If you have even searched Google for a service industry company, you have probably seen the Google Local Services Ads (LSA) section at the top of the search. These companies have gone through Google’s Local Services Ads signup process to run ads for a particular service industry in a particular market.

Here is how to get listed in the Google Local Services Ads. For this example, we are using the painting industry but you can use it for other service industries.

1. Verify Your Google Business Profile

Before you can run LSAs, you must have a verified Google Business Profile. This profile displays your business information on Google Search and Maps. Ensure that your business name, address, and contact details are accurate and match your official records. As of November 21, 2024, Google requires a verified profile to run LSAs, aiming to prevent fraud.

2. Check Eligibility and Sign Up for Google Local Services Ads

Many service industries are eligible for LSAs in many U.S. markets, including Tampa. To get started:

• Visit the Google Local Services Ads signup page.
• Enter your business information, including service areas and hours.
• Select “Painter” as your service category.

Note: In some cases, you might need to select “Handyman” as the primary category and add “Painting Indoors” and “Painting Outdoors” as subcategories to ensure your services are accurately represented.

3. Complete Background Checks and Verification

Google requires background checks for the business owner and any employees who will enter customers’ homes. You’ll also need to provide proof of insurance and any necessary licenses. This process can take 2–4 weeks.

4. Earn the Google Guarantee Badge

Upon successful verification, your business can earn the Google Guarantee badge. This badge builds trust with potential customers by assuring them that Google backs your services.

5. Set Your Budget and Manage Leads

LSAs operate on a pay-per-lead basis, meaning you only pay when a potential customer contacts you through the ad. You can set a weekly budget based on the number of leads you wish to receive.

Tips for Success with Google Local Services Ads

• Accurate Business Name: Ensure your business name includes “Painting” or “Painters” to attract relevant leads.
• Prompt Responses: Respond quickly to inquiries to improve your ad ranking.
• Gather Reviews: Encourage satisfied customers to leave positive reviews on your Google Business Profile, as this influences your ad placement.
• Dispute Unqualified Leads: If you receive leads unrelated to your services, you can dispute them for a refund.

Additional Marketing Strategies

While LSAs are effective, consider complementing them with other marketing efforts:

• Google Ads (PPC): Run pay-per-click campaigns targeting specific keywords like “house painter in Tampa” to reach more customers .
• Local SEO: Optimize your website and online presence to appear in organic search results for local painting services.
• Social Media Marketing: Use platforms like Facebook and Instagram to showcase your work and engage with the community.

Click here to learn the difference between LSAs and Google Ads

The post How to Get Listed in Google Local Services Ads appeared first on Webtivity Marketing & Design.

When marketing your business online, it’s essential to choose the right platform to reach your target audience effectively. Two of the most powerful tools in Google’s advertising arsenal are Google Local Services Ads and Google Ads (formerly AdWords). While both help businesses get in front of potential customers, they differ significantly in format, targeting, and functionality. Here’s a breakdown of the key differences to help you decide which is right for your business.

1. Ad Placement and Appearance

• LSAs appear at the very top of Google search results, above both traditional Google Ads and organic listings. They include business name, rating, phone number, and a “Google Guaranteed” badge if applicable.
• Google Ads can appear at the top or bottom of search results pages, on YouTube, Gmail, and across the Google Display Network. These ads often include headlines, descriptions, site links, and call-to-action extensions.

2. Pay Model

• LSAs use a pay-per-lead model. You only pay when a customer contacts your business through the ad (e.g., calls, messages, or books a service).
• Google Ads operate on a pay-per-click (PPC) model, where you pay each time someone clicks your ad, regardless of whether they contact you.

3. Targeting and Setup

• LSAs are designed for local service-based businesses (e.g., plumbers, electricians, painters). You select your service area and job types, and Google matches you with relevant leads.
• Google Ads offers detailed targeting options including keywords, demographics, location, time of day, and even user intent, making it ideal for both local and national campaigns across industries.

