Local Service Ads: Advertise local services via Google and only pay for real leads!

The biggest special feature of Local Service Ads: You only pay for real leads! Google only takes money from your advertising account when interested parties make contact. However, the outstanding cost-effectiveness of Google Local Ads is just one of the major advantages for advertisers.

 

In this blog post, we will briefly and concisely tell you everything you need to know about Local Services Ads, which are becoming increasingly popular in Germany, Switzerland and Austria.

 

The big special feature: high conversion rates and cost-effectiveness

Compared to the usual Google Ads, Local Services Ads have the advantage that advertisers only pay for contacts made by users. Unlike other types of ads, the cost-per-click (CPC) model does not apply, but rather cost-per-lead (CPL).

 

The best way to understand the cost model for Google Local Ads is to familiarize yourself with how these ads work:

 

1. You first provide information about your company (name, location, type of service, etc.).
2. Now select the budget per month. You can change your advertising budget at any time.
3. This is followed by an extensive review of your company. Why? Because Google attaches great importance to the seriousness of Local Service Ads.
4. You place your ad. Now you wait for inquiries. Activate the message function and make an appointment for more visibility.
5. Payment to Google is only required when users contact you by phone or e-mail or make an appointment.

 

One of the weak points of the usual Google Ads - i.e. the ads in the entire Google advertising network - is the payment per click. Unfortunately, users sometimes click on ads by mistake, which for advertisers means: costs for clicks from users who are not even potential customers.

 

Even users who intentionally click on ads are not automatically potential customers with a genuine interest in services. Google has recognized this deficit. For this reason, the search engine operator has come up with a concept with a higher probability of conversion for its local ads .

 

Since users who contact a service provider usually have a very specific interest in their services, Google Local Ads are considered an advertising measure with high conversion opportunities. chances of conversion. As a large proportion of interested parties become paying customers, ads for local services are highly cost-effective .

 

 

Further advantages of Google Local Ads

By labeling companies with special signs of seriousness (Google Buyer Protection logo and Google Screened symbol), users develop more trust. As soon as users trust a service provider, there is a favorable basis for contacting and concluding a contract with this service provider.

 

If companies want to obtain a buyer protection logo and screened symbol, they initially have to put in more effort due to the associated strict checks by Google. However, obtaining the corresponding symbols makes it easier for companies to convert prospective customers into paying customers - so the effort is worth it.

 

Ultimately, Google's marks have clear benefits for both businesses and users looking for services. Here is an overview of the requirements for obtaining the Google Buyer Protection logo and the Google Screened symbol:

 

• Submit a license or business registration (Google sets requirements in this regard)
• Confirmation of the existence of the required licenses
• Existence of reviews by customers (depending on the service, there are different minimum requirements from Google)
• Completed billing setup and fixed advertising budget

 

One of the other advantages of ads for local services is their simplicity. Apart from the complicated verification process just described, service providers have an easy time setting up an advertising account and placing ads. Google'stools are straightforward.

 

Non-experts will find their way around the user interface for Local Services Ads straight away. This is completely different from Google Ads and Google Maps ads. With Google Ads and Google Maps, it is necessary to analyze keywords for each campaign, optimize the entire Google company profile and also prepare the website for search engines. All this effort is eliminated with Google Local Ads.

 

 

Google local services: Overview of services that can be advertised

The services for which Local Services Ads can be placed are limited. On the Google Local Services page, Google lists all services for which an ad is possible:

 

• Building survey
• Tree care
• Floor coverings
• Roofing
• Services around worktops
• Electrical engineering
• Facade cladding
• Window work
• Window cleaning
• Foundations
• Garage doors
• General contractor
• Craftsman
• Household appliance repair
• DIY
• Heating, ventilation, air conditioning (HVAC)

• Plumbing work (sanitary engineering)
• Landscape conservation
• Pool services
• Pool service provider
• Pool cleaning
• Lawn care
• Cleaning service
• Pest control
• Bulky waste disposal
• Carpet cleaning
• Fencing
• Removal service
• Water damage
• Winter service
• Carpentry

 

It is to be expected that the number of sectors and service providers will increase in future years, as advertisements for local services are becoming increasingly popular in Germany, Austria and Switzerland.

 

As various users carry out search queries with a local reference, there is a high demand. This high demand forms the basis on which the "Google local services" offering is very likely to grow in the future.

 

Conclusion and further information

As a professional SEO agency, we at Specht GmbH help companies achieve greater visibility on the internet. This primarily includes optimizing the website for better rankings in the organic search results. We also set up company profiles (formerly: Google my Business) to optimize rankings and advertisements on Google Maps.

 

For service providers without their own website or without a high-reach website, advertising on Google Local Services is an excellent way to generate new customers at fair advertising costs. So get started today and take advantage of your opportunities to increase sales with Google Local Ads!

 

If you have greater ambitions as a service provider, you are welcome to contact us. We will advise you individually and carry out professional search engine optimization (SEO) and search engine advertising (SEA). In this way, you can achieve even greater effects and really grow your business!