Getting Your Head Around Google Local Service Ads as a UK Business

Do you feel like you’re doing everything right when it comes to spotlighting your business in the real world, but can’t get a leg up on Google’s search results? We’ve all been there. If your local competitors who shouldn’t be outranking you are, and they’re appearing in the coveted top slots in Google Maps, it can be demoralising.

But fear not. In this guide, we’ll be breezing through Google Local Service Ads – what they are and how they can help UK small businesses generate a healthier, consistent stream of leads. By the end, you’ll be well-versed in how to set them up and what to avoid when you do.

Skip to:

• What are Google Local Services Ads?
  • How do they work?
• Who are they for?
  • Eligible business types
• Their value and benefits
• Google Local Services Ads versus other Google Ads
• Google Local Services Ads cost
• How to get started

So, what are Google Local Services Ads?

If you’re wondering why you haven’t heard of Google Local Services Ads (LSA) and you’re a UK-based company, it’s probably because the search engine is always changing – after all, it’s tricky to stay on top of all the updates when you’re a busy business owner. Google introduced these handy, niche ads to Europe back in 2020, and they’re slowly bringing them to the rest of the globe.

The general concept is that these specialised ads are there to enhance Google local advertising for service-based businesses. This tool is tailored towards the needs of companies on the small-to-medium end of the spectrum, helping them gain crucial leads by showing ads at the top of Google Search results – even above Google’s regular paid search ads!

How do they work?

Google Local Services Ads aren’t so tricky to get your head around. When someone needs a UK local business to sort something out for them, they’re probably going to start with Google; after all, 46% of searches are for local companies. If they require a service within your niche and locality, you have the chance to show up at the top.

From here, the prospective client can click on your ad and take one of three actions:

1. They can call you through the Google Local Services system, which then records the call for you to review whether the lead is valuable or not.
2. Similarly, they can message you through the system.
3. If you’ve integrated your calendar with the program, they can even book with you directly.

In each instance, if you validate the lead (i.e., accept it as useful) Google will charge you. For junk leads – maybe those in the wrong industry or poor use of your time – you can discard them without charge. So you’re the one in control. This model is called Pay Per Lead for obvious reasons.

See? It’s not so complicated.

Who are they for?

Before we get any further into our explainer, there are a couple of things you need to know right now.

1. Google Local Services ads are for verified local service businesses only.
2. They’re not available in all parts of the world yet.

In a nutshell, this means you need to have a verified Google Local Business Profile and verified reviews (the more, the better). On top of this, you need to be based in the United Kingdom, France, Germany, Spain, Italy, Ireland, Switzerland, Belgium, Austria, the US or Canada.

So if you reside outside of this list and don’t have many reviews, you might not be ready to embark on your LSA quest just yet. This is nothing to be ashamed of though; it’s all part of the journey. Besides, if you want to turbocharge your business growth and gather those juicy reviews, we have just the blog for you covering the must-know strategies.

Types of local services

If you’re uncertain whether the above information leaves you qualified, there’s no need to keep scratching your head. Here’s a list of the 46-strong types of businesses that fall under the local service label in the UK. Note that some of these services are only currently available in the Greater London area.

Still unsure? You can check your eligibility here.

Why are Google Local Services Ads valuable for UK businesses?

Are Google Local Services ads worth it for UK small businesses? Without a doubt, but the real question is why.

The backbone of Google LSA is their uncanny ability to bring a higher number of qualified leads to your website, who you can then convert and get booking your services. This way, you can capture a good proportion of traffic coming from people looking for exactly what you offer. But it goes deeper than that.

Their benefits

Beyond the surface-level advantage of showing up above your competitors for relevant, geographically specific queries, there are many more benefits to enjoy from the Local Services program. Here are the main ones, we’re keen to share.

• Budget-friendly: It’s easy to stay in control of your spending with the integrated budget tool. By tweaking your ad spend, pausing your campaign at the drop of a hat and inflating your budget when things are going well, you can manage your expenses stress-free.
• Controlled: From promoting your business locally with laser precision to targeting your perfect audience, there’s a variety of simple tools you can use to personalise your profile.
• Boosts brand awareness: Even if people don’t click on your ads or get in touch, by merely getting your company name out there, you’re cultivating a stronger brand awareness. So, next time, they might bite.
• Cost-effective: LSA is a simple way to increase your profit as a small business, and you only need to pay for genuinely valuable leads.
• Save time: With an account taking minutes to set up, the admin is halved. Plus, you no longer need to spend company time searching for all of your prospects – Google’s sophisticated algorithms can handle that.
• Stand out with Google Guaranteed: Google Guaranteed is a badge that gets attached to your Local Services Ads once they’ve been screened and verified. With this in place, you’ll inspire trust as customers will know that your company is fully licenced, insured and registered.
• Track leads on-the-go: Whether you’re en route to a meeting or taking a quick walk on your break, you can access new leads and track ad performance on your phone thanks to the dedicated app.

What’s the difference between Google Local Services Ads and other types of Google Ads?

