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Are you tired of wondering when your Google Local Services Ads will start bringing in those leads? It’s time to consider what might be in the way and explore how to improve your results.

This post will cover common GLSA issues and solutions, best practices, compare GLSA to traditional Pay-Per-Click (PPC), and enhance your lead generation strategy. Whether you’re a newcomer or a long-time user of Google Local Services, our goal is to help you pinpoint obstacles and boost your business’s success.

Example of google local services ads in search engine results.

GLSA Essentials

To start, let’s lay out the foundation of Google Local Services Ads and how they differ from traditional PPC advertising.

Google Local Services Ads are designed to connect local businesses with their local target audience. When someone searches for a service you provide, your GLSA listing may appear at the top of the search results, showcasing your business name, rating, and location.

One key difference between Google Local Services and standard PPC advertising is how you pay for leads. With GLSA, you only pay when a potential customer contacts you through your ad by calling or scheduling with you directly. In short, you’re not charged for every click as with traditional PPC ads.

Additionally, GLSA highlights your business’s authority and trustworthiness. Google performs background checks and other verifications, ensuring only reputable businesses utilize GLSA, and encouraging confidence in your brand.

Common Hurdles

You’re not alone if local leads through GLSA have seemed elusive โ€“ many businesses face similar issues. However, the good news that is they can be resolved with simple tweaks and strategic steps. Let’s explore common challenges and discuss solutions to help you attract more quality leads.

View of the job type and service toggles for the GLSA profile.

Profile Activity and Accuracy

When it comes to your GLSA, the accuracy and completeness of your business profile are critical. Your business name, phone number, hours of operation, and job types should all be up-to-date in your profile. Make sure to pinpoint the exact services you excel in by fine-tuning your job type selections in your GLSA profile. This helps ensure that your ads appear to customers seeking your specific expertise.

If your local profile lacks key information or contains outdated details, leads are less likely to reach out. Even worse, they may miss you completely.

Ad Scheduling Efficiency

Analyze your lead generation data and identify the days and times when your ads are most effective. Then, adjust your ad scheduling to maximize your budget and capture more qualified leads. That being said, as long as you’re available to respond to leads promptly (answering phone calls, emails, etc.), you can run your ads whenever you’d like to.

Bidding type can have an impact on the leads you see from your local ads.

Budget and Bidding Strategies

Also, setting the right budget and bidding strategy plays a part in the success of your GLSA campaigns. Experiment with different budgets and bidding strategies to find the sweet spot, and a healthy return on your marketing investment. If your budget is too low, you may not be able to compete effectively for top ad placements. On the other hand, if your bids are too high, you may quickly exhaust your budget without generating enough leads to justify the cost.

Furthermore, it’s vital to choose a bidding type that aligns with your business strategy. You can let Google automate the process with auto-bidding for efficiency or take control with manual bidding for precision.

Finally, keep a keen eye on your top impression rate in searches! This indicates how often your ad is the first thing potential customers see, a critical factor for visibility and lead capture.

Monitoring the top impression rate in search results gives you an idea of how often you're ranking at the top.

Compliance with Business Documentation

To maintain your eligibility for Google Local Services Ads, it’s essential to keep your business documentation up-to-date. This includes licenses, insurance, and any other relevant certifications. Set reminders to review and renew your documentation regularly to avoid any disruptions to your lead-generation efforts. If your documentation expires or becomes invalid, your ads may be suspended until you resolve the issue.

Remember, continuous business verification not only maintains your ad’s active status but also boosts consumer confidence in your services.

Making sure your business is consistently verified and compliant ensures you're credible and trustworthy.

Payment Information Updates

Similarly, keep your payment information current to ensure uninterrupted ad delivery. Stay on top of your payment details and set reminders to update them as needed to keep your GLSA campaigns running smoothly. If your payment method expires or becomes invalid, your ads may be paused until you update your information.

