What are Local Services Ads?

Local Services Ads help your business expand its online presence in select search categories and build credibility with customers. When you're verified, you'll receive a vetted badge indicating that Google™ guarantees your work up to a certain dollar amount, helping you stand out from competitors.

To participate in Local Services Ads through Thryv Leads®, your business must complete the Google screening and verification process. The specific requirements vary based on your business category and location.

Important: The verification process can be lengthy, sometimes taking several weeks to complete. Make sure all information you provide is consistent across all documentation to avoid delays in launching your campaign.

How do I use Local Services Ads with Thryv Leads?

Google LSA is an available channel for Thryv Leads to spend your advertising budget to acquire more leads for your business. Adding this channel works as an efficiency upgrade for your ad spend. Once your business is verified and approved for LSA, Thryv Leads automatically prioritizes this channel over standard Google PPC. Why? Because LSA delivers Pay-Per-Lead (PPL), highly qualified, ready-to-buy customers, effectively stretching your existing budget for a higher return. Your only job is to meet the qualifications and register with Google; Thryv Leads does the heavy lifting of optimizing your spend.

This means that all you need to do to opt in is meet the qualifications and register with Google. Once this is complete, Thryv Leads will automatically budget Google LSA into your campaign, rather than traditional Google PPC ads.

Does registering for Google LSA and having Thryv leads guarantee I will always appear at the top of Google?

Not necessarily. Thryv Leads will still manage your advertising budget with machine learning according to performance. Registration doesn't change the budget amount, it just uses it more efficiently.

What do I need to do to opt in?

Ensure you meet the eligibility guidelines below. Your onboarding specialist here at Thryv will go over this with you during your onboarding. Then, we'll take care of your registration with Google. From there, you're all set! If you decide to opt in after your Thryv onboarding is complete, just contact your Business Advisor or onboarding specialist, and we'll help with the process.

Why Google Local Services Ads are Worth the Investment

While Google LSA can be an investment of time to get verified as well as your monthly spend, the payoff is worth it for the following reasons:

1. Instant Trust and Credibility

Your LSA is the first thing leads see, placed above organic search results and standard Google PPC ads.

• The Vetted Badge is Gold: The Google-vetted badge immediately communicates trust and reliability. Customers know Google guarantees your work, instantly giving you a massive edge over unverified competitors.
• Ready-to-Buy Leads: LSA customers are typically further down the purchase funnel and ready to book. They see your guaranteed badge and may skip the research process.

2. Spend Only on Proven Leads

Unlike traditional ads where you pay for clicks (even bad ones), LSA operates on a Pay-Per-Lead (PPL) model.

• Higher ROI: Your Thryv Leads budget will stretch further, as Google only charges when a customer calls you or sends a message directly through the ad.
• Focus on the Sale: The LSA process filters out unqualified traffic, allowing you to spend your time closing sales, not chasing clicks.

3. Protection and Assurance

The rigorous verification process ensures that when you launch, you are set up for quality and success.

• Eliminate Competition: The high barrier to entry (background checks, licensing) reduces the pool of competitors, giving you a greater share of the local market.
• Guaranteed Quality: The LSA badge is your promise to the customer, backed by Google, making the investment in verification a direct investment in your online reputation.

Verification Requirements

Depending on your business type and location, you may need to provide some or all of the following:

• Background Checks:

If you or your service professionals interact with customers at their homes or business locations, you may be subject to background checks. These are conducted by third-party risk management companies that partner with Google.

• Insurance Documentation:

Most businesses must provide proof of insurance to participate in Local Service Ads. The specific insurance type and minimum coverage amount required depend on your business category and state regulations.

• License Verification:

Google verifies that your business and its owners, managers, and workers hold all necessary licenses at the state, provincial, or national level. Note that Google may require additional licensing beyond what your state mandates to qualify for the Google Guarantee badge.

• Customer Reviews:

Your business must have a minimum number of customer reviews to participate. Depending on your business type, Google may require up to 5 reviews.

• Google Business Profile:

You'll need to verify that you legitimately own a verified Google Business Profile that includes your registered business name.

• Advanced Verification (Specific Industries):

If you operate a Garage Door Company or Locksmith Service, Google requires additional documentation, including business registration documentation, responses to verification questions, specific images of your business operations, and potentially a video interview with the advertiser.

Your Responsibilities After Approval

Once your Local Services Ads campaign is approved and live, your ranking and success depend on several factors that are within your control:

• Prioritize Response Time

Responding to leads (both calls and forms) in a timely manner can significantly help with your ranking. Quick responses demonstrate reliability and can improve your ad position.

• Boost Your Reviews

Increasing your review score and the total number of reviews can help improve your ranking. The frequency of new reviews may also play a role in how Google evaluates your business. Click Here to learn more about using ThryvAI to respond to reviews quickly!

• Setup GBP Review Request Automation

Enabling the review request automation feature with Thryv sets customer review requests on autopilot, making it easier to consistently gather feedback from your customers.

• Add Images Regularly

Google views image uploads as ongoing engagement with your LSA profile. Adding photos of your work, team, and business can demonstrate that you're actively managing your presence and willing to attract more leads.

• Understanding LSA Ranking

Once approved, your ranking in Local Services Ads is based on multiple factors that Thryv does not control. Google evaluates several elements when determining ad placement, including:

• Responsiveness: How quickly you respond to customer inquiries
• Review quality and quantity: Your overall rating and number of reviews
• Review recency: How frequently you receive new reviews
• Proximity to the customer: Geographic distance from the searcher
• Business hours: Whether you're available when customers search
• Profile completeness: Including updated photos and business information. Click Here to learn how to complete your profile right in Thryv!

FAQ

How does Thryv help with the verification process?

Our service team will guide you through the verification process and help you gather the necessary documentation. We'll complete the verifications on your behalf, but we'll need your assistance to ensure your campaign launches successfully.

What happens if my information is inconsistent across documents?

Inconsistent information can cause delays in your campaign launch. Make sure your business name, address, and other details match exactly across all documentation you provide.

Do verification requirements change?

Yes, Google's Local Service Ads requirements are subject to change. The specific requirements for your business may vary based on your industry and location.

Who can I contact for help?

If you have questions about what documentation you need for your specific business type, please contact your Thryv service team at 844-998-4798 or thryvleadssupport@thryv.com 

Local Services Ads and Google Business Profile are trademarks of Google LLC. No affiliation implied. Thryv Leads is a registered trademark of Thryv, Inc.