4. Qualification and Verification

• LSAs require businesses to undergo a background check and license verification to qualify for the “Google Guaranteed” badge. This builds trust and improves lead quality.
• Google Ads has no formal vetting process. Anyone can launch a campaign, although ad copy and landing pages must comply with Google’s policies.

5. User Intent and Trust Signals

• LSAs cater to high-intent local searches (e.g., “roof repair near me”), and the “Google Guaranteed” badge adds an extra layer of consumer trust.
• Google Ads can target users at any stage of the buying funnel—from awareness to conversion—but lacks the built-in credibility of the Google Guarantee.

6. Management and Complexity

• LSAs are relatively simple to set up and manage, making them ideal for small business owners who want straightforward lead generation.
• Google Ads requires more strategy, optimization, and budget control, but offers greater flexibility and scalability.

Google Local Services Ads and Google Ads

Both Google Local Services Ads and Google Ads offer valuable opportunities for businesses to grow online. LSAs are ideal for local service providers seeking cost-effective, high-intent leads with minimal setup. Google Ads, on the other hand, is better suited for businesses looking for comprehensive campaign control, broader reach, and detailed targeting.

Depending on your goals, industry, and marketing budget, you might even benefit from using both platforms together to maximize visibility and lead generation.

Need help setting up your Google LSAs or optimizing your Google Ads campaign? Reach out to us to get started.

Click here to learn how to get listed in the Google Local Services Ads section

The post Differences Between Google Local Services Ads and Google Ads appeared first on Webtivity Marketing & Design.

In today’s competitive digital landscape, capturing a visitor’s attention is only half the battle. Retargeting, sometimes called remarketing, empowers you to reconnect with prospects who have already shown interest in your products or services. By strategically serving retargeting ads to past site visitors, you can boost brand recall, reduce bounce rate, and ultimately drive higher conversion rates and ROI.

What Is Retargeting?

Retargeting is a form of online advertising that targets users based on their previous interactions with your website. By placing a small piece of code—commonly known as a tracking pixel—on your site, you can:

• Build a remarketing list of users who visited specific pages.
• Serve customized display ads to those users as they browse other sites.
• Guide potential customers back into your conversion funnel.

Why Retargeting Matters

Implementing a solid retargeting strategy offers several compelling benefits:

• Increased Conversion Rate: Re-engaging interested visitors can lift conversions by reminding them of products they considered.
• Higher Return on Ad Spend (ROAS): Since you’re targeting a warm audience, your cost per acquisition (CPA) often decreases.
• Improved Brand Recall: Repeated exposure to your brand through dynamic retargeting helps you stay top of mind.
• Reduced Abandoned Carts: Prompting shoppers who left items in their cart can recover lost revenue.

Types of Strategies

Choose the right approach based on your goals and resources:

• Pixel-Based Retargeting
  Tracks visitors via a cookie placed by your tracking pixel.
• List-Based Retargeting
  Uploads email lists or customer data to platforms like Facebook or Google Ads.
• Search Retargeting
  Targets users based on past search queries relevant to your offerings.
• Dynamic Retargeting
  Automatically generates personalized ads featuring the exact products or services a visitor viewed.

Setting Up Your Retargeting Campaign

Follow these steps to launch a successful campaign:

1. Install a Tracking Pixel
   Embed the pixel code from Google Ads, Facebook, or another ad network.
2. Define Audience Segments
   Segment by behavior (e.g., product page views, cart abandoners) or demographics.
3. Create Engaging Ad Creatives
   Use high-quality images, concise copy, and strong calls to action.
4. Set Frequency Caps
   Control how often users see your ads to prevent ad fatigue.
5. Choose Platforms
   Decide between social media, display networks, or programmatic platforms based on where your audience spends time.

