Accelerate Marketing Helps Local Businesses Attract More Customers Through Optimized Google Local Service Ads

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In today’s digital age, visibility is the key to success. Despite their popularity, even known brands, like Nike or Apple, are continuously trying to stay relevant and visible.  Local businesses might not have the popularity of a conglomerate, but they do have the tools to gain relevancy online.  Amidst the repertoire of online marketing strategies, Google Local Service Ads (LSAs) have emerged as a powerful tool for businesses to connect with local customers.

However, merely having a presence on LSAs is not enough. To truly unlock success and stand out from the competition, businesses need to focus on improving their rank within these ads. Stay with us as we dive into the world of Google Local Service Ads, and what you must consider when trying to rank. 

Understanding Google Local Service Ads

You have probably done local searches and found ads with small green badges, a review score, and basic business information. These ads appear at the top of the search result pages and are Google Local Service Ads. 

Google Local Service Ads, commonly styled as LSA, is a service Google launched in 2015. This tool is part of Google’s local SEO products, and it’s highly sought after by experts and business owners. 

The main goal of LSA is to help generate leads from local searches and, therefore, local customers. This platform has more than 70 verticals available for business owners, ranging from lawyers and plumbers to aestheticians and personal trainers. 

When working with Google Local Service Ads, you must consider some factors. From service areas to optimization,  background checks, and more, it all plays a crucial role in your ads and their rankings. 

Factors influencing LSA rank

Like all SEO tools, there are factors Google takes into account when building its rankings. Some known local service ads ranking factors are: 

• Your verification status: Google considers whether you have obtained either of their badges (Google Screened or Google Guaranteed). For that, businesses and their owners will go through a background check that Google conducts. The background check won’t be similar for all verticals, so it’s important to be mindful of what they research based on the services your business provides. 
• Profile: Do you have a high-quality profile? What does your average response time look like? Are you getting reviews? The higher the quality of the profile, the more likely it is to rank higher. 
• Are your ads lead-proof?: Of course, this one could be trickier, especially for people who are getting familiarized with LSA. But, similar to the previous factor, missed calls could affect your responsiveness, which Google views as “This ad might not be getting any leads“. Other items, like enabling messaging and booking represent a way of letting customers reach out, especially when you might not be available to answer the phone. 

Tracking and Analyzing Performance

Once you have set your LSA ads and have taken care of the factors that could help you reach the right customers, you must know what to look for to see the results. This, too, is an excellent way of improving your rankings on Google Local Service Ads, as you will know what could be optimized or improved. 

Monitoring LSA Performance Metrics

Some performance metrics you could into are: 

• Response rate. 
• Number of reviews. 
• Review Score. 
• Number of charged leads. 
• Return on ad spend (ROAS). 

Identifying Areas for Improvement and Optimization

We briefly talked about this before, but let’s dive deeper into it. Most SEO experts and digital marketing aficionados know how essential optimization is, and local SEO is no exception. 

Make sure you have basic but crucial information like business hours on your profile. Ensure you are targeting relevant service areas for your business type. Don’t be afraid to go higher when bidding. 

Keeping these seemingly small factors into account will help you stay on new customers’ radars. Granted, it isn’t always easy to handle these tools, and sometimes it is a better option to hire experts who can deal with these for you, so don’t be afraid to seek LSA help when needed. 

Leveraging Other Local SEO Strategies

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Everyone knows how important it is to have a local presence when owning a business, but how can locally-owned and operated companies do this when it comes to the Internet? Here’s what you need to know: 

Building Local Citations 

Business listings are essential, regardless if the company has a local or global aim. Your business needs to have local citations and an overall presence in directories so it can stay discoverable. Furthermore, these citations can act as a business bio or presentation card, as many allow you to add details that could help your company stand out. 

Utilizing Social Media for Local Engagement

We know how important social media is nowadays. Most of us are online at least a few hours per week, so why not pay attention to it?

You can use your Google Business Profile to share events or offers your business might have, you can also rely on Instagram or TikTok to reach out to younger audiences if that is your goal. 

Once you know what you wish to achieve through social media, don’t be afraid to let your creativity shine. 

Participating in Local Community Events and Sponsorships

This one could sound a little obvious, but it’s worth mentioning. What better way to gain a local presence than by joining local community events? 

Keep an eye on the events happening in your town, and if they are relevant to your company, join them! Talk to people, hand out information like social media channels your business is in, where they could find you, etc. A significant part of local internet presence is done in person, so don’t be afraid to put yourself out there. 

Collaborating With Local Influencers and Businesses

This item ties the previous two together. The influencers era has changed the way businesses promote their products or services, and if your town has popular local influencers, giving it a try could bring in excellent results.

Furthermore, having business alliances could be a master move. Imagine this: a yoga studio and a babysitter business working together to help mothers take some time off at least once a week without worrying about who will look after their children, as the yoga studio provides on-site babysitter care. Sounds great, doesn’t it? 

Look into it and give it a thought, you might be surprised at the ideas that will spark! 

The Takeaways

When working on your local digital presence, you must consider all the tools and options available. Don’t be afraid to experiment and try out things you might have not used before, like Google Local Service Ads or going to local events. 

And, if you find you don’t know how to make the most of these tools, reach out to the ones that can help you rank higher. Keeping all options at hand knowing when to leave it on experts’ hands will make the difference for your business.  

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Accelerate Marketing Helps Local Businesses Attract More Customers Through Optimized Google Local Service Ads