Google Local Services Ads (LSAs) are a powerful tool designed specifically for service-based businesses to connect with local customers.
Unlike other Google Ads, LSAs operate on a pay-per-lead model, meaning you only pay when potential customers contact you.
But how can you ensure your ads rank high enough to drive quality leads? This guide will show you proven strategies to improve your LSA ranking and outperform your competition.
At PrimeLSA.ai, a Google Local Services Ads Management Agency, we’ve helped countless SMBs optimize their LSA campaigns to grow their businesses.
What Are Google Local Services Ads (Google Guaranteed)?
Google Local Services Ads (LSAs) are designed to help service-based businesses, such as plumbers, roofers, movers or HVAC companies, reach more local customers.
LSAs appear at the top of search results and offer customers a simple way to contact businesses directly.
Businesses that earn the Google Guaranteed badge or Google Screened (depending on the industry) build more trust with customers.
Key Factors that Affect Google Local Services Ads Ranking
Google uses multiple factors to rank LSAs. Here’s a quick overview of the most important ones:
Ranking Factor | Description |
Verification Status | Verified businesses with the Google Guaranteed badge rank higher. |
Bid Strategy | Higher bids or the Maximize Leads option can increase your lead volume. |
Response Time | Faster responses to leads improve ranking. |
Reviews and Ratings | More positive reviews and higher ratings boost visibility. |
Relevance to Search Queries | Location, services offered, and ad content must match search intent. |
Lead Conversion Potential | Google ranks ads that are more likely to convert leads. |
Enabled Features | Additional features like messaging or booking increase ranking potential. |
Understanding and improving these factors will significantly boost your LSA ranking.
Step-by-Step Guide to Ranking Higher on Google Local Services
Follow these actionable strategies to improve your Local Services Ads (LSAs) ranking, increase lead generation, and make your business more visible to potential customers in local searches.
1. Optimize Your Google Business Profile
Since Google LSAs and Google Business Profiles (GBP) are connected, it’s essential to optimize both. Your GBP provides crucial signals to Google, impacting your LSA ranking.
Here’s how to optimize your GBP:
Ensure all business information is accurate (name, address, phone number).
Upload high-quality images of your work, team, or office.
Write a detailed business description, highlighting services and expertise.
Keep service areas up to date — this ensures your business appears for relevant searches.
A well-maintained GBP can indirectly improve your LSA rankings while increasing visibility in local search results.
2. Get More Positive Reviews
Reviews are one of the strongest signals to Google, both for LSAs and GBP. Here’s how to improve your reviews:
Automate review requests: Use Google’s tools to send review links to satisfied customers after every service.
Ask for reviews consistently: Whether through emails, SMS, or post-service communication, encourage every customer to leave feedback.
Address negative reviews promptly: This builds trust and shows potential customers that you care about your service.
By increasing your number of 5-star reviews, you’ll enhance both your LSA ranking and your business’s reputation.
Pro Tip: Reviews from GBP show up on LSAs as well, making it doubly important to maintain positive customer feedback.
3. Expand Job Types and Service Areas
The more services you offer and the wider your service area, the more searches you’ll show up in. Follow these steps:
Add all relevant services: Ensure you’ve selected all the job types you perform.
Broaden your service areas: Instead of restricting service areas to postal codes, consider expanding to a whole county or larger area to capture more searches.
By offering more services and covering larger areas, you maximize your chances of appearing in more local search queries.
4. Choose the Right Bid Strategy
Google offers two bidding strategies for LSAs: Maximize Leads and Max Per Lead. Here's why we recommend Maximize Leads:
Maximize Leads automatically adjusts your bid to get the most leads within your budget, optimizing for maximum results.
Setting a Max Per Lead bid manually can limit the number of leads you receive if your bid is too low.
By choosing Maximize Leads, Google helps you get the most out of your budget and increases your ad’s chances of ranking higher.
