Google Local Services Ads UK

Google's Local Services Ads, enable you to you can advertise your business on Google and receive qualified leads directly from potential customers. These leads can either be via direct phone calls or messages sent through your Local Services ad. You can reply to messages, track bookings and manage all your leads anytime online as well as through Google's app (available in both Android and iOS). Google local services ads are separate from traditional Google Ads. They are run using a different management platform, and typically, results show at the top of the page above both map and traditional google ads. This is a fantastic opportunity for local small businesses.

Unlike Google Ads, Google Local Services ads are based on a cost per lead. A lead is delivered via a phone call or message from the AD. You can allocate a monthly budget for the ads and spend against this. You will be notified of how much you have spent via a desktop dashboard or a phone-based app. The cost per lead varies depending on the service. At the current date of publishing a lead for a window cleaner was between £7-10. The opportunity value is in the additional leads you can generate from referrals and recommendations if you provide a great service.

Local Services Ads are available only for certain service categories currently.

Currently Google support the following list of Google Local Service Ads Categories / company types in the UK : (List current June 2023)

• A-E : Appliance Repair - Carpentry - Carpet Cleaning - Countertop services (Worktops) - Electrical engineering (Electrician)
• F-J : Fencing - Flooring - Foundations services - Garage Door Services - Home Improvement - Handyman - Home Inspection - House Cleaning - HVAC (Heating or Air Conditioning) - Junk removal / Rubbish Removal
• K-N : Landscaping - Lawn Care
• O-S : Pest Control - Plumbing - Pool Cleaning - Pool Contracting - Removals - Roofing - Siding (cladding) - Snow Removal Services
• T-X : Tree Surgeon - Water Damage Services - Window Cleaning - Window Services

To check for changes and business eligibility see : GOOGLE LOCAL SERVICES ADS UPDATES  

Google Ads are based on charging customers on a Pay Per Click basis, hence using the term Pay Per Click or (PPC). With Google Ads, you allocate a budget on a daily basis and your ads are shown to potential customers based on the keywords you have chosen to advertise against. You are charged each time someone clicks on your Ad even if they don’t contact you.

Google Local Services ads are different for several reasons:

• You only pay for leads contacting your business. This is charged on a pay-per-lead basis.
• Google is currently putting google services ads above organic results on desktop and mobile devices.
• If you have used Google Ads to generate leads, it can be competitive, and without significant optimisation, your cost per lead can be high. Google local service ads allow you to control the cost per lead and therefore allow you to focus on converting these leads.
• Google provides a Google Guarantee Badge and providing a £1500 money-back guarantee for all customers subject to T&Cs.

Surprisingly, you don’t need a website, although this would help your credibility. All you require is a Google Business Profile so customers can leave your business reviews. These reviews and results will be included with your ads, so they are very important for your business. Having a well-optimised Google Business Profile will also help your business to perform in local searches. Your business will require at least 5 reviews.

Google Guarantee helps home service providers build a trusted reputation online. Providers with this badge go through extensive background and licence checks.

In the UK, Google requires the following business documentation:

• VAT Tax ID
• CRN from the Companies House Registry
• Utility Bill

The following checks are undertaken too:

• Background checks – Google uses local partners to check workers’ backgrounds. These may include criminal background checks.
• Business registration check – Google uses local partners to check businesses that are registered according to UK law.
• Insurance checks – In the UK, this relates to things such as employee liability and public liability insurance
• License checks – depending on your business type these vary. Typically, it is based on professional licenses needing to be held by service professionals.

On Local Services listings, you will find the Google Guarantee badge next to these providers.

Learn more about the Google Guarantee process here:

• Business screening and verification requirements 
• Google's screening and verification process 

On average, this process takes 3–4 weeks to complete after submitting your documents.

There is a five-stage process involved in using the service ads.

1. Step 1 – Choose your service offering, how many leads you would like, and the location; Google provides a suggested budget.
2. Step 2 – Get the Google Guarantee - Your business must meet local license and insurance requirements. Google then guarantees to work up to £1500.
3. Step 3 – Ads started showing in your service area.
4. Step 4 – Book jobs - Customers can book a job by calling your phone or by sending you a message depending on your set-up preferences.
5. Step 5 – Grow and maintain your business

You can use a mobile app to manage your ads or use the desktop dashboard.

To get started sign up here : Google Local Services Ads