Google Ads for Local Services: A Simple Guide to More Leads

Tired of your phone being quieter than a library during nap time? Let’s fix that. Using Google Ads for local services is like flipping on a giant “OPEN for Business” sign right when customers need you. It’s the fastest way to turn your phone into a lead-generating machine.

Turn Your Local Business into a Lead Machine

If you think online advertising is some voodoo magic only for computer wizards, you’re not alone. But what if getting more calls was as easy as flipping a switch? That’s what Google Ads for local services can do. It’s not about learning weird computer code; it’s about putting your business right where your customers are looking.

Think of it as a magic billboard that only appears for people who are actively looking for what you do. This isn’t just about spending money—it’s about building a reliable lead machine that works for you 24/7, even while you’re out on a job. You can do this!

Choosing Your Path to More Leads

When it comes to Google, you have two main choices to get those leads flowing. It’s super simple: do you want something quick and easy, or do you want to be the boss with more control?

This is your first step. You can start fast with Local Services Ads (we’ll call ’em LSAs), which are designed to be crazy simple. Or, you can use regular Search Ads if you want to be more of a control freak. Both paths lead to the same awesome place: more customers.

Here’s a quick cheat sheet to help you decide.

Local Services Ads vs Google Search Ads: Which Is Right for You?

So, which one is for you? If you just need the phone to ring and only want to pay for real leads, LSAs are a fantastic, no-brainer way to start. If you want to aim at specific keywords, send people to your awesome website, and control every little detail, then regular Search Ads are your ticket.

The big secret is you don’t need a huge pile of cash or a fancy marketing degree to make this work. You just need one goal: get more calls. You can absolutely do this yourself.

Of course, just getting someone to click isn’t enough. Your ads are the bait, but you need a good fishing pole. That’s why it’s smart to create a high-converting sales funnel that easily guides them from “Hmm, maybe…” to “Here’s my money!”

The whole point of advertising is to get a customer, not just a click. Your ads, your website design, and your 5-star review generation should all work together like a well-oiled machine to make hiring you a breeze.

The numbers don’t lie. Studies show that 29% of people click on Local Service Ads, while only 11% click on the regular ones. LSAs are the king of getting attention at the top of the page.

Ultimately, both ad types are powerful tools. When you combine them with a solid plan for getting 5-star reviews and a simple website, you can turn your website into a lead machine that never stops bringing in new work.

Getting Your First Local Ad Campaign Live

Alright, let’s roll up our sleeves and do this thing. Setting up your first Google Ads for local services campaign is way easier than you think. You don’t need to be a computer genius—you just need to know where to click. It’s simple!

This is your first step to building a real lead machine that brings customers to you, so you can stop chasing them.

The whole point is easy: put your business right in front of people looking for what you do, right now. Forget wasting money on ads that show up three towns over. We’re going to make sure your ads only show up for customers in your neighborhood.

Defining Your Service Area and Keywords

First up, you have to tell Google exactly where you work. Think of it like drawing a circle on a map. This is super important because it stops you from paying for calls from people you can’t even drive to.

Next, we need to think like your customers. What words are they typing into Google when a pipe bursts or their roof is leaking? They aren’t just searching for “plumbing.” They’re searching for “emergency plumber near me” or “roof repair in Newark.”

Picking the right keywords is the secret sauce. Here are a few easy tips:

• Be Specific: Instead of just “roofing,” use phrases like “roof leak repair.”
• Think Local: Always add your city, like “electrician in Columbus.”
• Focus on Action: Use words that show they need help NOW. Think “emergency,” “24-hour,” or “same-day.”

A smart move is to peek at what your competition is doing. Using AI competitor analysis tools can show you what’s already working for them. It’s not cheating; it’s just being smart!

Making Your Ads Stand Out

Once you have your location and keywords picked, it’s time to make your ad look awesome. This is where getting those 5-star reviews really helps you shine.

Google loves to show off businesses with great reviews because it helps the customer. Your awesome reviews are a huge part of good local SEO and build trust in a flash.

Remember, a customer is looking at you and two other guys at the top of Google. An ad that says “Over 100 5-Star Reviews” is way more powerful than one that just lists services. Trust is your best sales tool.

And the proof is in the pudding. The Local Service Ad box, which sits at the very top of the page, gets a 3.1% click-through rate. That’s more than double the average for regular ads. Where your ad shows up and what it says makes a huge difference.

The process is easy, and you can absolutely do this yourself. If you ever feel like you need a hand, we have simple resources to help. You can always learn how to run your own ads with our help to make sure you’re getting the most bang for your buck.

