By Navah Hopkins
Local Service Ads (LSAs) are like the secret weapon you didn’t know your local business needed. While they started as the lesser-known sibling of traditional Google Ads, LSAs have found their groove, especially for businesses that rely on local search engine marketing (SEM). If you’re new to LSAs or just looking to understand them better, you’re in the right place. Let’s break down what LSAs are, how they work, and why they should be a key part of your marketing strategy.
So, What Exactly Are LSAs?
First things first—LSAs are ads, plain and simple. But don’t let the term fool you; these ads pack a punch. Unlike traditional Google Ads, LSAs are charged based on the number of qualified leads they generate—think phone calls that last at least two minutes or messages sent through the ad. In essence, LSAs function like digital business cards, putting your service right in front of potential customers searching for what you offer.
How LSAs Work
LSAs appear at the top of the Google search results, making them prime real estate for local businesses. They show up on both mobile and desktop, but they’re especially powerful on mobile, where the main call-to-action is a simple “call” button. Imagine someone in your area searching for a plumber or a locksmith on their phone—your LSA could be the first thing they see.
These ads can include a photo of the professional, how long the business has been around, customer ratings, and a link to your website (if you’ve provided one). LSAs also give you the flexibility to target general inquiries or more specific leads, allowing you to dispute calls or messages that don’t align with your business.
Where Do LSAs Show Up?
LSAs can pop up across all types of search engine result pages (SERPs) and have even been spotted in Google’s new AI-driven Search Generative Experience. While they have a higher tendency to show up on mobile searches, they’re versatile and can be found in various locations depending on the search query and the competition in your area.
The number of LSAs that appear can vary significantly depending on how many businesses are competing in that market. Sometimes you’ll see just a few ads; other times, you might see dozens. The key takeaway? If your business isn’t running LSAs, you might be missing out on some serious local traffic.
Who Can Use LSAs?
LSAs aren’t available everywhere—yet. Currently, they’re live in select countries, including the United States, the United Kingdom, Canada, and several others across Europe. If you’re lucky enough to operate in one of these regions, LSAs could be a game-changer for your local marketing efforts.
Why Should You Care About LSAs?
Now, let’s talk benefits. Why should you care about LSAs, and how can they help your business?
1. They’re Cost-Effective
LSAs are typically cheaper than traditional paid search ads. Since they’re not bound by the same auction system, you could end up paying 10-40% less per lead. That’s more money in your pocket, especially if you’re running a lean marketing budget.
2. They Amplify Your Local SEO Efforts
If you’ve already invested time and effort into optimizing your Google Business Profile (GBP) and local SEO, LSAs are the perfect complement. They draw directly from your local SEO practices, so if you’ve got your GBP in order, you’re already ahead of the game.
3. You Only Pay for Results
One of the biggest perks of LSAs is that you only pay for actual leads—phone calls or messages. But here’s the kicker: if your team isn’t on top of responding to these leads quickly, you could lose out not only on business but also on your LSA ranking.
How to Get Started with LSAs
Setting up LSAs is more straightforward than ever, but it still requires some groundwork. You’ll need to verify your business and go through a background check to get the coveted “Google Guaranteed” badge, which acts as a trust signal to potential customers.
Best Practices for LSAs
Here are a few tips to ensure your LSAs perform at their best:
Budget Wisely: Set your budget higher than you plan to spend initially to give Google room to ramp up your ads.
Target Strategically: Focus on a few key services and locations rather than spreading your budget too thin across multiple categories.
Optimize Your Images: Believe it or not, Google has been known to disapprove images that don’t show enough of the person (like those that cut off at the shoulders). Make sure your images are clear, professional, and show the full picture.
Monitoring and Tweaking Your LSAs
Once your LSAs are up and running, keep an eye on your lead volume and costs. Google provides detailed reports that show you how many leads you’ve received, how many you’ve been charged for, and where your ads are performing best. Use this data to fine-tune your strategy and get the most out of your LSAs.
The Bottom Line
LSAs are a powerful tool in your local marketing arsenal. Whether you’re a small business looking to boost your local visibility or a larger company wanting to dominate your market, LSAs are worth considering. They offer a cost-effective way to connect with potential customers right when they need your services most.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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