Getting Started
For many businesses, generating quality leads is one of its biggest challenges. With an advertising revenue of over $131 billion in the U.S alone, Google is the perfect go-to platform to help your business be seen online by your target audience.
From Google Ads to Google Local Services Ads, there are a handful of Google platforms that can help you achieve the task.
In this article, we’ll be specifically discussing how to generate leads by leveraging Google Local Services Ads.
Why Leads Are Important
If you have a local business that relies on attracting customers or clients, you should understand just how valuable local lead generation can be.
Leads are a strong indication that your marketing efforts are actually paying off. In fact, 74 percent of companies say converting leads into customers is its top priority.
Types of Leads
Whether you’ve hired an agency to handle your marketing and advertising or have taken on the task of doing it yourself, knowing what types of leads you can expect to receive can go a long way.
In the case of Local Services Ads (LSAs), there are typically three types of leads:
- Phone Leads – When a potential customer speaks with your business by phone or leaves a message in response to your LSA, this is considered a phone lead.
- Booking Leads – When a potential customer schedules a booking online via a Google Guaranteed Ad, this is considered a booking lead.
- Message Leads – When a potential customer either calls your business or leaves a message, you will receive an email notification. This is considered a message lead.
*Both message leads and booking leads are only available in the United States and Canada.
Given Google Local Services Ads has adopted a pay-per-lead model, you are only charged for qualified leads, regardless of the type. While both booking leads and phone leads are typically the same price, message leads, however, are currently priced at 50 percent of the corresponding phone lead.
This is something important to consider, so you can also make decisions more cost-effective for your advertising spend. We will discuss other costs you should be considering in greater detail later on in this article.
Who Qualifies as a Lead?
Unlike other advertisement platforms, Google Local Services Ads enables businesses to determine who qualifies as a lead based on their relevance to the business.
For example: If you are an HVAC company that specializes in residential services and you receive a lead in search of commercial HVAC services, this can be considered an invalid, or unqualified lead. In this instance, Google will provide you with the opportunity to dispute this lead if it occurred within the last 30 days.
For more information on how you can dispute invalid leads, click here.
How Google Local Services Ads Can Help
Extra Visibility
There is a space reserved at the top of the Google Search results page for Local Services Ads. This is the first part of the first page on Google that the user will typically experience.
Given 75 percent of users never click past the first page of search results, Local Services Ads can assure that the users that match your interests and your service area will see your LSA.
More Clicks
Its high placement in local searches encourages more engagement. The top three results on Google are also known to receive over 75 percent of all clicks. This could be due to the fact that LSAs display your review rating, which is one of the biggest drivers of clicks in local SERPs.
The Google Guarantee
The Google Guarantee program allows users to feel confident in knowing that they are selecting a company that Google, one of the most influential companies in the world, recommends.
As a result, businesses that pass the Google background check earn a Google Guarantee badge on their Google My Business listing and a Google Guarantee Ads check of approval will appear on all of its LSAs.
This can win over the trust of its potential customers and increase its chances of appearing further up in local search results.
Boosts Brand Awareness
On average, it takes 5 to 7 impressions for a user to remember your brand. Once your LSA is published, it will be displayed to potential customers in your neighborhood that have been pre-defined in your campaign from the service area listed on your Google My Business profile.
As the users continue to perform relevant searches, your LSA will continue to circulate to them throughout the duration of your campaign.
Reduces Ad Spend
Did you know that in the Marketing industry, the average cost-per-lead is around $99? In the Business Services industry, the average cost-per lead is around $132.
With Google Local Services Ads, the average cost-per-lead for local firms varies between $6-$30. That means choosing Local Services Ads could potentially save your business over $100.
Encourages Informed Decision-Making
One of the best parts of using Google Local Services Ads is that your potential clients will know what they are getting.
From the moment they interact with your LSA, they are introduced to valuable information such as your company’s star rating, actual customer and client reviews, and even the services offered.
This can empower them to make the best decision for themselves or their businesses.
Get More Local Leads
Are you looking to advertise your business, increase the visibility of your business, and most importantly, generate more local leads? Google Local Services Ads is the perfect solution for all of the excellent reasons we mentioned above and beyond.
Start incorporating Google Local Services Ads into your local lead generation strategy today!
Chris Gregory
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