At OMG National, we’ve been helping local businesses get found online for a very long time – well before “Home Service Ads” were just a glimmer in Google’s eye in 2016. We’ve seen the search engine results page (SERP) change a lot over the years, and right now, it’s going through another major shakeup. If you’re a local service-based business – a plumber, electrician, lawyer, doctor, or anyone who relies on local customers finding you online – you need to understand what’s happening and how to adapt.

The biggest change? What’s at the very top of the page. It used to be dominated by traditional Google Ads, but now, for many service-based businesses, Local Services Ads (LSAs) are taking that prime real estate. Think of LSAs as Google’s answer to sites like Angi (formerly Angie’s List) and HomeAdvisor. Google realized they were sending valuable traffic to these platforms, allowing them to profit from connecting customers with local businesses. So, they created their own, more trusted option.

Why the emphasis on “trusted”? Because over time, some businesses figured out how to “game the system” with traditional Google Ads, leading to some less-than-stellar experiences for users. LSAs add an extra layer of verification and vetting, making customers feel more confident in choosing a provider. For a business to be on top of search, it is now called Local Services Ads. This builds trust and often leads to higher-quality leads.

But it’s not just about LSAs. Traditional Google Ads are still important, but they’re evolving. They’re no longer just about appearing on the search results page. Google is using AI to spread your advertising dollars across their entire universe:

• Display Ads: These are the ads you see on many websites, usually with pictures or graphics. They’re good for getting your business name and logo in front of people browsing online. Think of them as digital billboards.
• Video Ads: These ads show up on YouTube and other websites with videos. They’re great for showing what your business does, especially if you have something visually appealing to share (like a home renovation before-and-after or a delicious dish at your restaurant).
• App Ads: If you have a mobile app for your business, these ads help you get more people to download and use it. They show up in places like the Google Play Store, in search results, and even on YouTube.
• Discovery Ads: These ads are designed to catch people’s attention when they’re browsing online but not necessarily searching for something specific. They use eye-catching images and text to get people interested in your business.
• Performance Max Ads: This is where Google’s AI really kicks in. You tell Google what you want to achieve (like getting more phone calls or website visits), and it automatically figures out the best places to show your ads across all of its platforms – YouTube, Gmail, websites, and more.
• Dynamic Search Ads: These ads are based on the content of your website. If someone searches for something you offer, Google can automatically create an ad using information from your site. This is great if you have a lot of different services or products.

This diversification, powered by something called “Performance Max,” means Google is automatically figuring out the best places to show your ads for the best results, using all of its platforms.

Meanwhile, the Google Business Profile (GBP) listings – those maps and business profiles you see when you search for local businesses – are getting pushed further down the page. You often have to scroll down one or two full screen lengths to even see them. This is a big deal because GBP is crucial for local SEO and visibility.

So, what’s a local business owner to do? How do you stay visible when the top of the page is dominated by LSAs, traditional ads are spread across multiple platforms, and your GBP listing is further down?

The answer is a one-two punch: you need to leverage…  Think of it as a comprehensive strategy:

• Local Services Ads (LSAs): Get verified and get to the top of the search results for relevant local searches. This builds trust and attracts customers actively looking for your services.
• Google Ads (with Performance Max): Reach a broader audience across Google’s entire network, building brand awareness and capturing potential customers who might not be actively searching for you right now.

By combining these two approaches, you’re maximizing your visibility and reaching potential customers at different stages of their decision-making process. You’re getting in front of people actively searching for your services and building awareness among those who might need you in the future.

This dual strategy is no longer optional; it’s essential for staying competitive in today’s local search landscape. It’s about adapting to how Google is changing and using all the tools at your disposal to connect with your local customers.

At OMG National, we understand these changes inside and out. We’ve been helping local businesses navigate the complexities of Google’s evolving ecosystem for years. We can help you set up and manage both your LSA and Google Ads campaigns, ensuring you’re maximizing your visibility and getting the best return on your investment.

Don’t get lost in the Google shuffle. Contact OMG National today at (800) 789-4619 or visit our website at omgnational.com. Let us help you create a winning advertising strategy that keeps your business front and center in your local market.