If you’re a home services provider, you should be taking advantage of Google’s Local Services ads.

Different than pay per click ads, Google’s Local Services are pay per lead ads that show up at the very top of search results for specific queries.

Local Services Ads are pay per lead ads that appear at the very top of the search engine results page and receive 13.8% of local SERP clicks.

Also unlike traditional PPC ads, you don’t target keywords or placements on websites, you target services. When a person’s online search query matches criteria for those services, their ad will be eligible to show:

But, exactly what is it that makes these ads such a great investment? Below you’ll see the statistics that show how effective these ads are.

Looking to start advertising with Local Services ads? Contact us below!

Google Local Services Ads Statistics Every Home Services Contractor Should Know

• Local Services ads by Google receive 13.8% of local SERP clicks (BrightLocal, 2019)
• The presence of Local Services ads affects the number of clicks for all other SERP types (BrightLocal, 2019)
• When LSAs are present, 25.3% of all clicks are on paid results. When LSAs are absent, this is 14.6% – a difference of 10.7% (BrightLocal, 2019)
• 20% of all searches come from voice search and Local Service Ads are one of the few ways you can make sure that you’re found on the 400 million devices powered by Google Assistant (Google)
• Paid ads have an 11.38% CTR on Google (Sparktoro, 2019)

Why Google Local Services? Because…

• Organic results receive the most clicks of all SERP types, though they see a drop off when LSAs are present (BrightLocal, 2019)
• Review ratings are the biggest driver of clicks in local SERPs (BrightLocal, 2019)
• 40% of people only consider one local contractor before making a decision (ConsumerBarometer, 2018)
• When searching for a local contractor, 56% are looking for info on prices (ConsumerBarometer, 2018)
• 61% of mobile users call a business when they’re in the purchase phase of the buying cycle (Google)
• 64% of consumers have used Google My Business to find contact details for local businesses (BrightLocal, 2019)
• More than 50% of all searches end in no click (Sparktoro, 2019)
• 82% of smartphone users are actively searching for businesses near them (Google)
• While the average click-through rate for PPC ads is only 2%, the average click-through rate for the top paid result on the screen is almost 8%
• 49% of people said they click on text ads; 31% on Shopping ads; and 16% on video ads (Search Engine Land, 2019) 
• 63% of people said they’d click on a Google ad (Search Engine Land, 2019)
• 86% of consumers use the internet to find a local business
• 72% of consumers prefer to find information on local merchants via search.
• 29% of consumers search for local businesses at least every week (BrightLocal)

Resources:

• https://www.blog.google/products/assistant/how-google-home-and-google-assistant-helped-you-get-more-done-in-2017/
• https://www.brightlocal.com/research/local-business-websites-and-google-my-business-comparison/
• https://think.storage.googleapis.com/docs/click-to-call_research-studies.pdf
• https://www.consumerbarometer.com/en/graph-builder/
• https://searchengineland.com/what-makes-people-click-on-search-ads-309959