Google Local Service Ads: 2024 Summer Update
Local Services Ads(LSA) will now show up on maps searches, the lead dispute process has been revamped, new business types have been added, and many more nuances we dive into in this article. If you have an active Local Services Ads account with Google, you would have gotten an email in the past few weeks announcing a couple of updates from Google.
Map Pack Results: LSA Now Included
Google made the decision to include Local Services Ads directly on the map pack results, which is a widely used way that users search for a business in proximity to them. We see the combination of a service type, combined with a geomodifier as the highest form of intent from a searcher. Google Local Services Ads are designed to trigger around these words or similar phrases, and now they have expanded into other results pages. This is a sign of Google's commitment to the platform, as well as a sign of the importance of this ad-platform.
Think "Chinese food near me" or "realtor in Largo". It's very likely that each of those searches have a person on the other end who is looking to speak with someone in regards to their question and take immediate action. When my girlfriend and I want Italian food, we search for Italian restaurants in the area, check out the reviews on each listing, and ultimately choose one and begin traveling to the destination. So many Google Searchers are going through the same exact process.
The same thing is going on when people find your business through Local Services Ads online. They search for their need, evaluate their options, and choose a company to follow up with. If the company isn't able to help them, they move down the list of options for their need. The fact that Google has expanded this into its map results shows that this will be a pillar of Google Ads going forward, which is more and more of a reason to create an account if you aren't already using it.
Easier Crediting but Removed Dispute Options
The more recent email that was sent out discussed how Google is changing the lead disputing process, offering easier and proactive lead credits. This is great for ease of use and getting faster refunds, but there could be unforeseen changes that make it more difficult to dispute invalid leads. Google announced that they're launching automatic crediting, and allowing more lead disputes overall. However, they also noted that they are removing credits for "job type not serviced" and "geo not serviced" leads.
This is huge depending on the industry you're in and service types you're offering. A real world example would be some realtors do not help clients find properties to rent, but the public overall might relate those two together in the sense they are under the same housing umbrella. It's possible they would not be able to dispute those leads even if they do not add the "Renting" job-type to their profile. The same thing goes for the the "geo not serviced" aspect of the update. Since we control where the ad is targeting, this makes more sense and is a huge quality of life update. However, people traveling to and from an area, searching for the wrong areas, and searching for businesses in the next town over hoping to get helped, could all cause issues for advertisers.
Check out the update straight from Google's desk to stay informed and dominate your local market.
Automated Local Services Ads Lead Credits