Dipa is the Director of Search Engine Optimization at 99 Calls. She brings a unique background as a biologist-turned-SEO Analyst, earning the esteemed title of “Google Business Profile Gold Product Expert” earlier this year. With over 12 years of SEO expertise at 99 Calls, she has empowered numerous small businesses by optimizing websites, enhancing organic visibility, and maximizing leads through effective listings management and social media strategies.
Voices of Search Podcast
Voices of Search is a podcast that provides timely updates and expert analysis of search engine optimization (SEO) and content marketing. Hosted by Searchmetrics’ CEO, Jordan Koene and broadcasted from the heart of Silicon Valley, the podcast provides actionable insights into leveraging data amidst the evolving landscapes shaped by industry leaders like Google, Apple, and other key players in search technology.
The Episode
In this episode of the podcast released on June 28, 2024, Dipa discusses the benefits and strategies of leveraging LSA, also known as Local Service Ads or Google Guaranteed. Local Service Ads are a type of ad that shows at the top of search results. These ads are displayed with a badge, showing that the business has achieved “Google Guaranteed” status, giving consumers piece of mind when hiring local contractors.
Key Takeways
This episode begins with Dipa discussing the importance of completing and regularly updating your LSA profile. She emphasizes that accuracy is key, and profiles should be refreshed monthly to prevent issues that could negatively impact lead generation. She also touched on the crucial role of reviews from your Google Business Profile, which seamlessly connect to your LSA and significantly influence your visibility and credibility.
One of the standout benefits of Local Service Ads, according to Dipa, is the ability to pay per lead and set a weekly budget, allowing businesses to control their spending while targeting high-quality leads. However, she noted that competition in LSA has increased, particularly in densely populated areas and popular industries. For example, plumbers in San Diego face intense competition, whereas businesses in less competitive markets might find greater opportunities to stand out and secure leads at a lower cost.
Dipa highlights the importance of aligning your primary service area with your registered business address to ensure you attract relevant leads. She also notes the necessity of setting appropriate budgets, particularly in competitive markets where higher spending may be required to stay ahead while businesses in rural areas might achieve better results with a smaller budget. Dipa strongly recommends hiring a professional to manage LSA campaigns, as this can streamline the process, save time,reduce stress, and improve outcomes.
Dipa also advises business owners to ensure that their Google Business Profile is live, and running before starting to run Local Service Ads because the quality and quantity of reviews are critical, as they directly impact LSA performance. She also explains that LSA leads can be disputed directly within the dashboard, providing businesses with a level of control over the leads they receive. This feature is particularly useful for disputing leads outside of the service area or for job types that were not selected on the profile, ensuring businesses only pay for relevant, high-quality leads.
Personal Reflections
Listening to this episode with Dipa was both enlightening and motivating.The clarity with which she explained the importance of maintaining an accurate and up-to-date LSA profile reminded me of the power of thoroughness in digital marketing—something that often gets overlooked in the rush to generate leads.
For anyone looking to enhance their understanding of LSA or refine their digital marketing strategies, this episode is a must-listen. Dipa’s insights are not only actionable but also come from a place of deep experience and understanding.
Thank you for exploring our recap of the Voices of Search podcast featuring Dipa’s insights on Local Service Ads. We hope you found her expertise enlightening and practical for enhancing your digital marketing strategies. Stay tuned for more valuable content as we continue to uncover actionable tips and trends in online advertising.
If you want to check out this insightful episode of Voices of Search, you can listen here.