When searching online, location is key. We want nearby professionals, not those miles away. Since 2015, Google Local Services Ads (LSAs) have helped businesses appear in these searches. While LSAs were powerful, data on their appearance was limited. Thankfully, Google now offers metrics like ad impressions and impression share, empowering businesses to optimize their LSAs.
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What are Google Local Services Ads?
LSAs connect local searchers with professionals. Displayed prominently on the SERP, they highlight vetted businesses ready to assist. Covering over 80 industries like home services, car repair, pet care, and more, LSAs are available in the US, Canada, the UK, and parts of Europe. Appearing above standard ads, businesses can utilize both, often appearing twice for the same search.
Unlike traditional ads using keywords, LSAs are matched by Google based on the job types selected. Moreover, LSAs charge per lead (call or message), while traditional ads charge per click, regardless of contact.
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New Google Local Services Ads metrics
Previously, LSA data was limited to leads and costs. Now, Google provides impression and impression rate metrics, accessible under “reports” in the LSAs interface.
Metrics include ad impressions, top impression rate on search, and absolute top impression rate on search.
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Ad impressions
Ad impressions show how often your LSAs appear on the SERP, quantifying their visibility. While visibility is crucial, not all impressions convert to leads. This is normal, as payment is per lead, not impression.
Here’s how to use this metric:
Troubleshoot your LSAs
Previously, businesses struggled to determine if their ads were running without leads. Zero ad impressions signal profile setup issues or paused ads.
Understand your reach
SMBs often start small, underestimating their reach. Impression data provides insight, potentially prompting them to expand targeting or job types.
Improve your LSA engagement
Search ad CTR is around 6%, and LSAs, encouraging direct contact, might see even lower engagement. Your leads/impressions ratio reflects engagement.
Low engagement despite visibility suggests your LSA profile needs a refresh. Update your business bio, add high-quality visuals, or highlight competitive offers.
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Top impression rate on search
This metric shows how often LSAs appear above organic results: Search top impression rate = Impressions on top/Impressions LSAs typically dominate this space. While my experience shows 100%, this metric’s inclusion suggests Google might experiment with LSA positioning or the new Search Generative Experience. Note, this is NOT search impression share, which measures visibility for relevant searches. Top placement doesn’t guarantee maximum impressions due to budget or ranking.
Absolute top impression rate on search
This metric shows how often LSAs secure the top spot: Search absolute top impression rate = Impressions in the first spot /Impressions Here’s how to use this metric: See how competitively your LSAs are performing The top spot brings visibility but can be costly. A low rate suggests increasing bids, while a high rate warrants evaluating cost-per-lead comfort. Lower positions with profitable leads are viable. Guide your LSA budget decisions LSAs cater to all budgets, allowing weekly limits. However, aiming for the top spot with a limited budget yields few expensive leads. Securing more leads in lower positions at a better cost-per-lead is more efficient. Consistently exhausting your budget with a high top impression rate signals missed opportunities. Consider increasing your budget or adjusting bids. To understand LSA lead costs, use Google’s LSA budget estimator tool.
Want to learn more about search engine marketing on Google? Get the free guide » PPC 101: Complete Guide to Google Ads
Start using Google Local Services Ads new metrics
Google’s new metrics offer valuable insights into LSAs, going beyond cost and leads to reveal reach and optimization opportunities. Learn more about localizing Google ads here.