Just like the Olympic medal stand or the world’s cutest cat breeds, there are only a few spots at the top when it comes to local service ads (LSAs). The competition is tough among local service providers like home repair companies, lawyers, veterinarians, etc., and LSAs are a key part of advertising to local markets.
So how does Google determine which ads make the cut? Much like with Google Business Profile rankings, LSAs are ranked based on a mix of relevance and quality. Factors like response time, bid amount, and even the number of reviews play a role in deciding where your ad lands. If you’re aiming to boost your LSA performance and secure those coveted top spots, it’s crucial to understand what influences your ranking and how to optimize your ads effectively. Let’s dive in.
What are LSA’s?
Local Service Ads (LSAs) are online ads created for service providers like lawyers, plumbers, locksmiths, home repair technicians, and other local businesses. They appear at the top of search engine results pages (SERPs) and on Google Maps, connecting potential customers with nearby businesses based on the user’s location and service needs.
These ads offer a cost-effective way to generate leads and enhance visibility in specific geographic areas, making them a powerful tool for driving local business growth.
How Are LSA’s Ranked?
Depending on your industry, the competition for local service ads can be fierce, considering there are only 2-3 top-of-page spots. Google tends to favor LSAs that are both highly relevant to the searcher’s needs and of high quality, mirroring the approach taken with Google Business Profile rankings. A combination of factors influences rank, such as:
- Acquisition of the Google badge of trust and verification status
- Bid amount (how much you’re willing to pay per lead)
- Response time (are you returning messages and answering calls within 24 hours?)
- Search relevance (like the services offered, business description, operational hours, and proximity)
- The potential of your ad to convert a search into a lead
- Capabilities for messaging directly through the ad
- The number of reviews and overall review score (pulled from your GBP)
Maximize Your Local Service Ad Performance
Optimizing your Local Service Ads (LSAs) is essential for amplifying your visibility to potential customers in your local area. By fine-tuning various elements of your LSA, you can enhance your ad’s performance, leading to more qualified leads and business growth.
Here are five tips to ensure your LSAs are fully optimized:
- Complete Your Business Profile
Clearly outline the services you offer, focusing on those most relevant to your target audience. Add 5-10 high-quality images of your business that include photos of the outside and inside of your building, staff photos, professional headshots, and even before-and-after photos that will resonate with your audience. - Leverage Google Badges
Qualify for the Google Guarantee or Google Screened badges by completing the necessary background checks and license verifications. These badges not only build trust with potential customers but also improve your ad’s visibility. - Monitor and Adjust Bidding Strategy
Whether you’re using the automated or manual bid strategy, it can be a good idea to experiment with switching every so often to see if one bid strategy yields higher leads or lower cost-per-leads than another. Adjust bids based on the quality of leads, seasonal demand, and your marketing budget. - Utilize the LSA Dashboard
The LSA Dashboard is a powerful tool for tracking ad performance, managing leads, and optimizing your ad strategy. We recommend listening to your LSA calls at least once a week and making notes about the lead quality directly in the platform to better manage your leads. - Enable Message Leads
If you can respond to incoming messages within 24 hours, we recommend turning this feature on as message leads tend to be cheaper than calls and can also help your LSA rank higher.
In the competitive world of Local Service Ads, securing one of the top spots is not achieved by good luck or even good service. By focusing on optimizing your business profile, getting a steady stream of positive customer reviews, and adjusting bids strategically, you can boost your visibility and attract more quality leads. Consistent attention to these elements will help you stay ahead of the competition, ensuring that your business is well-positioned to grow and succeed in your local market.