5. Add High-Quality Photos
Just like with your Google Business Profile, high-quality photos in your LSAs can improve rankings. Here's why:
Photos build trust: Images of your team, completed jobs, and work in progress give potential customers a better idea of what to expect.
Increase engagement: High-quality visuals encourage users to click on your ad, increasing lead generation.
Make sure the photos you upload meet Google’s quality guidelines for LSAs.
6. Enable Messaging and Booking Features
Giving customers more ways to contact you directly improves your ad’s performance. Here’s how these features can help:
Message leads: Customers can text you instead of calling, offering more flexibility and convenience.
Booking leads: Allow customers to schedule services directly through your LSA.
These features not only provide a better customer experience but also increase the likelihood of converting leads, boosting your ad’s ranking potential.
7. Improve Response Times
Google considers your average response time to leads when ranking LSAs. Here’s how to ensure a quick response:
Limit ad display hours to when your team is available.
Train customer service staff to prioritize LSA leads.
Set up automated responses to acknowledge leads immediately and let customers know when they can expect a follow-up.
Quick response times show Google that your business is reliable, which can help improve your ranking.
Advanced Tips for Boosting LSA Ranking
8. Enhance Your Business Description and Bio
Your LSA profile lets you highlight up to five unique aspects of your business. Here’s what to include:
24/7 availability (if applicable)
Free estimates
Years of experience
Specialized services
Any awards or recognitions
Make sure your business bio is detailed and highlights why potential customers should choose your business over competitors.
9. Utilize New Google Features
Google regularly introduces new features to enhance LSAs. Here’s what you should opt into:
Direct business search ads: Your LSA will appear when customers search for your business directly.
Booking integration: If you use a CRM, you can allow customers to book services directly through your ad.
These features increase visibility and engagement, which can improve your ranking over time.
Also Read: Are Google Local Services Ads Worth It?
Frequently Asked Questions
Q1. How much should I bid on Google LSAs?
It depends on your budget and lead goals. Selecting the Maximize Leads option allows Google to optimize bids for you.
Q2. How long does it take to see results from Google Local Services Ads?
It varies, but many businesses start seeing results within a few weeks. Continuous optimization leads to long-term success.
Q3. What types of businesses can use Google Local Services Ads?
Google Local Services Ads are available to service-based businesses such as plumbers, electricians, locksmiths, HVAC contractors, and other local professionals who serve customers on-site. You must pass Google’s verification and screening process to participate.
Q4. Do reviews on my Google Business Profile impact my LSA ranking?
Yes, reviews from your Google Business Profile directly impact your LSA ranking. The more positive reviews you have, the better your chances of ranking higher in Local Services Ads.
Q5. How can I improve my response time for LSA leads?
You can improve your response time by setting up automated responses, limiting ad display hours to when your team is available, and ensuring that staff are trained to prioritize LSA leads.
Q6. What is the Google Guaranteed badge, and how do I get it?
The Google Guaranteed badge is awarded to businesses that pass Google’s screening and verification process. It signals to customers that your business is trustworthy. To get it, you’ll need to undergo background checks, license verification, and insurance checks as part of the LSA setup.
Q7. How much do Google Local Services Ads cost?
Google LSAs operate on a pay-per-lead model, meaning you only pay for leads that contact you directly. The cost per lead varies depending on your location, industry, and competition, but you can control your budget through bidding options like Maximize Leads or Max Per Lead.
Q8. Can I adjust my service areas after setting up Google LSAs?
Yes, you can adjust your service areas at any time. It’s recommended to keep your service areas broad to reach more potential customers, but you can refine them based on where you want to focus your business.
Conclusion
Ranking higher on Google Local Services Ads requires optimizing multiple aspects of your profile, from reviews and response times to bid strategy and service areas.
By following the steps outlined above, you can improve your LSA performance and generate more high-quality leads for your business.
For businesses struggling with LSA performance, working with a specialized agency like PrimeLSA.ai can make all the difference. We have the expertise and tools to optimize your campaigns and help you achieve the results you need.
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