Google recently expanded the use of Local Services Ads to include more sub-verticals within the home services and professional fields. Learn why these powerful—and cost-efficient—ads can help take your business to the next level.
Since their debut, countless home services businesses have used Google's Local Services Ads to catapult their brands to the very top of the search results page. These ads have proven to be a real game-changer for small companies looking to make a big impact by being front and center in local searches. The fact that the advertiser only pays for Local Services Ads if a customer contacts them through the ad means they can really give small businesses the best bang for their marketing buck.
It used to be that only certain types of businesses were able to use Local Services Ads. Still, over time, Google has made them available to more and more companies in various fields.
Now, Google has enabled Local Services Ads for many services and companies that previously didn't have access to them. This update means your company might now be in the position to see big growth using this incredible marketing tool.
Eligible Google Guaranteed Businesses
The new fields that can now employ Local Services Ads are:
- General Contractors
- Home Inspectors
- Home Security
- Home Theater
- Pool Cleaning
- Pool Contractors
- Sewage Pro
- Snow Removal
However, these select businesses types will need to be Google Guaranteed to implement Local Services Ads. What does that mean?
Well, a Google Guarantee helps home service providers build a trusted reputation online. Providers with this distinction have to go through extensive background and license checks. On Local Services listings, you will see the Google Guarantee badge next to these providers.
If your business has a Google Guarantee, and your customers (the ones that came to your services through Local Services Ads) aren’t satisfied with the quality of your work, Google may, at its discretion, reimburse the customer up to the amount paid for the initial service.
Eligible Google Screened Businesses
Additional business types that can also employ Local Services Ads are:
- Animal Shelter/Rescues
- Pet Adoption
- Pet Boarding
- Pet Grooming
- Pet Training
- Dance Instructors
- Language Instructors
- Child Care
- Personal Trainers
- Yoga Studio
- Weight Loss Center
- First Aid Training
To use Local Services Ads, the business types above must be Google Screened. So, what exactly does it mean to be Google Screened?
Like a Google Guarantee, being Google Screened also helps professional services build trust online. Similarly, companies with this badge go through extensive background and license checks, and on Local Service listings, searchers will see the Google Screened icon next to these businesses.
All companies that have the Google Screened badge must pass a business-level background and a business-owner background check. Additionally, each professional in the company must pass a license check, and a background check in some cases. These checks assure consumers that the employees they work with have been thoroughly vetted.
Manage Your Local Services Ads with Google Premier Partner
Navigating all of this can be tricky. Between the requirements to become Google Guaranteed or Google Screened and simply knowing how best to use Local Services Ads—it’s usually a good move to work with an experienced marketing partner to help you make the most of these ads.
As a Google Premier Partner, Scorpion has plenty of experience building out successful Local Services Ads campaigns for local businesses of all sorts. So if you think your company is eligible to start using Local Services Ads or want to learn more about how your existing marketing strategy can generate even more business, feel free to contact us for more information. We’re always eager to discuss ways to help you get more leads, more jobs, and more revenue.
Caitlin deBoer is the Local Services Ads Advertising Product Manager at Scorpion. She has over 2 years of experience working with Google’s LSA product. Caitlin is responsible for Scorpion’s LSA product offering to clients, maintaining a strong relationship with the Google Local Services Ads team, as well as the success of the Local Services Ads advertising channel as a whole.