How to use blogging to get found in AI search
How to Use Blogging to Get Found in AI Search
Guest post by Michelle Eshkeri, professional services copywriter at Let ME Write
Published 31/08/2025
My blogging client Robert, an accountant at Green & Peter, told me a few days ago that he’s getting lots of enquiries through AI search now. We’re witnessing a fundamental shift in how people search for businesses and suppliers. Instead of typing ‘accountant North London’ into Google or Bing and scrolling through pages of results, they’re asking ChatGPT, Claude, or Perplexity: ‘Find me an accountant in North London who specialises in creative businesses.’ The AI results recommend specific firms based on the content it has analysed across the web.
This shift isn’t coming next month or next year; it’s already here. For businesses who’ve relied on traditional SEO for traffic, this represents both a massive opportunity and a potential threat.
In this guide, I’ll show you exactly how to optimise your blogging strategy so when someone asks an AI tool to recommend a professional in your field, your name pops up as the first obvious choice.
Understanding AI search vs traditional search
How traditional SEO works
Traditional search engine optimisation has been the foundation of digital marketing for years. You research keywords, optimise your content around those specific terms, build backlinks, and hope to appear on the first page of Google search engine results (also known as SERP). Success is measured by rankings or where you appear when someone searches for ‘mortgage broker Manchester’ or ‘tax accountant small business.’
The SEO game has always been about matching keywords and pleasing the algorithm overlords. You’d write content targeting “best pension advice” or ‘self-employed tax tips’, ensuring these phrases appeared in your headings, meta descriptions, and throughout your text. Google would crawl your pages, assess their relevance and authority, and slot you into position 3, 7, or hopefully 1 for your target terms. Job done.
How AI search optimisation works differently
AI search operates on different principles. When someone asks ChatGPT ‘Who should I speak to about pension planning for freelancers?’, the AI doesn’t just match keywords. Instead, it collates and synthesises information from across the web, considering context, expertise, and relevance before making a recommendation.
The AI evaluates the depth of your knowledge, the specificity of your expertise, and how well you’ve demonstrated your ability to solve similar problems. It looks for evidence of real-world experience, client success stories, testimonials and comprehensive understanding of the subject matter.
Rather than presenting a list of links for users to evaluate themselves, AI tools provide direct recommendations with explanations.
Why this matters for your business
This shift changes everything about how potential clients discover and evaluate potential suppliers. AI search users aren’t browsing through multiple websites to compare options anymore. In some cases, they aren’t even clicking through to your website at all. They’re getting curated recommendations from a tool they feel they can trust. When an AI recommends your firm, it brings context and built-in credibility (rightly or wrongly, depending on your viewpoint).
And more importantly, these users are typically further along in their decision-making process. They’re looking for specific solutions to identified problems – in other words they are bottom of the marketing funnel and much closer to that all-important buying decision. This means higher conversion rates and more qualified enquiries -exactly what Robert has been experiencing with his accountancy practice.
The foundation of what AI tools look for
Authority and expertise signals
As I mentioned before, AI tools evaluate the depth and authenticity of your expertise rather than simply scanning for keywords. This means you need to be consistently publishing in-depth content that covers your specialist area comprehensively. When I optimise blogs for clients, I ensure they demonstrate real-world experience through specific examples, client case studies (anonymised, of course), and detailed explanations that only someone with genuine expertise could provide.
For instance, rather than writing a generic ‘pension planning tips’ post, a financial advisor should share insights from actual client scenarios: ‘Recently, I helped a 45-year-old freelance graphic designer who’d never paid into a pension. Here’s the strategy we developed…’ This kind of content signals to AI tools that you’re sharing genuine professional experience rather than simply regurgitating generic tips.
Context and relevance
AI tools are top notch at understanding context. They recognise when your content addresses specific niches, locations, or situations. If you’re a mortgage broker in Manchester specialising in first-time buyers, your content should reflect this specificity. Write about local market conditions, amenities and communities, reference local estate agents you work with, and address the particular challenges Manchester first-time buyers face.
The AI understands that someone asking ‘find me a mortgage broker who understands the Manchester property market’ needs location-specific expertise, not generic mortgage advice.
Fresh, current information
AI tools prefer recent, up-to-date content because they’re designed to provide current information. So, it’s even more important now to regularly update existing content with fresh examples, recent regulatory changes, and current market conditions. A blog about corporation tax rates written in 2022 needs updating for 2025 changes to remain valuable to AI search algorithms.
Content strategies that work for AI search
Write for conversational queries
People don’t type ‘mortgage broker services Manchester’ into ChatGPT like they would with Google. Instead, they’re having a conversation with the AI, asking, ‘Who’s the best mortgage broker in Manchester for someone with a low deposit?’ Your content needs to address these natural, conversational queries. Instead of optimising for ‘pension advice,’ write content that answers ‘How much should I be putting into my pension at age 35?’
Start by listing the actual questions your clients ask during consultations. These real-world queries are exactly what people are asking AI tools. Transform each question into comprehensive content that provides thorough answers.
