What are Google Local Ads?

Monique Anderson, 
Head of Search, 
Posted on

Google local ads have been around for a few years now, first launching in 2015 available in the US and Canada.

If you are reading this from the UAE / elsewhere in MENA, there is still a chance you have no clue what I’m talking about as it still has not been fully rolled out!

Essentially, these ads allow you to find local services with a simple search. Think plumbers, cleaners, electricians etc.”


Local Ads allow users to search for your service and contact you. It is its own product and sits outside of Google ads and Google my Business.  Leads then come into the advertiser as calls and messages sent directly through the local service ad. The advertiser can then reply to messages, track how many bookings they have. All of which can be managed through a handy app (both iOS and Android) or through an online portal.

Google is absolutely brilliant at creating a seamless experience on their search pages. There really is not much need to leave the SERPs. Take the sporting example below, all the info I need and want from videos content and line ups all without leaving Google!


So anything we can do to ensure prospects get all the information they need without disruption will help to increase the conversion rate.

Want the greenlight? Get Google Guaranteed!

In order to be Google Guaranteed, the advertiser must pass Google’s background checks in addition to having their license and insurance details verified. If you get the green light on these you get a nice green tick!

Paired with a nice top of page position on the Google SERP, it’s definitely worth a test!

One conversation I often have with customers is understanding the quality of leads being driven to their business and most importantly working out a true cost per lead (how many of the leads can you actual service). Firstly, Google Local ads will only charge you for leads which are relevant to your business and the services you offer…Again I repeat. You will only “Pay only for leads related to your business and the services that you offer” Google. Anything to mitigate risks in testing something new has to be a win right?

A couple of things to note! If you hire field operatives or you are a franchise, for example, you will need to have each individual go through these checks also, so doing your due diligence is imperative.

If you don’t live up to that green tick it will be taken away. If any customers aren’t satisfied with your work, Google might refund the cost of the job as you are a Google Guaranteed partner. There is a lifetime cap for this though, around 2k in the local currency for most cases. This only counts if the job has been booked through Google local ads. This shows that Google trusts your service and trusts your business so can better than a whole host of 5-star reviews.


How Local Services Ads Are Ranked

Buying media space for Google local service ads is very different from how you would normally work with Google ads. This works for buying and ranking!

Unlike traditional search, there are no keywords which you bid on to match your business or service. Instead, Google relies on other indicators. Primarily is location. Local, Google local service ads, makes sense I guess. This is out of advertisers’ control. Adding locations and areas you would like to generate leads from when populating your business profile and keeping business hours up to date really helps.

Next is your review score! This looks at the number of reviews you have and your average score out of 5. This is from both Google my business and jobs you have booked through local service ads. This is where advertisers with a strong presence through Google my business will have a bit of a head start.


Benefits of Local Service Ads

As we have discussed there are many benefits of Local Service ads:

  • Increased exposure for your business
  • Connect with customers when they are looking for your services
  • Higher conversion rates
  • Easy management platform
  • Google Guaranteed badge
  • Limit wasted time, as customers come directly to you


..If you are

  • Based in the US or Canada
  • Want a better presence on Google
  • Only pay when you get leads

Google local service ads are certainly worth a try!


What about the MENA?

Google has looked at launching Local Service Ads in the UAE for some time and we expect an announcement within the next few months, certainly after an expected UK roll out in Q4 2020 / Q1 2021.

As an indication for MENA, within the UK, the confirmed vertical markets to be launched first will be those below:

  • Appliance Repair
  • Carpet Cleaning
  • Electrical
  • Garage Door Repair
  • House Cleaning
  • HVAC (Heating, ventilation, and air conditioning)
  • Lawn Care
  • Pest Control
  • Plumbers
  • Removals
  • Roofers
  • Tree Services
  • Waste Removal
  • Water Damage
  • Window Cleaners
  • Window Repair.

Please contact Push if you need any support or information and we would be happy to help.


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