As a home service business owner, you might wonder which paid advertising avenues will earn the most qualified leads. Exploring PPC vs. LSA is a fantastic starting point. Rival Digital outlines the differences between PPC and LSA ads below to help you choose.
Learn the Basics of PPC vs. LSA Campaigns
How do LSA and PPC ads differ? Businesses like HVAC companies, pest control businesses, and house cleaners reap various benefits from PPC vs. LSA advertising. Learn how each route uses your advertising dollars below.
What Are Pay-Per-Click Ads?
Many business owners are already familiar with Google Ads or pay-per-click advertising. First, you bid for keywords users may search for when seeking your product or service. Then, you pay for every click your PPC ad earns.
However, PPC ads don’t always earn leads and appear lower in Google’s organic search results. They can also cost more than an LSA, depending on your keyword bids.
What Are Local Service Ads?
Unlike PPC ads, local services ads appear higher in Google’s search results. They prioritize local businesses and services. You also only pay for each confirmed lead.
Google and similar search engines consider leads as ad clicks that result in phone conversations lasting 30 seconds or longer. Google will discount calls that don’t match the advertisement’s purpose. This protects you from false clicks and calls that might come from competitors who play dirty.
Should You Use Local Services Ads or PPC Ads?
Which ad should you consider to boost leads, earn clicks, or obtain other growth achievements? Use the information below to help you choose the best match for your business.
- Running PPC ads costs more. PPC campaigns have higher bid ceilings with budgets depending on how much you will pay per click. Therefore, a business with a higher bid on specific keywords will likely earn more clicks for each word.
- Local services ads reach a nearby target audience. For example, if you run a law firm, you’ll benefit more from a local service ad than a PPC campaign. Your law firm only serves clients within a specific region or state.
- You need a Google Business profile to launch an LSA. Law firms, electricians, and other local service providers should create a Google Business profile, regardless of whether they run local service ads. However, filling out your profile can also optimize the ad performance.
- Pay-per-click ads do best with a customized landing page. Using PPC campaigns to boost your law firm or plumbing service requires that you create a separate landing page. The LSA counterpart focuses on phone calls rather than click numbers.
Get Guidance for Your PPC or LSA Campaign From Rival Digital
Choosing PPC vs. LSA means knowing your company and understanding how various online advertising options work. Rival Digital can handle both! Book a consultation with our team so we can get to know your business. Then, we can leverage the perfect advertising strategy to make your website rank in Google search results. Call us today at 800-674-9823.