We’ve brushed upon the fact that Local Services Ads are a little different to regular Google Ads, and that the former appear before the latter in the results. But what makes them different?

To put it simply, that would be the pricing model and ranking process.

PPL versus PPC

Google Local Services ads run on a purely Pay Per Lead model (PPL), meaning that you don’t need to worry about paying for impressions and clicks – only how many leads you deem valuable.

In contrast, the classic Google Ads we’re all familiar with work on a Pay Per Click basis (PPC), so whenever someone clicks on those ads Google will charge the advertiser. When said clicks are registered, Google feeds back data about the user and how many clicks it took to get a lead to provide a cost per lead.

Ranking

While traditional paid search ads are ranked based on a quality score, Local Services Ads aren’t tied up in the same ranking factors. Rather, the service type is automatically matched up with the most accurate search term in the local search niche – no need for keyword research or bid management.

However, because Local Services Ads are ranked based on relevance, proximity, reviews and ratings as well as responsiveness, it’s a good idea to fully optimise your profile and stay on top of enquiries.

How much do Google Local Services Ads cost?

By this point, you’re probably curious about how much this all costs. As we’ve established, you’ll be charged for every valid lead received via the platform. These lead prices can vary between locations, industries, job types, types of lead or your bidding mode; however, each lead will count towards your budget (usually, hitting somewhere between the £10 and £30 marks).  After hitting your monthly ad limit, they’ll no longer appear for the rest of the month unless you adjust your budget.

To be eligible for the LSA scheme, you need to pay $50 USD, which translates to £40 GBP, per month. Luckily the Google Guaranteed cost is bundled up in the overall price tag.

If you’re concerned about wasted leads, don’t worry. You’ll only pay for genuine, useful ones. To learn more about credited and uncredited leads, check out Google’s guide.

How to get started with Google Local Services Ads

Ready to get started? Here’s your first 7 steps.

1)      Check eligibility

Using the criteria discussed above, check that you’re eligible for the program. You might be surprised to know that you don’t need a business website to run Local Services Ads, but as the leads come through the LSA platform directly there’s no need to signpost them to a sign-up page.

This said, though, there are countless benefits to having a dedicated website too. So it’s worth considering one if you haven’t created a site already.

2)      Setting up an account

Your Google Local Services Ads profile isn’t quite the same as your Google Business Profile, although they do share some similarities. Your GBP is linked to your Google listing allowing you to appear on Google Maps, but it is the LSA profile that determines which job/service queries are matched to your business.

Here, you need to accurately fill in the following information:

• The owner’s details
• Business name, address and age
• Whether you have a physical office/store
• Your service offering

3)      Set your budget

Before you settle on a set ad spend, it’s important that you estimate your budget. Of course, the expense will vary with industry and all the factors we mentioned earlier, but this shouldn’t be a problem. Thanks to Google’s budget tool, you can get a rough idea of the number of leads you can afford. Once you have a better idea, you can add your estimation to the profile.

4)      Add licence and insurance details

To become Google Guaranteed and benefit from the green badge of credibility, you need to prove that you’re a real business located where you say you are. Here, you will need to provide evidence of your address and share any paperwork pertaining to your professional licences (if relevant to your industry) and insurance details.

5)      Get verified

With all the information provided, Google will then complete a background check to confirm that you are a genuine enterprise. This may involve agents visiting your premises. Once you get the all-clear you can move on to the next step.

6)      Optimise your ads

Just as you would optimise a Google Business Profile, you need to ensure that your Local Services Ads are honed for search engines. Here are a few steps informed by SEO practices to help you generate more enquiries.

• Expand your job types: Don’t forget to include each of your services – you don’t want to miss out on related leads!
• Set service areas in line with your operations:Don’t inadvertently narrow your prospects by going too granular with your service area; if you operate up and down the country select UK instead of a few select post codes.
• Turn on the “maximise leads” bidding mode: This will automatically optimise your budget, allowing you to make the most of the available leads.
• Enhance your business photos: High-quality images can significantly influence purchasing decisions; thus, it’s always a business-savvy idea to get them professionally done.
• Improve your review score: Did you know that positive reviews are linked to SEO? Make sure to acquire a steady stream of them, and don’t forget to ask clients to write a Google Review after the work is complete.
• Polish up your response rate: The consistency and speed at which you reply to the leads that come in is monitored by Google, so make sure you’re giving timely replies to any messages.

7)      Go live and watch the leads roll in

When you’re happy with your profile you can finally go live and wait for the leads to roll in. Always revisit your budget if you see fluctuation and keep a close eye on your leads.

It’s time to be seen

Armed with this knowledge about how Google Local Service Ads run in the UK, you can surely outrank the competition. Backed with this powerful tool, your ideal client roster is just around the corner.

Feeling out of your depth? That’s normal; not every business is equipped to manage a new campaign on top of everything else. That’s why beefound.agency exists – to support independents in reaching their potential and ‘bee’ found online.

If you’re interested in entrusting your Google Ads into the hands of the experts, get in touch with our team today.