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6 Tips on How Plumbing & HVAC Contractors Can Win in Google Local Service Ads

Finding it hard to make your home service business rank in Google Local Services Ads? Discover how you can do better here.


The reality is, plumbing and HVAC contractors need digital marketing services.


It’s simple. 

The main goal of any digital marketing strategy is to produce desired outcomes. It’s all about optimizing results, driving growth, and increasing ROI from campaigns. 

And a good digital marketing team would prioritize driving more leads and maximizing conversions to help the home service business with its revenue targets every year.

Now, among the tools that digital marketers use to produce outstanding results is Google Local Services. This is especially true for plumbing and HVAC contractors who can greatly benefit from being guaranteed by Google. 

Maximizing Google Local Service Ads is part of what we call the Digital Dominance method where we ensure that we leverage all possible digital marketing channels to greatly improve their bottom line.

So in today’s article, we’ll help you find out more about what the Google Local Services Ads feature is… And what you can do to win with it.


What is Google Local Services Ads and Why Does it Matter?

In a nutshell, Google Local Services Ads is a feature that shows service companies around a particular area. 

For example, if you type in ‘San Francisco AC repair’ in Google’s search bar, the top three AC repair service companies will come up in the search results. These are the companies that will be tagged as Google Guaranteed. 

This feature used to be called Google Home Service Ads. But now, it has been rebranded as Google Local Service Ads. And what happens is Google basically promotes home service contractors within a specified area. 

Using Google Local Services Ads gives any plumbing and HVAC company the opportunity to be Google Guaranteed, which will then make it easier to gain more clients and increase brand awareness.

To be clear, Google Local Services Ads is part of paid search, but it’s not like pay-per-click (PPC). 

Rather, it uses your performance and reviews as the basis for its recommendation. And since Google is the number one place customers look up to when they need plumbing and HVAC repair, you need to make sure you’re coming up.

But here’s the thing: Ranking in the top 3 listings for Google Local Services Ads is easier said than done. 

That’s why we’ve come up with 6 tips on how to help you win.


The 6 Tips

Tip #1 - Think about how much you’re allocating for Google Local Service Ads

As mentioned earlier, Google Local Services Ads should be just one part of your marketing strategy. You still need to do organic posts and have someone manage your accounts. And you also need to spend a bit on creatives and other manpower needs. 

That’s why it’s important to really think about your budget before you start. 

You want to make sure that you’re allocating enough money to reach your goals in Google Local Services Ads. The goal here is to get as many high-quality leads through the Google Guaranteed Program—and do so at a low cost.

At the same time, you need to make sure that you don’t pour in too much money on this platform, too. After all, paid ads can only do so much. 


Tip #2 - Spend your budget wisely 

After figuring out how much money you’ll be spending on Google Local Service Ads, you then need to optimize your budget. 

The thing is, Google will only charge you if you’ve provided a service that’s based on your profile in your service area. If someone got in touch and asked for a service that’s completely off-track, you can dispute that and get it wiped out.

What this means is you can ensure you don’t pay for spam calls. 

Google will gladly discount those costs from you. But you still have to do your part and manage your calls. Have someone listen in and check the outcomes so you don’t waste your money. 


Tip #3 - Pay attention to your reviews

Another thing that you can do to win with Google Local Services Ads is to pay attention to your reviews. Let me tell you this. The reviews you get from jobs you booked using Local Service Ads are being prioritized. 

In other words, if you’re behind the ball on this, that might be a key reason why you’re not ranking higher.

Just like in the previous tip, you need to have a team member check if a job was booked. Then, this same person (or even a separate team member) should also follow up and push for a review request through the system. 

Why is this so important? 

Because ultimately, Google wants to serve the best results. So, they only want to recommend home service companies that actually do what they say they would. And that is to serve customers and provide great service to them. 

And having reviews is a big part of that. Because how else would they know if you actually delivered?


Tip #4 - Be responsive to customer inquiries

The other thing that's really important is your responsiveness to customer inquiries and requests. 

It’s because as you do a search, Google's AI runs in the background. So, when someone searches for ‘San Francisco plumber’ and your listing comes up, the AI will monitor if you responded. It’s waiting for you to close the loop and declare whether the job was booked or not. 

Unfortunately, most home service companies don't recognize how important this is. They don’t realize how important the feedback loop is and let Google know how their calls are turning out. 

Ultimately, they miss the opportunity of proving to Google that they actually do the job they said they would. So, if you want to rank higher, don’t be like them.


Tip #5 - Be wary of your indicated office hours

If you want to maximize your visibility in Google Local Services Ads, then try to open up after hours. 

I have found that customers that are looking for plumbing and HVAC services after hours are usually highly qualified customers. They’ve got an emergency situation and they want to reach out to a team that is ready to assist them. 

So, if you have the capacity to open after hours, then you can take advantage of that and get more booked jobs. 


Tip #6 - Avoid getting a lot of complaints

Of course, one more thing that will impact your ranking is if you’re getting complaints. 

As the name suggests, Google cannot—and will not guarantee—a home service business if they’re getting lots of complaints from customers. So, make sure that the customers that you get through Google Local Services Ads get satisfied with your service.

Get Aggressive in Google Local Service Ads 

Google Local Services Ads can produce great returns for any plumbing and HVAC business. But if you want to make the most of it, it will take great effort on the part of your dispatch and marketing teams. Follow these tips to get started on the right foot.

Now, if you need more hands-on guidance on how to get Google Guaranteed and leverage the platform’s Local Services Ads, we’re here to help. Just schedule a time to chat with us. Pick a time that works for you by going to


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