Adding Local Service Ads to Your Search Marketing

Adding Google Local Service Ads to Your Search Marketing - Our "How To" Guide to Determine IF, and HOW to Use Local Service Ads


Are Local Service Ads Right for You?

Google offers Local Service Ads for businesses in certain industries, particularly those with licensing, as a way to distinguish yourself from competitors and potentially generate more leads.  Here are just a few of the categories where we routinely recommend LSAs:

  • Real Estate
  • Home Services
    • HVAC
    • Roofing
    • Plumbing
    • Electrical
  • Law Offices
  • Medical Offices
    • Dental
    • Podiatry
    • Orthodontics
    • Optical
    • Just About Any Specialty

The general rule of thumb is if you have any type of government-issued license (contractor license, real estate license, medical license, etc.), you probably qualify for Local Service Ads.


How Are Local Service Ads Different from Regular Search Ads?

LSAs are different from regular search ads in a few critical ways:

Call-Out.  Your Local Service Ads are tagged with a “Google Verified” call-out badge.

Location.  LSAs appear with priority in the SERP (search engine results page), and your business is tagged differently in the map listing.

Cost.  Local Service Ads tend to be more expensive than regular search ads.  This is often due to the number of competitors, but (and we can’t verify) it seems like Google just charges a higher baseline for this campaign type.

Read More:  How to Make Google Know You & Show You

How To Add LSAs to Your Search Marketing

Good or bad (mostly bad), Local Service Ads are created using an entirely separate platform from Google AdWords.  And, to be honest, the interface isn’t awesome.  But you CAN do it yourself.

Register Your Business.  You can create an account here.  There is paperwork involved!  You have to submit, in most cases, an identity verification (which Google uses a third-party to complete), and then you submit your licensing information, and often insurance/bonding information for verification.

Create Your Ads.  Once your Local Service Ads account is verified and approved, you create campaigns and LSAs using methods fairly similar to typical text-based search ads.  You’ll also set your bidding, similar to how you bid for regular search ads.

Optimize.  Just like regular search advertising, the performance of LSAs needs to be tracked and optimized on a regular basis.


If You Need Help

This is our business.  We manage Google advertising for many different kinds of businesses, as part of our full-service agency menu.  And we’ll invest in you before you ever consider investing in us.

Just schedule a free consultation with our team and mention that you’d like to discuss Local Service Ads.  We’ll make sure our LSA specialist is on the call.  We’ll talk LSAs, and whatever else is on your mind.  It’s a great way for us to get to know you and your business, and for you to get to know us a little better.

If you decide you’re ready to proceed on your own, you get the information free and without any further obligation.  If you decide you need help, all we ask is the chance to offer you a customized proposal.

Thanks for visiting today!

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Steven Ludwig
After 3 decades as a professional marketer, serial entrepreneur and business consultant Steven Ludwig shares his best practices for small business marketing for owners, managers, and marketers with limited time, money, and expertise. Steven started his professional marketing career in broadcasting in the early ‘90s in Chicago after attending Valparaiso University. After a brief stint at an advertising agency specializing in entertainment and sports marketing where he worked with radio and television stations, movie theatre companies, record labels, musicians, and professional sports teams, he moved to Nashville to form The Marketing Group with his long-time business partner, Jim Wood. Having worked with some of the largest brands in the world, in 2010 he returned to local marketing primarily out of an interest and excitement for working with small business owners to build stronger companies. That desire comes out of early days in radio, where he worked closely with everything from car dealerships to restaurants, insurance and real estate agents, banks, home services companies, and specialty retailers of all kinds. Over the past decade, he has been on the bleeding edge of digital marketing technology, constantly seeking to understand complex strategies employed by giant corporations and then translate those capabilities into tactics small businesses can execute at a local level. Today, in addition to other business ventures with his wife and other long-time business partners, he still lives outside Nashville in Franklin, Tennessee and currently serves as Executive Chairman of EmpowerLocal, a digital marketing company building a nationwide network of digital, hyperlocal news and lifestyle publishers to provide efficient advertising opportunities for local, regional, and national brands.


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