Local Services Ads (LSAs) on Google Ads are a specific advertising format designed to help local businesses connect with potential customers searching for their services online. Your ads will appear on Google Search and the Local Services website only when people in your service area search for keywords related to your business offerings. You only pay when someone contacts you through the ad, not just for impressions. LSAs appear above traditional text ads in a dedicated local services unit, which increase visibility and click-through rates.
Some benefits of using Local Services Ads:
Increased visibility: Stand out from competitors with a dedicated ad format and higher placement
Qualified leads: Connect with people actively searching for your services locally, increasing the likelihood of conversions
Pay-per-lead: Only pay for genuine interest, making your ad budget more efficient
Trust and credibility: LSAs include your Google My Business ratings and reviews, helping to establish trust and credibility with potential customers
Easy management: Local Services Ad dashboard provides tools for easy management of your ad campaign, including lead tracking and performance metrics
Competitive advantage: By appearing at the top of search results, LSAs give your funeral home a competitive edge over other local businesses.
How to participate in Local Services Ads. Check Eligibility and Prepare Information:
Verify your eligibility: Visit the Google Ads website and check if your business category and location are currently supported for LSAs. You can find the list of eligible categories here: https://ads.google.com/local-services-ads/
Gather required information: Have details like your business license, insurance information, service area, and customer reviews ready. The specific requirements vary depending on your category and location. You can find the detailed requirements here: https://support.google.com/localservices/answer/6224841?hl=en&co=GENIE.CountryCode%3DUS
Sign Up and Set Up Your Campaign:
Directly through Google Ads:
Visit the Google Ads website and select "Start now" under Local Services Ads.
Follow the on-screen instructions, providing your business information.
Choose the specific funeral services you offer such as direct cremation, cremation with memorial, traditional cremation, direct burial, graveside service, traditional funeral.
Set Your Budget: Determine your advertising budget for Local Services Ads. LSAs operate on a pay-per-lead basis, so you only pay when someone contacts you through the ad
Define your service area: Specify the geographic areas where you offer services. LSAs are designed to target customers within your local service area
Google will screen and verify your business before your ads go live. This might involve background checks, license verifications, etc.
When setting up your profile make sure the following are are also done:
Google My Business profile has the accurate information including: address, phone number and business hours
Complete verification process for Google My Business to gain eligibility for Local Services Ads