The Benefits of Google Local Service Ads

Alliance  ·  September 29

Looking to attract more local traffic to your website? Google offers a great promotional opportunity for businesses to improve local lead generation and digital marketing is through local service ads. In this article, we will discuss the benefits of Google’s local service ads and how to get started creating one today. 

What Are Google Local Service Ads?

Local service ads are a great way for businesses to begin standing out in local search results. These are a type of paid ad that shows up when a user using Google search is looking for a specific product or service. The ad is generated when the visitor searching for this criteria has a location close to your business location. Google local service ads usually will include relevant business information including contact details such as phone number, physical address, hours of operation, and online reviews.

Local service ads are used for the purpose of improving local lead generation. Rather than having to rely on word of mouth or physical location as a way for people to know about your business, customers can find you through a related keyword search in just a matter of seconds.

Why Choose to Create a Local Service Ad?

If you are searching for local customers in your area, a local service ad might be a great way to allocate your business marketing efforts. Many service-based businesses choose local service ads because of their small startup costs, and rankings can be improved through the business’s service efforts. The costs for local service ads are determined on a pay-per-click basis, meaning the business will only pay for the ad each time it is actually clicked on. This is a more cost effective advertising model for smaller local businesses that might not have the budget for more expensive traditional forms of advertising like print, digital, and radio. Local businesses can also benefit from the level of service they provide for their customers, as their ads will rank better based on positive reviews received online. 

Why Should Visitors Purchase from a Business When They Come across a Local Service Ad?

For visitors, it actually is beneficial to use local service ads when determining what business to choose. Some local service ads actually fall under Google’s guarantee policy, so if you use a business that you came across on a local service ad, but are unhappy with the results, you are protected and eligible for refunds.

Google’s guarantee is designed to help improve customer confidence when requesting services from local businesses. The Google guarantee requires a certification on the business end, and there is a green checkmark badge next to any credited accounts. Google guaranteed businesses also receive better traffic rankings on search engines, encouraging local businesses to provide great levels of service to their customers.

Businesses that apply for the Google guarantee undergo a number of different checkpoints, such as verification of their business license, insurance, and profile of online reviews.

What Types of Businesses Use Local Service Ads?

Usually local service ads are used for businesses that generate most of their revenue at a local level. These types of businesses are usually service-based businesses that are seeking to improve their customer base with individuals within close proximity that might not be aware of the business. Since Google is a widely used platform, its algorithm can detect the physical location of the person searching, and based on the relevant keywords they use, their results will match with these local service ads. These types of ads usually serve well for some of the industries listed below:

  • Auto repair
  • Plumbing
  • Home improvement
  • Electricians 
  • Air condition technicians
  • Pest removals
  • Local grocery
  • Childcare 
  • Education 

Examples of Local Service Ads


As you can see in the search for local plumbers above, the following results are examples of local service ads (notice they say sponsored above them). The top three ads with a high number of positive reviews are displayed in the search results. As you can also see, the Google-guaranteed businesses are marked with the green checkmark and showcased first.

The local ad will showcase the business’s name, physical location, and overall rating. Additional business contact details are also available once the ad is clicked on by a user. 

Once the ad is clicked on, you will be able to see additional details regarding consumer reviews received, business licenses, and other certifications that help determine the business’s credibility.

How to Create a Google Local Service Ad

Creation of your first local service ad can be completed using the steps below:

  1. Go to the Google service ad homepage here.
  2. Determine if you are eligible: Eligibility for local service ads is dependent on the following criteria below:
  1. Add in your relevant business details regarding your services and contact information to setup your business ad profile
  1. Upload required documents. Google requires you to upload other important documents verifying your business to prove that you are verified to work in that industry and up to date on all necessary licensing. 
  2. Complete the required business background check.
  3. Determine your budget. You only pay for ads clicked on, so your budgeting requirements will be determined by the total number of leads you want to generate each month.
  4. Review your leads. Google will send new leads to your profile inbox, so you can easily keep up to date with timely follow ups on new business opportunities.

Need Assistance with Google Ads or Your Digital Marketing Strategy?

Alliance Interactive is a full service digital agency offering digital marketing and Google Ads services. We can help your business better understand your core audience, and strategize new ways that will help your business increase online traffic and improve conversion rates.

To get started with us, just give us a call at 888-222-9056 or contact us online today!