How Do Google Local Services Ads Show Up in Search Results?
Here’s how it works: advertisers choose from a list of services for their industry. When a person’s search matches the criteria for those services, your ad will be eligible to show.
Unlike Google Ads, because you are selecting categories and not specific keywords, you can’t pick exactly what your ads will and won’t show for. This may not be a big issue for some companies because you aren’t paying by the click.
Local Services ads by Google receive 13.8% of local SERP clicks. You’ll notice that these ads don’t contain links to websites and only have phone numbers as a form of communication. Previously, there was also the option on desktop to send a message request to a company and a few competing companies.