Setting a Budget That Actually Makes You Money

Let’s talk about the scariest part: money.

Thinking about a budget for Google Ads for local services can feel like guessing. How much is enough? How much is too much?

Don’t worry, it’s simpler than you think. This isn’t about throwing money into a black hole. It’s about investing in a predictable lead machine that brings you more business than you put into it. You’re in charge.

You can start small. No, really. Think of it like buying a new tool. You wouldn’t buy the most expensive one right away, would you? You’d start with something that gets the job done. That’s exactly how your ad budget should work.

From Spending to Investing

The key is to change how you think about it. You’re not “spending” money; you’re “investing” it. When you spend money, it’s gone. When you invest, you expect to get more back. That’s our goal here—to turn every dollar you put into Google Ads into way more dollars in your pocket.

Imagine a plumber who starts with just $20 a day. He’s not betting the farm, but he’s putting his business in front of local folks who need help now.

He watches his calls and finds that for every $100 he puts in, he lands a $500 job. All of a sudden, that $20 a day isn’t an expense. It’s a money-making machine! He can easily decide to spend more because he knows he’ll make it back.

What Should You Expect to Pay?

Let’s be real: costs have gone up a bit. The average click on an ad is now around $5.26, and getting a good lead can cost about $70.11.

But here’s the good news: the ads are also getting better, with more of those clicks turning into customers (over 7.52%). You can learn more about how Google Ads costs are changing on thirdmarblemarketing.com.

This just means being smart is more important than being rich.

A smart budget isn’t about how much you spend; it’s about how much you make. Start with a number that lets you sleep at night, track every call, and only spend more when you see you’re making a profit.

This is where having a simple website design and a steady flow of 5-star review generation really helps. They turn more of those clicks into paying customers, making your ad budget work harder for you.

You can do this. Start with a budget you’re comfortable with, watch your phone, and go from there. And if you want someone to hold your hand, our Super Simple Ads program helps businesses do exactly that—turn small investments into big money without the headache.

Connecting Your Ads, Website, and Reviews

So, you’ve got a great ad running. Awesome! But getting someone to click is only half the fun.

Think of your ad as the handshake. What happens next is what gets you the job. When a customer clicks, they land on your website. That website is your digital store, and you want it to be clean and welcoming, not a confusing mess.

A click is just the start. It needs to lead them down an easy path to hiring you. This is where your website design and your awesome 5-star reviews team up to turn that click into cash.

Your Website: The Ultimate Lead Catcher

Imagine this: a homeowner clicks your ad, ready to hire you, but lands on a slow, messy website. Poof. They’re gone, probably calling your competitor.

Your website doesn’t need to be fancy. In fact, simpler is way better.

A great website design for a local service business does three things really well:

• Tells them what you do. (e.g., “Emergency Plumbing in Newark”)
• Shows them you’re good at it. (This is where your reviews shine!)
• Makes it ridiculously easy to call you. (A big phone number they can click right at the top!)

This is a key part of your lead machine. The Google ads grab their attention; the website seals the deal. It’s a one-two punch that keeps your phone ringing.

The Magic of 5-Star Reviews

Let’s be honest: people trust other people more than they trust ads. Your glowing reviews are the best sales tool you have. When you connect your Google Business Profile to your ads, those shiny gold stars show up right next to your business name.

Picture a customer seeing three plumbers. Two just list their services. The third one has “4.9 Stars – 152 Reviews.” Who do you think gets the first call? Every single time, it’s the one with the great reviews. It’s a no-brainer.

Reviews build trust instantly. They tell people you’re reliable and a safe choice. This is the heart of great local SEO—building a reputation that Google and your future customers can’t ignore.

Turning Happy Customers Into Your Best Marketers

Getting reviews isn’t rocket science. Most happy customers are willing to leave one; they just forget. Your job is to make it easy for them. A simple 5 star review generation system is all you need.

Send a quick text or email right after the job is done with a direct link to your review page. That’s it. It’s that simple.

This easy step powers up your entire marketing engine. Great reviews make your Google Ads for local services work better, help you show up higher on the map, and give your website the trust it needs to get you more leads.

Your Google Business Profile is the home for all this. To make sure you’re getting the most out of it, check out our guide on how to optimize your Google Business Profile. It’s full of easy tips you can use today.

You can do this. A simple website and a steady stream of happy customer reviews are the rocket fuel your business needs. And if you need a hand, we’re here to help make it happen.

