Gone are the days of door-to-door selling and cold calling to attract buyers and sellers. Over the past decade, house hunting has become increasingly digital.
According to the National Association of REALTORS®, 90% of home buyers searched online in their home buying process.
If you’re a realtor looking for new leads, search marketing should be the next new marketing method added to your overall strategy, as it will help you get in front of buyers, sellers and/or renters.
Take Your Search Strategy to the Next Level
In recent years, a new type of search advertising has emerged. Google’s Local Services Ads have been a game changer for many businesses across various industries.
As it begins to expand across more industries, Google Local Services Ads have become a great tool to generate incremental leads for businesses.
For the real estate industry, that kind of exposure is invaluable. Realtors and real estate agents rely on marketing to help establish a brand image that builds authority and trust.
With the incredible value a Local Services Ad can provide, it’s a surprisingly underutilized tool by real estate agents.
Haven’t heard much about Google Local Service for realtors? Don’t worry – we’re here to fill you in on everything you need to know.
What are Google Local Service Ads?
Google Local Service Ads for realtors are ads featured in a Google’s search results for potential clients that appear at the very top of a search page.
Unlike other paid Google ads, Local Service Ads appear above the paid and free listings targeted to users in your local area.
It features your most important business information for your real estate business without requiring you to manually create an ad.
Google does the work for you by collecting data about your business and generating a business profile. Your ad will contain:
- Business name
- Agent’s Phone number
- Location
- Google star rating
- Number of reviews
- Business hours
- Business bio
- Photo
Using Google Local Services Ads also means you could be eligible for the Google guarantee badge. If you are Google guaranteed you show your potential customers and clients that they can trust your business.
Unlike Google search ads, Google LSAs are a pay-per-lead and not a pay-per-click. You only pay when you receive valid leads that contact your business. Pay per click or PPC means you pay whenever anyone clicks the ad.
The ads are designed to find your business qualified leads while providing users with reliable search results.
The mutually beneficial service connects buyers, sellers, and renters to quality real estate agencies in their area.
By setting up your real estate business, you can appear at the top of the search results page, where users can call your business directly from the ad.
Potential clients can quickly read through your ad and click through to find more information if they want to know more.
How do Local Service Ads work?
Unlike regular Google ads, Google Local Services Ads for realtors are designed to help you generate leads that are more likely to hire you for your real estate services.
They are targeted at people who search for the services you offer in the areas of your choosing.
They can click or tap on your ad to call, send a message, and even schedule a meeting directly through it.
When a customer reaches out, you receive an email notification letting you know the customer has reached out.
Google calculates your Local Service Ads’ Ad Ranking by considering factors including:
- Your proximity to potential clients’ locations
- Number of reviews and overall rating
- Your responsiveness to inquiries
- Your business hours
- If you’ve received complaints about your business
Benefits of Local Service Ads for Realtors
There are a lot of benefits of using Local Service ads as a real estate agent, including:
- Lead quality – You only pay for LSA leads related to your business and the service you offer. You also have the possibility to request refunds for irrelevant leads.
- Flexible budgets – Set your budget to better manage your marketing
- Build Trust – With Local Service Ads, your ad will be Google Screened to receive the Google Guarantee showing your potential clients you are a trusted and reliable real estate agent.
- Relevance – Your business will show up for relevant searches in your area.
- Top of the SERP – You have the opportunity to rank above traditional PPC and organic listings
- Highlight Your Reviews – Clients can see what others have thought about your services and highlight your wins.
- Automated targeting and optimizations – Automated targeting is based on your service offering, and there’s no need to continually update keywords.
How much do Local Service Ads cost?
Unlike traditional pay-per-click or PPC ads, you’re charged by the leads related to your business, not by every click.
When setting up your Local service Ads budget, you will need to set a weekly budget which will estimate the cost and the number of leads you can receive.
It allows you to set yourself up for success, so your business is never overwhelmed, and you avoid going over your weekly budget.
You can also dispute leads that you deem not valid for your business. After evaluation, Google will then credit your account. Here are some reasons why a lead can be refunded:
- Job not served (not on your profile)
- Not in the service area
- Wrong number (not a customer)
- Spam or bot (not a human)
- Duplicate lead
- Incorrect business
- Existing clients
How to Setup Local Service Ads for Realtors
Setting up Google Local Services Ads for real estate is simple. Google makes it easy to register your real estate business through Google’s LSA platform by following the step-by-step process below.
Confirm Eligibility
Google Local Ad Services is only available for certain services. You can check your eligibility here.
Create a Business Profile
Once you confirm your business is eligible, you can create your business profile. You’ll need to include your basic details as well as specific details about your services:
- Your name
- Your business name and contact details
- Services you offer
- Areas you service
- Business hours
Submit Licenses & Insurance Details
Complete the Background Check
Google will thoroughly vet you by checking your background and the information you provided against national registries to ensure everything is valid.
Set Your Budget
You’re ready to start your ads after you’re cleared. You need to set the maximum you would like to spend weekly.
Tips to improve your Local Service Ads Performance
The real estate industry is incredibly competitive, and your reputation can make or break your ads.
When you want to stand out in front of the competition, you need to ensure your real estate business puts its best foot forward.
