Did you know that Google is the most popular platform for users actively looking for a product or service? That’s right, for Google dominates online traffic with over 80% of the global digital market share. Google equips advertisers with a wide host of cutting-edge platforms and tools to interact with their target audience and generate high-quality leads.
Two such platforms are Google Ads and Google Local Service Ads – each distinct in terms of audience targeting, ad placement, conversions and spending. Choosing between Google Ads and Google local ads demands an in-depth analysis of your targeting audience, branding needs and overall advertising goal.
This detailed guide will help you make the right choice to elevate your advertising strategy and enjoy tangible results.
Google Local Service Ads
Google Local Service Ads is a relatively newer addition to Google’s impressive advertising arsenal, designed specifically for businesses offering local services. Running local service ads allows businesses to establish trust and acquire new clients across their target locations.
Embracing Google Local Service Ads is an excellent strategy for small businesses operating within specific neighborhoods, eager to reduce spending and maximize conversions. These ads create awareness and connect businesses with potential leads that are highly likely to convert.
Google local service ads are being actively used by over 70 different types of businesses, including contractors, cleaners, auto mechanics, electricians and plumbers. Running Google local ads allows service providers to gain visibility and attract potential clients from across the locations they serve.
Since these ads are shown to users when they are actively looking to engage a local service provider, the conversion rates are considerably higher.
Do Google Local Service Ads Cost A Lot?
On the contrary, it’s much easier to monitor and reduce spending with Google local service ads. They offer a pay-per-lead model that allows businesses to predict and reduce their spending, and pay only for the leads who directly contact them.
The results are much more tangible than Google Ads and other advertising platforms, and businesses can examine the direct impact of running local service ads in terms of revenues and new customers.
Are Google Local Service Ads Worth It?
Incorporating Google local service ads to their advertising campaigns is a highly effective lead generation strategy for local service providers. Google local ads offers an array of compelling features that allow local businesses to establish credibility and win over clients with Google’s stamp of approval.
Users typically turn to Google to verify a company’s reputation and track record before engaging their services. Google local service ads are placed on the very top of the search results, elevating a service provider’s industry rankings with greater prominence and higher visibility.
The most compelling aspect of running Google local ads is indeed the predictable spending and tangible returns. Let’s take a closer look at the key features that make Google local service ads a must-have platform for your advertising arsenal.
Google’s Stamp of Approval
By running Google local service ads, local businesses can work towards qualifying for the Google Guarantee Badge – an official stamp of approval from the search engine. This badge is awarded to local service providers after a thorough background check that scrutinizes their licensure, market reputation and track record.
Once a business is awarded this badge, it carries a seal of credibility that attracts potential customers to directly contact the company and book an appointment.
Higher Chances of Organic Ranking
At GCG Media, we strongly believe that setting up an elaborate Google My Business (GMB) profile is of the utmost significance to tap into the true conversion potential of Google local service ads. A well-optimized GMB profile will boost your organic search rankings, positioning your Google local ads at the very top of the page.
Predictable & Controlled Spending
Businesses operating in small neighborhoods or suburbs don’t have a sizable advertising budget that they afford to squander on ads that don’t guarantee tangible results. Google local service ads are designed for small businesses that seek targeted advertising with a direct impact. With the pay-per-lead model, businesses only pay for the leads that directly engage with them.
Google Ads
Did you know that users who arrive at your website from Google Ads are 50% more likely to make a purchase compared to users who visit your website organically? Google Ads have an average click-through-rate of around 0.86% while the average return on spending is 200%. No wonder Google Ads’ annual revenue surpassed $237 billion in 2023 alone!
These statistics are impressive to say the least, but when it comes to generating leads and revenues with Google Ads, advertisers need to dig deeper and connect with their target audience. Formerly named Google Adwords, this platform equips advertisers with a wealth of tools and features to create immersive campaigns and personalize ads to boost audience interactions.
Unlike Google local service ads, Google Ads have a pay-per-click model – businesses have to pay every time a user clicks on the ad. This model allows businesses to bid on competitive keywords relevant to their brand and industry.
Running Campaigns on Google Ads
Creating, running and managing campaigns on Google Ads is incredibly easy and simple, owing to a streamlined dashboard equipped with a multitude of features. Advertisers can play around with a variety of formats, choosing between video ads, images, search ads and display ads.
Unlike Google local service ads that appear only when a user has made a location-specific search query, Google Ads interact with users throughout the buying journey. There’s a variety of placement and audience targeting options, allowing businesses to specify their target consumers and fulfill multiple advertising goals.
For instance, the placement can be altered to interact with users during the awareness stage and continue tempting them as they mull over the buying decision. The targeting tools are highly precise, allowing advertisers to tailor campaigns based on demographics, search patterns, and key interests.
Is Google Ads Worth It?
Businesses seeking to amass a nationwide, regional or global audience need to dream and plan big, and that’s where Google Ads steps in and supercharges their reach with accurate targeting tools. Advertisers running multiple campaigns can rely on the Google MCC dashboard to streamline all their clients within one cutting-edge dashboard.
Google Ads is a must-have tool for businesses eager to expand and scale, and build a solid digital footprint with ads that drive both – awareness and traffic to their website. Let’s examine the key features in more detail.
Advanced Targeting Tools
Google Ads is ideal for businesses eager to expand their consumer audience and engage with potential customers across multiple cities, countries or continents. The potential is limitless, for Google Ads allows brands to target their audience based on multiple metrics, including language, interests, search preferences, and devices.
Analytical Support
Advertisers can address issues and make their messaging more relevant to their audience by tapping into the data-driven insights offered by Google Ads. The platform offers impressive analytical support, allowing advertisers to dissect every aspect of the ad interaction and explore metrics like clicks, views and impressions.
Creative Potential
With Google Ads, the creative potential is enormous and advertisers can explore a vast multitude of formats and placements to capture user attention and drive conversions.
Final Verdict
Choosing the right advertising platform lies at the heart of a winning advertising strategy, for each business requires different tools and targeting options to achieve its goals. At GCG Media, we strongly believe that businesses should keep their advertising goals and revenue targets at the forefront when choosing between Google local service ads or Google Ads.
Ultimately, your target audience and business type will determine the best platform to run effective ad campaigns. For instance, Google local ads is ideally suited to small businesses with low advertising budgets and aims to establish market trust and expand their clientele. In contrast, Google Ads is a dynamic tool that allows ecommerce brands and larger businesses to drive website traffic and expand their audience.
