The Guide to Generating Leads With Google Local Service Ads in 2022

Google local service ads (LSAs) are on an open-source ad management platform that allows businesses to choose the best match for their business concerning various factors, such as location and cost. LSAs provide prospects with verified information about service professionals in their area, including name, address, phone number, ratings and reviews published by customers.

Are you looking for a fresh new way to generate leads in the marketing world?

Look no further than Google local ads. You can seek the assistance of a local SEO services company to generate more leads and sales for your business.

Why are Google Local Ads a Hot Topic?

Google Local Service Ads are a great way to generate leads for your business. And if you’re not already generating leads from Local Service Ads, it’s worth considering getting into.

Source: Google Local Ads

Here’s why Google Local Service Ads are generating so much buzz:

  •       You get pre-qualified leads from customers searching for your services
  •       It’s an advertising platform that gives you more control over how much you spend each month and what keywords are triggering your ads to show.
  •   If you do well with Google Local Service Ads, Google can’t penalise you as they have with other platforms (Google Shopping, etc.). Google incentivizes those who do well with Local Service Ads by giving them preferential treatment in organic search results.

How can you generate leads with Google local service ads?

Google Local Service Ads are a new addition to the Google Ads platform, offering a service-oriented alternative to the traditional Search and Display ads. This new ad format allows companies to generate leads by showcasing their services, providing information about their business, and allowing consumers to contact them directly through the ad.

The best part about these ads is that consumers will see them at the top of search results when searching for a specific service. For example, if someone searches for “plumber near me”, they’ll see the Google Local Service Ads in the results page, which showcases local businesses that provide plumbing services in their area.

Google is seeing significant growth in voice search, which has led them to create new ways to monetize that growth.​

Source: Google Local Service Ads

The primary platform they’ve rolled out is Google Local Service Ads.

The rise of Google Local Service Ads (LSA) has been one of the most notable trends in digital advertising over the past few years. This is especially true for businesses that serve customers locally, such as home services providers, lawyers, and medical professionals.

The appeal of these ads is clear: They offer a chance to promote your business directly to people who are searching for your specific services in your local area.

However, managing a successful Local Services Ads campaign can be challenging. For starters, you must apply to be included in the Local Services Ads platform before you can start running ads. This process can take weeks and is competitive — not every business will be accepted.

It’s also important to know what you’re getting into before getting started with Google Local Service Ads. These ads have several unique features compared to other forms of online advertising, including a pay-per-lead model rather than the more common pay-per-click model.

Tips to generate leads with Google Local Service Ads

1) Keywords are the lifeblood of your campaigns

Keyword strategy is a crucial component of any paid advertising campaign, and it’s no different with Google Local Services Ads. Like in any other search marketing campaign, you need keywords closely aligned with how prospects think about your business and its services. To do this, you’ll need to monitor your ads’ performance closely. If you notice that a keyword isn’t performing as well as you thought, replace it with another one right away.

2) Your image and headline are just as important as your ad text

If you think your ad text is all that matters in an LSA ad, think again. Your image and headline play a considerable role as well.

Your image is typically a photo of you or your team, but it can also be your company logo or image representing what you do. The goal is to display an image that will help people feel comfortable doing business with you. Seeing the actual people behind a company builds trust better than a logo alone.

You can add up to five images for each LSA category where you advertise. The more images you add, the more likely one of them will show in your ad.

You have up to 90 characters to include in your headline text, which will also display above your ad description beneath your business name.

3) Set up professional listings for local pages that rank high in the SERPs

For GMB, you have to have a verified business listing, and it has to be optimized for it to work well. If you haven’t done this yet, here’s how:

  •       Verify your business listing on Google My Business if you haven’t already
  •       Make sure your NAP (name, address, phone number) is correct and consistent across the internet
  •       Add keywords and categories that are relevant to your business in the “Business Description” box
  •       Fill out all the boxes on your GMB profile that are relevant to your business 

4) Analyse the competitive landscape, especially the SERPs

You may want to consider developing your business plan before you dive into advertising if you’re starting. See what your competitors are doing with their Local Service Ads campaigns and how much they’re spending on them.


Look at what keywords your competitors are using and find out which one of their ads is performing best. It’s also a good idea to check out their reviews on Google My Business and Yelp!

5) Optimize copy on the Landing Pages

The copy on your landing page is a crucial part of the success of Google Local Service Ads. Optimizing this content can result in more clicks and conversions, and it doesn’t take much time or effort to do so.

To start, you should use multiple variations of copy that you can test against each other to see which performs better. This will also help you avoid Google’s ad rotation algorithm, which can automatically pause an ad that’s not performing well.

The first step to optimizing your copy is to ensure you have the correct Landing Pages setup. If you have a few different products and services, setting up several Landing Pages would be wise. An excellent way to determine how many Landing Pages you need is by asking yourself how many unique product propositions you offer customers.

6) Use location extensions properly

Location extensions show your business’s address and phone number in your ad. This feature can be very beneficial in increasing call volume, but it can also hurt you if misused. If you’re not listing the service areas your company covers, you’re only going to receive leads from customers who live near your office.

To set up location extensions properly, you have to go into your Google My Business account, navigate to the Locations tab at the top of the screen, and check “yes” next to the service areas portion. Then enter all of the cities you provide services to and hit save! Make sure your office has a service radius set up on Google Maps.


Google does an excellent job of showing the value of location information for local marketing. If you can monetise on this by hosting Google My Business, it makes sense to do so as long as these AdWords reports show positive results. Plenty of businesses worldwide has no idea how valuable their organic reviews are nor how to use location extensions or local service ads. The future for this channel could be much brighter than you imagine.

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