This slide deck will get you started on the basics of using Google Local Service Ads, the successor program to Google Home Service Ads.

1. GOOGLE LOCAL SERVICE ADS (LSA)
The Will Marlow Agency
GOOGLE LOCAL SERVICE ADS (LSA)
The Will Marlow Agency

2. Google Local Service Ads (LSA)
Formerly Home Service Ads
Google’s Local Service Ads will display on desktop, tablet,
and mobile searches, and they’ll also have reach beyond
traditional search ads.
Local Service Ads will be featured in the Google Assistant’s
response to relevant voice search queries! The Google
Assistant will even inquire about the searcher’s job type and
location to ensure a quality match for the advertiser.
LSA are shown on top of the page, above paid ads and organic results
LSA are connecting searchers with advertisers that are serving their
areas and are good fit for the job.

3. Google Local Service Ads (LSA)
Advertisers pay per lead, not click
Ads will appear with green check mark that says Google Guarantee
No keywords research or ad creation
LSA’s include customers’ ratings & reviews
They are completely separate from AdWords

4. Google Local Service Ads (LSA)

5. Google Local Service Ads (LSA)
Locksmiths
Plumbers
Garage Door
Electricians
HVAC
Air Duct Cleaner*
Appliance Repair Service*
Auto Glass Service*
Auto Service Technician*
Carpet Cleaner*
Event Planner*
Handyman*
Home Improvement Pro*
House Cleaner*
Junk Removal Provider*
Lawn Care Provider*
Mover*
Painter*
Pest Control Technician*
Pet Care Provider*
Pet Groomer*
Photographer*
Roadside Assistance Service*
Roofer*
Tree Service Provider*
Tutor*
Upholstery Cleaner*
Water Damage Service Provider*
Window Cleaner*
Window Service Provider*
Local Service Ad Industries
*Not all services are supported in all markets.

6. Google Local Service Ads (LSA)
Local Service Ad Regions
Atlanta-Sandy Springs-Roswell, GA
Baltimore-Columbia-Towson, MD
Boston-Cambridge-Newton, MA-NH
Charlotte-Concord-Gastonia, NC-SC
Chicago-Naperville-Elgin, IL-IN-WI
Cincinnati, OH-KY-IN
Dallas-Fort Worth-Arlington, TX
Denver-Aurora-Lakewood, CO
Detroit-Warren-Dearborn, MI
Houston-The Woodlands-Sugar Land, TX
Las Vegas-Henderson-Paradise, NV
Los Angeles-Long Beach-Anaheim, CA
Miami-Fort Lauderdale-West Palm Beach, FL
Minneapolis-St. Paul-Bloomington, MN-WI
New York-Newark-Jersey City, NY-NJ-PA
Orlando-Kissimmee-Sanford, FL
Philadelphia-Camden-Wilmington, PA-NJ-DE-MD
Phoenix-Mesa-Scottsdale, AZ
Pittsburgh, PA
Portland-Vancouver-Hillsboro, OR-WA
Riverside-San Bernardino-Ontario, CA
Sacramento--Roseville--Arden-Arcade, CA
San Antonio-New Braunfels, TX
San Diego-Carlsbad, CA
San Francisco-Oakland-Hayward, CA
Seattle-Tacoma-Bellevue, WA
St. Louis, MO-IL
Tampa-St. Petersburg-Clearwater, FL
Washington-Arlington-Alexandria, DC-VA-MD-WV

7. Google Local Service Ads (LSA)

8. Google Local Service Ads (LSA)

9. Google Local Service Ads (LSA)

10. Google Local Service Ads (LSA)

11. Google Local Service Ads (LSA)
Getting Started
First you need to create an account https://ads.google.com/local-services-ads/
Setup process is self guided

12. Google Local Service Ads (LSA)
From your business profile, you can edit:
• Your weekly budget
• Your business hours
• Your service areas
• Your job types

13. Google Local Service Ads (LSA)
You also have the option to add highlights to your business
profile. Use these to highlight attributes and special offers to
distinguish yourself from others in your industry. Although these
highlights are optional, Google recommends including 2-5
highlights in your business profile.

14. Google Local Service Ads (LSA)
To earn the Google Guarantee and run
Local Service Ads, you’ll need to submit
proof that you’re a licensed and insured
professional. Google requires businesses
and their fieldworkers to pass
a background check which is free.
You can initiate it here:
https://pinkerton.screenmenow.com/Default.aspx?c=ALLI_04073

15. Google Local Service Ads (LSA)
Budget And Leads
Businesses set a weekly budget and are charged on a per lead basis. The lead cost
is a set rate that varies depending on the category and market (between $10-$30
per lead).
Google may spend slightly less or more than your assigned weekly
budget in any given week, but it will never exceed your monthly
maximum budget.
If you’re just starting off with Local Service Ads, it’s
recommended that you budget for at least 20 leads per
week to get the most out of your new ads.

16. Google Local Service Ads (LSA)
You can dispute charged leads upon receiving them. Google will process all lead
disputes within one week and will send you an email notifying you of the outcome of your
dispute. Credits for any leads will be applied to your account balance by the end of the
following calendar month. Note that the original lead charge will still appear on your
invoice.
Google also regularly reviews leads, and credits any identified invalid
leads. If you can’t find a lead that you want to dispute, it’s possible that it
has already been credited.

17. Google Local Service Ads (LSA)
Some Google My Business listings are also included in the Local
Services unit for free. These listings show up beneath paid listings,
do not have the Google Guarantee badge, and are only available for
certain service categories and areas at this time.
Free Local Services Listings
Leads obtained by listings that aren’t “Google Guaranteed”, either because they’re
advertisers that have their ad paused, or they’re free listings, will not be charged for
leads.

18. Google Local Service Ads (LSA)

19. Google Local Service Ads (LSA)
Ad Rankings
Up to 3 Local Service Ads will appear on Desktop, 2 on Mobile, and only 1 via the
Google Assistant. To ensure your listing shows you’ll need to have a high ad rank.
Google calculates your Local Service Ads’ Ad Rank by considering factors
including:
• Your proximity to potential customers' locations
• Your review score and the number of reviews you receive
• Your responsiveness to customer inquiries and requests
• Your business hours
• Whether or not we’ve received serious or repeated
complaints about your business

20. Google Local Service Ads (LSA)
Getting Reviews
You’ll receive a personalized Google review link when you sign up for Local Services. Share your
link with customers directly to ask for a review.
When you mark a lead as booked, you can choose to ask for a review through Google. By
selecting this option, you authorize Google to send an email to your customer with a link
to leave you a review.
You can ask for a review through Google in the "Reviews" tab of the app, or
lead inbox on desktop. Next to each job, select Ask for review.
You can also get reviews from customers who didn’t book your
service through Local Services. They can go to the “Reviews”
section on your business profile, then click Add a Review to
write a review and give you a star rating.
Your reviews on Google My Business will also show up
on your Local Services ad.

21. Google Local Service Ads (LSA)
Reporting
The Local Services ad reports show you:
• The number of charged leads that you received in the period from potential
customers who saw your ad on Google search results pages.
• The total amount you were charged during this period
• The amount of disputed lead credits you received during this period
• The number of bookings and your booking rate (percent of leads marked as
booked out of charged leads received during the period)
• A list of all leads you received, which you can filter
Data is only available for Oct. 1, 2017 and beyond

22. Google Local Service Ads (LSA)