Local and service area businesses have moved from conventional methods of promotions to online advertising. Their online presence is either restricted to listing directories like Yelp or sponsored searches. However, service area businesses often struggle to stay on top of the search and convert these searches into clients.

That’s when Google’s Local Services Ads stepped in.

Google’s Local Services Ads (LSAs) has proved to be effective for area based professional services to promote their services online and convert the searches into clients. Also known as Service Area Businesses (SABs), these professional services are primarily home services like appliance repair services, plumbing, and locksmiths. With LSAs, these services become easier to find in Google search results.

Our Google Local Services Ads specialists have set up ads for clients that ensure the clients stays ahead of local competitors and acquires leads.

Let’s take a closer look into LSA and how businesses can use it to their advantage.

What is Google Local Services Ads?

Google Local Services Ads is a pay-per-lead advertising model. The Local Services Ads appear at the top of a Google search page, above the sponsored and organic ads, when potential customers are searching for a particular service. The placement of these ads improve the chances of visibility and searchers are likely to contact the service providers they see first.

How Does Local Service Ads Help Service Area Based Businesses?

Ever since its launch in 2017, Local Services Ads has proved to be one of the convenient and effective ways to get businesses right on top of the search and in front of interested customers.

For instance, a person Googles ‘electrician near me’. This query has all the keywords that qualify to trigger the display of local services ads. Google would display all qualified electrician services ads that serve the user’s locality. The user goes through all the service providers and, based on their requirements, chooses one. They contact the business either via the website or phone call.

But that’s not where the story of Local Service Ads ends. The advantages of LSAs compliments a business’s SEO strategy. LSAs can substitute the absence of an SEO strategy especially since neighborhood home services don’t usually invest in SEO to improve their online presence.

There are 2 main reasons local professional service businesses should consider LSA.

1. Local Services Ads helps you build a trustworthy reputation, thanks to the ‘Google Guaranteed’ badge. Users don’t give it a second thought when Google says that a business and the reviews it has are verified by Google themselves. As per Google’s LSA policy, Google will offer a LSA user full refund up to the amount paid for the service should the customer be dissatisfied or unhappy with the services. This policy is enough for users to take the Google Guaranteed badge seriously.
2. Local Services Ads follows a pay-per-lead model instead of pay-per-click. That means that businesses will be charged for ads that have converted into leads instead of ads that are just clicked on. The prices of leads usually vary based on type of service, location, and type of lead. For instance, a lead for a locksmith may be 5$ but lead for appliance repair can reach $50. According to Google’s policies, a lead is valid when:
   a. You receive a text message or email from the customer (US only).
   b. You receive a voicemail from the customer.
   c. You answer a phone call and speak with the customer.
   d. You receive a missed call (without a voicemail), and you return the customer’s message with a text message, email or call where you either speak with the customer or leave a voicemail.
   e. You receive a booking request from a customer.
3. Local Services Ads substitutes for SEO strategy. Keywords are the most important part of SEO – a necessity that LSA eliminates. Businesses don’t have to worry about researching or managing relevant keywords since Local Services Ads triggers when a user searches with relevant key terms that match the information taken from your business profile for the ad. If you opt for LSA, you don’t have to spend time and money optimizing your website so that shows up on the first page. All you need to ensure is that you get the Google Guaranteed badge and positive reviews from your previous customers.

How Can You Get Started With Local Service Ads?

Eligibility
You are eligible for Google Local Services Ads if your business is in the following industries.

• Locksmiths
• Plumbers
• Garage Door
• Electricians
• HVAC
• Air Duct Cleaner*
• Appliance Repair Service*
• Auto Glass Service*
• Auto Service Technician*
• Carpet Cleaner*
• Event Planner*
• Handyman*
• Home Improvement Pro*
• House Cleaner*
• Junk Removal Provider*
• Lawn Care Provider*
• Mover*
• Painter*
• Pest Control Technician*
• Pet Care Provider*
• Pet Groomer*
• Photographer*
• Roadside Assistance Service*
• Roofer*
• Tree Service Provider*
• Tutor*
• Upholstery Cleaner*
• Water Damage Service Provider*
• Window Cleaner*
• Window Service Provider*

Another eligibility criteria is the location of your business. LSA is presently available in the following regions.

