About Howling Media

Welcome to Howling Media, a premier marketing agency based in Toronto, dedicated to empowering local service businesses to achieve remarkable growth. Our mission is to provide tailored marketing solutions that help local businesses thrive in today’s competitive landscape. With a deep understanding of the unique challenges faced by local service providers, we specialize in creating impactful marketing strategies that drive visibility, engagement, and, most importantly, leads.


At Howling Media, we believe in the power of local connections. Our expertise lies in leveraging cutting-edge digital marketing tools and platforms, such as Google Local Service Ads, to ensure your business stands out in local search results. We are passionate about helping businesses like yours build trust with customers, maximize online presence, and achieve sustainable growth.


Whether you are a small business just starting or an established company looking to expand your reach, Howling Media is here to guide you every step of the way. Let us help you connect with more customers and grow your business to new heights.


Purpose of the Guide


What This Guide Aims to Achieve

The primary aim of this guide is to provide local service businesses with a comprehensive understanding of Google Local Service Ads (LSAs) and the myriad benefits they offer. By the end of this guide, you will have a clear insight into how LSAs can significantly enhance your business’s online visibility, attract more qualified leads, and build trust with potential customers. Our goal is to equip you with the knowledge and confidence to leverage this powerful advertising tool effectively, with the expert assistance of Howling Media.


How to Use the Guide

This guide is designed to be your go-to resource for everything you need to know about Google Local Service Ads. Here’s how to make the most of it:

  1. Start with the Basics: If you are new to LSAs, begin by reading the sections that explain what they are and how they work. This will give you a solid foundation.
  2. Understand the Benefits: Dive into the benefits section to see how LSAs can specifically help your business grow and why they are a valuable investment.
  3. Learn the Setup Process: Follow the step-by-step instructions on setting up your LSA profile and optimizing it for maximum performance.
  4. Review Real Examples: Check out our case studies and testimonials to see how other businesses have succeeded with our help.
  5. Frequently Asked Questions: Use the FAQ section to clarify any doubts or concerns you may have about LSAs.
  6. Take Action: Ready to get started? The guide will walk you through the next steps to partner with Howling Media and start seeing results.

Keep this guide handy as a reference throughout your journey with LSAs, and don’t hesitate to reach out to us at Howling Media for personalized assistance and support.


What are Google Local Service Ads (LSAs)?


Definition and Overview

Google Local Service Ads (LSAs) are a specialized advertising platform designed to connect local service providers with potential customers in their area. These ads appear at the very top of Google search results, making it easier for customers to find trusted local businesses when they need specific services, such as plumbing, HVAC, electrical work, and more. LSAs are specifically tailored for service-based businesses that operate within a defined geographic area.


Explanation of LSAs

LSAs work by allowing businesses to create an ad profile that highlights their services, business hours, service areas, and customer reviews. When a user searches for a service in their local area, Google displays these ads prominently, showing the business’s name, phone number, and a “Google Guaranteed” badge if applicable. This badge indicates that the business has passed Google’s rigorous screening and qualification process, adding a layer of trust and credibility.


The key features of LSAs include:

  • Verified Reviews: Display customer reviews directly on the ad, building trust with potential clients.
  • Pay Per Lead: Unlike traditional pay-per-click (PPC) models, you only pay when a customer contacts you directly through the ad.
  • Local Targeting: Ads are shown to customers in specific geographic locations, ensuring your services are promoted to the right audience.
  • Google Guarantee: Eligible businesses receive a Google Guarantee badge, providing added assurance to customers about the quality and reliability of their services.

How They Differ from Traditional Google Ads

While both LSAs and traditional Google Ads aim to increase visibility and attract customers, they operate in fundamentally different ways:


  1. Ad Placement:
    • LSAs: Appear at the very top of Google search results, above traditional Google Ads and organic search results, maximizing visibility.
    • Traditional Google Ads: Appear below LSAs and may also be displayed on partner websites within the Google Display Network.
  2. Cost Structure:
    • LSAs: Operate on a pay-per-lead basis, meaning you only pay when a customer contacts you through the ad.
    • Traditional Google Ads: Typically operate on a pay-per-click (PPC) model, where you pay each time someone clicks on your ad, regardless of whether they become a lead.
  3. Targeting and Reach:
    • LSAs: Specifically target users looking for local services within a defined area, making them highly effective for location-based marketing.
    • Traditional Google Ads: Offer broader targeting options, including keywords, demographics, and interests, suitable for a wide range of marketing objectives beyond local services.
  4. Trust and Verification:
    • LSAs: Feature the Google Guarantee badge for qualified businesses, which requires passing background checks and meeting certain standards, enhancing trust with potential customers.
    • Traditional Google Ads: Do not include the same level of verification and trust indicators, focusing more on general advertising reach and click-through rates.

