Google Local Services Ads

We'll provide you with background about Google Local Services ads, why they’re important, and steps to getting started.

On this guide, we’ll provide you with background about Google Local Services ads, why they’re important, and steps to getting started.

What are Google Local Services Ads?

Google Local Services is one of Google’s latest search offerings.

If you’ve ever conducted a local search, you most likely have seen Google Local Services ads at the top of search results. Local Services ads help professionals connect with people who search on Google for services offered. For example, if a consumer searched for “best real estate agent nearby” or “top real estate agent” Google Local Services ads will appear in the specified service area, and you (the real estate agent) only pay if a customer calls you directly through the ad.

These ads appear in a group of three in the search results, above PPC and SEO listings.

When you click on an individual listing, it contains:

Name of the business
Star rating on Google
Number of years in business
Areas of Service
Services offered
Phone Number
Hours of operation

On this page, users will see an overview of the business. They can see the services offered, the areas served, and license information (if provided). Users will also see Google reviews at the bottom of the page.

The goal of your listing is to provide initial information that entices your audience to call or send a message for more information.

Users can also click “more real estate agents in XYZ market” and filter agents based on the service they need and zip code. Services can be filtered by “Buyer’s Agent, Seller’s Agent, First time home buyer, Luxury properties, etc”

Who can run Google Local Services ads?

Real estate agents
Locksmiths
Electricians
Plumbers
House cleaners
Pest control companies

What do I need to budget?

You only pay when you get leads. This means, that Google Local Services ads operate on a cost-per-contact model. That means that you will not be charged unless someone contacts you through the ad. You will set a maximum budget and lead amount when you set up an account/profile, but per Google, you only pay for results (vs. impressions in traditional paid search.)

Lead cost varies from $6-$30, and you will not know the cost until you start the campaign as cost/lead is determined by a variety of factors.

What is the Google guaranteed badge?

There are listings for agents on this platform that have a Google Guarantee badge. This is a checkmark that appears in Google Local Services ads. To obtain the badge, you must