Common Google Ads Mistakes to Avoid

Jumping into Google Ads for local services is exciting! But it’s super easy to make a few simple mistakes that turn your ad money into a bonfire. Don’t worry, we’ve seen it all, and we’re here to give you the cheat sheet so you don’t have to learn these lessons the expensive way.

Think of this as learning from someone else’s “oops” moments. Avoiding these mistakes will save you money and get your new lead machine running smoothly.

One of the biggest blunders is setting your service area way too big. It feels good to say you serve the whole state, but if you’re a roofer in Newark, paying for a click from someone in Cleveland is just lighting money on fire. Keep your targeting focused only on the towns you actually work in.

Forgetting to Connect the Dots

Another huge mistake is not knowing where your leads come from. If you don’t know if a call came from your Google Ad, a Facebook Ad, or your truck wrap, how can you know what’s working?

It’s like trying to bake a cake without measuring anything. You’ll have no idea how to make it great again. Tracking your calls is a must-do. Period.

Here are a few other banana peels to watch out for:

• Sending Clicks to a Slow Website: A customer clicks your ad, but your site takes forever to load. They won’t wait. They’ll just hit “back” and call the next guy. A simple, fast website design is super important.
• Ignoring Your Reviews: Not asking for or showing off your 5-star reviews is like having a superpower and never using it. A good 5 star review generation plan builds trust faster than anything.
• Using Boring Ads: Ads that just say “Plumbing Services” are a snooze-fest. Ads that say “24/7 Emergency Plumber in Newark | 100+ 5-Star Reviews” get the call. Be specific!

The goal isn’t just to run ads; it’s to make money. Every little mistake eats away at your profit. Focusing on the basics—tight targeting, a fast website, and great reviews—is 90% of the battle.

You can absolutely do this. The key is to keep things simple. Check out our guide on how to run ads for concrete contractors to see these simple ideas in action. It’s all about an easy, repeatable process.

By avoiding these common mistakes, you’re already way ahead of your competition. And if you ever feel stuck, just remember we’re here to help you get it right.

Common Google Ads Questions (And Straight Answers)

Feeling a bit confused? That’s normal. When you’re busy running your own business, jumping into Google Ads for local services brings up the same questions every time. We’ve heard them all.

Here are the simple, no-fluff answers you need to start building your own lead machine with confidence.

How Much Do I Really Have to Spend?

This is the big one, isn’t it? The real answer is: start with whatever you’re comfortable with. You don’t need a giant pile of cash to get your phone ringing.

Think of it like buying a new tool. You don’t grab the most expensive one right away. You start with a solid tool that gets the job done and proves it’s worth the money. Treat your ads the same way.

• Start Small: A budget of just $20-$30 a day is a great way to see what happens.
• Track Everything: See exactly how many calls and jobs that small amount brings in.
• Grow Smart: Once you know every $1 you put in brings back $2, $3, or even $10, you can confidently spend more.

Your ad budget isn’t about what you spend; it’s about what you make. You are in control.

What If My Ads Aren’t Bringing In Leads?

It happens. You turn everything on, and… crickets. Don’t panic. This is almost always caused by a few simple problems you can fix right away.

First, check your service area. Are you accidentally targeting half the state? Keep it focused only on the towns you work in.

Next, look at what happens after the click. Does it send them to a slow, confusing website? A clean, simple website design with your phone number at the very top is a must. If people have to look for how to call you, they’ll just give up.

Your ad can be perfect, but if it leads to a terrible website, you’ve just paid to show customers a brick wall. An amazing ad is useless if your digital store is a mess.

Also, don’t forget your reputation! Are you showing off your 5-star reviews? Good reviews are a huge trust signal and a key part of local SEO. A good 5 star review generation process can be the one thing that makes someone call you instead of the other guy.

Can I Really Do This Myself?

Yes. One hundred percent. You can do this. You don’t need a marketing degree to make Google Ads work. The tools are simpler than ever.

You know your business and your customers better than anyone. That’s your secret weapon. Just stick to the basics we’ve talked about:

1. Target a small local area.
2. Use words your customers actually search for.
3. Send people to a simple, fast website.
4. Make getting more 5-star reviews a top priority.

This isn’t about being a computer expert. It’s about following a simple plan. You can build a lead machine that brings in jobs without a big, complicated strategy. You just have to take the first step.

You have the power to turn your advertising into a reliable source of new jobs. If you’re ready to take control but want a partner to show you the ropes, The Cherubini Company is here. We focus on lead generation through Google Ads, Facebook Ads, great website design, and smart local SEO to make your phone ring.

Learn how we get you more leads without the headache.