Create comprehensive, authoritative content
AI tools prefer depth over breadth. Rather than writing ten 300-word posts about different aspects of tax planning, create one comprehensive 2,000-word guide that covers everything a small business owner needs to know about tax planning. Include multiple scenarios, address common misconceptions, and provide step-by-step guidance.
This approach serves two purposes: it demonstrates your expertise more effectively, and it gives AI tools substantial content to analyse and cite. When someone asks for tax advice, the AI can recommend your comprehensive guide with confidence.
Focus on problem-solution content
Structure your content around specific client problems and detailed solutions. Write about ‘How I helped a contractor avoid IR35 issues when their client wanted to extend their contract.’ Include the problem, your approach, the solution, and the outcome.
This format works because AI tools are trying to match user problems with proven solutions. When you demonstrate that you’ve successfully solved similar problems, you become the obvious recommendation.
Use the ‘Query Fan-Out’ strategy
When someone asks an AI tool ‘Should I remortgage?’, the AI breaks the query into related sub-questions: ‘What are current interest rates?’ ‘What are the costs involved?’ ‘How do I know if it’s the right time?’ ‘What documents will I need?’ You’ve probably noticed that AI is always looking to continue the conversation with you.
Create content clusters that address every angle of your core topics. This comprehensive coverage increases your chances of being recommended regardless of how someone phrases their query.
Demonstrate local expertise
AI tools understand geographical relevance too. If you’re an estate agent based in Edinburgh, include content about Scottish property law differences, local market trends, and region-specific considerations. Reference local landmarks, business districts, and community issues that resonate with your target audience.
This local specificity helps AI tools recommend you for location-based queries while also building trust with potential clients who recognise your genuine understanding of their area.
Technical optimisation for AI search
Content structures AI understands
AI tools process information more effectively when it’s clearly structured. Use descriptive headings that summarise each section’s content. Instead of ‘Section 1’ or ‘Part A,’ use ‘Understanding Buy-To-Let Mortgage Requirements’ or ‘How to Calculate Rental Yield.’ These headings helps AI tools understand your content’s hierarchy and purpose.
Break up long paragraphs with bullet points and numbered lists for key information. Create bite-sized summaries that AI can easily cite in its answers to user questions. When explaining a process, use step-by-step formatting. AI tools often extract this structured information directly when providing recommendations and can show up in Google AI summaries too.
The importance of context
Never assume knowledge. Explain industry acronyms (BTL means Buy-to-Let), provide background information, and connect concepts clearly. AI tools need this context to understand when your content is relevant. If you mention ‘stamp duty changes,’ explain what stamp duty is and how the changes affect different buyer categories.
This approach also improves user experience. Someone asking an AI tool for financial advice may not be familiar with industry terminology.
Building brand mentions and authority
Why brand mentions matter more than backlinks
Traditional SEO focused heavily on getting other websites to link to yours. AI search operates differently, so it looks for contextual mentions of your brand across the web. When industry publications mention your expertise, when clients reference your services in forums, or when colleagues cite your insights, AI tools interpret these as authority signals.
Quality matters more than quantity. One mention in a respected industry publication carries more weight than dozens of generic directory listings. AI tools evaluate the context surrounding your brand mentions. They are looking to see if you’re being referenced as an expert, a solution provider, or a trusted advisor.
Strategies for building mentions
Getting brand mentions can be challenging though. Focus on thought leadership activities that naturally generate brand mentions. Write guest articles for industry publications, speak at professional events, and participate in industry panels. Collaborate with complementary professionals. For example, accountants can partner with financial advisors, mortgage brokers can work with estate agents.
Build relationships with trade journalists and industry bloggers. When they write about market trends or regulatory changes, you want to be the expert they quote. Offer insights for industry surveys and research reports as these often generate multiple mentions across various platforms.
Measuring success in AI search
Tracking AI-generated traffic
Identifying AI-driven traffic requires looking beyond traditional referral sources. Monitor direct traffic increases because people who’ve been recommended by AI tools often visit your website directly. Look for visitors who land on specific service pages rather than your homepage, as AI tools often recommend specific content.
Key metrics to watch
Focus on lead quality rather than just quantity. AI-recommended prospects typically arrive with a clearer understanding of their needs and your expertise. They are more ready to buy. Track conversion rates from initial enquiry to consultation, and from consultation to client.
Monitor the specificity of incoming enquiries. AI-recommended leads often reference particular services or expertise areas, indicating they’ve received targeted recommendations rather than generic suggestions.
Your AI search blogging plan
Start with one comprehensive piece of content that demonstrates your expertise in your core service area. Make it thorough, specific, and genuinely helpful. Then build systematically, creating content clusters that address every aspect of your specialty.
Remember, this is about genuinely demonstrating your expertise in a way that AI tools can understand and recommend. The same content that works for AI search also builds trust with human prospects and establishes your authority in your field, so it can also work well for traditional SEO where Google is looking for Expertise, Experience, Authority and Trust (E-E-A-T).
Ready to start optimising your content for AI search? My AI-assisted content packages help professional services businesses, especially those in finance, create the comprehensive, authoritative content that AI tools recommend.
