Google's traditional ads have a global reach, but local searches are extremely popular. Consider how widely used Google Maps and Google My Business listings are. Google recognizes the importance of local searches and is expanding its advertising options to accommodate this trend.

One of the most effective ways for businesses to promote their local brand and services is through Google Local ads.

What Are Google Local Services Ads?

Google Local Services Ads (LSAs) are an innovative advertising format designed specifically for local businesses looking to connect directly with potential customers in their area. These ads appear at the very top of Google’s search results when people search for local services, ensuring high visibility. Unlike traditional pay-per-click (PPC) ads where costs accrue per click, LSAs operate on a pay-per-lead basis, which means advertisers only pay when they receive a lead through phone calls or messages.

LSAs display essential business information, such as the company’s name, ratings, reviews, and contact details, allowing customers to quickly assess the service provider. This format is particularly beneficial for industries like plumbing, locksmiths, garage door repair, and other home services where immediate assistance might be required. Businesses eligible for LSAs must pass Google’s screening and verification processes, which include background checks and license verifications, ensuring a level of trust and security for customers.

One of the standout features of LSAs is the Google Guarantee badge, which can accompany ads for qualifying businesses. This badge provides additional reassurance to customers, indicating that Google has vetted the business and offers a reimbursement up to a specified amount if customers are not satisfied with the quality of work. This endorsement not only boosts customer confidence but also enhances the business’s credibility.

Furthermore, LSAs integrate seamlessly with Google Assistant, making them accessible via voice search—a crucial feature as the use of voice-activated devices continues to grow. For businesses, setting up LSAs involves creating a detailed profile on Google, including information about service offerings, business hours, and geographical areas served. The process also includes selecting a budget for leads, thus giving businesses control over their advertising spend.

The Difference Between Local Services Ads and PPC

Understanding the distinction between Google Local Services Ads (LSAs) and traditional pay-per-click (PPC) advertising is crucial for businesses aiming to optimize their digital marketing strategies. Both advertising models are powerful tools under Google's vast ad services, but they cater to different needs and function under different payment structures.

1. Cost Structure and Payment Model

The most significant difference lies in the cost structure. Google Local Services Ads operate on a pay-per-lead basis, meaning businesses only pay when they receive a lead directly through the ad—such as a phone call or a message request. This is in stark contrast to PPC ads, where costs are incurred every time someone clicks on the ad, regardless of whether those clicks convert into tangible business leads. This makes LSAs particularly attractive for service-oriented businesses where the conversion likelihood from a direct call is higher.

2. Ad Placement and Visibility

In terms of placement, LSAs appear at the very top of the search results, even above traditional PPC ads and organic listings. This prominent placement gives local businesses a significant visibility boost when users perform local searches. For example, a user searching for "emergency plumber" or "locksmith nearby" will first encounter Local Services Ads, which prominently display verified businesses along with reviews and ratings.

3. Ad Creation and Management

Another key difference is the ease of setup and management. LSAs do not require keyword research or ongoing ad management. Instead, Google generates these ads based on the information provided by the businesses during their LSA profile setup. This is a departure from PPC campaigns, which require careful keyword selection, bid management, and continuous optimization to improve ad performance and ROI.

4. Qualification and Trust Signals

Google Local Services Ads provide an additional layer of trust through the Google Guarantee or Google Screened badges, available to businesses that pass a rigorous screening process. These badges not only enhance the ad’s trustworthiness but also protect the consumer with a money-back guarantee. PPC ads do not offer such endorsements, as they are available to any business willing to pay for the ad space, regardless of the company’s background or reputation.

5. Targeting and Intent

Lastly, the targeting capabilities differ between the two. LSAs are specifically designed to capture high-intent queries related to local services, making them highly effective for industries such as legal, home repair, and healthcare services. PPC ads, while highly customizable, often require more extensive setup to effectively target similar levels of purchase intent and may include broader keyword strategies that can attract less qualified leads.

Benefits of Google Local Services Ads

Google Local Services Ads (LSAs) offer a range of advantages that make them a compelling choice for local businesses looking to boost their online visibility and attract more customers. These ads are specifically tailored for service-oriented businesses such as plumbers, electricians, locksmiths, and many others, providing a direct connection to potential customers in their locality. Here are the key benefits:

Advertisers Pay Per Lead—Not Click!

