It’s no secret that the internet has transformed how local contractors across the industry market their services, attract new customers, and generate revenue growth.

Whether your contracting company has already tapped into paid advertising through Google Ads (formerly Google Adwords) or you’re just now looking to get some skin in the online advertising game, it’s our job at 1SEO Digital Agency — as the exclusive digital marketing partner of ACCA and a Google Premier Partner — to make sure that ACCA members are fully equipped with the tools and strategies needed to find success for their businesses online in 2020.

By now, you’ve probably heard of pay-per-click (PPC) advertising, where your advertisement is displayed at the top of Google’s Search Engine Results Pages (SERPs) above the organic results and you get charged a fee each time a user clicks on your ad. With PPC ads, you’re bidding on particular keyword phrases that are relevant to your target market.

However, you may not have heard of Google Local Service Ads, which presents new opportunities for contractors to capture more qualified leads in their service area. Before we dive into what Local Service Ads (LSAs) are, why you should be using them, and how to claim your “Google Guarantee” badge, it’s important to note that LSAs are not meant to replace your current PPC ads. Rather, they serve to supplement your paid advertising efforts and take up as much real estate on the first page of Google as possible.



What are Local Service Ads for contractors? How can they benefit my HVACR company?

Rather than the traditional pay-per-click ads most businesses run, Local Service Ads are pay-per-lead, and they appear at the very top of Google search results, even above PPC ads. This means that not only is your LSA the first thing that local searchers see, but you’re paying for qualified leads rather than merely getting charged for clicks or website traffic.

Through LSAs, you’ll be connected directly with the customers in your area who are looking for the specific services that you offer, putting your brand directly in front of the individuals who are most likely to book a service appointment.

What do Google LSAs show?

  • Your company
  • Online reviews
  • Your service area
  • Telephone number
  • Hours of operation
  • Company highlights



How do I join Google’s Local Service Ad program?

If you haven’t already, the first step is to create or claim your business listing on Google My Business (GMB).

Once you’ve claimed your business listing on GMB, you’ll want to navigate to the “Advanced Verification Section,” where you’ll then enter in your NAP (name, address, phone number) and select your hours and service area location. Next, you’ll select all of the services that your contracting company offers and then enter your license number. From there, you’ll be redirected to a trusted third-party partner of Google, who will verify that your company is fully licensed, bonded, and screened.

Once your application is complete and submitted, it can take up to two weeks for you to learn if your application has been accepted or denied by Google. If, after 14 days, you’ve yet to hear back, you can reach out to Google Support or get in contact with our team to get in touch with our agency’s direct representatives at Google.



Another significant benefit of LSAs for contractors is that Google has made monitoring your Local Service Ads account easier and more accessible than ever. Whether you check online or through the app, which is available for both iOS and Android devices, you can quickly:

  • Become notified and manage incoming leads
  • Directly communicate with customers
  • Keep track of your leads and job bookings
  • View the performance metrics of your ads
  • Make adjustments to your ads budget
  • Request and keep track of Google Reviews
  • Dispute charges and connect with Google Support



In addition to the prime-time search real estate that Google LSAs offer, once you’ve completed the application process, your Local Service advertisements will feature a “Google Guarantee” badge, which not only adds to the credibility and trustworthiness of your contracting company but also protects consumers by offering up to 100 percent refund if they’re unsatisfied with the quality of work that was booked directly through Google LSAs. Conversely, if you receive a lead that is either spam or a poor match, you can dispute the charge and get refunded by Google.

Another opportunity to dive into this topic, along with other strategies to optimize your HVAC business for growth and success, is coming up March 16-18 with the ACCA 2020 Conference & Expo in St. Louis. Along with digital marketing, sessions will include hiring best practices, software selection, cybersecurity, homes of the future, and an ACCA town hall forum covering issues such as HFC phasedown, refrigerant reclamation, tax reform, and the ever-evolving face of the HVACR workforce.

See more articles from this issue here!