Google Local Service Ads for Hardscape Contractors
GOOGLE ADS
Get Your Business On Top Of Google Search & Google Ads
If you run a Hardscape/Concrete home services business, you may have heard of Google Local Service Ads. But what are they and how do they work? At Citadel Hardscape Marketing we help our clients get set up and manage their ads on this platform.
It should be mentioned that when searching to make sure your category is covered you may have to do some research into the subcategories. As an example, many of the Hardscape services are contained under the Landscaping Services category. Ex: Hardscapes, concrete masonry, driveway or walkway paving, outdoor steps, retaining walls, stone masonry, etc.
The Major Differences Between Local Service Ads and Google Ads
Google Ads and Local Services Ads have a few similarities, such as that they are both forms of paid ads from Google. But they also have several differences you should know as you consider the right type for your business.
Here are the major differences between these two ad platforms.
Pay Per Click vs. Pay Per Lead
One significant difference between these ad types is the method you pay for them. Google Ads uses a pay-per-click (PPC ads) method. Advertisers pay for PPC ads only when users click on them. They are then sent to either a landing page or the company’s website where it may or may not result in a true lead.
Meanwhile, Google Local Services Ads uses a pay-per-lead model. Advertisers only pay when a prospective customer reaches out to the business through the ad — not just when a customer clicks on it. In addition, you can contest bad leads and Google will reimburse you the cost of the lead.
As a result, LSAs may provide a better return on investment than Google Ads.
Meanwhile, Google Local Services Ads uses a pay-per-lead model. Advertisers only pay when a prospective customer reaches out to the business through the ad — not just when a customer clicks on it. In addition, you can contest bad leads and Google will reimburse you the cost of the lead.
As a result, LSAs may provide a better return on investment than Google Ads.
Positioning in Search Results
Google Ads appear at the top of search results and are denoted with the word “Sponsored”, but LSAs appear above the search results section. These ads show up as small rectangles directly below the search bar, containing basic info about your business. The ads typically say Guarantee or Screened.
When Google decides to display your Local Services Ads, they may have a higher impact than Google Ads since they are located on the top of the return.
When Google decides to display your Local Services Ads, they may have a higher impact than Google Ads since they are located on the top of the return.
Google Guarantee Badge
Google Local Services Ads includes a feature where businesses can obtain “Google Screened” and “Google Guaranteed” badges next to their business names. These badges can give your business more credibility and boost customers’ confidence.
To achieve this designation, it will require the company to submit such things as license information, insurance proof, and a background check on key customer-facing employees.
Meanwhile, Google Ads do not come with this seal of approval from Google. Customers will need to perform their own due diligence to determine whether a business in the “ad” slot of search engine results is credible.
To achieve this designation, it will require the company to submit such things as license information, insurance proof, and a background check on key customer-facing employees.
Meanwhile, Google Ads do not come with this seal of approval from Google. Customers will need to perform their own due diligence to determine whether a business in the “ad” slot of search engine results is credible.
Keyword Research
When you pay for PPC Google Ads, you’ll need to perform your own research on the keywords you want to focus on. You must pick keywords that would be search terms your customers would use to search for your service.
When you purchase Local Services Ads, Google will perform keyword research for you. You’ll just need to select your business type and products or services from a list, and Google will determine the relevant keywords.
Google Ads requires you to create your own ad copy, and the quality of that copy can determine your advertising success. Meanwhile, Local Service Ads include predetermined information, simplifying the advertising process.
When you purchase Local Services Ads, Google will perform keyword research for you. You’ll just need to select your business type and products or services from a list, and Google will determine the relevant keywords.
Google Ads requires you to create your own ad copy, and the quality of that copy can determine your advertising success. Meanwhile, Local Service Ads include predetermined information, simplifying the advertising process.
How Rank Is Determined
Your ranking within the Local Services unit is determined by a number of factors that help Google match service providers to consumers.
Factors that can affect your ranking within the Local Services unit include:
YOUR PROXIMITY : to potential customers’ locations.
YOUR REVIEW SCORE : and the number of reviews your receive.
YOUR RESPONSIVENESS : to customer inquiries and requests.
YOUR HOURS : of operation.
WHETHER : or not Google has received serious or repeated complaints about your business.
It is critical if you are set up on this platform that you respond quickly to calls and let Google know you have booked a call or completed a job. Your feedback tells Google the types of leads you want. Failure to manage the funnel on a timely basis will result in fewer leads and will cost more money.
FAQ’S
Frequently Asked Questions.
Which Is Better: Google Ads vs. Local Service Ads?
It depends. With Google Ads you can really tailor your headlines and offer in ways that are not available with local service ads. That is why at Citadel Hardscape Marketing we actually manage both platforms for our clients. We have found with the hardscape/cement industry that both platforms can helpful. .
Are Google Local Service Ads Worth It?
If you’re looking to increase visibility, foster qualified leads, and advertise to your local community, local search ads may be worthwhile. Because these ads use a pay-per-lead model, you’ll only pay for the new leads you acquire and you can contest ones that are poor leads.
However, if you want to rank for specific terms and reach a broader audience outside your area, Google Ads may be the better option.
However, if you want to rank for specific terms and reach a broader audience outside your area, Google Ads may be the better option.
When Should You Not Use Google Ads?
While Google Ads can help you rank higher in the search engine and share your services with more customers, they are not always the best form of advertising. You should not use Google Ads if you:
• Don’t feel confident performing your own term research
• Offer only local services
• Have a lower advertising budget
• Have used the platform in the past without success
• Don’t feel confident performing your own term research
• Offer only local services
• Have a lower advertising budget
• Have used the platform in the past without success
Final Thoughts
Google Ads and Local Services Ads can both benefit your marketing return. That is why we manage both platforms for our customers at Citadel Hardscape Marketing. Let us help you make the right choice depending our your specific goals and budgets.