Customer Reviews

Positive reviews can significantly impact your GLSA lead generation success. Encourage satisfied customers to leave reviews on your Google My Business profile, as these reviews can help build trust and local credibility with potential leads. If you receive negative reviews, respond professionally and work to resolve any issues promptly.

Strategies for GLSA Success

First and foremost, your profile should showcase your unique selling points, highlight your expertise, and include relevant keywords that your audience might be using. Your GLSA business profile is often the first impression potential customers have of your company.

Leverage Geo-Targeting

One of the most powerful features of Google Local Services Ads is the ability to target specific geographic areas. Make sure you’re targeting the right locations where your services are available and where your ideal customers are located. When you focus your efforts on high-potential areas, you can maximize your ad spend and attract more relevant leads.

Another tip is to enable the direct business search setting. This feature ensures that when someone looks up your business directly, your ad shines at the top without extra cost for leads from returning customers.

Google direct business search being turned on can help make sure local leads see you first when searching for services you offer.

Showcase Your Specialties

If your business offers specialized services or caters to specific industries, highlight these in your GLSA profile and ads. Emphasizing your unique expertise will attract leads specifically looking for your services, resulting in higher-quality leads and increased conversion rates.

Manage Your Availability

Keeping your availability up-to-date is crucial for ensuring a smooth lead generation process. If you can’t take on new jobs or have limited capacity, adjust your settings accordingly. This will help you avoid frustration from potential customers and ensure that the leads you receive are aligned with your current business needs.

Monitor Your Performance

Monitoring your GLSA performance metrics provides valuable insights into what’s working well and where there’s room for improvement. Key values will include your lead volume, conversion rates, and customer feedback. Use this data to make informed decisions about your targeting, budgeting, and overall strategy. Then, continually refine your approach to maximize your lead generation success.

Example of a business engaging with reviews to further establish their credibility and availability.

Provide Exceptional Customer Service

Finally, delivering outstanding customer service is essential for turning leads into loyal customers and encouraging positive reviews. Make sure to respond promptly to inquiries, provide accurate quotes, and follow through on your commitments. Consistently providing a high-quality experience fosters credibility, leading to increased lead generation and business growth.

Advanced GLSA Optimization Techniques

Once you’ve mastered the basics of Google Local Services Ads, you can explore more advanced techniques to help you take your lead generation efforts to new heights!

  • A/B Testing โ€“ Experiment with different versions of your ads and profile to identify what resonates best with your target audience. Test variations of your profile description, service offerings, and ad copy to find the combinations that generate the most engagement and conversions.
  • Nurture Your Leads โ€“ Not every new lead is ready to become a customer. That’s where lead nurturing comes in. Follow up with your leads promptly, provide personalized communication, and offer valuable content for their needs. By building trust and showing off your expertise, you’ll have a much better chance of turning those leads into loyal customers.
  • Remarket Like a Pro โ€“ Just because someone didn’t convert the first time they interacted with your business doesn’t mean they’re a lost cause. Use remarketing techniques to reach out to those who have visited your website or engaged with your GLSA listing. Hit them with tailored ads and irresistible offers to keep your business fresh in their minds and encourage them to take the next step.
  • Integrate with Other Channelsโ€“ GLSA is fantastic, but it works even better when you integrate it with your other marketing efforts. Make sure GLSA is a key part of your overall digital marketing strategy, working hand-in-hand with tactics like SEO, content marketing, and social media advertising. By creating a cohesive, multi-channel approach, you’ll be able to reach your target audience from all angles and drive more qualified leads to your doorstep.


Now, you have the full Google Local Service Ads playbook โ€“ it’s time to execute and get those leads. Make a habit of these proven strategies, keep your finger on the pulse of your local market, and never stop innovating.

Your future customers are out there searching for you right now โ€“ so, go claim your spot at the top of the local search results.ย If you’re ready to take your GLSA game to the next level and want expert guidance along the way, we’re here to help. Schedule a consultation with Wolfpack Advising today!