In summary, Google Local Service Ads are a powerful tool for local service businesses looking to attract more qualified leads, build trust with potential customers, and achieve a prominent position in search results.


Types of Businesses Eligible

Google Local Service Ads (LSAs) are specifically designed for service-based businesses that operate within a defined geographic area. The types of businesses eligible to participate in LSAs include, but are not limited to:

  • Home Services: Plumbers, electricians, HVAC technicians, locksmiths, and home cleaners
  • Health Services: Dentists, chiropractors, and physical therapists
  • Professional Services: Lawyers, real estate agents, and financial planners
  • Automotive Services: Auto repair shops, auto glass services, and towing companies
  • Other Local Services: Pet groomers, tutors, and event planners


Necessary Requirements

To participate in the Google Local Service Ads program, businesses must meet specific requirements designed to ensure the quality and reliability of the services they offer. These requirements include:

  1. Background Checks:
    • Business Owner and Employees: Background checks are required for the business owner and any employees who will interact with customers. This process is handled by Google’s third-party verification partners.
    • Business Verification: The business itself must also undergo verification to confirm its legitimacy and compliance with local regulations.
  2. Licenses and Insurance:
    • Professional Licenses: Businesses must provide proof of any necessary professional licenses required by local or state authorities to operate legally. For example, plumbers and electricians must have valid trade licenses.
    • Insurance Coverage: Proof of general liability insurance is often required to ensure that the business can cover any potential damages or liabilities.
  3. Google My Business Listing:
    • Active Listing: Businesses must have an active Google My Business (GMB) listing. This listing should be fully completed with accurate information, including business name, address, phone number, and hours of operation.
    • Reviews and Ratings: While not a strict requirement, having positive reviews and high ratings on your GMB listing can significantly enhance your LSA performance and credibility.
  4. Service Area Definition:
    • Clear Service Areas: Businesses must define the geographic areas they serve. This ensures that ads are shown to potential customers within the appropriate location range.
    • Accurate Business Information: Ensure all business information is up to date and accurately reflects the services offered and the areas covered.
  5. Adherence to Google Policies:
    • Compliance with Advertising Policies: Businesses must comply with all of Google’s advertising policies, including those related to prohibited content and practices.
    • Ongoing Verification: Businesses may be subject to ongoing verification checks to maintain their eligibility and continue participating in the LSA program.

By meeting these eligibility requirements and completing the necessary verification steps, businesses can take full advantage of Google Local Service Ads to connect with local customers, build trust, and grow their client base.


Benefits of Local Service Ads


Increased Visibility

How LSAs Appear at the Top of Search Results: Google Local Service Ads (LSAs) are prominently displayed at the very top of Google search results, above traditional Google Ads and organic search listings. This prime placement ensures that your business is one of the first options potential customers see when they search for services in your area. This visibility significantly increases the likelihood of attracting clicks and leads.


Enhanced Presence in Local Searches: LSAs are specifically designed to target local searches, meaning your ads are shown to users who are actively looking for services you offer within your geographical area. This localized targeting helps ensure that your ads reach the most relevant audience, increasing the chances of converting searchers into customers.


Pay Per Lead Model

Cost-Effectiveness of Paying Only for Leads: Unlike traditional advertising models that charge per click, LSAs operate on a pay-per-lead basis. This means you only pay when a potential customer contacts you through the ad. This cost-effective approach ensures that your advertising budget is spent on actual leads, maximizing your return on investment (ROI).


Difference from Pay-Per-Click (PPC) Models: In traditional PPC models, you pay each time someone clicks on your ad, regardless of whether they contact you or convert into a customer. With LSAs, you only pay for genuine leads, such as phone calls or messages from interested customers. This model reduces wasteful spending and increases the efficiency of your ad spend.


