Local Services Ads: what Melbourne trades need to know
LSAs sit above everything else in the results and charge per lead rather than per click. Here is where they work and where they do not.
Local Services Ads appear above the map pack and the regular ads, carry a Google verification badge, and charge per lead instead of per click. For trades that qualify, they are some of the most valuable real estate on the results page.
Verification is the hard part
Licensing, insurance and background checks all have to clear before anything runs. It is administrative rather than difficult, but it takes time - start it well before you need the leads.
Responsiveness is the ranking factor
- Answer rate directly affects how often you are shown
- Missed calls hurt visibility, not just that one job
- Review score and volume feed into placement
- Job types and service area need to be set tightly, then reviewed monthly
Dispute the leads that are not leads
Wrong numbers, out-of-area callers and jobs you do not offer can be disputed and credited. Most businesses never bother, and pay for them month after month.
LSAs are not a substitute for owning your presence
They are rented placement on someone else's platform, with rules that can change. Run them for the volume, and keep building the website and organic presence that nobody can switch off.
- paid ads
- local services ads
- lead generation