One of the standout benefits of Google Local Services Ads is the payment model. Unlike traditional pay-per-click (PPC) advertising where costs are incurred every time someone clicks on your ad, LSAs allow you to pay only for leads. This means you only pay when a potential customer contacts you directly through the ad. This can significantly reduce wasted expenditure and ensure that your marketing budget is being used more effectively to generate real business opportunities.

Expand the Reach of Your Paid Search Ads

Google Local Services Ads are displayed at the very top of the search results page, above both PPC ads and organic results. This positioning gives local businesses prime real estate on Google’s SERP, significantly increasing visibility. For businesses looking to complement their existing PPC campaigns, LSAs provide a way to reach potential customers who may be further along in the decision-making process, ready to engage a service immediately.

Be Included in Voice Search Responses

With the increasing popularity of voice-activated devices, LSAs are uniquely positioned to capitalize on this growing trend. These ads are integrated with Google Assistant, meaning they can be included in the responses to voice search queries. This feature is especially beneficial for local service providers, as many voice searches are performed by users seeking immediate solutions, such as emergency home repairs or local services.

No Ads or Keywords to Manage

Another significant advantage of Google Local Services Ads is the ease of management. Unlike PPC campaigns, which require ongoing keyword research, bid management, and ad optimization, LSAs do not require you to manage keywords or ads. Google automates much of the process, generating your ads based on the information you provide in your business profile. This simplification frees up time and resources, allowing business owners to focus more on delivering quality service rather than managing their ad campaigns.

How to Know if Your Business Qualifies for Local Services Ads?

Determining whether your business qualifies for Google Local Services Ads is a crucial step in leveraging this powerful tool to boost visibility and attract more customers. Google Local Services Ads are designed to connect local businesses with potential customers by showing ads to users who search for related services in their area. Here’s how to assess if your business is eligible to participate in this program.

1. Check Service Categories and Locations

Google Local Services Ads cater to a specific range of service categories and are available in select geographical locations. Common industries include plumbers, electricians, locksmiths, roofers, and HVAC professionals, among others. To qualify, your business must fall within one of these supported service categories. Additionally, LSAs are available in several countries, including the United States, Canada, and parts of Europe. Check Google’s official Local Services Ads site to see if your business type and location are supported.

2. Meet Google’s Verification and Trust Criteria

To participate in LSAs, businesses must pass a strict screening process conducted by Google. This includes:

• Background Checks: Ensuring that the business and its employees do not have a history of criminal behavior.

• License Verification: Businesses must provide proof of necessary professional licenses relevant to their service category.

• Insurance Verification: Businesses must prove that they hold appropriate liability insurance to cover potential damages or accidents.

This rigorous verification process helps maintain a trustworthy environment for customers using Google to find local services.

3. Understand the Google Guarantee or Google Screened

For certain categories like home services, businesses can qualify for the Google Guarantee badge, which adds a layer of trust by offering a money-back guarantee to unsatisfied customers, subject to certain terms. Professional services such as law firms and financial planners may qualify for the Google Screened badge, which emphasizes thorough checks on professional licenses.

4. Application Process

If your business meets the criteria above, the next step is to apply through the Google Local Services Ads website. During the application process, you will be required to provide details about your business, such as service areas, business hours, and types of services offered. This information is crucial as it helps Google match your business with relevant local searches.

5. Continuous Compliance and Quality Control

Once approved, maintaining your eligibility for LSAs involves adhering to Google’s standards and guidelines. This includes managing customer interactions professionally and ensuring that all business information remains accurate and up-to-date. Regular audits and checks by Google ensure that businesses continue to meet the quality standards expected under the LSA program.

Local Services Ads Industries

Google Local Services Ads (LSAs) cater to a diverse array of industries, enabling a wide range of service-based businesses to connect directly with potential customers in their local area. These ads are designed to help businesses such as plumbers, electricians, locksmiths, and many others to effectively advertise their services at the top of Google's search results, thereby increasing visibility and attracting more qualified leads. Here’s a detailed look at the industries that can benefit from Google Local Services Ads.

Google has designed LSAs to support over 70 different service categories, ensuring a broad spectrum of businesses can utilize this advertising tool. Some of the primary industries include:

• Home Services: This is one of the largest categories under LSAs, including professionals like electricians, plumbers, HVAC technicians, and locksmiths. Businesses providing garage door repair, pest control, lawn care, and pool cleaning services also fall under this category.

• Professional Services: LSAs extend to professional service providers such as lawyers, real estate agents, financial planners, and tax specialists. These ads help professionals establish trust and credibility by showcasing their qualifications, reviews, and ratings.