Frequently Asked Questions
Q: How long does it take to see results from AI search optimisation? A: Unlike traditional SEO which can take 3-6 months, AI search optimisation often shows results more quickly. I’ve seen clients like Robert getting AI-generated enquiries within 4-6 weeks of publishing comprehensive, expert content. However, building consistent authority takes 3-4 months of regular, high-quality content publication.
Q: Do I need to stop doing traditional SEO if I’m optimising for AI search? A: Absolutely not. AI search optimisation builds upon good SEO foundations. The same comprehensive, expert content that AI tools recommend also ranks well in traditional search engines. Think of AI optimisation as an enhancement to, not a replacement for, your existing SEO strategy.
Q: What’s the difference between AI search optimisation and regular content marketing? A: AI search optimisation requires deeper, more comprehensive content that demonstrates genuine expertise through real examples and case studies. While traditional content marketing might focus on keywords and search volume, AI optimisation prioritises authority, context, and problem-solving depth that AI tools can confidently recommend.
Q: How do I know if my content is working for AI search? A: Monitor direct traffic increases, branded search growth, and the quality of enquiries you receive. Prospects who find you through AI search often arrive with specific questions and a clearer understanding of your expertise. Track how enquiries reference your specific services or knowledge areas mentioned in your content.
Q: Can small businesses compete with larger companies in AI search? A: Yes, and often more effectively. AI tools favour specific expertise over company size. A small firm that consistently demonstrates deep knowledge in a particular niche can outperform larger generalist firms in AI recommendations for their specialty area.
Q: Should I write about the same topics my competitors are covering? A: Write about the same broad topics but from your unique perspective and with your specific expertise. If competitors write generically about ‘pension planning’, you might focus on ‘pension planning for creative freelancers’ or share detailed case studies that only you could write based on your client experience.
Q: How often should I publish content for AI search optimisation? A: Consistency matters more than frequency. Publishing one comprehensive, expert piece monthly is better than several shallow posts weekly. Focus on creating substantial content (1,000+ words) that thoroughly addresses client problems and demonstrates your expertise through real examples and detailed solutions.
Michelle Eshkeri is a content and copywriter specialising in financial services, with 23 years of finance industry experience including 18 years at GSK plc. She helps accountants, financial advisors, and mortgage brokers create AI-optimised content that gets recommended by ChatGPT, Claude, and other AI tools, combining traditional expertise with cutting-edge AI-assisted content strategies.
What It’s Like Working With a Digital Marketing Agency as a Trade Business
What it’s like working with a digital marketing agency as a trade business
Guest post by OHM Electrical
Published 01/07/2025
As electricians, we’re used to working with cables, circuits, and customer call-outs — not clicks, conversions, and campaigns. When we first considered getting help with our digital marketing, we didn’t quite know what to expect.
But working with Co Thought Digital has been a game changer for our business. If you’re a trade or home improvement company thinking about getting support with your marketing, here’s what we’ve learned and why we’d recommend partnering with a specialist agency.
Why we decided to work with a digital agency
We were already doing decent work through word-of-mouth, but we knew we were missing out on potential customers online. Our website wasn’t bringing in many enquiries, and we weren’t making the most of platforms like Google or Facebook for lead generation.
We didn’t have the time (or headspace) to figure it all out ourselves, so we reached out to Co Thought Digital to help us build a strategy that actually works.
What it’s like working with Co Thought Digital
From the start, it felt like they really got trades. There was no technical jargon but just clear advice and tailored support that made sense for our business.
They helped us:
– Get clearer on who we’re targeting
– Set up Meta Ads to promote specific services like consumer unit upgrades
– Track where our leads were coming from
– Understand how SEO and Google Ads work together with Meta Ads
Everything was explained simply and it quickly felt like a true partnership rather than just outsourcing work.
What’s changed since we started?
Since working together, we’ve seen real improvements in our marketing results:
– More consistent enquiries through website and social media
– Better targeting in the areas we wanted to grow
– Clear tracking systems so we know exactly what’s working
It’s not just about the ads, it’s about having a strategy that supports your business long-term.
Our advice for other trades
If you’re on the fence about working with a digital agency, here’s our simple advice:
– Choose someone who genuinely understands trades
– Don’t try to do everything yourself
– Invest in expertise so you can focus on the work you do best
There’s no shame in outsourcing the things you don’t have time for, especially when the results speak for themselves.
OHM Electrical is a trusted electrical contractor based in Cheshire, specialising in residential and commercial installations, consumer unit upgrades, and energy-efficient lighting solutions. Known for their reliability and high-quality workmanship, they serve homeowners and businesses across Staffordshire and Cheshire.
How to Improve Ad Rank in Google Ads
How to improve Ad Rank in Google Ads?
(without just spending more)
Published 16/08/2025
If your ads aren’t showing at the top of Google or worse, not showing at all, you’ve probably asked yourself:
“How to improve Ad Rank in Google Ads?”
Ad Rank determines where and if your ads appear in Google Search results. A low Ad Rank means fewer clicks, wasted budget, and lost leads. But here’s the good news: you can improve Ad Rank without increasing your budget – you just need the right strategy.
In this guide, we’ll explain:
– What Ad Rank is
– How it’s calculated
– And most importantly, how to improve Ad Rank in Google Ads to get better results from your campaigns.