Best Practices

To maximize your remarketing efforts, consider these tips:

• Personalize Ad Copy
  Tailor messages to each audience segment’s interests or past behavior.
• Exclude Converted Users
  Remove users who have already completed your desired action to optimize budget.
• Leverage Sequential Messaging
  Craft a series of ads that tell a story or offer progressive incentives (e.g., free shipping, discount).
• A/B Test Creatives
  Continuously test different images, headlines, and calls to action.
• Optimize for Cross-Device
  Ensure ads display properly on desktop, mobile, and tablet.
• Monitor Frequency
  Aim for a balanced ad delivery—too few impressions may underperform; too many can annoy.

Measuring Success and Optimization

Track and evaluate key performance indicators (KPIs) to refine your retargeting ads:

• Click-Through Rate (CTR): Indicates how compelling your ad creatives are.
• Conversion Rate: Measures the percentage of retargeted users who complete a purchase or form.
• Cost Per Acquisition (CPA): Helps you gauge efficiency and ROI.
• View-Through Conversions: Attributes conversions to users who saw (but didn’t click) your ad.
• Return on Ad Spend (ROAS): Calculates revenue generated per dollar spent on retargeting.

Use these insights to tweak audience segments, adjust bids, or refresh ad creatives for continual improvement.

Retargeting

Retargeting is a powerful tool to re-engage site visitors, recover lost sales, and increase your digital marketing effectiveness. By understanding different retargeting methods, setting up precise audience segments, and following best practices, you can craft campaigns that deliver measurable results. Ready to bring your visitors back and boost your bottom line? Start implementing a retargeting strategy today and watch your conversions climb.

The post Retargeting 101: How to Bring Visitors Back to Your Site appeared first on Webtivity Marketing & Design.

In today’s digital-first marketing landscape, influencer marketing has become a powerful strategy for brands seeking authentic engagement. While celebrity influencers once dominated the scene, many businesses are shifting focus to micro-influencers—individuals with smaller but highly engaged followings, typically between 1,000 and 100,000 followers. These influencers often deliver higher ROI and greater trust among niche audiences, making them ideal partners for small to mid-sized brands.

Here’s how your business can identify, approach, and build strong partnerships with micro-influencers to boost brand awareness and drive results.

Why Choose Micro‑Influencers?

Micro-influencers may not have millions of followers, but they offer unique advantages that larger influencers often lack:

• Higher engagement rates – Micro-influencers tend to maintain more personal relationships with their audience.
• Niche authority – They often serve specific industries or interests such as fitness, parenting, beauty, or sustainability.
• Cost-effectiveness – Collaborations with micro-influencers are usually more budget-friendly than with macro or celebrity influencers.
• Authenticity – Followers perceive their endorsements as more genuine and relatable.

How to Find the Right Micro‑Influencers

Identifying the right influencers requires strategy and research. Start with these steps:

• Define your goals – Determine what you want from the campaign: brand awareness, website traffic, product sales, etc.
• Identify your target audience – Know who you’re trying to reach and where they spend their time online.
• Use influencer discovery tools – Platforms like Upfluence, AspireIQ, and Heepsy can help you find influencers by niche, location, and engagement rate.
• Search social media manually – Explore relevant hashtags, competitor mentions, and location tags on Instagram, TikTok, and YouTube.
• Check engagement metrics – Look beyond follower count. Focus on likes, comments, and interaction quality.

Tips for Collaborating Successfully

Building a meaningful influencer partnership requires more than just sending a free product. Here’s how to ensure success:

• Reach out with a personalized pitch – Show that you’ve researched them. Highlight why your brand aligns with their content.
• Offer value – Compensation can include payment, free products, affiliate commissions, or exclusive perks.
• Set clear expectations – Outline deliverables, deadlines, usage rights, and disclosure guidelines up front.
• Encourage creative freedom – Allow influencers to tailor messaging in their own voice to maintain authenticity.
• Track performance – Monitor KPIs such as engagement, traffic, conversions, and ROI using tools like Google Analytics and UTM codes.

influencer marketing

Collaborating with micro-influencers offers a unique opportunity to tap into trusted communities and drive real results. With the right approach—careful selection, authentic communication, and performance tracking—your brand can build long-term relationships that boost credibility and fuel growth.

