Anatomy of a Local Service Ad and Why You Need To Master LSAs

Are you LSA-Ready?

Anatomy of a Local Service Ad

Sup Y’all,

Last week we talked about Google My Business, the power behind it, and how it has some hoops to jump through. However, there’s a second side to that coin with another offering from Google that I’m sure a lot of you are aware of: Local Service Ads.

If you have a great customer service track record then LSAs allow you to take advantage of your Google Maps review score by placing it right up front and into customer’s eyes.

But what makes up an LSA? Is it just an icon on Maps? It’s that, but so much more.

Want your own Google Guaranteed badge? Read on.

Was this forwarded to you?

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So, without further delay…

Let’s do it.

  • LSA More like…. LS-Yay?

    • Comedy gold.

  • Get Em Where They Live

    • LSA dominance lets you own searches in your area

Estimated reading time: 3 minutes and 40 seconds

Are you ready for your Google Guaranteed badge? Slow down, cowboy. First things first: What is LSA, what does it offer, and what’s the catch?

Meet Them Where They Live

Google Ads, whether it’s Google My Business or Local Service Ads (LSA) are known as pay-per-click (PPC) advertising, meaning you pay every time someone clicks on your ad – even if they don't contact you. With LSAs, you pay by the lead instead of the click, meaning you're only charged when a prospective customer contacts you via the ad.

Google will then track the number of charged leads.

So, let’s break down those differences between GMB and LSA. They’re both Google offerings, but as we said, they’re different systems for achieving different types of results.

  1. GMB: This is like a machine gun, shooting broadly to reach a wide audience. With GMB, your business information appears on Google Search and Maps, potentially reaching the largest number of people. However, you pay per click, meaning you incur costs for every click on your ad, regardless of whether it leads to a customer contact.

  2. LSA: This is compared to a sniper rifle, being hyper-focused on specific leads. LSAs charge you per lead, meaning you only pay when a potential customer contacts you through the ad. This can be more cost-effective if you have a high conversion rate from leads to customers.

The key benefit of LSAs highlighted is the Google Guarantee, which can significantly boost your business's visibility and trustworthiness in local markets.

However, it comes with a $50 monthly fee. It also comes with a checkup on Google’s part to make sure you’re doing all the things they require to keep that badge. Best practices will continue to be your friend.

Check out our recent video about GMB and LSAs, and where you should be spending your money. Jack explains the bones of LSA and what the layout of it looks like from the backend.

This video topic came from a reader's question! Have your own question? Reply to this email and ask away. You may see it pop up.

On the Pod This Week

This week the podcast is joined by Columbus fencing business owner Cassi Niekamp, covering several topics familiar to all of us. She discusses B2B marketing, the problem with government contract bids, and how the challenges in the fencing industry sometimes come directly from the economy.

Don’t want to miss another special guest next week? There’s only one way, and that’s subbing over on YouTube.

Referral Program: Share Weekly Insights, Get Stuff

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This guide is a big deal, as it features advice on the actual way the Wilson Companies warehouse runs. This is info straight from me to you, all for the low, low price of sharing the good news of Owned and Operated.

Click that share button, get someone in the know, and get the PDF right in your inbox. It’s that simple.

Have a great week, gang. Go get it.




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