Google Local Advertising for Small Businesses

Google local advertising encompasses the range of local ad types and location assets/features available across the apps and platforms that make up Google’s advertising ecosystem.

For example, Google Ads can be used by high-street businesses to create local search ads that target Google Search or Google Maps users on mobile devices. However, in this beefound guide, we focus on Google Local Services Ads (LSA); the lesser-known but uniquely powerful ad type, that’s tailored specifically for local service businesses seeking to increase their visibility in Google search results.

Local advertising on Google can be particularly beneficial to small businesses targeting local audiences with high search intent. In this guide, we show you how to get started, by explaining the key differences between Google Ads and Local Services Ads and how best to utilise LSA effectively.

Skip to:

• The differences between organic and paid results
• What are Google Local Services Ads?
  • The differences between Google Ads and Local Services Ads
• How to optimise your Google Business profile
• Generating local ‘buzz-ness’

The differences between organic and paid results

Before digging down into Local Service Ads, a form of paid ad, let’s first reconsider the differences between organic and paid results. Keep in mind that the most effective digital marketing strategies combine organic methods, like local SEO, with paid methods, such as PPC and LSA. 

Organic search

You’ll already be familiar with the term ‘organic search’ but to quickly recap:

• Organic results —search engines do not charge to appear in organic results. Typically, the organic results are displayed below a number of top-position paid ads in the SERP. 

• SERP —‘search engine results pages’, the list of results that search engines serve users in response to a search query. High-quality and relevant pages rank higher up the SERP.  

• SEO —‘search engine optimisation’ includes the various methods and practices used to get pages to rank in the organic results. These methods include keyword research, on & off-page SEO, content creation, and optimising for local SEO.

How long does it take to get results with organic search?

Although SEO does not require any initial spend, it is long-term oriented and relies on consistent work over the course of months.  The work involved includes; using keyword research to understand what queries and keywords your audience is using online; improving your website’s speed, structure and overall UX, and creating top-quality SEO content that your audience finds useful.

Organic search and SEO are suitable and recommended for all business types, especially startups and small businesses, SaaS companies, fully remote online businesses, and local businesses. Also, keep in mind that this marketing strategy relies on consistent effort over several months to achieve results. Some businesses may find that additional employees or digital training is required.  

Paid search

As the internet has evolved and grown, so too has paid advertising. Search engines like Google now offer various forms of paid ads and formats, and the targeting options and data analytics capabilities have also improved significantly over time. This means all advertisers, even small businesses, have more control over their ad spend and overall effectiveness of their paid campaigns.

There are a number of PPC advertising platforms available and each offers various pros and cons. Paid ads or sponsored results typically appear in the most prominent positions. On Google Search, for example, paid ads display at the top of the results page in the positions above the top-ranking organic result. 

If you’re running ad campaigns on Google Ads, you can set your ads to show on partnering websites within Google’s Display Network, such as YouTube.

Paid ads on Google search use a pay-per-click or PPC model, whereby you only pay when someone clicks on your ads.

How long does it take to get results with paid search?

One of the major benefits of paid search is that it can bring results quickly. This is a pay-to-play game that can garner immediate results. When paid ad campaigns are optimised properly they regularly achieve upwards of 200% ROI.

PPC is the short-term approach to search engine marketing. When implemented effectively, paid advertising can be used to achieve immediate business objectives, such as driving traffic and conversions.

Learn more about how your business can get the most out of an integrated SEO & PPC strategy.

What are Google Local Services Ads?

Local Services Ads or LSA are a type of paid advertising designed for local businesses operating in certain service industries. When users search for local services, Google displays LSAs that match their geographical location and service needs.

LSAs are designed to help businesses capture leads directly, through instant message and click-to-call buttons. To increase the effectiveness of LSAs and better satisfy time-sensitive searches, Google displays LSAs at the top of the SERP above both the paid and organic results in Google Search. 

LSAs also come with customer friendly display options like ratings, reviews, and new features designed to increase trust, such as the Google Guarantee and Screened badges.

LSAs can display either of two badges or checkmarks, depending on your industry:

• The Guarantee badge represents the financial backing of Google where a customer is unsatisfied with a job/service booked through Local Service Ads. Google sets a lifetime cap for coverage —in the UK the upper limit is £1,500. Only businesses that have passed a Google screening and verification process can display the Guarantee Badge.