• Health and Beauty Services: Service providers in the health and beauty sector, including dentists, acupuncturists, personal trainers, and massage therapists, can use LSAs to reach individuals seeking personal care and wellness services.

• Education and Child Care Services: Educational services like tutoring centers, preschools, and driving schools, as well as child care providers, can benefit from LSAs by connecting with families in need of educational support or child care solutions.

• Repair and Maintenance Services: Businesses that specialize in appliance repair, window repair, and similar maintenance services can leverage LSAs to highlight their expertise and availability to local customers.

Key Benefits for Industries

LSAs provide several significant benefits for businesses across these industries:

• Increased Visibility: By appearing above traditional search results and PPC ads, LSAs provide unmatched visibility that can significantly increase the likelihood of attracting local clients.

• Qualified Leads: Since LSAs are shown to users based on their service needs and location, the leads generated are typically more qualified and closer to making a hiring decision.

• Cost-Effectiveness: With the pay-per-lead model, businesses only pay when they receive a valid lead, making LSAs a cost-effective option compared to traditional pay-per-click advertising.

• Trust and Security: The Google Guarantee, available for eligible industries, offers a badge of trust and a form of insurance, as Google will reimburse dissatisfied customers up to a predetermined limit, thereby enhancing consumer trust in the advertised services.

Getting Started with Google Local Services Ads

Google Local Services Ads (LSAs) offer a targeted advertising approach specifically designed for local service providers such as plumbers, electricians, locksmiths, and many others. These ads appear at the very top of Google search results, providing significant visibility. Below are detailed steps on how to get started with LSAs, ensuring your business can maximize its potential through this powerful marketing tool.

Confirm Your Eligibility

Before you invest time and resources into setting up Google Local Services Ads, you first need to confirm that your business qualifies. LSAs are not available for all business types or locations. To check your eligibility:

1. Visit the Official Google Local Services Ads Website: Google provides a straightforward tool where you can input your business type and location to see if LSAs support your industry and area.

2. Review the Industry List: Google supports more than 70 service industries, but it varies by region. Make sure your specific service is included in the list for your area.

Confirming your eligibility is crucial as it ensures you can proceed with setting up your account without interruptions.

Create Your Business Profile

Once your eligibility is confirmed, the next step is to create a detailed business profile on Google. This profile will serve as the foundation for your LSAs and includes:

• Business Information: Input your business name, physical address, phone number, and website.

• Service Details: List the services you offer, making sure they align with what your potential customers might search for.

• Operating Hours: Include your business hours to let customers know when you’re available.

• Service Areas: Specify the geographic areas you serve, which helps Google show your ads to the most relevant audience.

Your profile should accurately reflect your business to ensure the leads you receive are well-targeted and likely to convert.

Add Your License and Insurance Details

Google requires that businesses participating in LSAs provide proof of professional licenses and insurance to protect customers. This step enhances the credibility of your services:

• License Verification: Upload copies of any required professional licenses. This is particularly important for industries like electrical work, plumbing, and other trades where local laws regulate service providers.

• Insurance Information: Provide details of your liability insurance to demonstrate that your business is prepared to handle any accidents or damage that could occur while performing services.

These details are crucial for passing Google’s screening process and being allowed to participate in the LSA program.

Complete a Background Check

To further ensure the safety and reliability of the businesses advertised through LSAs, Google requires a background check for the business owner and all employees who interact with customers:

• Initiate the Background Check: This process is typically handled through a third-party service that Google has partnered with.

• Employee Screening: Each employee must undergo this check if they visit customers’ homes or have direct contact with clients.

This step is critical to maintaining a trustworthy environment for customers using Google to find local service providers.

How Much Do Google Local Services Ads Cost?

Understanding the cost of Google Local Services Ads (LSAs) is crucial for businesses looking to optimize their advertising budget while targeting local customers. Unlike traditional pay-per-click (PPC) advertising, LSAs operate on a pay-per-lead basis, meaning businesses pay only when they receive a lead directly through the ad platform. This cost-effective approach can be particularly advantageous for local service providers, as it aligns advertising costs directly with tangible business opportunities.

Pay-Per-Lead Pricing Model

The core of the LSA pricing structure is its pay-per-lead model. Costs per lead can vary significantly based on several factors:

• Industry: The type of service you offer has a direct impact on cost. For instance, highly competitive industries such as locksmiths or plumbers may see higher costs per lead compared to less urgent services like window repair or pest control.

