Everything You Need to Know About Google Local Services
What is Google Local Services for home services companies?
To get started with Local Services:
- Set up your business profile and establish your budget. (I’ll say more about budget in a sec.)
- Google makes sure you meet local license and insurance requirements and then runs background checks for your techs. (As a Local Services customer, you’re required to keep Google in the loop on new hires, too.) The background check is currently free.
- Assuming everything checks out, your ad goes live.
How Local Services Leads Work
- Customers can click your ad directly, or they can click “More plumbers in…” to go to a page with all Local Services listings.
- When a customer clicks your ad, they see details about your business, including your star-rating and reviews.
- Customers can then choose to connect with you in one of three ways:
- By clicking the phone number in your ad. The phone number Google displays is actually a Google number that forwards to your line. You’ll hear “call from Google” so you know the lead came from your Local Services ad.
- By sending a message (if you enable that feature). You can see and respond to messages through the free Local Services app.
- Or by booking an appointment right through your Local Services ad, if you use Service Titan or Housecall Pro.
- You’re only charged when a lead connects with you. If you happen to receive an invalid lead, you can dispute the charge.
- Customers who hire you via your Local Services ad are encouraged to leave a review, which then gets automagically posted to your profile.
Are Google Local Service ads expensive?
- Your maximum monthly budget.
- Your maximum per-lead budget. You can set this cap manually or you can let Google optimize it based on your monthly budget.
What’s the deal with Google Guaranteed for plumbing and HVAC?
Google Local Services v. Google Ads
- Local Services ads show first on the SERP.
- Local Services calls are recorded, so you can easily evaluate your team’s level of customer service.
- It costs nothing to participate in Local Services. You only pay for leads.
- Local Services has a simple management platform both online and through the app.
- You don’t have to deal with keywords to run Local Services ads. No more endless ad testing!
- You can pause your Local Services ads at any time. If you do, your badge will disappear and you’ll drop below other paid ads. But depending on your market, you may still generate leads—for free.
- As a Google Guaranteed business, you may also be listed when customers search for you via Google Assistant—at no cost to you.
How to Make the Most of your Local Services Ads
- Take advantage of opportunities to showcase important aspects of your business through your Local Services business bio. For example, use up all five highlight spots.
- Keep your Google My Business profile complete and up to date.
- Consider expanding your business hours. Google may not display your ad to someone searching for services while you’re closed. (You can also intentionally set days and times to display your ad and can pause at any time.)
- Respond to leads quickly. If you’re slow to respond, your ad rank may be affected.
- Do good work so you don’t get a bad rep with Google.
- Get lots of positive star ratings and reviews.
- Be sure your NAP (name, address, phone number) is listed exactly the same way across all directory sites.
- Consider raising your budget or maximum bid per lead.
Knowing how to invest in ads for HVAC and plumbing can be tricky.
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