Google Local Services Ads Reports
Understanding your Google Local Services Ads (LSAs) performance is crucial for optimizing your profile. Local Services provides a reports section inside your account that you should be aware of. The main metrics in your LSA reports will be broken down in this post along with an explanation of their importance to your company.
How to Get to Your Dashboard on LSA
- Open Google Local Services and log in.
- Find the triple lines button in the upper left corner.
- Next, choose Reports.
LSA Dashboard Overview
Your LSA dashboard is your control center. It provides a snapshot of your campaign performance and allows you to analyze specific metrics.
1. Total Lead Spend:
This represents the total amount of money you have spent on leads over a given time frame. To make sure you're remaining inside your budget, it's critical to monitor this number. Keep in mind that Google only costs you for qualified leads, so this represents your lead spend rather than your total advertising cost.
2. Charged Leads:
The number of leads for which you were billed during the chosen time frame. Also displayed is a breakdown of lead types like phone calls and messages.
3. Ad Impressions:
This metric represents the number of times your ad was shown in search results. A high number of impressions means your ad is being seen by a large audience. However, leads are not guaranteed by impressions alone. You may need to improve your headshot if your conversion rate (leads per impression) is low.
4. Top Impression Rate on Search:
This is the percentage of your impressions that appeared above the organic (non-paid) search results. This is a crucial metric because it indicates how visible your ad is to potential customers.
5. Absolute Top Impression Rate on Search:
This metric shows the percentage of your impressions that were shown as the very first ad in search results. This coveted position provides maximum visibility and can significantly impact your lead generation.
6. Charged Leads Over Time:
This graph visualizes your charged leads over the selected date range. It helps you identify trends and patterns in your lead generation. Are you seeing consistent growth? Are there any spikes or dips? Analyzing this data can help you understand the impact of any changes you make to your campaign.
LSA Missing Metrics
While the LSA dashboard provides valuable insights, some related metrics are found elsewhere. These metrics offer a more granular view of your campaign performance and help you understand the overall effectiveness of your advertising efforts.
- Expected credits: Inside the LSA Leads section
- Clicks: *Google Ads manager account
- CTR: *Google Ads manager account
- Average cost-per-click (Avg. CPC): *Google Ads manager account
- Conversion rate (“Conv. rate”): *Google Ads manager account
*A manager account is a Google Ads account that lets you easily view and manage multiple Google Ads accounts (including other manager accounts) from a single account. This article explains where and how to create manager accounts.
Conclusion
Regularly reviewing your Google Local Services reports and metrics is essential for maximizing your ROI. Start by logging into your LSA dashboard today and exploring the data. If you have any questions or need help optimizing your campaigns, schedule a free discovery call with us directly through our website.