• Location: Geographic location also affects pricing. Dense urban areas with more competition might have higher costs per lead compared to rural areas.

• Lead Quality and Type: Not all leads are equal. Google charges for leads that involve direct communication through messages or calls, which indicate higher intent by the customer.

Typical Cost Range

The cost per lead through Google LSAs generally ranges from $6 to $30, but it can be higher in competitive markets or for services that offer particularly high value to customers. For instance, legal services or emergency repairs might incur higher costs per lead due to the immediate need and potential revenue per job.

Budget Management

Google allows businesses to set a weekly budget for LSAs, which helps control how many leads you receive based on the cost per lead in your specific industry and location. This flexibility lets businesses:

• Control Spending: Adjust your budget based on performance and ROI from the leads.

• Cap Monthly Spending: Google ensures that your ad spend does not exceed a set maximum, protecting your budget from overspending.

Cost Efficiency

One of the key advantages of Google LSAs over traditional advertising models is their cost efficiency. Since businesses only pay for actual leads rather than clicks, the ROI is typically higher. Additionally, businesses can dispute charges for leads they deem unqualified, such as wrong numbers or spam, further enhancing the cost-effectiveness of their ad spend.

Google Guarantee

The inclusion of the Google Guarantee, where applicable, can also affect perceived value and trust, potentially increasing lead quality and conversion rates without additional cost. Businesses covered by the Google Guarantee may attract more customers due to the added assurance it provides, thus optimizing the overall cost per lead.

What Is Google Guarantee?

The Google Guarantee is a distinctive feature of Google Local Services Ads (LSAs) that offers a level of assurance and trust to customers hiring local service providers advertised through Google’s platform. This feature plays a pivotal role in enhancing consumer confidence and increasing the likelihood of conversion from leads to actual business transactions.

Google Guarantee is available to businesses that use Google Local Services Ads and pass a stringent pre-screening process conducted by Google. This process includes background checks, license verifications, and insurance validations. Once a business qualifies, it earns a distinctive badge that appears on its LSA. The badge not only boosts the ad's visibility but also reassures potential customers that the service provider is credible and trustworthy.

Benefits:

• Consumer Protection: The most compelling aspect of the Google Guarantee is the financial protection it offers to customers. If a customer is dissatisfied with the quality of work, they can claim reimbursement from Google. This coverage is capped at a certain amount depending on the country ($2,000 in the USA), and it applies only to services booked directly through the Google Local Services Ads.

• Increased Customer Trust: Displaying the Google Guarantee badge on ads significantly increases consumer trust. Customers are more likely to choose a service provider that has been vetted and backed by Google, especially for home services where security and quality are paramount.

• Competitive Advantage: For businesses, having the Google Guarantee can be a key differentiator in competitive local markets. It not only helps in attracting more leads but also assists in converting those leads into paying customers, as the badge instills a higher level of confidence in the service quality.

Eligibility and Coverage

To be eligible for the Google Guarantee, businesses must:

• Undergo a Pre-Screening Process: This includes submitting to background checks conducted by Google’s partners, providing evidence of licenses as required by local regulations, and showing proof of liability insurance.

• Maintain High Service Standards: Businesses must continue to meet Google’s quality standards and customer satisfaction metrics to keep their Google Guarantee status.

The coverage provided by the Google Guarantee is specifically related to the job quality. It does not cover damages or other liabilities that might occur during the service provision. Also, the guarantee claim must be submitted within 30 days of the job’s completion, and it only applies to services booked through LSAs.

What Is Google Screened?

Google Screened is a certification designed to enhance trust and credibility among service providers who advertise through Google Local Services Ads (LSAs). It is particularly aimed at professional service providers such as lawyers, financial planners, and real estate agents. This feature complements the Google Guarantee, which is more commonly associated with home service providers.

The Google Screened badge is awarded to businesses that meet higher trust standards set by Google. To earn this badge, businesses must pass a thorough background and license check. This badge appears prominently on their Local Services Ads, signaling to potential clients that the service provider not only meets Google's stringent requirements for professionalism and legitimacy but also maintains a high standard of service.

Benefits of Google Screened

• Enhanced Trust and Credibility: The Google Screened badge helps businesses stand out by conveying a sense of reliability and trustworthiness before a potential client even clicks on the ad. For professionals in sectors where credentials and reputation are paramount, this can significantly impact the decision-making process of potential clients.

