What Are Local Service Advertisements?

SEO October 1, 2024

0 8 2 minutes read

There’s been a lot of buzz lately about Local Service Ads (LSAs), Google Guaranteed, and Google Screened.

New industries are being added, the platform is evolving, and various updates have prompted many to ask:

"Just what are these local service ads and how do I get the green checkmark?"

What’s the Difference Between LSAs, Google Guaranteed & Google Screened?

Example of local service ads using google screened

Pay per lead, not per click: You’ll bid on a per lead basis rather than paying for clicks that might not convert.
Ad placement: These ads appear on search engine results pages (SERPs) across mobile, desktop, and tablet devices, as well as voice search.
Ranking factors: They rank based on positive reviews and proximity to the searcher.
Certification: Signing up for Local Service Ads involves becoming Google Guaranteed, which includes background checks, licenses, and insurance verification.

Example of google guarantee

Trust signal: This serves alongside your Local Service Ad to inform potential customers that you’re covered by the Google Guarantee (up to $2,000).
Requirements: Requires background checks, licenses, and insurance for the business and all customer-facing employees.
Target audience: Primarily geared towards home service providers such as plumbers and locksmiths.

Example of google screened

Qualification: Clients must undergo background checks required by the Google Guarantee and maintain a customer review score of at least 3 stars.
No coverage: There is no coverage for customer claims.
Target audience: Mostly aimed at lawyers and financial service providers.

Local Service Ads are exciting because:

Cost efficiency: Much cheaper than traditional click-to-call PPC, with an average monthly budget of $5,000 versus $15,000+.
Pay per lead: You only pay for calls that last at least 2 minutes.
Competitive fairness: A major ranking factor is the quality of the customer experience, leveling the playing field for both large and small firms.

Example of budget for local service ads

Review integration: Reviews are shared freely between Local Service Ads and Google My Business listings, but the Google Guarantee/Screened mark does not appear next to your Google My Business listing.
Proximity matters: Proximity to the user, along with reviews, benefits Local Service Ads similar to Google My Business.
Background checks: Some industries require the entire team to undergo background checks, while others only require this of the owner.
Certification expiration: There is no option for “no expiration date,” so you will need to set a future expiration date if your certifications don’t expire.
Responsiveness: Timely responses to leads and reviews are crucial, as proximity and reviews are the main ranking factors.
Setup process: The biggest hurdle is the background check, which can take up to 5 weeks depending on industry and number of employees.
No traditional PPC requirement: Google does not require you to run traditional Google search campaigns to access Local Service Ads, making it more accessible for SMBs.