• Atlanta-Sandy Springs-Roswell, GA
• Baltimore-Columbia-Towson, MD
• Boston-Cambridge-Newton, MA-NH
• Charlotte-Concord-Gastonia, NC-SC
• Chicago-Naperville-Elgin, IL-IN-WI
• Cincinnati, OH-KY-IN
• Dallas-Fort Worth-Arlington, TX
• Denver-Aurora-Lakewood, CO
• Detroit-Warren-Dearborn, MI
• Houston-The Woodlands-Sugar Land, TX
• Las Vegas-Henderson-Paradise, NV
• Los Angeles-Long Beach-Anaheim, CA
• Miami-Fort Lauderdale-West Palm Beach, FL
• Minneapolis-St. Paul-Bloomington, MN-WI
• New York-Newark-Jersey City, NY-NJ-PA
• Orlando-Kissimmee-Sanford, FL
• Philadelphia-Camden-Wilmington, PA-NJ-DE-MD
• Phoenix-Mesa-Scottsdale, AZ
• Pittsburgh, PA
• Portland-Vancouver-Hillsboro, OR-WA
• Riverside-San Bernardino-Ontario, CA
• Sacramento–Roseville–Arden-Arcade, CA
• San Antonio-New Braunfels, TX
• San Diego-Carlsbad, CA
• San Francisco-Oakland-Hayward, CA
• Seattle-Tacoma-Bellevue, WA
• St. Louis, MO-IL
• Tampa-St. Petersburg-Clearwater, FL
• Washington-Arlington-Alexandria, DC-VA-MD-WV

Business Profile

It is essential that you create a business profile Your Local Service Ads business profile will determine which services match to Local Service Ads. Be specific about the type of services you offer and the locality you provide services in since you are paying for the leads – the people that contact you via LSA. You can also add the weekly budget you are willing to spend on your ads. If you have additional perks you offer your new customer – discounts or so – make sure to mention it in your profile.

License & Insurance

To earn Google Guarantee – which is absolutely essential – businesses have to produce paperwork that validate their legitimacy. General liability insurance and professional licenses are an important part of the paperwork needed.

What’s The Takeaway?

Local Service Ads is absolutely worth every effort and every penny spent. Interested customers don’t have to go to other websites to look for the professional services offered in their area and take the risk of the quality of services offered. LSA compiles everything – business information, reviews, and quality – in a small snapshot and presents it to users at their first query. LSA is beneficial for the users and for the businesses.

If you want to get your business on Google Local Services Ads as soon as possible, contact our specialists at Bizness Pros.

We know the importance of having a website that positions your business on the Internet. A website shouldn’t be just a page with basic information. It should be interactive and a reflection of your business’s personality and brand which comes with good quality design and content. Additionally, the website should function smoothly including loading times and hyperlinks. Not to forget the most important aspect : search engine optimization.

Websites can be built in 2 ways: templated websites and custom websites. Let’s take a look at what these are and what are the pros and cons of each.

Templated website

There are several content management systems (CMS) in the market that are template-based. Templates are a convenient way to build a basic website – they are cost-effective, simple, and easily accessible. You can also select among a wide variety of templates that controls the appearance of the website. Here is a peek into the pros and cons of using a template based website.

PROS:
If you are in a hurry to get a website live and don’t mind it being absolutely basic, then you can definitely consider template based websites. You can move to a custom-based website at a later date.
It is cost-effective.
You can see how your website will look as you change templates and add widgets or plugins.

CONS:
Many businesses will be using the CMS and the templates you are using for your website. Your site will fail to stand out from others that look similar.
Your customers won’t be able to individualize your unique brand and culture.
There are limited functionality options.
You will have to solve all bugs yourself.