Building Trust with Customers

Google Guarantee Badge: One of the standout features of LSAs is the Google Guarantee badge. This badge indicates that your business has passed Google’s rigorous screening and verification process, which includes background checks and verification of licenses and insurance. The Google Guarantee badge provides an added layer of trust and assurance to potential customers, making them more likely to choose your business over competitors.


Importance of Verified Reviews and Ratings: LSAs prominently display customer reviews and ratings, allowing potential customers to see feedback from others who have used your services. Verified reviews build credibility and trust, helping to establish your business as a reliable and reputable service provider. Positive reviews and high ratings can significantly influence a customer’s decision to contact you.


Easy Management

User-Friendly Dashboard for Tracking Performance: Google provides an intuitive and user-friendly dashboard for managing your Local Service Ads. This dashboard allows you to track the performance of your ads in real-time, including the number of leads received, cost per lead, and overall ad spend. Easy access to this data helps you make informed decisions and optimize your campaigns for better results.


Integration with Other Google Services: LSAs seamlessly integrate with other Google services, such as Google My Business and Google Analytics. This integration allows for streamlined management of your online presence and provides comprehensive insights into your advertising performance. By leveraging these tools, you can ensure a cohesive and effective online marketing strategy.


In summary, Google Local Service Ads offer numerous benefits, including increased visibility, a cost-effective pay-per-lead model, enhanced trust with the Google Guarantee badge, and easy management through a user-friendly dashboard. These advantages make LSAs an invaluable tool for local service businesses looking to grow their customer base and achieve long-term success.


How Local Service Ads Work


Setting Up Your Profile

Creating and Optimizing Your Business Profile: To get started with Google Local Service Ads (LSAs), you need to create a comprehensive business profile. This profile includes essential information such as your business name, address, phone number, hours of operation, and a detailed description of the services you offer. Additionally, you will need to upload any necessary licenses and proof of insurance.


Importance of Accurate Information and Service Areas: Accurate information is crucial for ensuring your ads are shown to the right audience. Make sure all details are correct and up-to-date. Define your service areas precisely to ensure your ads reach potential customers within your geographic range. Accurate service areas help prevent wasted leads from outside your operating region.


Ad Placement and Ranking

Factors Influencing Ad Placement: Several factors determine where your ad will appear in the search results, including:

  • Relevance of Your Services: How well your services match the user’s search query.
  • Proximity to the User: How close your business is to the user’s location.
  • Google Guarantee Status: Whether you have the Google Guarantee badge.
  • Business Profile Completeness: How thoroughly your profile is filled out.
  • Customer Reviews and Ratings: The number and quality of reviews you have.

Tips for Improving Your Ranking

  • Collect Positive Reviews: Encourage satisfied customers to leave positive reviews. High ratings and positive feedback can boost your ad’s ranking.
  • Respond Quickly to Leads: Promptly responding to customer inquiries can improve your ranking. Google favors businesses that are quick to engage with potential clients.
  • Keep Your Profile Updated: Regularly update your profile with any changes to your services, hours, or contact information to maintain accuracy.

Lead Management

How Leads Are Generated and Delivered: Leads are generated when potential customers click on your LSA and contact you through the provided phone number or message link. These leads are delivered directly to you via the contact method specified in your business profile, allowing you to respond quickly and efficiently.


Best Practices for Responding to Leads

  • Respond Promptly: Aim to respond to all leads as quickly as possible. Prompt responses show customers that you are reliable and attentive, increasing the likelihood of converting leads into customers.
  • Be Professional and Courteous: First impressions matter. Ensure that your interactions with potential customers are professional and courteous to build trust and rapport.
  • Track and Follow Up: Use the Google dashboard to track your leads. Following up with potential customers who have shown interest but haven’t yet committed can help secure more business.
  • Gather Feedback: After providing services, ask customers for feedback and encourage them to leave a review. Positive reviews not only improve your ranking but also enhance your reputation and attract more leads.


By effectively setting up and optimizing your profile, understanding the factors that influence ad placement, and managing leads efficiently, you can maximize the benefits of Google Local Service Ads and drive more business to your local service company.


