If you are a cleaning business, Google Local Services Ads/Google Guaranteed (or LSAs) can be an incredibly impactful part of your marketing strategy. In this blog post, we’ll cover tips and tricks on how to optimize your LSAs and how to boost your LSA rank.

Optimizing Your LSAs

Google has laid out a best practices roadmap to success for businesses using LSAs. By adhering to these best practices, you can significantly enhance your ad performance, making your cleaning services the most visible choice for customers.

1. Add More Job Types: One of the first steps towards LSA optimization is to expand your job types. Google suggests a broad approach—select all relevant categories for your services and don’t shy away from adding new ones that align with your offerings. 
2. Target More Locations: Broaden your targeting strategy by choosing entire cities or counties over specific zip codes. This method has proven more effective in capturing a wider audience, thereby increasing your leads and potential conversions.
3. Get More Customer Reviews: Customer reviews are gold. Google advises having as many reviews as possible on your profile. Aim for a benchmark of 50 reviews to distinguish your services in a crowded market. Encourage satisfied customers to share their experiences and make the most of verified reviews on your LSA profile.
4. Bid For Maximum Leads: Adjusting your bidding strategy to focus on maximizing leads rather than minimizing costs is crucial. A ‘maximize leads’ approach ensures a steady flow of potential customers, essential for keeping your business bustling. Be prepared to adjust your budget upwards to capture the high demand, understanding that Google aims to provide value rather than exhaust your budget.
5. Enhance Your Ads with Quality Photos: High-quality photos can have a huge impact on if potential customers book with you or not.  Include photos of your team, equipment, and your amazing before and after cleaning results. Just make sure you don’t include your phone number in the photos (like on a van wrap or shirt).

Improving Your LSA Ad Rank

Your ad rank makes a difference in how many calls you’re going to get from Local Services Ads. Google ranks all LSA listings based on an auction where the highest-ranked ad shows up first – which is how Google decides who shows up at the top of the Local Services Ads carousel. If you want to be first, then you need to win in ad rank. Here’s what you need to know to improve where you show up:

1. Get Google Guaranteed: If you have the Google Guaranteed badge, you’ll show up above competitors who do not have their profile completely verified.
2. Increase The Amount You Bid For Leads: Set your bidding mode to maximized leads, and set a budget you are comfortable with. Really want to blow up your LSAs?  Set a higher budget (for example $2,000 a week or more). In most cases, Google will not be able to spend your entire budget in one week. So you won’t actually spend $2,000, but having a higher budget may help you capture more leads because Google has your permission to go out and show your ad more often, get you more clicks to your profile, and potentially more calls.
3. Answer The Phone Every Time It Rings: Google is not going to show your profile to very many people if you don’t answer your phone and respond to customer inquiries and requests promptly. Don’t let them go to voicemail, even if you plan to call them back right away. 
4. Use Messaging And Online Booking: If you want to run Local Services Ads during the nighttime or over the weekend, the best thing you can do is enable messaging or set up online booking. This gives potential customers different ways to reach you and can increase the likelihood that you’re going to receive leads from LSAs. If you have Housecall Pro, you can attach your account and allow people to click straight from your LSA account over to your online booking 
5. Improve Your Profile Quality: Things like having a high number of reviews, high ratings, short response time and other information that Google has about you may impact how many leads you get. It can also impact your cost per lead. Anything you can do to improve your ad rank may actually help lower your cost per lead on Local Services Ads.
6. Other Factors Affecting LSA Rankings: There are some other factors at play as well, such as the exact type of service potential customers are looking for, and the time of day that they’re searching. The relevance of your business to the customer search is also a factor, as well as the proximity and the services that you put into your bio. Be sure to fill out your profile completely and turn on all the services that you want to receive leads for. 
7. Know That Google Is Going To Do Its Own Thing: Google is always running experiments to try and provide the best experience for users. What that means is that Google wants to show different companies in the Local Services Ads carousel. Even if you have the biggest budget in town, and your ads are showing up all the time, Google may sometimes favor other cleaners just because they want to show a diversity of choices for people who are selecting a cleaner from Local Services Ads. 

Harnessing the full potential of Google Local Services Ads can significantly elevate your cleaning business’s visibility and drive more leads – we hope you’ll take these tips and book more cleaning jobs.

If you’re looking to scale your cleaning business and make sure you stand out in a competitive market, BookCleaningJobs is here to help. Book a call with one of our cleaning industry marketing specialists today!