You want to connect with local customers who are in the market for the HVAC & Plumbing services you provide. You’ve probably spent some time optimizing your HVAC & Plumbing website. You may have paid for Google Ads. But if you’re not focusing on Google Local Service Ads, you’re missing out on the most highly qualified leads around.
What is a Google Local Service Ad? Why should you care? Keep reading to learn more.
What Are Google Local Service Ads?
We talk to a lot of HVAC & Plumbing business owners and a lot of them don’t know about Google Local Service Ads – so let’s start with the basics.
Google Local Service Ads are ads that appear at the top of Google’s search engine results page when someone searches for a local service.
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If you know anything at all about HVAC & Plumbing digital marketing, you know that having an ad for your business appear right at the top of the Google SERP is a huge advantage.
Google Local Service Ads aren’t available to everybody. You need to earn a spot there based on your ratings and that’s because Google guarantees the services of the companies whose ads are displayed.
Components of a Google Local Service Ad
The first thing you should notice about Google Local Service Ads is that they highlight reviews by displaying your average rating and the number of reviews available for prospective customers to read. Considering that nearly 9 out of 10 consumers rely on online reviews to make purchasing decisions, it’s impossible to put a dollar value on having a high review rating displayed at the top of the SERP.
When a prospective customer clicks on a Google Local Service Ad, they will see additional information about your HVAC & Plumbing company, including:
- Your business phone number and address
- The services you provide
- Your hours of operation
- The areas you service
- Business highlights such as your BBB rating or awards you have received
Scrolling down allows people to see your Google My Business reviews. While people do check other review sites such as Yelp or Angie’s List, Google My Business reviews are the most trusted and viewed reviews online.
How Do Google Local Service Ads Compare with Organic Search?
One of the questions we hear most frequently about Google ads in general has to do with their efficacy when compared to organic search. It’s a valid question.
It’s undeniable that earning a spot for your HVAC & Plumbing website at the top of Google’s organic search results is a huge advantage. Research shows that the first three organic listings get the lion’s share of clicks. Here’s how it breaks down:
- The #1 listing gets 28.5% of clicks
- The #2 listing gets 15% of clicks
- The #3 listing gets 11% of clicks
In total, the top three listings grab 54.5% of all clicks. By the time you get to the 10th spot, the listing gets only a 2.5% click-through rate. Companies on the second page are even lower – and most searchers never get that far.
You may have read that a lot of people skip right over the HVAC & Plumbing ads that appear at the top of Google – and that’s true, as far as it goes. However, Google Local Service Ads are different. Here’s why.
The first thing to note is that typical Google ads include a headline and what essentially amounts to a sales pitch, like this:
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In other words, it’s obviously an ad – and just as many of us skip past commercials when we can, we also prefer to skip online ads when they are trying to sell us something. We prefer to do our own research.