Google’s Local Service Ads (LSA) Branded Search feature lets businesses, especially contractors, show ads when someone searches for their brand. It’s useful but complex. Keeping it on might be good because it recognizes returning customers (possibly free leads) and quick responses to these leads can increase your chances of getting new customers. But, it’s not a one-size-fits-all solution. It’s best to test and monitor its impact on your business, especially considering potential benefits during peak seasons like AC installation time.
What is Local Service Ads Branded Search feature?
The Local Service Ads (LSA) Branded Search feature is a tool provided by Google that helps businesses, especially contractors, to advertise directly to people searching for their specific brand or company name.
When someone searches for a business’s name, the LSA Branded Search can display an ad for that business at the top of the search results. This feature is designed to help businesses capture potential customers who are already interested in their services, making it easier for them to connect with and attract these customers.
How does Google determine if a lead is from a new or returning customer?
Google uses customer interaction data to identify whether a lead is from a new or returning customer. In short, for these branded leads, they are going to ask the caller to select 1 or 2 to determine if they have used your company previously or not.
You will be billed at the regular lead rate if they select new customer.
We are advising clients to exercise caution and monitor this aspect closely, as the specifics of Google’s method are not entirely clear.
What is the cost structure for the Branded Search feature?
The cost of using the LSA Branded Search feature depends on several factors, including the industry, location, and competition. Generally, businesses pay per lead, but the exact cost can vary. Notably, Google has mentioned that businesses may not be charged for leads from returning customers, although the details on how this is assessed are not fully transparent.
Why You Might Want to Keep It On
- No Cost for Returning Customers: If someone who has used your service before finds you through LSA Branded Search, you might not have to pay for that lead. Keep an eye on this; it could save you some money.
- Be Quick, Get Noticed: Answering these leads fast can make Google think you’re really responsive. This can help you show up more to new customers who are looking for a service like yours. Being extra responsive before busy times, like when everyone’s fixing their AC, can really help your business.
How does the Branded Search feature impact organic search results and overall SEO strategy?
The LSA Branded Search feature primarily influences paid search results. However, it can indirectly affect organic search by potentially reducing the visibility of organic listings when LSAs are present.
Businesses should consider how using LSAs aligns with their broader SEO strategy and whether it complements or competes with their organic search efforts.
What are the specific steps to opt-in or opt-out of the Branded Search feature?
Businesses have the option to opt-in or opt-out of the LSA Branded Search feature.
Be default this ad type will be turned on, so if you want to turn it off, you will need to login and manually turn it off.
The process typically involves settings in the Google Ads platform, where businesses can choose their level of participation. This allows for flexibility and control over advertising strategies, accommodating different preferences and business needs.
Test and Watch Carefully
Marketing doesn’t have one right answer. You should try different things and see what works best for your business. With LSA Branded Search, watch how it goes and make decisions based on what you see. This way, you know you’re doing what’s best for your business.
Think Before You Decide
Whether to use LSA Branded Search isn’t a simple yes or no question. It depends on what your business needs and how your customers act. By looking at how it works for you and making smart choices, you can use this tool in a way that helps your business the most.