What is Ad Rank in Google Ads?
Ad Rank is Google’s formula for deciding where your ad shows on the search results page—and whether it appears at all.
It’s based on several key factors:
– Your bid – What you’re willing to pay per click
– Ad quality – Includes relevance, expected click-through rate (CTR), and landing page experience
– Ad extensions – Extra features like site links or call buttons
– Auction competitiveness – Who else is bidding on the same terms
– Context of the search – The user’s device, location, time of day, etc.
Even if a competitor bids more, you can outrank them with a higher-quality ad.
Why does Ad Rank matter?
A higher Ad Rank can lead to:
– Better ad positions (closer to the top of the page)
– Lower cost per click (CPC)
– More visibility and conversions
If your Ad Rank is too low, your ad might not appear at all—or you’ll pay more for every click. Either way, it hurts your performance.
How to improve Ad Rank in Google Ads
Now for the good stuff. Let’s walk through how to improve Ad Rank in Google Ads, step-by-step.
1. Improve your Quality Score
Google gives each keyword a Quality Score from 1 to 10. The higher the score, the better your Ad Rank.
Focus on:
– Ad relevance – Make sure your ads match the keywords you’re targeting
– Landing page experience – Keep it fast, mobile-friendly, and on-topic
– Expected CTR – Write compelling, click-worthy ad copy
Pro tip: Use dynamic keyword insertion to increase relevance and boost your expected CTR.
2. Use more relevant keywords
A clean keyword list = a stronger campaign.
– Audit regularly and remove low performers
– Focus on long-tail keywords for better targeting
– Use exact and phrase match for tighter control
– Add negative keywords to avoid irrelevant clicks
The more relevant your keywords, the more Google will reward your ads with better Ad Rank.
3. Optimise your ad copy for clicks
To lift your Ad Rank, you need higher expected click-through rates.
Craft ads that:
– Include your main keyword in the headline
– Speak directly to user intent
– Offer a clear value proposition
– Have a strong call to action
Split-test multiple versions to find what resonates most with your audience.
4. Use all relevant Ad Extensions
Ad extensions = bigger, more valuable ads and better Ad Rank.
Add:
– Sitelinks – Link to more pages on your site
– Callouts – Feature perks like “Free Delivery” or “Rated 5 Stars”
– Structured snippets – Highlight services or categories
– Call extensions – Let users call you straight from the ad
More info = better user experience = better Ad Rank.
5. Create a high-quality landing page
The experience after the click matters too.
To improve your landing page experience:
– Ensure fast load speed (under 3 seconds)
– Make it mobile-optimised
– Keep the messaging aligned with your ad
– Include one clear call to action
A poor landing page will drag down your Quality Score and your Ad Rank.
6. Adjust your bids intelligently
Yes, Ad Rank isn’t just about bids, but they still count.
Use automated bidding if you’re managing multiple campaigns
– Increase bids on high-converting keywords
– Reduce bids on under-performers
Don’t just throw money at it, pair bids with better quality and targeting
7. Monitor & optimise regularly
Ad Rank fluctuates with every auction. Keep your campaigns healthy by:
– Reviewing performance weekly or bi-weekly
– Monitoring Quality Scores
– Testing new ad copy and extensions
– Adding negative keywords to improve targeting
The key to improving Ad Rank over time? Consistent optimisation.
Improving Ad Rank is about strategy, not spend
If you’re still asking “How to improve Ad Rank in Google Ads?”, remember, it’s not about outspending the competition. It’s about outsmarting them.
With better keywords, more relevant ads, improved landing pages, and smart bid strategies, you can climb the rankings, increase clicks, and lower your costs.
Tired of second-guessing your way through Google Ads? Let’s change that.
Co Thought Digital specialises in smart Google Ads strategies that improve Ad Rank, reduce wasted spend, and drive more leads for your business.
Do Google Ads Work? What Small Businesses Need to Know
Do Google Ads Work? What Small Businesses Need to Know
Do Google Ads Work?
What Small Businesses Need to Know
If you’re a small business owner wondering, “Do Google Ads work?” then you’re not alone. With so many marketing options out there, it’s completely fair to ask whether putting your budget into paid ads will actually generate results.
The short answer? Yes, Google Ads do work, but only when they’re set up strategically, with proper targeting and ongoing optimisation.
In this blog, we’ll explore exactly why Google Ads work, how they benefit small businesses, and what to know before getting started.
Why Do Google Ads Work So Well?
Here’s why Google Ads work:
1. High Buyer Intent
People using Google are actively searching for a solution. When someone types “emergency plumber in Crewe” or “wedding photographer near me,” they’re ready to act. Google Ads puts your business directly in front of those ready to buy customers.
2. Instant Visibility
Unlike SEO, which can take months to show results, Google Ads can bring traffic to your website within hours. If you’re launching a new product or want to boost bookings fast, this matters.
3. Budget Control
You can set daily and monthly limits, making it ideal for small businesses with tighter marketing budgets. You’re in control and you can pause or adjust at any time.
4. Hyper-Targeted Ads
You can target your ideal audience by location, device, keywords, demographics, and even the time of day. This ensures your ads are shown to the right people at the right time.
