Google Local Service Ads (LSAs) are based on an auction system, where the highest-ranked ads appear first in search results. Similar to traditional Google Ads, this auction process considers both bid amount and overall profile quality in the ranking algorithm.

Some of the factors influencing the auction include:

• Advertiser verification status and badges of trust like Google Screened or Google Guaranteed. Advertiser profiles with these badges will rank higher.
• Ad bid, representing the maximum amount an advertiser is willing to pay for a lead.
• Likelihood of the ad resulting in a lead, based on factors such as responsiveness to customer inquiries, answered calls, relevancy, time of search, and location.
• Relevance of the services offered, advertiser bio, and proximity to the potential customer.
• Contact options available to potential customers, such as enabling messaging, can increase lead likelihood.
• Profile quality, including the number of reviews, average response time, and other business information, can influence ranking and leads.
• Google’s optimization for the overall health and diversity of the Local Services Ads ecosystem.

Google ranks Local Services Ads (LSAs) based on several key factors designed to provide users with the most relevant and trustworthy service providers. Here’s how Google determines the ranking of LSAs:

1. Proximity to the User

• Google prioritizes businesses that are physically close to the searcher’s location. LSAs aim to connect users with local service providers, so the closer you are to the searcher, the higher your ad will typically rank.

2. Google Guarantee and Business Verification

• Having the Google Guarantee badge increases your ranking. This badge shows that your business has been vetted and verified by Google, which builds trust with potential customers. It also covers customer claims up to a certain amount if the service is unsatisfactory.

3. Business Profile Completeness

• Completing your business profile with details like your service offerings, hours of operation, and service areas helps Google understand your business better. A fully optimized profile can positively impact your ranking.

4. Customer Reviews and Ratings

• High ratings and positive reviews directly influence your ranking. The more high-quality reviews you have, the better your chances of ranking higher. Google also considers the number of reviews and how recently they were submitted.

5. Responsiveness to Leads

• How quickly and consistently you respond to leads plays a crucial role in your ad ranking. Businesses that are prompt in replying to inquiries are seen as more reliable and will rank higher.

6. Job Performance and Booking History

• If Google notices that your business consistently gets booked through LSAs and has a track record of successful jobs, this will boost your ranking. Positive interactions with users, including successful service completions, also improve your standing.

7. Ad Budget and Competition

• While LSAs don’t operate on a traditional pay-per-click model, businesses that increase their ad budget may appear more frequently, especially in highly competitive markets. However, budget alone does not guarantee top ranking; it’s the combination of budget and the other factors that matter.

8. Service Availability

• Google considers the availability of your services. If your business operates during the user’s search time or has more flexible hours, you’re more likely to appear higher in the rankings.

9. Service Categories and Keywords

• The types of services you offer and how they match the user’s search terms are important. Ensure that your business is properly categorized and that the services you provide match local search intent.

By optimizing these factors, businesses can increase their chances of ranking higher in Google Local Service Ads, leading to more visibility and potential customers.

Google continuously experiments to enhance user experience and optimize the effectiveness of Local Services Ads.

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