Google Local Services: Should (and Can) You Use It For Your Tree or Lawn Service Business?

QUICK SUMMARY

Google Local Services is a relatively new pay-per-lead advertising platform that focuses on services businesses, such as plumbers, electricians, HVAC contractors, locksmiths, etc. Recently, it has started to expand into other service categories in some states, including Tree Service Providers and Lawn Care Providers.

Participating companies must pass Google’s screening process, including license and insurance verification, as well as employee background checks. They are then considered to be a “Google Guaranteed” business.

This means that the fly-by-night operators, uninsured companies, and unprofessional providers will not be able to use it (unlike Google Ads, where anyone with enough money can show up).

You pay Google each time someone calls you from your Local Services listing (the best estimate is somewhere between $10 and $30 per lead, depending on the market).

Whether or not that's worthwhile depends on the lifetime value of a new customer and your "close rate" on sales calls (you are tracking that, right??). For most of us in the tree care industry, that's an excellent cost per lead; lawn care can be a little trickier, depending on your market (and perhaps the Local Services cost will be lower - we just don't know yet).

So Why Use Local Services?

Because it puts your company at the top of the Google search results page, above even the paid ads and local 3-pack! (OK, so the image below shows plumbers in Tucson, but you get the idea)

Google Local Services ads show at the very top of the search results

WHAT TO DO

Read this clear explanation of what it is, how it works and whether it’s worthwhile.

Then, if you’re eligible and in a market that offers it for your service category (see the list below), sign up!

Local Services Categories (as of 08/14/18)

• Air Duct Cleaner
• Appliance Repair Service
• Auto Glass Service
• Auto Service Technician
• Carpet Cleaner
• Electrician
• Event Planner
• Garage Door Pro
• HVAC Pro
• Handyman
• Home Improvement Pro
• House Cleaner
• Junk Removal Provider
• Lawn Care Provider
• Locksmith
• Mover
• Painter
• Pest Control Technician
• Pet Care Provider
• Pet Groomer
• Photographer
• Plumber
• Roadside Assitance Provider
• Roofer
• Tree Service Provider
• Tutor
• Upholstery Cleaner
• Water Damage Service Provider
• Window Cleaner
• Window Service Provider
• Other (I’m not sure what that would be…)