5. Trackable Results
Google Ads provides data on every click, impression, and conversion. That means you can measure what’s working and ditch what isn’t, maximising your return on investment.
But… Do Google Ads Work for My Business?
Here are a few signs Google Ads might be right for you:
– You want more leads or sales quickly
– Your business offers local services
– Your website is already converting traffic
– You know your customer’s search habits
– You want to test new markets or products
If you’re still unsure, start with a small budget and test one campaign. Google Ads works best when you focus on one clear goal, whether it’s lead generation, phone calls, or e-commerce sales.
Common Mistakes That Make People Think Google Ads Don’t Work
If you’ve tried Google Ads before and didn’t see results, it doesn’t mean the platform doesn’t work. It likely means something went wrong in the setup. Here are some common issues:
– Poor keyword targeting
– Sending traffic to a slow or unclear landing page
– No conversion tracking set up
– Broad match keywords draining the budget
– Lack of ongoing optimisation
Working with a Google Ads expert (like us at Co Thought Digital) can help you avoid these costly mistakes.
Final Verdict: Do Google Ads Work?
Yes, Google Ads work, but they need to be done right.
If you’re serious about growing your business, Google Ads can give you an edge over your competitors. But they’re not a magic bullet. You need the right strategy, messaging, landing page, and data tracking to make them pay off.
We’re here to help. At Co Thought Digital, we specialise in Google Ads for small businesses. Whether you’re just starting out or need someone to take over the heavy lifting, we can build, manage, and optimise your ads for success.
Facebook or Google Ads? Which is Best for Your Business?
Facebook or Google Ads? Which is best for your business?
Published 01/08/2025
In the ever-evolving world of digital marketing, businesses are presented with countless platforms to reach their target audience. Two of the most popular advertising platforms are Facebook Ads and Google Ads. Both are powerful tools, but choosing the right one for your business depends on your goals, audience, and budget.
In this blog, we’ll break down the key differences between Facebook Ads and Google Ads, their strengths, and how to decide which one is best suited for your business.
Facebook Ads: Building awareness and engagement
Facebook Ads excel in social media marketing by leveraging the platform’s extensive user base and advanced targeting capabilities. With over 2.9 billion active users worldwide, Facebook provides an opportunity to showcase your business to a diverse audience.
Key features of Facebook Ads:
1. Advanced targeting: Facebook allows you to target users based on demographics, interests, behaviours, and even life events. This makes it ideal for reaching highly specific audiences.
2. Visual content: Facebook Ads rely on visually appealing images and videos, making them perfect for businesses that can create engaging visual content.
3. Cost-effective: Facebook Ads are generally less expensive compared to Google Ads, particularly for small budgets.
4. Brand awareness: Ideal for businesses looking to increase visibility and engagement through storytelling.
Facebook Ads are best for:
– E-commerce businesses showcasing products visually.
– Startups looking to build brand awareness.
– Local businesses targeting specific communities.
Limitations of Facebook Ads:
– Not ideal for users actively searching for specific products or services.
– Requires consistent creativity to maintain engagement.
Google Ads: Capturing intent
Google Ads (formerly known as Google AdWords) dominate search engine marketing (SEM) and are designed to capture users who are actively searching for specific products, services, or information. With over 5.6 billion searches daily, Google Ads can connect you with potential customers at the exact moment they express interest.
Key features of Google Ads:
1. Search intent: Google Ads targets users actively searching for keywords related to your business, making it effective for driving conversions.
2. Wide reach: Google Ads include search ads, display ads, YouTube ads, and shopping ads, providing multiple avenues for engagement.
3. Measurable ROI: With detailed analytics, Google Ads offer precise insights into campaign performance, helping you optimise your return on investment.
4. Customisable budgets: You can set daily budgets and bids for specific keywords, making it scalable for businesses of all sizes.
Google Ads are best for:
– Businesses offering solutions to specific problems (e.g., plumbing & electrical services).
– E-commerce companies targeting users ready to make a purchase.
Limitations of Google Ads:
– High competition can drive up costs, especially for competitive keywords.
– Requires expertise in keyword research and campaign management.
Facebook Ads vs. Google Ads:
Facebook Ads:
– Audience targeting: Behavioural and demographic targeting
– Budget: Cost effective for small budgets
– Best for: Building brand awareness
– Ad Format: Visual (images, videos)
– ROI: Long term brand engagement
Google Ads:
– Audience targeting: Search intent and keywords
– Budget: Can be expensive for high demand keywords
– Best for: Driving immediate conversions
– Ad format: Text based (search) and multimedia (YouTube)
– ROI: Short term sales and conversions|
Which platform is right for your business:
The decision between Facebook Ads and Google Ads depends on your business goals:
1. If your goal is brand awareness and audience engagement:
Facebook Ads are ideal for telling your story, showcasing your brand, and creating lasting impressions.
2. If your goal is driving conversions and capturing demand:
Google Ads are perfect for targeting users who are actively searching for your products or services.
3. For businesses with diverse goals:
A combination of both platforms can be incredibly effective. You can use Facebook Ads to build awareness and Google Ads to capture conversions.
