As search engines like Google are getting better and better at giving the user exactly what they’re searching for, advertisements are following suit on these sites. Targeting users in your local area can often be the most efficient way for your business to grow leads and drive revenues. Local service ads are one of the new searches offers on Google. Google local service ads are a fantastic way not only to attract traffic but also to your business — paying only when you secure the contribution itself. When a local service such as a mover, locksmith, or plumber is required, there might not be time to read all text-based advertisements. By filling out a lead generation form or calling a number, you might receive assistance immediately. Local service ads on Google fix all of the above issues for local business owners. With Google local service ads, you’ll see the most trusted experts put right above the paid search advertising you’re typically used to. However, the difference here is that you can see their ratings, areas covered, telephone numbers, and working hours mentioned in one place, making it easy for the customer to select a reliable company.
Google local services ads, unlike regular text ads or search campaigns, generate impressions based on the service categories that the advertiser opts into and can only show in a particular geographic market. Besides, you have to set the desired weekly budget you would like to pay on average. You are charged a flat fee per phone call generated from these listings, which varies by category of service and geographical market. If there is something wrong with the call’s contents — for example, if the caller hung up immediately or ask for something completely irrelevant to your business — you can identify it in Google local services ads dashboard and call would be free. Firms with the “Google Guaranteed” badge under their name have compensated Google for showing up in the tests are guaranteed to get the job done. Others, without the “Google Guaranteed” badge, remain behind the paying pages, are reviewed less thoroughly, and Google doesn’t guarantee them. Businesses seeking the “Google Guaranteed” badge need to pass a background check and have their approved business licenses after signing. Most local service advertisements have the “Google Promised” sticker, but there are still ways to get a free listing.
But with all the advantages provided just a click away, the question remains – are Google local service ads worth it?
The news surfacing that the beta version of the Google local service ads have been a success isn’t a shock, and the fact that Google is planning to expand dramatically throws light upon the many advantages these ads offer to the businesses that use them. The local services now would get more exposure. Communicating with customers while they are searching for services you are delivering (which can lead to higher conversion rates in turn) becomes easy. Receiving the Google Guaranteed badge helps create trust alongside Google and customer reviews. The customer now would have to waste minimum time on searching for the service they require. Chances to turn more leads into customers would increase immensely. The amount of power you have as an advertiser is limited to choosing the specific services you want to opt into (pre-set by Google). It also gives you the leverage of deciding which particular locations within a given regional area you want your advertisements to be eligible for (towns, cities, and/or zip codes) to appear. Besides, you set a weekly target budget that Google intends to meet along with the eligibility for daytime hours and weekday that you want your ads to display.
The advantage of these advertisements is that you pay only for leads connected to your company and the services you provide. Depending on the location, type of lead, and the type of job needed, the actual costs may vary. You only pay if you receive a phone call or message from the app. You’re also not going to waste time with spam leads because if one of your leads isn’t valid, you can challenge it with Google. Well, you might not always get back your money, but it’s worth a shot! The other good thing about this payment plan is you’re never going to reach your full budget every month. If you get leads that exceed your monthly budget or whatever reason, they’ll be credited back to you.
If we consider the benefits both customer and local business owners receive, we see it is quite profitable. Google local services ads are undoubtedly worth it from a call efficiency standpoint. The per phone call rate of potential leads surpassed that of our regular paid search campaigns and many other digital platforms. It depends from a cost perspective. Ultimately, charging a higher flat rate per phone call than we currently see from our other paid search campaigns can compensate for improved call quality and potentially lower cost per sale. However, if you rely on a particular form of service within your vertical to remain competitive, you may find that the average cost per call ends up too high. It might be the case even with better conversion rates or that the incoming volume of the call is smaller than you would like to see at any given week.
If you are a small business advertiser in a limited-budget service market, it is suggested that you take a shot at Google local services ads. Chances are the method of on boarding will be less strenuous than imagined. The potential for better lead quality via phone calls, there’s also more upside-down than downside. Be alert, though, that it may not be the miracle response you seek to make up for all the desired amount of lead you want. There will be a limit on how many phone calls you are likely to make in any given week. Hence, it is advised not to ignore any digital platform as it provides you with opportunities more than any other platform.
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