What are Google Local Services Ads?
Google Local Services ads focus specifically on connecting local service and repair providers such as HVAC technicians, electricians, and plumbers with local people who are searching for those services.
What are the eligibility requirements?
Please consult Google’s website for the most up-to-date eligibility requirements. Google Local Service ads are currently only available in select areas for select services; however, Google is planning to add more areas, and we’re anticipating the addition of the Harrisburg/Lancaster/Lebanon/York area in June.
Should Google Local Services Ads replace my PPC or organic efforts?
We would not recommend that you use this program in lieu of a planned PPC or organic SEO program. This is simply another tool to consider putting in your tool box.
Don’t consumers have banner blindness when it comes to tactics like this?
The answer is yes and no. Some brands want to be at the top of the page no matter what. This is a great option for those brands, especially when they are supported by other programs like PPC, SEO, and re-marketing. Some of our clients who fall into this category view these ads as brand builders at a minimum, lead generators at a maximum. They see the program as a win-win because they only pay if the ad is clicked. Other brands concerned solely with clicks may opt not to participate if they feel that banner blindness is an issue. Really, it comes down to strategy.
What can I do to boost results?
Here is where your online reviews really matter. The Google Local Services ads will promote a succinct amount of information: your offer (free estimates, discounts, etc.), your hours, your phone number, and your reviews. The number of reviews and how good they are most certainly play a role. If you do not have a review management program in place, let’s chat.
What else should I know?
Timeframe: It can take several weeks to get the ad process started. Google states two to three weeks, but it can be slightly longer. Background checks for employees are required, and this can take time, so you’ll need to be prepared and proactive.
Refunds: You must provide refunds to dissatisfied customers. That’s part of the Google Guaranteed aspect of the program.
Quick Response: Be prepared to respond in a timely manner. You will receive calls and emails with potential leads. These are likely to be “demand leads,” meaning the potential client is seeking a quick turn response, and the fastest response has the best chance of winning the business.
Attention Required: This program is new and is likely to evolve. If you decide to pursue it, consider it a tactic that needs to be monitored for maximum effectiveness. Don’t just set it and forget it.
Google Local Service ads are a promising new tactic for reaching customers online, but they are by no means a complete solution. If you’re looking to develop a more robust online brand awareness or lead gen program, give us a call. Wavelength has extensive experience working with clients in home services like HVAC, electrical, and plumbing, so we’re extremely knowledgeable about reaching these audiences.
Contact Gary at 717-823-6939 or firstname.lastname@example.org.