Both Facebook Ads and Google Ads are incredibly powerful in their own right, but success lies in understanding your audience and aligning your strategy with your business objectives. Instead of asking, “Which is better?” consider asking, “Which platform aligns better with my goals right now?”
Whether you’re a small business owner, a startup founder, or part of a larger organisation, take time to experiment, analyse, and refine your campaigns. By leveraging the strengths of these platforms, you can maximise your reach, engagement, and conversions.
Google Local Services Ads vs. Google PPC Ads: Which is Right for Your Business?
Google Ads vs Google Local Services Ads: Which is right for your business?
Published 25/08/2025
Getting your business noticed online is harder than ever. Customers are spoilt for choice, competitors are bidding for the same space, and if you’re not showing up when someone searches for your services, you risk losing that lead forever.
That’s where Google’s advertising platforms come in. Two of the most popular options for service-based businesses are Google Local Services Ads (LSAs) and Google Ads (commonly known as Pay-Per-Click or PPC ads).
At first glance, they might look similar. Both help you appear in search results, both cost money to run, and both can generate enquiries. But underneath, they work very differently and choosing the right one for your business can make a big difference in your return on investment.
In this guide, we’ll break down exactly how LSAs and Google Ads work, compare their pros and cons, and help you decide which option (or combination) is right for you.
What are Google Local Services Ads (LSAs)?
Google Local Services Ads are designed specifically for businesses that provide local services. Think of plumbers, electricians, cleaners, pest control specialists, lawyers, and even healthcare providers.
When you run LSAs, your business can appear right at the very top of Google search results, even above regular Google Ads. The listing includes:
– Your business name
– Average star rating
– Number of reviews
– Location and opening hours
– Contact options (call or message directly)
The standout feature? LSAs run on a pay-per-lead model. Instead of paying whenever someone clicks, you only pay when a potential customer takes an action that counts as a valid lead (like calling you or sending a message through the ad).
Another huge factor is the Google Guarantee badge. If your business is eligible and passes Google’s screening (like background checks, licence verification, and insurance checks), you get a green badge that reassures customers you’re trustworthy. In some cases, Google will even reimburse customers if they’re not satisfied with the work. That extra layer of trust can give you a big edge.
Key benefits of LSAs
– Appear at the very top of Google search.
– Pay only for valid leads (not every click).
– Google Guarantee badge builds instant trust.
– Simple to set up and manage.
Limitations of LSAs
– Only available for certain industries.
– Less control over targeting, keywords, and messaging.
– Lead volume can be unpredictable depending on demand in your area.
What are Google Ads (PPC)?
Google Ads (often called PPC or pay-per-click) are the more traditional form of online advertising. These ads appear just below LSAs in search results, and they can also show up on other Google platforms like YouTube or partner websites through display and video ads.
With Google Ads, you set up campaigns by bidding on keywords people type into Google. For example:
“Emergency plumber near me”
“Best accountant in London”
“House cleaning services prices”
Every time someone clicks your ad, you pay. That’s why it’s called pay-per-click. Whether that person becomes a lead or not, the click costs you money.
The upside is that Google Ads are highly customisable. You can:
– Choose specific keywords and negative keywords.
– Target by geography, demographics, or audience interests.
– Write custom ad copy to test offers and messages.
– Use different formats like text, display, shopping, or video ads.
Key benefits of Google Ads
– More control over targeting, keywords, and budgets.
– Flexible for both local and national campaigns.
– Great for promoting offers, services, or brand awareness.
– Can scale up as your business grows.
Limitations of Google Ads
– You pay for every click, even if it doesn’t convert.
– Can get expensive in competitive industries.
– Requires ongoing optimisation to perform well.
Key differences between LSAs and Google Ads
Although both appear in Google search results, LSAs and Google Ads aren’t interchangeable. Here are the biggest differences:
1. Cost model
– LSAs: Pay per lead (calls, messages, bookings).
– Google Ads: Pay per click (even if it doesn’t lead to an enquiry).
2. Placement
– LSAs: Very top of search results, above everything else.
– Google Ads: Below LSAs, above organic results.
3. Trust factor
– LSAs: Eligible businesses get the Google Guarantee badge.
– Google Ads: No verification badge — trust must be built through reviews and ad copy.
4. Control & flexibility
– LSAs: Limited targeting and creative control. Google decides when to show your ad based on your profile.
– Google Ads: Full control over keywords, targeting, ad copy, and budgets.
5. Eligibility
– LSAs: Only for specific industries and locations.
– Google Ads: Available to almost any business, anywhere.
Which should you use: LSAs or Google Ads?
The answer depends on your business goals. Let’s look at when each option makes sense.
LSAs are best for you if:
– You run a local service business (like plumbing, cleaning, legal, medical, or financial services).
– You want straightforward lead generation without managing complex campaigns.
– You want to leverage the Google Guarantee to instantly build trust.
– You mostly want phone calls or direct bookings.
Google Ads are best for you if:
– You want more control over who sees your ads and how much you spend.
– You serve a mix of local and national clients.
– You want to promote specific offers, blog content, or brand awareness (not just leads).
– You’re comfortable with testing, tracking, and optimising campaigns.
