Setting up Google Local Service Ads (LSAs) in 2024 is a must for businesses looking to increase visibility and generate more local leads. Unlike traditional Google Ads, LSAs are designed to help service-based enterprises connect with potential customers in their area by prominently displaying them at the top of search results. Whether you run a home service business, law firm, or healthcare practice, Google Local Service Ads provide a cost-effective way to appear in front of qualified local leads who are actively searching for your services. In this guide, we’ll walk you through the steps to set up LSAs, ensuring you take full advantage of this powerful advertising tool in 2024. From creating your business profile to verifying credentials and optimizing your ads, we’ll cover everything you need to know to get started.

Prerequisites for Running Local Service Ads in 2024

Before you can start running Google Local Service Ads (LSAs) in 2024, there are a few essential prerequisites you need to meet. These ensure that your business is eligible and trusted by Google, helping you attract qualified local leads.

Business Eligibility: Your business must offer services in one of the approved industries for Local Service Ads. These industries typically include home services, legal services, and real estate, among others. Make sure your business falls under one of the categories supported by LSAs.

Location Requirements: LSAs are designed to connect local customers with businesses in their area. It would help if you operated in specific service areas that match the locations where you want to advertise. Confirm that Google supports your region for Local Service Ads.

Background Checks: Depending on your industry and location, Google may require you to undergo a background check. This ensures that your business and employees are legitimate and reliable, building trust with potential customers.

Licensing and Insurance: For specific industries, you’ll need to provide proof of valid licenses and insurance. Google will verify these documents to make sure your business meets local legal requirements.

Google Guarantee or Screened Badge: To improve your credibility, you’ll need to qualify for either the Google Guarantee or the Google Screened badge. These badges show customers that your business has been vetted by Google, helping you stand out from competitors.

Positive Customer Reviews: While not a strict requirement, having positive customer reviews can significantly improve your Local Service Ads’ performance. Customers tend to trust businesses with good reviews, so encourage satisfied clients to leave feedback.

Steps to Set Up Google Local Service Ads in 2024

Setting up Google Local Service Ads in 2024 is a straightforward process that can help your business connect with local customers. Here are the steps to get started:

Create a Google Local Services Ads Account: You can sign up for Google Local Service Ads by visiting the page and signing up with your Google account. You’ll need to provide basic information about your business, such as your industry and service area.

Enter Business Information: Please provide the required details about your business, including the business name, type of services offered, location, and contact information. Accurate information ensures that your business is adequately represented. Then, choose the geographic location you are serving, include further service details, and add business hours. To complete setup, you’ll be given a preview of their Google Local Services Ads

Submit Licensing and Insurance Information: Google requires businesses to undergo a verification and background check to ensure they meet local and industry requirements. This step also includes verifying their business license and insurance where necessary.

 Set Your Budget: Determine how much you’re willing to spend on leads each week or month. Google Local Service Ads operates on a pay-per-lead model, so you only pay when a customer contacts you through the ad.

Activate Your Ads: Once everything is set up and approved, your ads will be activated, and potential customers in your area can start finding your business through Local Service Ads.

Following these steps will allow you to successfully set up Google Local Service Ads, helping your business gain more visibility and attract new customers in 2024.

Google Guaranteed vs. Google Screened: What’s the Difference?

When setting up Google Local Service Ads, you’ll come across two types of badges: Google Guaranteed and Google Screened. Both badges serve as trust signals for customers, but they cater to different types of businesses and offer unique benefits.

• Google Guaranteed is typically for home service businesses like plumbers, electricians, and contractors. This badge gives customers peace of mind by offering a money-back guarantee if they’re not satisfied with the service. To earn this badge, businesses must pass a background check and provide proof of licenses and insurance.
• Google Screened, on the other hand, is designed for professional services such as lawyers, financial advisors, and real estate agents. While it doesn’t include a money-back guarantee, businesses with this badge have still undergone background checks and have been verified by Google as reliable professionals.

Both badges help increase customer confidence, but the right one for your business depends on your industry and the services you offer.

Common Challenges in Setting Up Google LSAs 

Setting up Google Local Service Ads can be straightforward, but there are a few common challenges that businesses may encounter. Here’s how to tackle them: 

Background Checks and Verifications: One of the biggest hurdles in setting up LSAs is passing Google’s background checks, especially for businesses that require licensing or specific insurance. The verification process can be time-consuming and might involve multiple steps, such as submitting documentation for licensing, proof of insurance, and even personal background checks for business owners.

Solution: Start the verification process early, and make sure you have all the required documents ready. If you run into delays, contact Google support for assistance to avoid any disruptions in setting up your ads.

Budget Management: LSAs operate on a pay-per-lead model, which is different from traditional Google Ads. Some businesses struggle to find the right balance between setting a budget and receiving enough leads.

Solution: Start with a conservative budget and monitor your ad performance regularly. Use Google’s lead volume estimator to predict how many leads you can expect with your current budget and adjust as needed to maintain a balance between cost and lead quality.

Competing with Other Local Providers: With more businesses joining Google Local Service Ads, competition can be challenging. If your business operates in a highly competitive industry, your ads may not show as frequently as you’d like.

Solution: Focus on getting more customer reviews and optimizing your profile. A complete and compelling business profile with lots of positive reviews will help you stand out and get more visibility.

Updates and New Features in Google LSAs for 2024

In 2024, Google introduced several significant updates to its Local Services Ads (LSAs) that make them more efficient and user-friendly. These changes are designed to help businesses maximize their visibility and connect with potential customers more effectively.

Here’s what’s new:

• Enhanced AI for Lead Quality: Google has implemented advanced AI tools to evaluate and filter leads better. This improvement means you’re more likely to receive higher-quality leads, reducing the time spent dealing with irrelevant inquiries.
• Improved Dashboard Interface: The LSA dashboard has been revamped with a more intuitive design, making it easier for businesses to track performance metrics, manage budgets, and respond to leads quickly.
• Seamless Google My Business Integration: LSAs are now more tightly integrated with Google My Business, allowing for smoother management of your online presence and better synchronization of information across platforms.
• Expanded Categories and Regions: Google has broadened the categories and geographical areas where LSAs are available, giving businesses more opportunities to reach their target audience.

These updates are aimed at simplifying the management of your LSAs while enhancing the effectiveness of your advertising efforts. By staying updated with these new features, you can optimize your LSA campaigns and ensure better returns on your investment in 2024.

FAQs

How do I get more leads from Google Local Service Ads?
To increase your leads, optimize your business profile, gather more customer reviews, and adjust your budget. The more optimized and complete your profile is, the higher your ads will rank in search results.

What is the difference between Google Local Service Ads and Google Ads?
While both platforms help businesses advertise online, Local Service Ads are specifically designed for service-based businesses and operate on a pay-per-lead model. In contrast, Google Ads generally follow a pay-per-click (PPC) model and are not limited to local services.

Can I run both Google Local Service Ads and regular Google Ads?
Yes, you can run both types of ads at the same time. In fact, many businesses find that combining Local Service Ads with traditional Google Ads improves overall visibility and lead generation.

Conclusion

Google Local Service Ads are an excellent way for service-based businesses to connect with local customers and grow their client base. By following best practices, understanding the difference between Google Guaranteed and Google Screened, and staying updated on the latest features, you can effectively set up and optimize your LSAs in 2024. Whether you’re just starting or looking to improve your existing campaigns, LSAs offer a powerful tool to drive high-quality leads and build trust with your local community.