Custom based Website

Custom websites are built by professional designers from the ground up with unique designs and layouts. Custom web design is more than how a website looks. It includes back end coding to customize functionality, lead management, APIs, and ecommerce features. These give your website an edge and convince your customers of your professionalism. It may not be as cheap as template based websites. However, pricing depends highly on advanced functionality.

PROS:
The design can be unique and tailored to your business.
Custom built sites are likely to be responsive to mobile searches, which now account for about half of all searches.
It will not look like the ‘run-of-the-mill’, outdated website since it’s more adaptable and can be updated more easily.
It can include any fancy features you may want in your website.
The design of the site can more easily incorporate elements of your branding and graphic standards and can be in coordination to your marketing elements.
Custom website can personalize interactive features like live chats, videos, and contact forms.

CONS:

Custom built websites usually take longer to complete than template based websites because of planning and add-on features.
They cost more than template based websites because of the sophisticated complexity, planning, and personalization. You will need more involvement and control during the process to ensure your ideas are realized.

Choosing between template based and custom based websites isn’t a humongous task. All you need to do is envision the kind of digital presence you want for your business and what expectations you have from your website. Many times, businesses – especially small business owners – decide to go for template based websites because they cost really low. However, you should think about what you want in the long run. Template based websites come with too many limitations regarding brand expression and functionality while custom based websites are built to suit your requirements and brand identity, and are configured to grow with you into the future.

There are several reasons people across the globe have taken to online shopping. You can shop from your home, browse the wide variety of options, check out competitor products, compare pricing, and so on. Online shopping has become even more prominent today given the social distancing norms of the coronavirus pandemic.

The downside of course is that local retailers who depend on walk-in sales are taking the heat. They have no option but to get online to sell their products. It’s not easy though. From setting up a functional e-commerce website to promoting it to reach out to the customers is challenging especially for businesses that have never explored this option. Nothing is impossible, though.

Building an ecommerce website from scratch isn’t easy but it isn’t very difficult either. It depends on how well-versed you are with the basics of a website. If you are not sure about doing this yourself, it is wise to hire a web developer. That way you can get the perfect looking and smooth functioning e-commerce website. so you can focus on your business. Let’s explore how you can go about it.

Steps To Build An E-commerce Website.

Make sure your domain is available

Check if your desired domain name is available. Tools like Instant Domain Search make this step as easy as apple pie. If the domain you want is available then go ahead and buy it. If the domain name isn’t available, browse for recommendations and select whichever one fits best. Always choose a domain name that can help you be noticed in the search engine. For instance, buyusedcars.com can get you on the top when anyone searches for buying used cars.

Check out the search volume for products you want to sell

This is the kind of thing that you wouldn’t be familiar with if you haven’t managed websites. It is worth investing some money in professionals who understand the search engine optimization business instead of wasting time in understanding the concepts and trying to figure out yourself. If very few people are going online and looking for whatever it is you want to sell, you’re unlikely to find success.

Sketch out your online marketing strategy

Before you invest time and money in an online store, start taking product photos and drafting an “About Us” page, you need to determine how you’re going to help your online store grow. Business consultants and online marketing experts will help you understand the strategies that are tried and tested for the growth of ecommerce websites. The goal is simple although challenging to achieve: when people use Google or Bing to search for a product that you sell, your website should be the first they see.

Build your ecommerce website

There are several content management systems designed specifically for ecommerce websites. Shopify is a perfect example. All you have to do is pick a template and update your product details and photos. However, it is always wise to go with professionals. Professional web developers and designers will customize your site to suit your brand, make it look appealing, and ensure it functions smoothly. They can also add interactive features like chats and forms. These features play an important role in convincing visitors to engage with your site and buy your products.

This is the perfect time to start building your ecommerce website. There are plenty of effective ways to reach your target audience and make your ecommerce site successful.

