Michael J. Fox is a marketer and founder of Blueberry. He has successfully helped home service entrepreneurs with their websites and marketing.
If you’re thinking about growing your electrical business, Google Local Services Classifieds (LSA) might be the solution you need. Google offers LSAs as an option that allows service businesses of all sizes to advertise directly on search engine results pages (SERPs). For this reason, LSAs are useful for service providers, including electricians, plumbers, and HVAC contractors.
LSAs work by displaying your business as one of the top results for location-specific searches. They improve your presence in search results because they provide important information about your business at the top of the SERP.
Here is what an LSA includes:
• Your company name
• Your service area and schedules
• Your Google Guaranteed or Google Screened rating and badges (if you have one)
• Your services
Let’s take a look at how Google LSAs can improve your electrical business’s online visibility, attract more local prospects, and increase conversion rates.
How Local Service Announcements Benefit Electrical Contractors
Now that I’ve explained LSAs, it’s time to turn our attention to some of the benefits they offer electrical contractors:
• Increased visibility: The level of visibility of LSAs is powerful. Eighteen percent of local searches on smartphone lead to a same-day purchase, and by appearing at the top of search results, your chances of being chosen over your competitors increase significantly.
• Highly targeted leads: Unlike many other marketing efforts, LSAs are aimed at users looking for specific services within range of a certain location, which is ideal if you want to target a specific area.
• Builds trust with the Google Guarantee: The Google Guarantee badge is awarded to businesses that pass Google’s screening and verification process. This signals to customers that the company is trustworthy and real.
• Improved conversion rates: Customers can reach you instantly from the ad via their phone, simplifying the steps they need to take. This can help you increase your conversion rate.
Setting up local service announcements for your electric company
Step 1: Registration
Go to the Google Ads LSA page and click “Get started.” At this point, Google may ask you to enter different types of information about your business, including your contact information, services offered, and service area.
Step 2: Complete the verification process
If you want to run LSAs, you will need to meet the minimum requirements. These may include:
• A background check: To protect users who communicate with your business, Google runs a thorough background check to ensure your business is safe and trustworthy.
• A license check: You may need to submit documents for your business license.
• Insurance verification: You may also be required to show proof of current insurance for your business.
This process ensures that all advertisements come only from legitimate and trustworthy companies.
Step 3: Create your business profile
Once you have completed the required approval process, the next step is to complete your business profile. You must include the following:
• Company name: Keep the same name across all platforms to help customers find you faster.
• Contact details: Make it easy for your customers to contact you by providing correct phone numbers and email addresses.
• Hours and service area: Specify your working hours and the local area you serve to help people who may want to contact you.
• Services offered: Provide a brief list of services you offer (e.g. electrical repairs, installation, etc.) so potential customers know what to expect.
• Pictures: Include photos representing your work and make sure they are of good quality. Think of it as a portfolio of previous work.
Step 4: Set your budget
Determine how much you want to spend on LSA. With LSAs, you’re charged per lead generated rather than per click, so be prepared for potential costs when running an ad. Set an appropriate budget based on your marketing strategies and business size, and adjust it based on ad performance.
Step 5: Evaluate and Launch
Before launching any of your LSA campaigns, review your profile information and verify that it is correct. After making sure you meet all the requirements, submit the ads for approval and prepare to go live.
How to get the most out of local service ads
Once your LSAs go live, it’s tempting to rest on your laurels, but persistence in optimizing can help you get the most out of your investment. Here are several helpful suggestions to ensure your LSAs are functioning optimally:
• Optimize for search engines: Incorporate relevant keywords, such as “electrical repair,” into your description of your business and the types of services you offer.
• Encourage reviews: You can integrate LSAs into your Google Business Profile, allowing customers to review your business. Positive feedback can improve your visibility and credibility. Ask happy customers to share that happiness to help you generate more leads.
• Respond to reviews professionally: Whether a reviewer left a five-star review or a one-star review, be polite and professional in your responses. This demonstrates that you value good customer service and helps you generate more sales.
By taking these small but important actions, you can generate more reviews, more leads, and better returns on your LSAs.
Raise the Power of Your Electrical Business with LSAs
Nothing can guarantee success, and using LSAs alone, without putting in any effort, may be ineffective. When you run LSAs in combination with other marketing strategies and optimize them for maximum success, you can make these ads an integral part of your utility company’s growth strategy. So start growing your business with LSAs today.
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