Better Optimize Google Local Service Ads

Getting approved and set-up on Google Local Service Ads is a time consuming process. There’s background checks, individual profiles, licenses along with tedious questions required from different stakeholders within a company.

Related Article: Step-by-step process to get set-up with GLSA

We see too many businesses eligible for Google Local Service Ads have a “set it and forget it” mentality. Since they complete the tedious legwork of getting approved for GLSA, they believe leads will start pouring in. This isn’t Field of Dreams. If you build it, they will only come if you further optimize your Local Service Ads.

Below are common optimization techniques. I’ll reiterate, these are common techniques that everyone partakes in. If you are in a non-competitive market, you could still rank in one of the three placements in the local pack by adjusting the information below.

  • Increase Budget 
  • Increase Hour Availability 
  • Increase zip codes and radius 
  • Add more service options on your GLSA account
  • Try and solicit more reviews 

If you are in a competitive sector, like personal injury, you’ll need to further enhance your local service ads. To Better Optimize Google Local Service Ads, You must stay active in your GLSA dashboard and mark the status of your leads. 

When leads come through your dashboard, you should be listening to the calls (which can be done within your GLSA account). You should mark the calls (or messages) as either booked or archive the leads. You should also be sending out reviews upon completion of the job.

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Below is what your leads dashboard looks like. You want to manage this dashboard to ensure you are marking leads as booked or archiving the leads. Below, you can see an example of a business not monitoring their Local Service Ads diligently as no leads have been marked as booked.

When you click into the phone number, you can either archive the lead or mark it as booked. Archive means the call or message didn’t pan out. Booked means you either booked the job or you scheduled a meeting (in the instance of an attorney).

Once a lead is booked, you can ask for a review, which is important for Google Local Service.

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Direct Correlation in Management with Rankings

In working with Clients across the following local service based verticals, we’ve seen a direct correlation in rank on Google Local Service Ads based on properly monitoring the local service dashboard by marking jobs as booked and archiving leads. 

  • Attorneys 
    • Personal Injury 
    • Bankruptcy 
  • Plumbers 
  • Moving Companies 
  • Roofers 

Why Wasn’t This Brought to My Attention?

For a lot of businesses trying to improve positioning in the local pack, they hire a marketing agency (similar to The Media Captain). While agencies can be great for managing PPC, The issue with GLSA is it’s very difficult for someone not in-house to manage the day-to-day of the leads dashboard.

Since we don’t manage marking calls as booked or archiving the leads, our team trains our clients on GLSA management. We provide high level oversight along with documentation on how to succeed. We would fail if we tried managing the day-to-day.

Why Aren’t Agencies a Good Fit to Manage Lead Intake? 

  • This is an internal customer service matter 
    • In terms of whether a job should be marked as booked or archived is something likely documented beyond the phone call, within a CRM system. An Agency would have friction getting the proper access and dealing with all appropriate stakeholders to get clarity on whether or not jobs were booked. 
  • Internal Communication is Critical 
    • The admin assistant at a law firm Client of ours is constantly in-touch with attorneys at her firm to understand if a call led to a consultation, which they mark off as booked. This internal communication is tough to nearly impossible for an Agency to properly manage and oversee. 

Who Should Take on the Responsibility of Managing GLSA Leads?

We recommend assigning one person within an organization to the role of managing Google Local Service Ads. We worked with a law firm that had 4 attorneys logging in and out of the account. It led to nobody having an ownership role and the process crumbled. When we switched to a single person managing the queue, it led to the best results. Whether you as the business owner want to take on this responsibility or you assign it to an admin assistant or a manager with your organization, we recommend giving one person ownership of this role.

What If I Have Multiple Account

We work with a moving company that has 4 different locations, which means a different local service ad account for each location (we know, it’s crazy that there isn’t a centralized account for different locations). If you have one person that can handle each location, which means logging in and out of accounts, that’s great, but it will be more time consuming for the individual.
When dealing with multiple locations, this is an instance where we would recommend managers from each location taking ownership of their respective market. 

How Much Time Does It Take to Manage Google Local Service Ads?

This depends on how many calls you have coming in from Google Local Service Ads. We recommend that someone login to your account each morning or at some point during the day for 45-minutes to clean up the queue and assign leads accordingly. If you have more than one account, we’d recommend spending another 45-minutes on the second account. This is a good rule of thumb (45-minutes per day per account) but this can vary.

If you dominate the first position of GLSA in your city or state, it could require more attention. This is a good problem to have. It means more leads coming in for your business. 

Tip: Make sure to have emails from GLSA forwarded to your primary email if you want to stay on top of each lead coming in via real-time. Many Clients prefer properly booking each lead in real-time versus the daily spotcheck. There’s no right or wrong way of doing this. 

In Closing

Our theory for Google Local Service Ads is similar to optimizing for conversions within a PPC or Shopping Campaign. When Google sees leads/sales come through, their machine learning can better optimize your account. We feel Google wants to see the same sort of process for Google Local Service Ads in terms of booked appointments versus archived. 

If you want help with training and best practices for optimization, feel free to contact The Media Captain.

We hope you learned a thing or two that will help you rank better (and manage more efficiently) with your Google Local Service Ads!