Many businesses fail to generate leads with Google Local Service Ads (GLSA) when they have multiple locations. This is because they don’t understand how the account needs to be structured based on DMA differentiation. After reading this article, you should better grasp how to structure your account correctly to reap the benefits and hone in on specific markets and services.
Understanding DMA Differentiation
- According to Google, you can set up 20 service areas based on cities, postal codes, or other areas you serve.
- People misconstrue the “20 service areas” and think they can start targeting multiple markets within one account, such as Columbus, Cincinnati, Cleveland, Dayton, and more.
- We’ve observed that advertisers who expand their targeting to include cities in different Designated Market Areas (DMAs) all within one LSA account negatively impact the performance of the GLSA account.
- A good rule of thumb is to keep your location targeting within your LSA account consistent with the service areas in your Google Business Profile account. Remember, each LSA account syncs with the respective Google My Business account.
- If you have multiple locations in different DMAs, create a separate LSA account for each market rather than nestling them all into one account.
- For a law firm wanting to generate business from Columbus, Cleveland, and Cincinnati, create three separate LSA accounts for each DMA and ensure they are synced with their respective Google Business Profiles.
- Note: You don’t need to create different Google Ads accounts for each LSA account. Multiple LSA accounts can be synced with one Google Ads account.
- For a law firm wanting to generate business from Columbus, Cleveland, and Cincinnati, create three separate LSA accounts for each DMA and ensure they are synced with their respective Google Business Profiles.
- For each market, you can hone in on specific zip codes to target to narrow your focus.
- Our moving company client wanted to focus on the more affluent suburbs of Cleveland, Ohio. We worked with them to identify 20 zip codes within Cleveland to target their LSA account more effectively, resulting in more highly qualified leads.
Time for Optimization
- Reviews sync between your Google Business Profile and Google Local Service Ads account. Reviews play a big part in building trust with Google, which helps your LSA ads populate ahead of competitors. Make sure to be proactive in acquiring reviews!
- Similar to honing in on specific DMA’s, the same can hold true for services. When you list too many services, you can spread yourself thin and not have a true identity with LSAs. When you narrow your focus, lead quality can improve, especially if you’re on a limited budget.
- Our personal injury lawyer client had 10+ services listed, and the lead quality was terrible. When we realized most of their business came from auto accidents, we honed in on this one service and saw fewer leads but much better quality.
- I wrote a detailed blog post about optimizing your Google Local Service Ads account. Make sure to read this so that when you have multiple GLSA accounts, each one receives optimal exposure!
Hopefully, these tips helped based on our experience! If you have any questions, you can contact The Media Captain. I also record SEO videos on YouTube. I recommend you subscribe!