How often have you heard small business owners reply to the suggestion of online presence with “I don’t want to do all that complicated stuff”, or “I don’t need anything new”?

Small business owners shy away from online presence for many reasons. They may not have the resources to build or maintain an online image; they may fear any negative publication online related to their business; they may not be willing to take risks attached with the digital world; or they may just be nervous about expansion.

We are in the digital era. Across the world, everyone turns to the Internet for information. The online presence of a business corresponds with its credibility. So, if your business doesn’t have a prominent presence on the Internet, it’s time you get working on that.

An online presence is more than putting up a little website with fancy images and your contact details. An effective online presence means setting up a virtual version of your business – an informative and updated website, social media presence, and listings on popular online directories like Yelp, Google, or Yahoo! Local. In this electronic era, people search online for the products and services they need as opposed to searching through a phone book.

Advantages of A Small Business Being Online

Accessibility

The Internet allows your present and potential customers a virtual peek into your business. They can research your product or service even after business hours from anywhere. If you sell products, an online store allows for 24-hour order placement; if you provide services, a 24-hour chat system allows your customers to make inquiries immediately.

Greater Audience

With an online presence, your small business can reach a much larger area than the few miles local to your business’ office or store. It is quite possible that people within your zip code or beyond may not have heard of or have’t considered stepping in your store despite passing by it everyday. Your online presence reaches out to them and, depending on your online presence, will bring them to your doorstep.

Brand Building

Brand building is essentially building trust in a potential customer about your company or product. An online presence provides them a way to “check out” your company, products, and services. Online reviews, testimonials, and frequency and quality of content help frame a positive impression of your company turning your potential customers into active customers.

Easier Selling and Marketing

Here is a well-known marketing fact : people like to buy, not to be sold. No customer likes a pushy, desperate salesperson hovering around them. No customer likes to be uneasy when they walk in just for information and walk out without buying anything. A well-written description of your products or services on your website lets buyers make a relaxed, informed decision to purchase. Online marketing benefits you as well since it is easier, cost-effective, and far reaching as opposed to traditional marketing, which usually includes printing and mailing costs.

Reviews

Reviews are considered to be like a double-edged sword of conducting or listing a business on the Internet. There is a possibility of a negative review both fairly and unfairly. However, if you run your business honestly and treat your customers well, the negative review will be isolated incidents and easily identified as false, especially since these will be outnumbered by the many positive reviews by your happy customers. Your potential customers often check for reviews of a company or product before making a decision so ensure your customers are happy and encourage them to leave positive reviews on your social media pages or on rating sites such as Yelp or Google Places.

One word that’s a part of every conversation today is the Coronavirus or COVID-19. From lockdowns to the measures taken by different governments of various countries to the economy that is suffering and will continue to suffer in the long run, it has become an unwelcome part of our lives and has brought everyone’s life to a standstill.

At a time when the entire world is experiencing uncertainty with heightened speculation due to COVID-19, businesses around the world may be on the brink of another economic downturn. While a decline in a consumer’s confidence and a decrease in sales threaten a business from time to time, it is usually a smaller business that is particularly vulnerable as it often does not have adequate reserves to help pull through difficult times. And with over 30.7 million small businesses in the U.S. which account for approximately 99.9% of all U.S. businesses, it is a matter of concern.

So how can you safeguard your small business and make it recession-proof during the Coronavirus pandemic and even after that to stay afloat at all times?

To begin with, adversities like such also opens opportunities for resourceful firms to outsmart larger competitors who are unable to carry on business as usual or are unable to adapt quickly during such a downturn. A small business owner can:

• Gain a large market share by leveraging the competitors who are unable to adjust to shifting market conditions.
• Maintain liquidity through a strong cash stream throughout the downturn.
• Lead the team and entire business to be more cost-effective and have a more efficient operation, thus better positioned when the market improves.
• Monetize expertise with a revised and clear strategy developed for a profitable business model.