The post Influencer Marketing: Finding & Collaborating with Micro‑Influencers appeared first on Webtivity Marketing & Design.

In the world of digital marketing, two of the most effective strategies for increasing website visibility and driving traffic are Search Engine Optimization (SEO) and Pay-Per-Click (PPC) advertising. While both aim to attract visitors from search engines like Google and Bing, SEO vs. PPC operate in very different ways.

Understanding the strengths and limitations of SEO and PPC is crucial to making informed decisions for your marketing strategy. Here’s a breakdown of the pros and cons of SEO vs. PPC and tips on when to use one, the other, or both together.

What is SEO?

Search Engine Optimization (SEO) involves optimizing your website to rank higher in organic (non-paid) search engine results. This includes:

• On-page optimization (keywords, content structure)
• Technical SEO (site speed, mobile-friendliness, indexing)
• Off-page SEO (backlinks and authority building)

Pros of SEO

• Cost-Effective Long-Term: Once your site ranks, traffic is essentially free.
• Credibility and Trust: Organic results are often viewed as more trustworthy than paid ads.
• Sustainable Growth: SEO builds long-term brand authority and visibility.
• Higher Click-Through Rates (CTR): Users tend to click organic listings more than ads.

Cons of SEO

• Slow Results: It can take months to see significant improvements.
• Algorithm Changes: Rankings can be affected by updates from Google.
• Ongoing Maintenance: Requires consistent content and technical upkeep.
• High Competition: Competing for top rankings in saturated industries is tough.

What is PPC?

Pay-Per-Click (PPC) is a paid advertising model where you bid on keywords and pay every time someone clicks on your ad. Popular platforms include Google Ads and Bing Ads. PPC advertising delivers very qualified leads and is often used while trying to improve rankings through SEO.

Pros of PPC

• Immediate Visibility: Get to the top of search results right away.
• Targeted Advertising: Reach specific audiences based on demographics, location, and behavior.
• Scalable Campaigns: Easily adjust budgets and targeting based on performance.
• Performance Data: Clear metrics for clicks, conversions, and ROI.

Cons of PPC

• Ongoing Costs: You pay for every click—costs can add up quickly.
• Limited Lifespan: Traffic stops when you stop paying.
• Ad Fatigue: Users may become blind to ads over time.
• Lower Trust: Some users skip over paid results.

When to Use SEO

Choose SEO when you:

• Want sustainable, long-term growth.
• Have a limited advertising budget.
• Aim to build brand authority and trust.
• Can commit to ongoing content creation and optimization.

SEO is ideal for content-rich sites, such as blogs, educational resources, and local service providers looking for steady visibility.

When to Use PPC

Opt for PPC when you:

• Need immediate traffic or leads.
• Are launching a new product or service.
• Want to target specific keywords with high commercial intent.
• Have a time-sensitive promotion or seasonal campaign.

PPC is a smart choice for eCommerce, product launches, or businesses entering new markets.

When to Use SEO and PPC Together

Combining SEO and PPC often yields the best results. Consider using both strategies when you:

• Want maximum search engine visibility (dominate both paid and organic results).
• Are testing keyword performance before committing to long-term SEO.
• Have different goals across the funnel—PPC for conversions, SEO for awareness.
• Want to use PPC to drive traffic while improving organic rankings with SEO.

This dual approach is especially powerful for competitive industries where organic ranking alone may not be enough.

SEO vs. PPC

Both SEO and PPC play vital roles in a successful digital marketing strategy. While SEO builds long-term value and authority, PPC offers quick wins and precise targeting. The key is to align each method with your business goals, budget, and timeline.

Still unsure whether to invest in SEO, PPC, or both? Get a free digital marketing audit or consultation from Webtivity Marketing & Design to help you develop a strategy that delivers the best return on investment.

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