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Branded Local Services Ads: A Game-Changer for Home Service Brands

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Branded Local Services Ads: A Game-Changer for Home Service Brands

Google’s latest innovation in advertising, branded Local Services Ads (LSA) known as Direct Business Search, is set to revolutionize how brands connect with potential customers. This new ad type offers a direct pathway for brands to appear in search results when users specifically search for their business. Let’s explore what this means for home service companies and why digital marketing is a significant development.

Understanding Direct Business Search:

Direct Business Search ads automatically enroll brands, ensuring visibility when users search for their business name. This feature guarantees that your ad will be the only Local Service ad displayed in the search results, targeting potential customers already seeking your services. Notably, businesses are only charged for leads generated from new customers, providing a cost-effective way to reach a targeted audience.

Implications for Home Service Companies:

For home service companies, such as HVAC, plumbing, electrical, and roofing contractors, branded Local Services Ads offer a valuable opportunity to enhance brand visibility and attract qualified leads. By appearing prominently in search results when users specifically search for their business, home service brands can reinforce their presence in the local market and capitalize on high-intent leads.

Concerns and Reassurances:

While introducing Direct Business Search ads has raised concerns about potentially paying for leads that would have been obtained organically, Google has reassured advertisers. Existing customers clicking on Direct Business Search ads will not incur charges, ensuring businesses are only billed for leads from new customers. Additionally, Google has committed to providing an opt-out option for brands shortly, offering advertisers greater control over their advertising preferences.

Opting Out and Future Developments:

Brands seeking to opt out of Direct Business Search ads can adjust their settings in Google Ads. Although the opt-out feature may not be immediately available to all brands, Google assures that this choice will be accessible to everyone soon. As Direct Business Search ads evolve, Google is committed to providing advertisers with the necessary tools and information to make informed decisions about their advertising strategies.

Q&A with Google:

We recently reached out to the Google LSA team to obtain answers to some of the post-pressing questions:

Q: Does the business or Google ask if the customer is new/repeat?

A: Google will ask via a screening question once the number is dialed.

Q: What is the user experience like during the screening?

A: Users will hear an automated message asking if they are new customers (similar to a whisper message). If they are a current client, they can press 1; otherwise, they can stay on the line and be connected.

Q: How long does it take to connect to the business (dial, screening, connected)?

A: Very quickly. It’s a 3-4 second message, and users will be connected after pressing 1 or staying on the line.

Q: Is the CPL different for branded vs. service leads?

A: Still not confirmed if this will differ from service/install leads. LSA is following up on this.

Q: Can we report on the quantity of branded leads vs. service leads?

A: Still confirming an answer from LSA on how these leads will appear and if we can differentiate brand leads vs. service leads.

Q: Can we measure this feature’s impact against Organic Search traffic? Example: will we be able to see the number of branded impressions, clicks/calls for our branded LSA ads?

A: LSA is following up on this.

Q: What are the major benefits of branded search LSA ads?

A: Showing up at the top of the page without any competing LSA ads, combat against competitors who may have ads around your brand name or broad match campaigns with phrases in your brand name (ex, heating, cooling).

Q: Brand Search Query Accuracy – does the user need to put the exact brand name or only a portion of the brand name (ex, Frank Gay vs. Frank Gay Services Orlando)?

A: Still awaiting an answer on this from LSA.

Q: Which service type/location shows on branded terms when a business has separate accounts by service type?

A: LSA is following up on this. This was asked because of businesses with individual trade LSA accounts and specific budgets for each trade. Knowing which ad will populate will help with budget setting.


The introduction of branded Local Service Ads through Direct Business Search represents a significant advancement in digital advertising for home service brands. By leveraging this innovative ad type, home service companies can strengthen their brand presence, attract new customers, and maximize their advertising ROI. As Google continues to refine and expand its advertising offerings, home service brands stand to benefit from enhanced visibility and targeted lead generation opportunities in the competitive digital landscape.

Read more about Direct Business Search from Google HERE.

Whether you’re looking to increase your online visibility, drive more traffic to your website, or boost your conversion rates, our team of experts is here to help. Ready to explore CAMP Digital’s comprehensive solutions for your home service business? Connect with an expert today!

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