Local Service Ads for Trade Contractors
People are searching for local services constantly. Google gets around 8.5 billion daily searches. That’s more searches than there are people on earth! When someone needs a plumber, HVAC tech or restoration pro - they're searching and calling whoever shows up first.
You know what it’s like when you’re searching for something. You want an answer fast. So it’s no surprise that when someone needs a local tarde service, they call whoever shows up first.
With Local Service Ads (LSAs) you can show at the top of the search and connect with customers who are ready to book a service. Unlike regular Google Ads, where you pay for clicks whether it converts or not - LSAs only charge you when someone actually contacts you.
It's pretty straightforward to set up, and you don't need a marketing team to figure it out.
How do LSAs work for the trades?
Before you start, Google needs to verify that you're legit. This involves the usual stuff: verifying your Google Business Profile, conducting background checks, obtaining insurance proof, and defining where you work.
Once you're verified, Google builds your ad automatically from your profile. You set a budget, and push your ads live.
How do customers find your ads?
When someone searches "emergency plumber near me" or "HVAC repair," your LSA will show up with your ratings and reviews, business hours and a call to action to call or message your business.
Remember, you pay per lead, not per click! This is the big difference between traditional Google Ads and LSAs. You pay only when a customer calls or messages you from the ad.
What makes your LSA rank first?
Google ranks LSAs based on signals that show you're trustworthy and responsive.
- How close you are to the person searching (the closer, the better)
- Your review count
- How responsive you are (if you answer calls and messages quickly)
- Business hours *being listed as open 24/7 can give you an edge)
- How relevant your services are to what is being searched
LSAs only work if you actually answer. When your ad shows up, but calls go to voicemail, Google notices, and so do potential customers. They’ll move on to the next business on the list.
Who can use LSAs?
Most home service businesses can use LSAs. Some popular industries include:
- HVAC
- Plumbing
- Electrical
- Roofing
- Restoration
Plus services like appliance repair, garage doors, handyman, house cleaning, pest control, locksmiths, landscaping, tree service, and pressure washing are popular.
If you're in the trades and serve a local area, chances are good that you can qualify for run LSAs.
What do LSAs cost?
You set a weekly budget based on how many leads you want. Cost per lead can be anywhere from $20 to $100+, depending on your trade, location, and how competitive your market is.
What happens when you miss a lead?
Missing a call or chat from LSA ads is like throwing money down the drain! Local Service Ads are great because you only pay when someone contacts you - so the majority of conversions are high intent. This person searched for your services, saw your ad and chose to call.
But, if no one answers, they won't wait (especially if it's an emergency). They'll call the next person on the list.
And it's more than a lost job. Google tracks your responsiveness, so if you're consistently not answering calls, your ranking will drop and fewer people will see your ad.
LSA tips for trade contractors
- Keep your profile updated. Update services, hours, and photos regularly.
- Respond fast. Speed decides who books the job. Answer quickly with a real person and book the job.
- Collect reviews. Ask satisfied customers to leave Google reviews after every completed job.
- Monitor your stats. Monitor lead volume, cost per lead, and conversion rate. Adjust your budget and focus on what works.
- Be open 24 hours. Emergency calls pay premium rates and convert at higher percentages. Being open 24/7 (with real people answering) to win more jobs.
Combine LSAs with 24/7 answering
Live answering, scheduling and payments with ServiceForge paired with LSAs are the perfect combo. Here’s how it works:
- Customers call from your LSA ad
- A real person answers
- The lead is qualified based on your criteria
- We book it on your calendar
- Your ranking improves
You capture more leads, book more jobs, and rank higher.
