Google Local Service Ads FULL Tutorial + 4 Things YOU MUST Avoid!

Summary

The video script offers a comprehensive guide on leveraging Google Local Service Ads to elevate a business's online presence. It emphasizes the importance of having a verified Google business page with numerous positive reviews to qualify for the service. The speaker, drawing from substantial ad spend experience, outlines the pay-per-lead model which differs from traditional PPC by charging only for validated leads. The script provides a step-by-step process for setting up the service, including checking local availability, business verification, and budgeting. It also highlights common mistakes to avoid, such as selecting too few service areas and lacking sufficient reviews. The guide underscores the competitive nature of the platform and the need for ongoing optimization to secure leads, positioning Google Local Service Ads as a valuable yet strategic marketing tool for local businesses.

Takeaways

• 📈 **Prioritize Google Local Service Ads**: Aim to be on the front page of Google with your brand and reviews to boost visibility for your business.
• 💡 **Understand the Target Audience**: This platform is designed for verified local service businesses, so ensure you have a Google business page and verified reviews.
• 🚫 **Availability Check Essential**: Before proceeding, verify if Google Local Service Ads are available in your area to avoid wasting time on an unavailable service.
• 💰 **Pay-Per-Lead Model**: Unlike traditional PPC, this program operates on a pay-per-lead basis, meaning you only pay when you get a verified lead.
• 📞 **Lead Verification Process**: You have control over validating leads from calls, messages, or direct bookings on your calendar, which affects your charges.
• 📈 **Competitive Environment**: Be aware that the number of leads you receive can be influenced by competition and the number of reviews your business has.
• 📝 **Documentation and Verification**: Submitting proof of qualifications, insurance, and a background check is crucial for the verification process on Google.
• 📊 **Budget and Bidding Strategy**: Set a budget and choose a bidding strategy that aligns with your business goals, such as maximizing leads.
• 📍 **Service Area Selection**: Selecting the right service areas, typically 3 to 6 zip codes, can impact the number and quality of leads you receive.
• 📅 **Appointment Booking Integration**: New feature allows customers to book appointments directly on your calendar, streamlining the service process.
• 📊 **Lead Management**: Actively manage your leads by marking them as booked or invalid based on the service provided to optimize your ad performance.
• 🌟 **Reviews Matter**: Having a significant number of positive reviews can greatly enhance your standing on the platform and attract more leads.

Q & A

What is the primary goal of using Google Local Service Ads?

The primary goal of using Google Local Service Ads is to appear on the front page of Google with your brand and reviews, attracting potential customers by showcasing your business at the top of search results.

What are the two key requirements for businesses to be eligible for Google Local Service Ads?

The two key requirements are that the business must be a verified local service business and have a verified Google local business page with multiple positive reviews.

How does the payment model for Google Local Service Ads differ from traditional Google PPC or search ads?

Google Local Service Ads operate on a pay-per-lead model, meaning businesses are charged only when they receive a lead, as opposed to the pay-per-click model where charges are incurred for every ad click.

What are the three ways a business can receive a lead through Google Local Service Ads?

The three ways to receive a lead are through recorded phone calls via the Google Local service ad system, direct messaging on the platform, and a new feature allowing customers to book appointments directly through a connected calendar.

Why is it important for a business to have a significant number of verified reviews on Google before using Local Service Ads?

Having a significant number of verified reviews helps establish the business as legitimate and trustworthy, which is a prerequisite for Google's verification process. It also increases the likelihood of leads being sent to the business and improves the business's visibility and credibility on the platform.

What is the significance of choosing the right service areas in Google Local Service Ads?

Choosing the right service areas ensures that the business is targeting the correct geographical locations where it can effectively provide services. It helps avoid driving potential customers away due to long distances or irrelevant service offerings.

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How does the Google Local Service Ads platform handle unverified or low-quality leads?

The platform allows business owners to review and validate leads. If a lead is deemed not valid or not worth the business's time, the owner can mark it as such, and Google will not charge for it.

What is the recommended bidding strategy for Google Local Service Ads?

The recommended bidding strategy is 'Maximized Leads,' which aims to get the most leads possible for the business within the set budget.

How does the competition for leads in Google Local Service Ads work?

The competition is based on the number of reviews a business has, the verification of those reviews, and how often the business accepts the leads provided by Google. Businesses with more reviews and higher acceptance rates are likely to receive more leads.

Why is it crucial for businesses to manage and mark leads as booked or invalid in Google Local Service Ads?

Properly managing and marking leads helps Google's system understand the quality of leads the business is receiving. This feedback loop ensures that the business is sent more relevant and higher quality leads over time.

What is the recommended approach for businesses that are new to Google Local Service Ads?

New businesses should start by checking availability in their area, setting up a detailed and complete profile, choosing a broad enough service area, setting a reasonable budget, and ensuring they have a significant number of positive reviews to stand out on the platform.