Easy Ways to Manage Local Service Ads in 2021. Our Google ads team here at Raise the Rank has been working with many roofing companies, setting up and monitoring their Google Local Service Ads, or commonly called LSA. During our experience, we have discovered a few little known things about Local service ads

This is the practical guide to local services ads for roofing companies in 2021. In this guide, we’ll show you:

  • How to make the most of your Local Service Ads, LSA, and get qualified roofing leads consistently?
  • How the Google Guarantee program can make a huge difference to the click-through rate of your ads?
  • Why is it important to respond to your customers’ queries quickly?
  • How to optimize your LSA profile?
  • And much more

Let’s get started.

How Local Service Ads, LSA appear in Search Results?

The most important question that most roofers have in mind is “How exactly does LSA work and is it possible to rank higher in search results?”

Here’s a brief explanation of Local Service Ads: As an advertiser, you need to select your industry, such as roofing, from the available service list. If someone searches for a service and it matches the criteria for your services, your ads will show up in their search results, maybe.

LSA ads do not populate for all search terms. Some of the type searches that will not return an LSA 3-pack is branded searches. 

If searches do not get enough clicks Google is likely to remove LSA ads as well. 

Popular searches like roof repair, roofing contractors, and roofing companies will most likely return LSA ads. 

Unlike regular Google Ads, local service ads do not work on a pay-per-click model. Instead, you’ll pay for every lead generated by Google.

So, why should your roofing business need Local Service Ads? It has been found that LSA receives 13.8% of the total local clicks in the search results. One thing that differentiates local device ads from regular ads is that they don’t contain any links to the companies’ websites. Instead, they only contain the phone numbers of the company to communicate.

If you have messaging turned on a lead can also send a message directly through the LSA App. 

Let’s look at some pro tips that will make your LSA ads stand out and get new clients predictably and consistently. These are a few of the ranking factors you must know to use and succeed with your Local service ads.

1. Get More Calls with the Google Guarantee Program

Local Service Ads with a green checkmark come under the Google Guarantee program. Besides attracting a lead’s attention in the busy SERPs, Google Guaranteed roofing businesses also benefit from the powerful endorsement of Google. The one thing you’ll notice immediately is that Local Service Ads convert at a much higher rate than a regular pay-per-click ad or most other kinds of leads other than referrals. When it comes to the Google guarantee program, the advertised services are backed by Google not only by reputation but with coverage of $2,000 in case the client is not satisfied.

2. Respond to Your Customers’ Queries Promptly 

The first thing you want to do is make sure you have the Google LSA app downloaded to your phone. Secondly, make sure that you’re logged into the proper account and always, have your messaging turned on. LSA and GMB messaging is becoming more popular by the month. Lastly, make sure you have your notifications turned on as well for your LSA App, you need to respond to your customers’ messages as soon as you see them. Certainly, within a couple of minutes.

One reason is Google measures everything. So they’re measuring your response times on call-backs, messaging, and everything else. That’s why you need to ensure that your messaging is always turned on and monitored. If you can’t handle the messages as they come in due to being in the field and having to handle your phones, I recommend not turning messaging on. These simple steps will go a long way in ensuring maximum visibility of your ads in the Google SERPs. You want to respond quickly to the messages regardless of where you are.

You need to call your leads back through your LSA App, and that’s an important factor as far as LSA optimization goes. Don’t copy the phone number down and call back from your phone. If Google notices that you’re missing a lot of their calls, they’re going to pull you out of rotation. Google is quite serious about callbacks and for a good reason.

First Google is in it to make money so if they are not making money on you they will just move to the next roofer. 

They want to make sure that their customers are taken care of. They’re giving you some good leads that convert well. Make sure you’re calling these people back through the LSA App.

3. Collect LSA Customer Reviews

Most people are unaware that there are two different types of Google reviews at least for now. You have the Google reviews most people know that live in your GMB, Google My Business profile. But you also have Google LSA reviews that only live in your LSA profile. 

I feel at some point in the future they will merge these, but they may not. It’s good to have at least a few LSA reviews. 

  • Google My Business Reviews
  • LSA Platform Reviews

From within your Local Service Ads dashboard, you can send a request for a review to any of your closed clients. This way your customer can directly get to the review page where they can easily post a review for your business.

4. Optimize your LSA Profile 

Now, we’re going to look at some of the things you can do to optimize your actual LSA profile.

First, make sure that you fill out the photo section with relevant and most recent pictures. This helps beef up an LSA profile and shows Google you have done everything in your dashboard. 

You can put pictures of your team members, projects, and owner, what’s going on inside your office, and so on. Then make sure that you get your service areas all marked, making sure you haven’t missed anything. That’s important.

Thirdly, add your business hours. At Raise the Rank, we do not encourage our clients to set business hours to 24 hours if they’re not truly 24 hours. It can affect a 10 p.m. phone call or message that’s coming in through LSA. Google could rotate somebody that’s got 24 hours over somebody that’s got eight to five.

So, if you mark 24 hours and that phone doesn’t get answered, you could end up getting a bad review, or Google could see that you do not handle your calls even though you have marked open, and it could hurt you in the end.

5. Setting up Your Weekly Budget

Another pro tip is that you don’t have to worry about the weekly budget. Since you’re never going to hit it, you can set your weekly budget as high as you can. We recommend opening that budget wide open and make sure that you’ve got maximize leads selected for that. For instance, if we’ve got our budget set at $1,500.00 per week and somebody else has their set at $200. We’re more likely to get that click or that call from Google than our competitor.

6. Set up a Secondary Google Guaranteed Account for Multiple Locations

If you’ve got multiple locations and are over an hour from each other, it would be good to set up a secondary Google guaranteed account. Then, you don’t have to worry about background checks that are already done. Simply open another account for your secondary LSA account, and the approval process should be smooth.

These Google LSA tips will help you get on top of your competition. 

Get In Touch 

Raise the Rank offers premium digital marketing solutions for roofing companies. With an impeccable track record in helping roofing companies grow, we have the expertise in the roofing industry and the best digital tools to propel your roofing company to the next level. Contact us to learn more about our products and services today.