Google's Local Service Ads - Everything You Need To Know [E145] - The Auto Repair Marketing Podcast

Brian and Hallie break down Google Local Services Ads (LSA) and how auto repair shops are using them to bring in more leads at lower costs. Unlike traditional Google Ads, LSA charges per lead instead of per click, making it a cost-effective approach to customer acquisition. Some shops have reported leads as low as $7 per call.They cover how to set up LSA, key verification steps, and ways to optimize a shop’s Google Business Profile for better rankings. The discussion also explores how specialty shops can use LSA effectively and when Google Ads might still be useful.With LSA now open to auto repair shops nationwide, early adopters have a clear advantage. Brian and Hallie explain how to make the most of it and why now is the best time to get started.Thank you to our friends at RepairPal for providing you this episode. RepairPal is the key that unlocks more business for your repair shop. Learn More at RepairPal.com/shops.AppFueled makes marketing easy. It’s a CRM designed for auto repair shops with tools like segmentation, reminders, and even a call center. Don’t wait—get started today at appfueled.comLagniappe (Books, Links, Other Podcasts, etc)Google Local Service AdsAutoOps - Scheduling Tools for Auto ShopsThe Google GuaranteeGoogle ScreenedKeywords in Reviews – Adding Fuel to the FireShow Notes with TimestampsIntroduction to the Episode (00:00:01) Brian Walker introduces the podcast and guest, Hallie Wassinger, discussing the importance of Google Local Services Ads.Overview of Google Local Services Ads (00:02:53) Hallie explains the recent availability of Google Local Services Ads for auto repair shops across the U.S.Historical Context of Local Services Ads (00:03:25) Discussion on the past availability of Google Guaranteed Ads and their expansion to auto repair shops.Current Availability and Limitations (00:04:38) Hallie details the current state of Local Services Ads for tire shops and their limited availability.Cost Structure of Local Services Ads (00:05:34) Introduction to the pay-per-lead model, highlighting its differences from traditional Google Ads.Service Categories for Auto Repair (00:06:45) Hallie outlines the specific services auto repair shops can advertise under Local Services Ads.Lead Generation Process (00:07:44) Explanation of how leads are generated through phone calls or messages via the Local Services Ads dashboard.Ongoing Maintenance of Ads (00:08:31) Discussion on the necessity of monitoring and rating leads to optimize the ad performance.Success Stories from Beta Testing (00:10:55) Brian shares a success story from Chris Cotton, highlighting low lead costs achieved through Local Services Ads.Lead Cost Insights (00:11:39) Hallie provides average lead cost data, emphasizing the effectiveness of the ads for auto repair shops.Visibility of Local Services Ads (00:12:18) Brian describes how Local Services Ads appear prominently in search results, enhancing visibility.Google Screened vs. Google Guaranteed (00:13:02) Hallie explains the differences between Google Screened and Google Guaranteed, focusing on their application processes.RepairPal Sponsorship Message (00:14:27) Brian thanks RepairPal for sponsoring the episode and discusses the benefits of being in their certified network.App Fueled Sponsorship Message (00:15:32) Brian introduces App Fueled, promoting their customer loyalty app for auto repair shops.Verification Process for Shops (00:16:33) Hallie outlines the verification process for shops to join Google Local Services Ads, including necessary checks.Verification Steps for LSA (00:16:50) Overview of the verification process for auto repair shops applying for Google Local Services Ads.Challenges with Specialty Shops (00:19:14) Discussion on difficulties specialty shops face with Google Local Services Ads targeting.Specialization in Google Ads (00:20:03) Insights on why specialized shops may benefit more from traditional Google Ads.Opportunities with LSA (00:22:05) Exploration of the current opportunities available for shops using Google Local Services Ads.Cost Benefits of LSA (00:23:13) Comparison of lead costs between Google Local Services Ads and traditional Google Ads.Importance of Google Business Profile (00:24:29) Discussion on how optimizing Google Business Profiles impacts LSA ad performance.Role of Reviews in SEO (00:27:40) Emphasis on the significance of keywords in customer reviews for improving visibility.Optimizing Photos for LSA (00:29:42) Best practices for managing and updating photos in Google Local Services Ads.Pricing for LSA Management (00:31:01) Details on the costs associated with managing Google Local Services Ads for shops.Introduction to LSA (00:33:47) Discussion on the performance of Google Local Services Ads and how to get started.Discovery Call Process (00:34:15) Details on scheduling a discovery call and assessing local competition for LSA.Final Thoughts on LSA (00:34:38) Emphasis on the...