• Higher Ad Performance: Ads featuring the Google Screened badge typically see higher click-through rates (CTRs). This is because customers feel more confident engaging with providers who have been vetted and approved by a reputable entity like Google.

• Competitive Edge in Saturated Markets: In competitive markets, especially those involving professional services, being Google Screened can give businesses a tangible edge over competitors who do not have this badge.

Eligibility and Process

To qualify for the Google Screened badge, businesses must:

• Undergo a Background Check: This includes both the business itself and the individuals providing the service. Google aims to ensure that all endorsed service providers are free from significant legal and financial risks.

• Provide Proof of Qualifications: Depending on the industry, this could include professional licenses, malpractice insurance, and other relevant certifications that are necessary to legally provide the service.

• Maintain High Customer Satisfaction: Google also monitors customer feedback and ratings. To retain the Google Screened badge, businesses must consistently receive positive reviews and maintain a high level of service quality.

Google Screened Coverage

Unlike the Google Guarantee, the Google Screened badge does not offer a money-back guarantee. Instead, its value lies in enhancing the business's credibility and demonstrating to potential clients that Google has verified the business's qualifications and background.

How to Manage Your Local Services Ads?

Managing your Google Local Services Ads (LSAs) effectively is crucial for maximizing your return on investment and maintaining a positive reputation in your local community. Here’s a detailed guide on how to manage various aspects of your LSAs to ensure optimal performance and customer satisfaction.

Manage Your Account

To begin, ensure your Google Local Services Ads account is set up correctly and all business information is up to date. This includes verifying contact details, service areas, and the types of services offered. Regularly check your account settings to:

• Update Business Information: Keep your contact details and service descriptions current to ensure potential customers receive accurate information.

• Adjust Service Offerings: Add or remove services based on your current business offerings to keep your ads relevant to what you actually provide.

Manage Your Leads / Manage Your LSA Leads

Effectively managing your leads is critical to converting them into actual customers. Here are some strategies:

• Respond Promptly: Quick responses to inquiries can significantly increase the likelihood of booking a job. Use the LSA interface to track and respond to leads as soon as they come in.

• Qualify Your Leads: Assess the leads you receive to ensure they align with the services you offer. This can help in prioritizing which leads to pursue actively.

• Track Lead Sources: Understand where your leads are coming from to optimize your ad spend and targeting strategies.

Manage Your Reports

Google provides detailed analytics and reporting tools that help you understand the performance of your LSAs. Regular report reviews will help you:

• Analyze Lead Quality: Review the quality and source of the leads to adjust your targeting settings if necessary.

• Monitor Spend Efficiency: Keep track of your spending to ensure you are not exceeding your budget while also making necessary adjustments to improve lead conversion rates.

• Evaluate Performance Trends: Look for trends in the reports that can inform better decision-making for future ad adjustments and budget allocations.

Manage Your Reviews

Customer reviews are a critical component of your LSA profile, as they directly impact your credibility and attractiveness to potential customers.

• Encourage Reviews: Actively ask satisfied customers to leave a review after a service is completed, as positive reviews can significantly enhance your business’s appeal.

• Monitor and Respond to Reviews: Regularly check your reviews and respond to them, particularly the negative ones, as this can show potential customers that you value feedback and are committed to improving service quality.

Manage Your LSA Budget

Budget management is crucial to ensure you are getting the most out of your Local Services Ads without overspending.

• Set a Realistic Budget: Determine how many leads you can handle based on your team’s capacity and set a budget that aligns with your business goals.

• Adjust Based on Performance: If certain ads are performing exceptionally well, consider increasing the budget for those services. Conversely, reduce the budget for underperforming ads.

• Monitor Lead Costs: Keep an eye on how much each lead is costing you and adjust your bids and budget to ensure cost-effectiveness.

How to Improve Your Local Services Ads Performance?

Improving the performance of your Google Local Services Ads (LSAs) is crucial for maximizing the return on your advertising investment and effectively growing your local business. Here are strategic ways to enhance the effectiveness of your LSAs, leveraging the unique capabilities of this advertising platform.

Optimize Your Business Profile

The first step to enhancing your LSA performance is to ensure that your business profile is fully optimized. This profile is the foundation of your ads and plays a critical role in attracting potential customers.

• Complete and Accurate Information: Ensure all information is up-to-date and comprehensive, including your business hours, service areas, and the services you offer.