What about using both?
For many businesses, the best strategy isn’t choosing one or the other, it’s running both.
– LSAs capture high-intent leads from customers ready to book right now.
– Google Ads help you expand reach, build brand awareness, and capture customers earlier in their decision-making process.
Together, they cover both ends of the funnel — urgent enquiries and long-term growth.
How to maximise your ROI (whichever you choose)
Whether you go with LSAs, Google Ads, or both, the secret to success is management and optimisation. Here are some tips:
– Track your leads. Set up call tracking and form tracking so you know which ads are bringing results.
– Use strong reviews. Both LSAs and Google Ads highlight your ratings — ask happy customers to leave reviews regularly.
– Refine your targeting. Don’t waste money showing up in areas you don’t serve or for irrelevant search terms.
– Test your messaging. Try different headlines, service descriptions, or offers to see what resonates.
– Manage your budget wisely. Start small, gather data, and scale what works.
Google gives businesses two incredibly powerful advertising tools: Local Services Ads and Google Ads. Both can generate leads, but they do it in different ways.
– LSAs are perfect for straightforward lead generation for local services.
– Google Ads give you more flexibility and reach if you’re looking to grow.
If you’re serious about building a steady pipeline of customers, the best approach is often to test both. That way, you’ll know exactly which platform brings you the best return.
At Co Thought Digital, we help businesses cut through the confusion and create advertising strategies that actually deliver results.
Getting Started Without An Ads Manager
Running your own ads can feel overwhelming, especially if you’re juggling multiple jobs, managing a team, or working hands on in your business. The jargon, tools, and strategies can seem like an entirely different language.
With the right setup and approach, you can run successful advertising campaigns that bring in more leads, clients, and projects, all while keeping costs manageable.
Whether hiring an Ads Manager isn’t in the budget or you simply want to keep things in house, this guide is for you. Here are some top tips.
Choosing the Right Campaign Setup
The first step is choosing the right platform and campaign objective. Each platform offers different benefits, but two stand out:
1. Google Ads: Perfect if you want to appear when potential customers are actively searching for services like “plumber near me” or “roof repair services.”
– For example: A roofing contractor could use Google Search Ads to target keywords like “emergency roof repair” or “roof replacement quotes.”
– Pro Tip: Use Expert Mode when setting up your account. It gives you full control over your campaigns and access to features you’ll need later, like conversion tracking.
2. Facebook and Instagram Ads: Great for brand awareness and showcasing past projects to a local audience.
– For example: A builder could run a carousel ad showing before and after photos of recent builds, targeting homeowners in a specific area.
Define Your Audience
Your ads will perform best when they’re shown to the right people, this often means targeting customers within a specific geographic area who need your specific services.
For example for a Local Electrician:
– Location: Set your ads to show only within a 20 mile radius of your service area.
– Demographics: Target homeowners aged 30–60 (likely decision-makers for repairs or installations).
– Interests: Focus on people interested in “home improvement” or “renovations.”
Highlight the Services You’re Known For
Your ads should focus on the services that drive your business. Trying to cover everything can dilute your message and waste your budget.
For example:
If you’re a general contractor specialising in kitchen renovations, your ads should focus on that niche. Use messaging like:
“Transform Your Kitchen in 30 Days. Book a Free Consultation Today!”
Avoid broad messaging like “We Do It All” because it doesn’t communicate a clear value proposition or differentiate you from competitors.
Use High Quality Visuals
Showcase your work with clear, professional photos or videos.
For example:
A landscaper could create an ad featuring a time lapse video of a backyard transformation, paired with text like:
“Ready for Your Dream Outdoor Space? Call Today for a Free Estimate!”
If you don’t have professional photos, use your smartphone, but make sure the lighting is good and the worksite is clean.
Choose the Right Keywords
If you’re running Google Ads, your keywords are the foundation of your campaign. Choose terms that are highly relevant to your services.
For example: For a Plumbing Business:
– Use specific keywords like:
– “emergency plumber [city]”
– “water heater installation”
– “leaking pipe repair”
– Avoid broad keywords like “plumbing,” which could attract irrelevant clicks and cost more.
Pro Tip: Use Google’s Keyword Planner to find the most relevant and cost-effective keywords for your trade.
Always Set Up Conversion Tracking
Conversions might include phone calls, contact form submissions, or booking requests. Setting up conversion tracking ensures you can measure how well your ads are performing.
For example:
– For a general contractor, you could track when someone fills out your “Request a Quote” form on your website.
– For a plumber, track how many clicks on your ad result in phone calls.
Both Google Ads and Facebook Ads offer step-by-step guides for setting up conversion tracking, so take the time to do this upfront.
Start Small and Test
No matter how much planning you do, advertising is all about testing and learning. Start with a small budget (£10–£20/day) and test different:
– Ad headlines
– Images or videos
– Target audiences
For example:
If you’re a fence builder, you might test:
1. One ad featuring a “before and after” photo.
2. Another ad showcasing a family enjoying their backyard with the text “Secure and Beautiful Fences – Call Today!”
See which ad performs better, then focus your budget on the winner.
