Digital marketing is a dynamic, evolving space with a range of tools and strategies businesses use to gain a competitive advantage. In this rapidly changing scenario, Google’s Local Services Ads and Google Ads have proven their worth in gold by being very effective in capturing the attention of viewers and converting them into leads. Both forums are highly effective advertising media; however, they operate on distinct principles and serve different business needs and industries. Here, we will provide the details to help you choose the best option that meets your requirements.
Google’s Local Services Ads (LSAs)
Google’s Local Services Ads (LSAs), as the name suggests, are a unique advertising medium for service-based businesses serving their local market. In fact, LSAs are primarily intended to address the queries of local customers seeking specific services in their area. These ads appear at the very top of Google’s Search Engine Ranking Page (SERP) when any person looks for local services, as it is primarily meant to address the concerns of local users. In fact, these ads include important details about the local service provider, such as the business name, contact address, and hours of operation.
Top Features
- The LSAs operate on the principle of a pay-per-lead model, where you pay only if a client reaches out to you via the ad and doesn’t pay for the general clicks.
- Businesses that pass Google’s rigorous scrutiny receive the “Google Guaranteed” badge, which helps establish a strong bond of trust with customers.
- Besides that, the LSAs make it possible for businesses to appear at the very top of the search results page, even above the conventional paid ads, thus massively increasing your visibility.
- Furthermore, the LSA serves a specific set of businesses, primarily in the home, local, and professional services segments.
- In fact, the setup process of the LSAs is very simple and doesn’t involve any complexities like keywords, bids, and ad copy, unlike Google Ads.
Disadvantages
- The LSAs are available only for particular businesses, and if your business fails to qualify for the criteria earmarked by Google for assigning Local Services Ads, then you won’t be able to access them.
- In addition, Local Services Ads have limited reach because they are constrained to specific geographic areas and are used to target only specific service areas.
- Moreover, there is tough competition among local businesses, and you have very limited control over targeting, ad copy, and bidding.
- The verification process for earning the “Google Guaranteed” badge can be lengthy and time-consuming, discouraging businesses from pursuing it.
Google Ads (PPC)
Google Ads (formerly Google AdWords) is a robust advertising platform that enables businesses to run ads across Google’s expansive network. In fact, the platform opens the door to an array of Google’s platforms, like Google Search Network, Google Display Network, Gmail, and Shopping. In fact, these Google Ads appear just below the LSA (if present) and above the organic search results, and at times, at the end of the page. Furthermore, these ads can appear in various forms identified by a tiny “Ad” label, and you might see them in the form of App install ads, shopping ads, image ads, and text ads.
Top Features
- Google Ads is well known for the control it provides users, with features such as device targeting, Ad scheduling, Audience targeting, Ad copy and formats, and keyword targeting.
- Google Ads offers massive scalability, allowing users to reach national and international audiences while running local campaigns simultaneously.
- In fact, Google Ads is backed by strong data metrics that provide you with valuable insights into various leading factors that influence the performance of your Ads.
- In addition, Google Ads is used to build brand awareness and generate leads through remarketing campaigns.
- Unlike LSA’s location restrictions, Google Ads are open to businesses of all kinds worldwide.
Disadvantages
- Google Ads is complex to operate and requires strong management skills to maximize the benefits of the ad campaign.
- The cost escalation in Google Ads might become a cause of concern for you in the long run, as you have to pay for every click, no matter whether they convert to leads and sales or not.
- Besides that, the success of your Google Ads campaign is heavily dependent on the relevancy and quality of your landing page, and without it, your campaign would prove futile.
- Now, as the Google Ads market is a fiercely competitive space, without a proper strategy in place to run your Ads campaign, you are likely to overspend and overspend quickly.
In Conclusion
Based on the overall details, we conclude that both Google’s Local Services Ads and Google Ads serve different purposes, with Google Ads offering broader coverage. In fact, there are no restrictions on what businesses can opt for among these two. If you’d like to take advantage of both for your business, utilizing Google’s Local Services Ads on a smaller budget compared to the Google Ads campaign is a great way to supplement your marketing strategy. Always take your business requirements into account when deciding the best course of action for your advertising campaign. Need assistance? Contact our team at Outreach Digital Marketing for Google Ad support and guidance!