• High-Quality Images: Adding professional, high-resolution images of your team, your workspace, and before/after photos of your work can significantly boost trust and engagement.

• Service Specializations: Clearly state your specializations and any certifications or qualifications that set you apart from competitors to attract more targeted leads.

Increase Review Quantity and Quality

Reviews are a cornerstone of LSA performance, as they directly influence customer trust and decision-making.

• Encourage Reviews: Actively request reviews from satisfied customers. Consider sending follow-up emails or messages thanking customers for their business and asking them for feedback.

• Respond to Reviews: Engage with all reviews, both positive and negative. A thoughtful response to a negative review can often turn a dissatisfied customer into a satisfied one and shows prospective customers that you value customer service.

Utilize Features to Enhance Visibility

Google offers several features within LSAs to help increase your ad visibility and attract more qualified leads.

• Google Guarantee: If eligible, participate in the Google Guarantee program, which adds a badge of trust to your ads and provides customers with added assurance, potentially increasing the likelihood of them choosing your service.

• Service Highlights: Use the highlights feature to showcase unique offers or aspects of your service, like "Emergency services available 24/7" or "Free consultations."

Monitor and Adjust Bidding

Since LSAs use a pay-per-lead model, managing how much you pay per lead is crucial for maintaining a profitable advertising strategy.

• Adjust Bids According to Performance: Analyze which ads are performing best and allocate more of your budget there. Conversely, lower bids or pause ads that are underperforming.

• Understand Lead Value: Evaluate the quality and conversion rate of the leads you're receiving. It might be worth paying more for leads in high-value service areas.

Leverage Detailed Reporting

Utilize Google’s detailed reporting tools to continually assess and improve your ad performance.

• Track Lead Conversion: Keep an eye on how many leads turn into actual customers. This will help you determine the real value of your ads and adjust strategies accordingly.

• Analyze Trends: Look for patterns in the times of day, days of the week, or particular services that generate more leads, and adjust your ad spend to capitalize on these trends.

Regularly Update Your Offering

The market and your business offerings will evolve, and so should your LSAs.

• Seasonal Adjustments: Update your ads to reflect seasonal services or promotions. For example, if you're a HVAC provider, you might emphasize air conditioning service in the summer and heating services in the winter.

• Expand Service Areas: If you're looking to grow, gradually expand your listed service areas within the LSA platform to reach new customers.

Conclusion

Google Local Services Ads (LSAs) are a dynamic and cost-effective advertising solution specifically designed for local service providers. By appearing at the top of Google search results, these ads offer high visibility and direct connectivity to potential customers within the local area. Unlike traditional pay-per-click (PPC) advertising, LSAs operate on a pay-per-lead basis, where businesses only incur costs when they receive a tangible lead, such as a phone call or message, directly through the ad. This model is particularly advantageous for service-oriented businesses like plumbers, electricians, and locksmiths, where immediate service needs often drive customer behavior.

A key feature of LSAs is the Google Guarantee badge, which provides additional reassurance to customers by backing the quality of services with a reimbursement promise. This not only boosts customer confidence but also enhances the credibility and trustworthiness of the businesses. Furthermore, the integration of LSAs with Google Assistant caters to the growing trend of voice search, expanding the reach and accessibility of the ads to a broader audience.

Overall, Google Local Services Ads represent a strategic tool for local businesses aiming to increase their online presence, attract more qualified leads, and convert these leads into actual business opportunities efficiently. The simplicity of setting up and managing LSAs, combined with their cost-effectiveness and high conversion potential, makes them an invaluable asset for local service providers looking to thrive in a competitive digital marketplace.

Frequently Asked Questions (FAQs):

How do businesses handle disputes over the quality of leads received through Google Local Services Ads?

Businesses can dispute leads directly through their Google Local Services dashboard. If a lead is deemed to be poor quality, such as a wrong number or a service request outside the business’s scope, Google may credit the cost back to the business's account.

What specific criteria does Google use to determine the eligibility of businesses for the Google Screened badge?

To qualify for the Google Screened badge, businesses must pass a detailed background check, show proof of professional licenses, and maintain high customer satisfaction ratings. Google also reviews the service provider's history for any legal issues that might affect their eligibility.

Can businesses customize their Local Services Ads to target specific types of customers or services?

While customization options for targeting are limited compared to PPC ads, businesses can specify service areas, job types, and business hours in their profiles. Google then uses this information to match ads with relevant local searches based on user queries and geographic relevance.