More than anything, it is the best time to rebrand your business’s identity and redesign its strategy for a more robust marketing plan that can help your business thrive during and after the pandemic is over and normal life resumes.

Here are a few of the best practices to follow in detail that can help you prepare for the next upcoming months and help ensure your small business’s survival and even allow it to thrive during tough economic times.

Protect Your Cash Flow

More so to safeguard your business during tough times, it is important to monitor your cash flow very diligently to be able to forecast it monthly and ensure that all expenses (salaries, rent, electricity, etc.) and planned expenditures (inventory, expansion, etc.) are in line with accounts receivable. This can be done by monitoring financial statements closely as they provide information that is timely, relevant and accurate. Moreover, cash flow statements also help in projecting where you will stand three months in advance, thus ensuring you are can take action in a timely manner.

Along with, negotiate with contractors, suppliers, and landlords for competitive prices or short-term reductions. In case you foresee cash-flow as a problem you may even consider trading goods and services on a barter exchange for credits. Make certain that you take advantage of supplier discounts for prompt payment and avoid paying checks for bills before they are due. In case of scarcity in cash flow, it is advisable to keep creditors informed before the bills are past due to persuade them in extending payments of your current bills. This chance of getting their cooperation will lessen if they start sending collection memos. You may also seek the help of Bizness Pros at. 1-844-368-0620 holding expertise in projections to help you make the right decisions.

Secure Capital Well In Advance

A golden rule of business financing is that the best time to look for capital is when you don’t need the money. This is because financing can become a considerable challenge during a downturn and it is also a time when capital can essentially dry up for small business owners. Moreover, many traditional banks stopped lending to small businesses during the recession, forcing many to dramatically scale back operations or worst case, file for bankruptcy.

Having access to working capital is the key to navigate through a downturn and the best time to secure the financing it hits your small business. 

Keep your Personal Credit in Good Shape

Hard times like this when a major part of the world is in lockdown make it even more difficult to borrow. While the government and financial institutions offer great schemes, they won’t be of much use unless you have good business credit and most importantly better personal credit. Having a clean background of timely repayments helps you stand a much better chance of being able to borrow the money needed to keep your business afloat when you need to. To recession-proof your business, check your personal credit rating as frequently as you check your business one and take the right steps in ensuring your credit ratings are in good shape.

Review Inventory Management

When preparing for a recession one important aspect to consider is reducing inventory costs without compromising the quality of goods or causing an inconvenience to your customers.

There is like to be an imbalance between slumping retail sales and bloated inventories during a slowdown that can leave you with leftover merchandise that blocks up your cash flow. While converting inventories into cash is an ideal practice, however, you must do so keeping in consideration that it is not costing you much. Monitor the sales results and keep an eye out for products that can tolerate even leaner inventories. You may also consider this to be a good time to eliminate certain products from your stock and make room for better alternatives. 

Focus on Core Competencies

For the service industry where you are not selling a commodity but expertise, it is a good practice to focus on the core competencies of your business. While diversification as a strategy for small business success is also a good idea, however, many small businesses often simplify the concept of “diversification” to “different” thus side-tracking from what they are experts in.

Merely adding new products or services to your offerings is not diversification and can also damage your core business by taking your time and money away. Instead, invest time and efforts in services you offer best without damaging your brand and reputation. Try and improve it to diversify but shy away from adding new services to a well established and smooth functioning business. Diversification also helps you in making your business recession-proof by having multiple revenue streams. This also gives you the opportunity to bring in revenue at a wide range of price points making it easier for your business to stay flexible and be able to persevere.

Focus on Your Employees

Your employees are a critical part of your business and are suffering as much from the Coronavirus pandemic and recession as you are. Having a cohesive team is crucial for any business to operate when it is trying to survive a downturn. To begin with, communicate clearly about the state of the business and the industry altogether to help your team prepare for a downturn.

