background check, their ads will be officially active, allowing the “Google Guaranteed” badge to appear.

The business types that are currently eligible for the pre-badge ad pilot program include:

  • Appliance repair
  • Lawn care
  • Tree services
  • Window cleaning

Businesses using this program should be aware that they will still be charged for leads, and there will be no distinction between pre-badge leads and Google Guaranteed leads in their LSA dashboard. Additionally, the ads will show where the non-Google-Guarantee ads are listed.

A Local Services Ad with the "Google Guaranteed" badge shown above a line and another LSA with no badge

Securing more jobs with LSAs

Investing in Local Services Ads is a great way to keep your business more visible in search and in front of potential customers in your local area who need your services. We’re happy to see that Google is expanding its LSA program and finding new ways to keep consumers engaging with businesses on the platform.

As a Google-designated LSA partner, we assist home services businesses with the application process, as well as with the management of their campaigns once they are approved. Contact us to learn how we can use LSAs to book more jobs!