Getting Started with Howling Media


Our Process


  1. Initial Consultation:
    • We begin with a free consultation to understand your business needs, goals, and target audience.
    • We discuss your current marketing efforts and how Google Local Service Ads can complement them.
  2. Business Verification and Eligibility Check:
    • We help verify your business information, including licenses and insurance, ensuring compliance with Google’s requirements.
    • We assist in the background check process for you and your employees if needed.
  3. Profile Creation and Optimization:
    • We create and optimize your Google Local Service Ads profile, ensuring all information is accurate and complete.
    • Our team defines your service areas precisely to target the right geographic locations.
  4. Ad Setup and Configuration:
    • We set up your LSAs, including ad copy, service categories, and budget.
    • We integrate your Google My Business listing and ensure your reviews and ratings are displayed prominently.
  5. Review and Launch:
    • We conduct a thorough review of your ad setup to ensure everything is in order.
    • Upon your approval, we launch the ads, making your business visible to potential customers immediately.
  6. Ongoing Management and Optimization:
    • Post-launch, we continuously monitor your ad performance and make necessary adjustments to improve results.
    • We provide regular reports and updates, keeping you informed of your campaign’s progress.

Timeline and Expectations

  • Week 1: Initial consultation and business verification.
  • Week 2: Profile creation, optimization, and ad setup.
  • Week 3: Review and launch of ads.
  • Ongoing: Continuous management, optimization, and reporting.

From start to launch, our streamlined process ensures your LSAs are up and running within three weeks, with continuous support and optimization to maximize your ROI.


Our Expertise

Testimonials and Case Studies

We take pride in our proven track record of helping local service businesses achieve exceptional growth through Google Local Service Ads. Here are a few testimonials and case studies showcasing our success:

  • HR HEAT & COOL MECHANICAL INC.
    • “Howling Media helped us set up Google Local Service Ads, and the results have been phenomenal. We’ve seen a significant increase in leads and new customers. Their team is knowledgeable, responsive, and truly invested in our success.”
  • Case Study: XYZ HVAC Services:
    • Challenge: XYZ HVAC Services needed to increase their customer base during the peak season.
    • Solution: Howling Media set up and optimized their LSAs, targeting specific service areas and emphasizing their Google Guarantee badge.
    • Results: Within two months, XYZ HVAC Services saw a 40% increase in leads and a 25% boost in overall revenue. Positive customer reviews further improved their ad ranking and visibility.

Examples of Successful Campaigns

  • HR HEAT & COOL MECHANICAL INC.:
    • Setup: Comprehensive profile creation and ad setup.
    • Outcome: 50% increase in monthly leads and a significant boost in local search visibility.
  • XYZ HVAC Services:
    • Setup: Targeted ads for emergency services and optimized profile with high ratings.
    • Outcome: 35% rise in customer inquiries and a higher conversion rate from leads to booked services.

At Howling Media, we are committed to helping your business thrive by leveraging the power of Google Local Service Ads. With our expertise and dedicated support, you can expect measurable results and a steady stream of new customers.


Frequently Asked Questions


Common Concerns and Questions from Business Owners

1. What types of businesses are eligible for Google Local Service Ads? Google Local Service Ads are available for a wide range of service-based businesses, including home services (plumbers, electricians, HVAC technicians), health services (dentists, chiropractors), professional services (lawyers, real estate agents), automotive services (auto repair, towing), and other local services (pet groomers, tutors).

2. How do I know if my business meets the eligibility requirements? To be eligible for LSAs, your business must pass Google’s verification process, which includes background checks for the business owner and employees, as well as providing proof of necessary licenses and insurance. Howling Media can assist you in ensuring your business meets all these requirements.

3. What is the Google Guarantee badge, and how do I get it? The Google Guarantee badge is a certification provided by Google to businesses that pass their rigorous screening and verification process. This badge helps build trust with potential customers. To get the badge, you must complete the background checks and meet all of Google’s licensing and insurance requirements.

4. How much do Local Service Ads cost? Local Service Ads operate on a pay-per-lead model, meaning you only pay when a customer contacts you through the ad. The cost per lead varies depending on the type of service and the local market conditions. This model ensures you are only paying for actual leads, making it a cost-effective advertising option.

5. How are leads delivered to my business? Leads are delivered directly to you through the contact method specified in your business profile, such as phone calls or messages. You will receive real-time notifications, allowing you to respond promptly to potential customers.

6. Can I control where my ads are shown? Yes, you can define your service areas during the setup process. This allows you to target specific geographic locations where you want your ads to appear, ensuring they reach the most relevant audience.

