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Google: select advertisers can now bid on Local Services Ads
Peter Cady • September 28, 2020
One realtor says that LSAs have generated a 10-fold ROI for his business
Google has announced that a select number of advertisers will now have access to local services ads (LSAs)
in a new beta test.
You may have seen these local services ads at the top of the screen if you recently searched for a plumber or other professional service (they are the ones that say “Google Guaranteed”).
The advertisers in the LSA categories who are eligible for the beta test will be notified by Google, with Greg Sterling of Search Engine Land writing that bidding for all parties may become available as early as next year.
“After seeing success with auction based pricing within our professional services vertical for Local Services Ads, we are excited to bring auction-based pricing as a beta to select markets for local services advertisers,” a Google spokesperson said.
“We believe this model will help bring more customers to this trusted group of advertisers.”
Advertisers can choose whether they want to participate (they can continue using fixed pricing ads if they decline). They must be “Google Guaranteed” or “Google Screened,” a process that involves licensing, and insurance and background checks.
Local Services Ads first appeared in 2015 with a fixed cost per lead pricing system, with prices set by Google and varying based on industry and category.
Advertisers can choose for leads to be delivered via calls, appointment bookings or messages.
The major benefit of LSAs is that they appear at the top of the search results, meaning that they are above the traditional ads and map pack. They feature reviews and say “Google Guaranteed” or “Google Screened.” Businesses can only be listed as Google Screened by advertising with LSAs.
“Local Services Ads has produced leads which convert at a much higher rate than most of our other sources, generating a 10X return on investment within the first 6 months of use,” said realtor Cleve Gaddis, who participated in the program.
“I highly recommend using Local Service Ads, it’s helped us stand out against our competition and the leads we’re getting convert at a rate up to four times higher than our typical lead sources.”
If you are a service-based business such as a plumber, roofer, realtor or financial advisor, then you should talk with your local SEO consultant to determine if LSAs are right for your business.
What do you think of this news? Feel free to comment on Twitter.
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