Google Local Services

Google Local Services Advertising

The goal of Google Local Services (GLS) is to connect users searching on Google with local companies that offer specific products and services, including locksmiths, plumbing, HVAC, & more. This means your business will appear to customers only in your area, who are therefore more likely to be interested in your services.

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How Do Customers See My Ads?

When a user in your immediate area searches for services you offer on Google, your ad will pop up.

This is done by using keywords that have to do with the industry you are in (housekeeping, plumbing, electric work, etc.). Once a user clicks on your ad, Google will prompt them to confirm their needs and location. If everything matches up, they’ll be able to contact you! If not, Google will match them with another company who is closer and/or provides the correct services. 

How to use Google Local Services:

On your Google Local Services profile you can edit your business’ information, such as hours of operation, service areas, and job types.

Weekly Budget

With Google Local Services, you only pay for conversions that happen directly from your ads. This makes GLS a great, cost effective tool.

Business Hours

To be sure your GLS profile accurately reflects your company, and make it easier for customers to reach you at the proper time, it is important to edit and maintain your hours of operation.

Service Areas

The most crucial aspect of running a successful Google Local Services campaign is having a service area that benefits both you and your customers. If your area is too broad, it could turn customers away due to distance. If it’s too narrow, your ad will not reach enough users to have a significant impact on your company.

Job Types

Tailoring your service area and business hours to give customers an accurate description of your business are both vital to the success of a GLS campaign. However, if the kind of work your company does is not accurately reflected on your GLS profile, it can confuse customers as well as result in false leads.

Your Google Local Services profile also makes it easy to view, track, and manage incoming leads. You can find this portion of GLS by visiting your Inbox. You have 3 options when it comes to handling a lead:

  • Reply: Send a message to the potential customer using email or text messaging.
  • Call: Based on the number they listed, call the customer.
  • Decline: Send the customer information on why you declined the lead. Don’t worry, it is possible for costs to be recovered for fake or illegitimate leads.

How Ad Ranking Works

Google has devised an algorithm that ranks ads based on several factors, including:

  • Your proximity to potential customers’ locations
  • Your review score and the number of reviews you receive
  • Your responsiveness to customer inquiries and requests
  • Your business hours
  • Whether or not Google has received serious or repeated complaints about your business

Getting reviews is the most important ranking factor you have direct control over. Blackhawk helps by streamlining your post-sale process in order to receive good reviews on this platform.

How is Google Local Services different from Google Search Ads?

There are a few differences between advertising with Google Local Services and running Google Search Ads. One of these differences has to do with where your ad appears on Google’s search results page:

Another difference, as mentioned above, is that Google Local Services runs on a “Cost Per Lead” model versus Google Search Ads’ “Cost Per Click” model.

How We Can Help

At Blackhawk, our goal is your success. Our talented team of Google Local Services experts will optimize SERP ranking to help get your company in the top position for searchers. This means more engagement, more relevant leads, and more customers for your business. We’ll handle the content of your ads as well as the analytics, so you can focus on communicating with new leads and building up lasting client relationships.


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