7. How do I handle customer reviews and ratings? Customer reviews and ratings are an integral part of your LSA profile. Encouraging satisfied customers to leave positive reviews can significantly enhance your ad performance. Responding to reviews, both positive and negative, in a professional manner also helps build trust and credibility.

8. What should I do if I receive a fraudulent lead? Google provides a dispute resolution process for dealing with fraudulent or invalid leads. If you believe a lead is not genuine, you can report it through your Google Local Service Ads dashboard, and Google will investigate the claim.

9. How long does it take to see results from LSAs? Many businesses see results within a few weeks of launching their LSAs, though the exact timeline can vary depending on factors such as market competition and the quality of your profile. Continuous optimization and prompt lead response can help improve results over time.

10. Can I track the performance of my Local Service Ads? Yes, Google provides a user-friendly dashboard where you can track various performance metrics, including the number of leads received, cost per lead, and overall ad spend. This data helps you make informed decisions and optimize your campaign for better results.


Detailed Answers and Explanations

1. Eligibility for LSAs: Eligibility is primarily based on the type of service your business provides and meeting Google’s verification standards. By ensuring you have the necessary licenses and passing background checks, you can qualify for LSAs.

2. Verification Requirements: The verification process includes background checks for owners and employees, as well as verification of business licenses and insurance. This helps maintain a high standard of trust and safety for customers.

3. Cost Structure: You pay Google directly per lead based on your account budget. We charge a one time setup fee and monthly retainer fee to make sure your account it always running properly.

4. Lead Delivery and Management: Leads are delivered in real-time, allowing you to respond promptly. This immediacy increases the chances of converting leads into customers. Managing these leads effectively is crucial for maximizing your ad spend.

5. Customer Reviews and Ratings: Positive reviews and high ratings improve your ad’s visibility and ranking. Encourage happy customers to leave reviews, and respond to all feedback to show your commitment to customer service.

6. Performance Tracking: The dashboard provides insights into your ad performance, helping you understand what’s working and where improvements are needed. Regularly reviewing these metrics can help you optimize your campaign and achieve better results.

By addressing these common questions and concerns, we aim to provide clarity and confidence in using Google Local Service Ads to grow your business. If you have any additional questions, feel free to reach out to Howling Media for personalized support and guidance.


Next Steps


Contact Information

We are excited to help your business grow through the power of Google Local Service Ads. For more information or to get started, please reach out to us using the following contact details:


Our team is ready to answer any questions you may have and provide the support you need to make the most of your advertising investment.


Special Offer

To celebrate the launch of our new Google Local Service Ads service, we are pleased to offer a special promotion for early sign-ups:


Exclusive Offer: Get 50% Off Setup Fee


Sign up with Howling Media within the next 30 days and receive a 50% discount on the setup fee ($500 in savings!) This limited-time offer is our way of thanking you for choosing Howling Media and giving your business a head start in achieving greater visibility and more qualified leads.


Don’t miss out on this opportunity to elevate your business with Google Local Service Ads. Contact Howling Media today and let us help you reach new heights of success!


Conclusion


Recap of the Benefits and Importance of LSAs

Google Local Service Ads (LSAs) offer a powerful way to enhance your business’s visibility and attract more qualified leads. By appearing at the top of search results, LSAs ensure that your business is seen by potential customers exactly when they are searching for the services you offer. The pay-per-lead model makes LSAs a cost-effective option, as you only pay for actual leads, maximizing your return on investment.

The Google Guarantee badge builds trust with potential customers, while verified reviews and ratings enhance your credibility. The user-friendly dashboard allows for easy management and tracking of your ad performance, ensuring you can make data-driven decisions to optimize your campaign. Integration with other Google services further streamlines your marketing efforts.


Encouragement to Take Action and Partner with Howling Media

Now is the perfect time to take advantage of the benefits that Google Local Service Ads offer. By partnering with Howling Media, you can leverage our expertise and dedicated support to set up and manage your LSAs effectively. Our proven process ensures that your ads are optimized for maximum performance, helping you attract more customers and grow your business.

Don’t wait to boost your visibility and lead generation. Contact Howling Media today to get started with Google Local Service Ads and take your business to the next level. With our special promotion for early sign-ups, there has never been a better time to join us. Let Howling Media be your trusted partner in driving your business’s success. Reach out to us now and see the difference LSAs can make!