Why Local Services Ads a.k.a. Google Guaranteed, Are a Must for Contractors

By Dipa Gandhi

Read it to me! Click the video below.

 

 

 

In today’s digital age, service-based businesses, from roofers to electricians, rely on their online presence to bring in leads. While word-of-mouth referrals are still gold, Local Services Ads (LSA), also known as Google Guaranteed, have quickly become one of the most effective ways for service area businesses to connect with homeowners looking for immediate help. But what exactly is LSA, and how does it work? More importantly, what recent changes do business owners need to know about linking their Google Business Profile (GBP) to their LSA?

Let's dive into how home service business owners can benefit from LSA and what you need to do to ensure your business stays compliant and competitive.

Enhanced Visibility with Local Services Ads

LSA gives businesses prime visibility by placing ads at the very top of Google search results—above traditional pay-per-click (PPC) ads and organic listings. This ensures that when a homeowner in need of a plumber or roofer searches on Google, your business is one of the first they see.

However, the real value comes from the Google Guarantee badge. This badge signifies that your business has been thoroughly vetted by Google, providing potential customers with confidence that you are a trustworthy provider. For businesses, this can significantly improve lead quality and conversion rates.

Important Changes: Linking Your Google Business Profile to LSA

One recent update to Local Services Ads is the requirement to link your Google Business Profile (GBP) to your LSA account. This integration is crucial, and there are a few key steps you need to take to ensure a successful link:

• Matching Information: The business name and address on your GBP must exactly match the information on your LSA account. If the two don’t align, your LSA won’t be able to pull reviews or properly display your business.

• Reviews Must Come from Google Business Profile: Your LSA ratings are now directly tied to your GBP reviews. If you’ve been focusing on building up reviews on other platforms, it’s time to shift your focus. Only reviews that come from your Google Business Profile will reflect in your LSA. This makes managing your GBP even more important than before, as it becomes the central hub for customer reviews and feedback that fuel your LSA performance.

• Increased Trust through Reviews: When potential customers see a Google Guaranteed ad with stellar reviews, it builds trust. The direct connection between LSA and your GBP allows customers to read through your reviews right from the ad, streamlining their decision-making process. For businesses like home remodelers or HVAC professionals, where reputation can make or break a deal, this review integration is vital.

How Does Google Guaranteed Work?

So, how does Google Guaranteed, the trust badge behind LSA, actually work?

• Verification Process: To become Google Guaranteed, your business must undergo a verification process that includes background checks, license verification, and insurance reviews. This helps filter out fraudulent or unreliable providers, making sure only reputable businesses earn the badge.

• Pay for Leads, Not Clicks: With LSA, you only pay for legitimate leads—such as a customer calling you, sending a message, or requesting a quote. This model helps prevent wasted ad spend compared to traditional PPC campaigns, where you pay per click regardless of whether the lead converts.

• Boosted Lead Quality: Since LSAs show only vetted, high-quality businesses, potential customers tend to be more serious when they contact you. This means you're more likely to receive actionable leads from people ready to make decisions, rather than casual inquiries.

Learn More About LSA's from Dipa Gandhi

Real-Life Success with LSA

To illustrate how LSA can transform a business, let’s look at Tim, a local electrician. Before joining LSA, Tim was getting occasional leads through traditional ads, but they were inconsistent, and some never turned into paying jobs. After enrolling in LSA and earning the Google Guarantee, Tim saw an immediate uptick in phone calls and booked jobs. What made the difference? His reviews from Google Business Profile were front and center, and the Google Guarantee badge gave homeowners confidence that they were choosing a vetted professional.

Another business, a small landscaping company, experienced a similar boost. Their Google Business Profile was already filled with positive reviews, so when they linked it to their LSA, those reviews were automatically highlighted. Potential customers could see the five-star feedback from happy clients, and the company's lead volume doubled within the first month.

Read About More Real-Life Success Stories With LSA

Maximizing LSA for Your Business

If you’re ready to jump into LSA, or if you’ve already signed up but aren’t seeing results, here are a few tips to help you get the most out of the platform:

• Match Your GBP and LSA Information: As mentioned, ensure that the name and address on your GBP and LSA accounts match exactly. Any discrepancies can prevent your profiles from syncing, which means your ads may not show or reviews may not be pulled in correctly.

• Focus on Gathering Google Reviews: Encourage your customers to leave reviews directly on your Google Business Profile. Since LSA now only pulls reviews from GBP, this is essential for boosting your ad’s trust factor and visibility.

• Optimize Your Profile: Make sure your Google Business Profile and Local Services Ads is complete with accurate service areas, contact information, business hours, and service offerings. The more comprehensive and accurate your profile, the better your chances of showing up in relevant searches.

• Monitor and Dispute Invalid Leads: Google offers a system for disputing invalid leads. If you’re charged for a lead that wasn’t legitimate—perhaps it was for a service you don’t offer or came from outside your service area—you can dispute the charge. This helps you avoid wasting money on irrelevant leads.

By understanding how Local Services Ads work and ensuring your Google Business Profile is fully linked and optimized, you can tap into a steady stream of high-quality leads that are ready to convert into loyal customers.