It is also advisable to get employees involved in policy choices as well as strategies, tactics, and implementation. If layoffs are unavoidable by working around a significant reduction in work hours, let them take a lead role in designing the program. As a leader, it is also critical that you meet with your staff regularly and exchange ideas on boosting productivity and market your products and services. Always remember that an employee must feel that they are important to your business and that their work is challenging them up to their full capabilities in such crucial times.

An important aspect of having a good and supportive team is how you build a team and expand it. Hiring judiciously is the key here. Expanding the business may be a tempting idea when times are good, however, hiring additional employees must always be based on a clear business strategy. 

Cut Down on Unnecessary Costs

Instead of trimming down your team, it is beneficial to cut down overhead costs that are unnecessary and nonessential for your business’s survival. Simple solutions like a cheaper space for office, carpooling, email marketing instead of cold calling, etc. can make a difference.

Don’t Ignore the Power of Marketing and Engagement

One thing that small businesses often do in lean times is making the mistake of cutting their marketing budgets or even eliminating it entirely. On the contrary, lean times are exactly when your small business needs marketing.

Recession makes a consumer restless and looking to make changes in their buying decisions to save money. Helping them find your products and services gives them a chance to choose you rather than others by getting your name out there. Step up your marketing efforts by being creative during such times. Reach out to them through social media rather than traditional means of marketing which is expensive. A study also found that 64 percent of small businesses use social media in their marketing strategy as using the internet is not only cost-efficient but also helps focus on existing clients by spreading the word of an incentive amidst them first. 

Check On Your Customers

You can avoid unpleasant surprises by keeping an eye on the creditworthiness of your customers by remaining close to the customers and checking how they are getting on during the economic downturn. This could also lead to new opportunities as staying in touch with your customers even when sales are low is vital to head off eager competitors. 

Frequent phone calls or face-to-face meetings with your customer base provides an excellent opportunity to pacify disgruntled customers by offering better services and win back lost ones. Another strategy that can work in your favor is to try and lock up long-term contracts with your most important customers at acceptable terms.

Ideate and Implement Strategies to Attract New Customers

One thing that would help you going through the recession is expanding the customer/client base. This means drawing in customers from the competition. You can start by giving your business a new look and personality while keeping the same old identity. This often gives the illusion that your business is doing well, and they will not be in loss. The best way to do so is by brand building with the help of Bizness Pros at 1-844-368-0620.

Once your business has a new look to it, the next step is to offer something more or something different than your competition does. The first step towards this to research your competition to see what you can offer to entice their customers into becoming your customers like providing better customer service.

Leverage on Current Customers and Clients

While you work on bringing on new customers on board, do not neglect the old ones. Your current customer is an opportunity to make more sales without incurring the costs of finding a new customer, and even gain credibility that can help when you reach out to more people. Ignoring the potential profits of shifting your sales focus to include established customers can lead to a downfall. Focus on your best current customers to create the best results and experience for them. Moreover, it is much easier to get repeat orders from an existing client than getting new clients through ads or other means.

Amidst strategizing how to build your customer base the importance of good service cannot be over-stressed. More so when their buying power or willingness to spend is also lessened during tough economic times. Lay emphasis on the important role that all employees play in meeting customer needs for attentive and timely service that will keep them happy and be your brand ambassadors for word of mouth marketing.

Conclusion – to sum it up

The time to take such decisions that can help you stay afloat during a recession is now. Position your business for success now before the economy starts to slow. It is the right time to help your business grow even faster to help you save money for the long haul and have a steady and smooth function that survives.

Recognizing the chances to make any adjustments needed to leverage the opportunities that inherently arrive in a recession can keep your head above water and your business profitable. Most importantly, do not panic. A fear-driven panic that is not based on fact has the power to change the direction of the business and take it downhill with the wrong decisions. The alternative to panicking is confronting change that can give you opportunities to advance.

In all of this, it is important that you have the right partner to help you make the right choices. Look for experts who offer 360-degree solutions that can not only help you structure your business and lead it to profit but do so with the right kind of advertising.