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by MoeGo on Apr 25, 2025 1:58:14 PM
In the competitive world of pet care marketing, standing out online isn’t just nice—it’s necessary. What if you could leapfrog traditional ads and land directly at the top of Google search results? That’s the power of Google Local Services Ads (LSAs)—a game-changing tool now available for grooming, boarding, training, and daycare businesses, and a proven strategy for local pet grooming ads.
In our recent webinar with Kaylib Jones, CEO of Good Boi Marketing, we unpacked how pet care business professionals can utilize LSAs to attract high-quality leads, boost visibility, and stand out in the competition. Here’s your playbook.
What Are Google Local Services Ads (LSAs)?
“What's sweet about those is they take your Google Business Profile and put it right at the very top of search results when someone's searching for your service in your local area.”
LSAs are Google’s pay-per-lead ads that place your business profile above regular search ads, the map pack, and organic results. Unlike pay-per-click (PPC), you only pay when a customer calls, texts, or emails you—making every dollar count in pay-per-lead advertising for groomers.
Why LSAs are a must:
- Prime Visibility: Your Google Business Profile dominates the #1 spot for local searches (e.g., “dog groomer near me”).
- High-Intent Leads: Users are ready to book—no tire-kickers.
- Budget-Friendly: No upfront costs; pay only for actionable leads.
LSAs vs. PPC: Why Pet Businesses Win
While pay-per-click (PPC) requires keyword bids and landing pages, LSAs simplify the process:
- Pay-Per-Lead: Charge only for calls, texts, or emails.
- Zero Keyword Research: Google auto-matches searches to your services.
- Complementary: Pair LSAs with existing PPC campaigns for double the reach.
The GROOMS Method: Optimize Your Google Profile in 6 Steps
Your Google Business Profile fuels LSA success. Use Kaylib's GROOMS framework to dominate:
- G - Get Your Profile Right: Verify hours, contact info, and services. Inaccuracies tank trust.
- R - Refresh Photos Monthly: Upload high-quality shots of happy pets. Pro Tip: Use MoeGo’s Review Booster to auto-request client photos post-appointment.
- O - Optimize for Keywords: Sprinkle terms like “dog grooming” in your bio and review responses.
- O- Observe Performance: Track calls, messages, and clicks in your Google dashboard.
- M - Maximize Google Features: Enable messaging, post updates weekly, and claim badges (e.g., “licensed”).
- S - Secure More Reviews: Reviews = LSA Ranking Fuel. Automate requests post-service with features like the Review Booster.
Set Up Your LSAs in 10 Steps
Kaylib walked us through the straightforward process of setting up Google LSAs:
- Go to the Google Local Services Ads homepage and confirm your eligibility by entering your service area.
- Create or link your existing Google Ads account.
- Sync your Google Business Profile, ensuring the business name matches exactly. You can also claim or create a profile at this stage.
- Add your business details, including your website and any required licenses or insurance.
- Complete a background check, which Google will guide you through. This typically takes 3-5 business days.
- Define your advertising goal (e.g., number of leads per week).
- Set your weekly budget. Kaylib recommends starting around $120 to $150 per week.
- Choose the services you provide. Google will handle the keyword clustering for you.
- Define your service area by radius, city, or even zip code. This works the same for both mobile and brick-and-mortar businesses.
- Create your ads by uploading images (e.g., your salon or mobile van).
Make sure your Google Business Profile is fully optimized to support LSA advertising for pet care businesses. The application process itself can take just 1-2 hours, and ads can go live in a week.
Getting, Managing, and Monitoring LSA Leads
Leads will come in—customers searching for your services (e.g., "dog groomer near me") will see your LSA at the top with your reviews and contact info. Here’are what you need to do when you get a phone call or text:
- Speed Wins: Respond to leads in <5 minutes—Google rewards fast replies, and 78% of customers choose the first responder.
- Use Tools: Features like MoeGo’s Messaging Center let you send booking links via text and automate follow-ups.
- Dispute Dud Leads: Reject invalid inquiries (e.g., wrong location) through Google’s dashboard.
Tracking ROI: Are LSAs Worth It?
Calculate success with:
- Leads Generated
- Ad Spend
- Booked Jobs
- Average Ticket Cost
By multiplying the number of booked jobs by your average ticket cost, you can see the revenue generated from your LSA leads and calculate your return on investment compared to your ad spend. You can then adjust your weekly budget based on the performance you're seeing. In larger metro areas, the cost per lead might range from $10 to $30, depending on competition and profile optimization.
3 Steps to Launch Your LSAs Today
Ready to get started? Here’s how:
- Optimize First: Use the GROOMS checklist to set your profile right.
- Apply Now: Start at Google Local Services Ads.
- Track & Adjust: Use MoeGo’s Insights dashboard to monitor bookings vs. spend.
Want to dive deeper?
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