• The Screened badge is intended for businesses offering professional services and those operating in the care, education, and wellness industries. Businesses with the Google Screened badge have passed background checks, licence checks (where required) and have shown proof of relevant insurance. As with the Guarantee badge, businesses have to complete a Google screening process before they can display the Screened badge.

Eligible service industries

Google restricts the use of Local Service Ads to eligible ‘Home’ and ‘Business’ industries. In the UK, the full list of eligible services industries includes:

Google will confirm whether your business is eligible for  Local Services Ads as part of the screening process.

How much do LSAs cost?

Google uses a pay-per-lead model on Local Services Ads. This means you only pay when a prospect reaches out and connects with your business through your LSA, to become a valid lead.

The cost per lead varies depending on factors like your location, industry, and local competitors in the market. On average, the cost per lead is anywhere from £5 to £20. Google also allows businesses to dispute certain charges from mismatched or spammy leads.

As with Google Ads, you can maintain control over your weekly advertising budget on Google Local Services Ads. can even put a maximum limit on your ad spend based on the number of new leads you want each week.

The key differences between Google Ads and Local Services Ads

As we’ve now shown, there are a number of key differences between Google Ads, and Google Local Services Ads. LSAs use location data in real time, making them extremely beneficial for small businesses with physical addresses. Also note that the relative location of user and business is a significant ranking factor for determining which LSAs appear in the SERP. Thus increasing the likelihood of increased footfall for local businesses.

1.    Pricing model

Local Services Ads use pay-per-lead, whereas with Google Ads you pay-per-click. 

2.    Restricted industries

Google restricts the use of LSAs to businesses providing specific services, and screening and eligibility processes are required. Google Ads are available to any law-abiding business looking to advertise online. 

3.    Display position & features

LSAs display right at the top of the search engine results pages, above paid Google ads. LSAs also have unique display features, including the Google Guarantee and Screened badges.

4.    Less ongoing management

LSAs require less ongoing management and oversight, which makes this form of paid advertising attractive to busy service businesses. PPC campaigns require keyword research and extensive management, but with LSA Google determines the relevant keywords based on your business type and service offering.

How to optimise your Google Business profile

Local Services Ads are connected to your Google Business listing. LSAs work by pulling through the information from your Google Business profile.  They also pull through additional info that’s useful for the user, such as ratings and reviews.

If you’re going to benefit from Google local advertising, you’ll need to first claim and verify your Google Business profile, then optimise it by keeping up to date and accurate.

Once Google has verified your profile, you can edit it by adding your business name, category, address, hours, phone number, images, and website URL. This information will then become available on Google Search, Maps, and for use with Local Services Ads. It’s also possible to link your Google Business profile to your Google Ads account, enabling location assets across your paid advertising.

For more, see this video tutorial and the full list of edit options for Google Business profiles. 

Google Maps ads

Once you’ve set up, or optimised, your Google Business profile and enabled location assets, you can begin advertising on Google Maps.

Google Maps allows you to target specific locations and geographic areas where your business operates. There’s also extensive bid management functionality, including for targeting local users near your location.

The process for getting started with Google Maps ads is straightforward:

• Create a Google Ads Account.
• Set up / optimise Google Business Profile incl. verification
• Enable Location Assets in Google Ads
• Optimise Google Maps keywords and bid management.
  • Expert tip: Use location-specific keywords and then adjust your bids based on location performance data.
• Monitor your Google Maps ads on a continual basis

Google Maps can be an invaluable tool for local shoppers and tourists, and with Google Maps ads you can capture some of that high-intent audience.

Generate more local ‘buzz-ness’

Local advertising on Google can be extremely powerful for service-oriented businesses. But remember, taking a singular approach to your digital marketing is no way near as effective as a combined approach. There’s real value in combining your organic search and paid advertising as part of an integrated approach to your inbound marketing.

At beefound.agency, we offer bespoke SEO and PPC management services that help businesses establish effective digital marketing strategies.

If your business is ready to take flight with SEO or PPC, give us a ‘buzz’ to get started!