Optimise Your Landing Page
Your ads will only be effective if your website or landing page can convert visitors into leads. Ensure that:
– Your page loads quickly (no one waits for a slow site).
– The call-to-action (CTA) is clear (e.g., “Call Now for a Free Estimate” or “Request Your Free Quote”).
– Contact forms are simple and easy to fill out.
For example:
If you’re an electrician, your landing page for an ad about “electrical repair” should focus solely on that service, with details like:
– Common electrical problems you fix.
– Pricing (if applicable).
– Testimonials or before and after examples.
Need Extra Help? Let Us Handle It for You
Running ads for your business can feel like another full-time job, but it doesn’t have to. At Co Thought Digital, we specialise in creating high-performing ad campaigns for businesses just like yours. From crafting the perfect ad copy to targeting the right audience and setting up conversion tracking, we handle all the hard work so you can focus on what you do best.
Ready to get started? Let’s chat about how we can grow your business. Contact us today.
Is Google Ads Right For You?
Is Google Ads right for you?
Published 31/07/2025
If you’re running a business and looking to expand your online presence, chances are you’ve heard about Google Ads. As one of the most powerful and widely used digital advertising platforms, it promises to put your business in front of the right audience at the right time. But, with all the different advertising options available today, how do you know if Google Ads is the right choice for your business?
In this blog, we’ll explore the key factors to consider when deciding whether Google Ads is a good fit for your business and marketing strategy.
What is Google Ads?
Google Ads is an online advertising platform that allows businesses to create text, display, video, and shopping ads that appear across Google’s vast network. This includes search results, websites in Google’s Display Network, YouTube, and more.
When you use Google Ads, you bid on keywords that are relevant to your business, and your ads show up when users search for those keywords or visit related sites. The beauty of Google Ads lies in its ability to target users based on their search intent and helping you connect with potential customers when they are actively looking for products or services like yours.
Key benefits of Google Ads
Before diving into whether Google Ads is the right choice for you, let’s review the key benefits of using the platform:
1. Targeted reach: Google Ads is built around search intent. If your potential customers are actively searching for your products or services, Google Ads can be a great way to reach them. This makes Google Ads ideal for businesses in industries like home services, retail, construction, trades and more.
2. Scalability: Google Ads can work for businesses of all sizes, from small start ups to large enterprises. You can set your budget to match your goals and adjust as your business grows.
3. Measurable results: One of the biggest advantages of Google Ads is the ability to track every aspect of your campaign. From clicks to conversions, you can measure the effectiveness of your ads in real-time and optimise them accordingly.
4. Control over budget: With Google Ads, you have full control over how much you spend. You can set daily or monthly limits and adjust bids based on performance, making it easier to manage your advertising spend.
5. Local and global reach: Whether you’re a local business or have global aspirations. Google Ads offers flexible targeting options. You can focus on specific geographic areas or expand to worldwide markets.
Is Google Ads right for your business?
Now that you know the benefits, the next step is determining if Google Ads is right for you. Here are some key questions to help you decide:
1. Do you have a clear marketing objective?
Before you start any advertising campaign, it’s essential to have a clear understanding of your goals. Are you looking to increase brand awareness, drive traffic to your website, or boost sales? Google Ads works best when you have specific, measurable objectives in mind.
For example, if your goal is to drive sales or generate leads, Google Ads is highly effective due to its ability to target high-intent searchers who are actively looking for your product or service.
2. Do you have a product or service that solves a clear problem?
Google Ads can be incredibly effective for businesses that offer solutions to clear, specific problems. If your product or service addresses a pain point that users are actively searching for, Google Ads can help you connect with these potential customers when they need your solution most.
If your business is more general or your offerings are not easily searchable, Google Ads may be less effective. In this case, you might want to explore other platforms, like social media advertising on Meta or LinkedIn, which are better suited for creating brand awareness and interest.
3. Is your target audience actively searching for your products?
Google Ads is built around search intent. If your potential customers are actively searching for your products or services, Google Ads can be a great way to reach them. This makes Google Ads ideal for businesses in industries like home services, retail, education, healthcare, and more.
However, if your business is in a niche or emerging industry, it may take some time and effort to build an audience that actively searches for your products. In such cases, you may need to supplement Google Ads with other types of marketing, like content marketing or social media ads, to raise awareness.
4. Do you have the resources to manage Google Ads?
Google Ads campaigns require ongoing management and optimisation. It’s not a set-it-and-forget-it solution. You’ll need to continuously monitor your campaigns, adjust bids, refine targeting, and test different ad creatives to achieve the best results.
If you don’t have the time or expertise to manage Google Ads, you may want to consider partnering with a digital agency that specialises in paid advertising. A dedicated team can help you get the most out of your campaigns and free up your time to focus on other aspects of your business.
5. Can you compete with others in your industry?
Google Ads can be competitive, especially in industries with high-value keywords. If you’re in a highly competitive industry, the cost-per-click (CPC) for relevant keywords can be quite high. To make the most of your budget, you’ll need a well-optimised campaign and a strategy that focuses on high-converting keywords and efficient bidding.
If your industry is less competitive or if you’re targeting long-tail keywords (more specific, niche searches), you may find Google Ads to be more cost-effective.