Google's lead generation program for small local service providers has taken its first steps beyond the United States this week.
Why You Should Care
Launch of Google Local Services in Vancouver and Toronto, Canada. The program begins with three vertical sectors: locksmiths, plumbers and HVAC service providers. Kim Spalding, worldwide director of SMB Ads at Google, said the markets were attractive because Google has seen a significant demand for research for this type of service in these countries.
Google's local services have grown steadily since its launch (as Home Services) in San Francisco in 2015. A year ago, they were available in 17 cities. Spalding said it was now available in 13 home-based service sectors in more than 90 markets in the United States. The company also announced about 5 times more growth in the number of advertisers participating in the local service program.
This is a relatively congested terrain. There is the Angie's List and HomeAdvisor duo, and Amazon launched its home service program a few months before Google in 2015. The expansion of Amazon Home Services beyond the United States has expanded to three markets in the United Kingdom. United in May.
Google local service ads appear at the top of the search results. Advertisers pay for the tracks corresponding to the services they offer.
Learn more about local Google services
As in the United States, approved Google Home Services ads in Canadian markets appear with the Google Warranty badge, as well as customer ratings and feedback.
Last year, Google launched a Local Services application that allows service providers to manage their ads and respond to potential customers.
Spalding also confirmed an experiment to indicate the number of reservations received by a provider in the local area of the searcher in the ads. See an example of this test below.
About the author
Ginny Marvin is the editor-in-chief of Third Door Media and manages the daily editorial operations of all our publications. Ginny writes on paid online marketing topics including paid search, social networking, targeted posting and retargeting for Search Engine Land, Marketing Land and MarTech Today. With over 15 years of marketing experience, she has held senior management positions in both internal and agency management. It can be found on Twitter under the name @ginnymarvin.