Common Reasons Why Your Local Services (Google Guaranteed) Ads Aren't Working
Local Services Ads are a great way to promote your business and reach potential customers in your local area. These ads, also known as Google Guaranteed Ads, appear at the top of search results when someone searches for services that you offer.
However, sometimes these ads may not perform as expected and can be frustrating for business owners. If you’re experiencing issues with your Local Services Ads, here are some common reasons why they may not be working and what you can do to fix them.
1. Incomplete or Incorrect Business Information
One of the most common reasons for Local Services Ads not working is incomplete or incorrect business information. This includes your business name, hours, contact information, and services offered. It’s important to ensure that all of this information is accurate and up-to-date on your Google My Business account, as this is what Google uses to display your ad. More here on Google Ads Management.
If you notice any errors or missing information, be sure to make the necessary changes in your Google My Business account and wait for them to be reflected in your ads.
2. Low Ad Ranking
Just like with regular Google Ads, your Local Services Ads also have a ranking system that determines where they will appear in search results. This ranking is based on various factors such as the relevance of your ad to the search query, the quality of your business profile, and customer reviews.
If you notice that your ads are not appearing at the top of search results, it could be due to a low ad ranking. To improve your ranking, focus on optimizing your business profile and gathering positive customer reviews.
3. Insufficient Budget
Another reason why your Local Services Ads may not be working is that you are not allocating enough budgets for them. These ads work on a pay-per-lead basis, meaning you only pay when a potential customer contacts you through the ad. If your budget is too low, it may not be enough to generate a significant number of leads.
To fix this issue, you can either increase your budget or adjust your targeting to reach a more specific audience. This will help ensure that your ads are being shown to potential customers who are more likely to contact you. More here on Lead generation services.
4. Technical Issues
Sometimes, technical issues can also cause your Local Services Ads to stop working. This could be due to a problem with your ad settings or a glitch in Google’s system. If you suspect that technical issues may be the reason why your ads aren’t working, it’s best to reach out to Google’s support team for assistance.
5. Limited Ad Schedule
A common oversight that may be impacting your Local Services Ads’ effectiveness is a limited ad schedule. Your ads can only appear during the hours you’ve specified in your ad schedule. If this schedule is too narrow, or if it doesn’t align with when your potential customers are searching for your services, you may miss out on valuable leads.
It’s important to understand the peak times when potential customers are likely to need your services and set your ad schedule accordingly. Make sure to review and tweak your ad schedule regularly based on the performance data and customer behaviors to optimize your Local Services Ads for maximum reach and lead generation.
6. Expired Business Documents
Another reason your Local Services Ads might not be working could be due to expired business documents. Google requires certain documents to verify the legitimacy of businesses. These may include licenses, insurance documents, or certifications among others. If any of these documents have expired, Google may pause your ads until the necessary, up-to-date documents are provided.
To rectify this situation, make sure all your required documents are current and promptly uploaded to your Google Local Services profile. Regularly review your documents and be mindful of their respective expiration dates to prevent interruptions in your ad campaigns. Unanticipated lapses in your document validity could cost you valuable leads and potential revenue.
7. Competition
In highly competitive markets, it can be challenging to stand out and get noticed by potential customers. In such cases, your Local Services Ads may not be as effective in generating leads compared to less saturated areas.
To address this issue, make sure you have a strong and unique value proposition that sets your business apart from competitors. Focus on highlighting your strengths and showcasing your expertise in your ads. Additionally, regularly monitoring and adjusting your ad bids and budget can help you stay competitive and increase your chances of winning more leads.
8. Ad Content
The content of your Local Services Ads plays a crucial role in grabbing the attention of potential customers. If your ad content is not compelling or relevant to what users are searching for, your ads may not receive as many clicks and leads.
To improve the effectiveness of your ads, make sure they are well-written, concise, and accurately reflect your services. Use relevant keywords in your ad headlines and descriptions to increase visibility for specific search queries. Additionally, regularly updating and optimizing your ad content can help keep it fresh and appealing to potential customers.
9. Customer Reviews
Customer reviews are a critical factor in building trust and credibility for your business. If you have negative or few reviews on your Local Services Ads, it may discourage potential customers from choosing your services.
To address this issue, encourage satisfied customers to leave positive reviews on your ad profile. Respond promptly and professionally to any negative reviews and try to resolve any issues with the customer. This will show potential customers that you value their feedback and are willing to go the extra mile for customer satisfaction.
10. Job Types – Your Job Types Are Paused
Another common issue that can lead to your Local Services Ads not working is having paused job types. Google allows you to pause specific job types in your profile. If a certain job type is paused, your ads related to that job type will not show up in the search results, leading to decreased visibility and fewer leads. Ensure that all relevant job types are active and not paused. Regularly review and update your job types based on your current service offerings to maximize the effectiveness of your ad campaigns. This way, you can ensure that your ads are reaching the right customers at the right time.
11. Technical Issues – Check for Website or System Errors
In some cases, your Local Services Ads may not be working due to technical issues with your website or system. Pay attention to any error messages or alerts on your website and promptly address them to ensure a smooth user experience. Additionally, regularly check your website and system for any updates or maintenance needs that may affect the functionality of your ads. By regularly monitoring and addressing any technical issues, you can prevent any disruptions to your ad campaigns and maintain a strong online presence for your business.
12. Your Call Responsiveness Has Dropped
A significant factor in the effectiveness of your Local Services Ads is your responsiveness to customer calls. If your call responsiveness has dropped, it means you’re missing potential leads. Remember, customers who use Local Services Ads are likely to choose a business that responds quickly. Google monitors your responsiveness and uses it to rank your ads. Therefore, if you’re not answering calls or responding promptly, your Ads may not be as visible, leading to a reduced number of leads. Be sure to improve your responsiveness — answer calls as fast as possible and return missed calls promptly. Regularly reviewing and improving your call handling processes can help maintain high responsiveness and make your Local Services Ads work effectively.