Encourage Customer Reviews
Want to stand out in front of other advertisers? Customers often look at reviews to determine which ad to click on. Work on improving the number of reviews on your Google Business Profile
- Create a Google review link shortcut and place it on your website
- Include a Google review CTA in your website footer
- Ask satisfied customers for reviews
- Run a Google review email campaign
- Ask for reviews on social media
- Get Google reviews from partners
- Respond to your existing Google reviews
Ensure Certifications are Up to Date
You don’t want your ads to get disapproved for outdated certifications and removed from local searches.
Use auto-bidding rather than a CPL Limit
You can also grow your business by auto-bidding rather than setting a CPL limit to get you more business. The system will try to get as many seller leads as possible within your budget.
If you set your bids and budgets too low, the system cannot spend the budget and limits your visibility.
Manage Your Leads & Review Them Regularly
If a lead turns into a sale, mark it as closed successfully and archive the ones that didn’t. This helps Google learn where to invest your budget.
You also want to be sure to manage your leads responsibly to ensure you can boost your reviews and improve your ranking. Review your leads often and respond to them as soon as possible.
As a real estate business owner, Google Local Services Ads are a great way to grow your own real estate services business and build your reputation by gaining visibility within your local market.
You can reach more local leads without breaking your marketing budget.
Local Services Ad FAQ
Here are some of the most asked questions regarding Google local services ads.
What are the different types of Google Local Service Ads?
There are two main types of Google Local Service Ads:
- Standard: Standard ads are displayed at the top of the search results for relevant keywords.
- Guaranteed: Guaranteed ads are displayed with a blue “Guaranteed” badge, and Google guarantees that you will receive the service you paid for or your money back.
How do I know if I’m eligible for Google Local Service Ads?
To be eligible for Google Local Service ad placement, you must meet the following requirements:
- You must be a licensed and insured business.
- You must have a physical location.
- You must have a good reputation.
- You must offer the services that are eligible for Google Local Service Ads.
How do I manage my Google Local Service Ads?
Once you have created a Google Local Service Ads account, you can manage your ads by logging into your account and making changes to your business information, services, service area, and budget.
You can also track the performance of your ads and see how many leads you have received.
How do I get more leads from Google Local Service Ads?
There are a few things you can do to get more leads from Google Local Service Ads:
- Make sure your business information is accurate and up-to-date.
- Get positive reviews from your customers.
- Adjust your weekly budget and bids based on performance and competition
- Respond to leads promptly.
- Offer high-quality service.
What is the Difference between Google Guaranteed and Google Screened?
Google Guaranteed and Google Screened are both programs that help consumers find and book local services with confidence. However, there are some key differences between the two programs.
Google Guaranteed
- Google Guaranteed offers a money-back guarantee to consumers who book services through a Google Guaranteed business.
- Google Guaranteed businesses must pass a background check, have their license and insurance verified, and agree to abide by Google’s terms and conditions.
- Google Guaranteed businesses are eligible to appear at the top of Google search results for local service-related searches.
Google Screened
- Google Screened businesses have passed a background check and have their license and insurance verified.
- Google Screened businesses are eligible to appear in Google Local Service Ads.
- Google Screened businesses are not eligible for a money-back guarantee.
In general, Google Guaranteed is a more comprehensive program than Google Screened. Google Guaranteed businesses offer a money-back guarantee to consumers, and they must pass a more rigorous screening process.
However, Google Screened is a less expensive program, and it may be a good option for businesses that do not want to pay for the Google Guaranteed guarantee.
How are Google Local Service Ads Different from Regular Google Search Ads?
Google Local Service Ads (LSAs) and Regular Google Search Ads are both forms of pay-per-click (PPC) advertising, but they have some key differences.
Google LSAs
- Are designed for local businesses
- Appear at the top of Google search results for local service-related searches
- Use a pay-per-lead (PPL) model, which means you only pay when someone contacts you through the ad
- Require businesses to pass a background check and have their license and insurance verified
Regular Google Search Ads
- Can be used by businesses of all sizes
- Appear at the top of Google search results for any type of search
- Use a pay-per-click (PPC) model, which means you pay every time someone clicks on your ad
- Do not require businesses to pass a background check or have their license and insurance verified
How do Local Services Ads and Regular Search Ads Work Together?
Google Local Services Ads (LSAs) and Regular Search Ads can be used together to reach a wider audience and generate more leads.
LSAs are designed for local businesses and appear at the top of Google search results for local service-related searches. Regular Search Ads can be used by businesses of all sizes and appear at the top of Google search results for any type of search.
By using both LSAs and Regular Search Ads, businesses can reach a wider audience and generate more leads. For example, a local plumber could use LSAs to reach people who are searching for “plumber near me” and use Regular Search Ads to reach people who are searching for “how to fix a leaky faucet.”
Here are some of the benefits of using both LSAs and Regular Search Ads:
- You can reach a wider audience.
- You can generate more leads.
- You can improve your brand awareness.
- You can increase your website traffic.
- You can boost your sales.
If you are a local business, you should consider using both LSAs and Regular Search Ads to reach more potential customers and generate more leads.
Do I Need a Google Business Profile Listing to Activate Local Service Ads?
No, you do not need a Google Business Profile to activate Local Service Ads but having one definitely helps with your account performance as it will help highlight reviews on your profile.
Google Local Service Ads are a great way to grow your real estate business and build your reputation by gaining visibility within your local market. You can reach more local leads without breaking your marketing budget.
