SERP Explained: How Customers Find You on Google

When someone searches on Google, the page they see is called the Search Engine Results Page, or SERP. This page displays a mix of results, including paid ads, local listings, and organic (unpaid) links, all tailored to the user's search and location. Your ads can appear in several places on the SERP—often at the very top, marked as “Ad” or “Sponsored”—making them one of the first things potential customers notice.

Alongside ads, the SERP can also show maps, featured snippets, images, videos, and more, giving businesses multiple ways to stand out and connect with searchers. Understanding how your ads and listings appear on the SERP is key to reaching more customers and making the most of your online presence.

Here is a quick guide to the different places your ads can show up on the SERP…

Google Search Ads

Google Ads (formerly AdWords) are paid listings that can appear above and below organic results.

Key Features:

  • Pay-per-click (PPC): You pay each time someone clicks your ad, regardless of whether it leads to a sale or inquiry.

  • Advanced targeting: Target by keywords, location, demographics, device, and more, allowing for highly customized campaigns.

  • Multiple formats: Choose from text, display, shopping, video, and map ads to suit your goals.

  • Flexible budgeting: Set daily or campaign limits and adjust as needed.

Considerations:

  • Requires ongoing management and optimization for best results.

  • Competition can drive up costs, especially in popular service categories.

  • No Google Guaranteed badge, but ad extensions can help build credibility.

Local Service Ads (LSAs)

Local Service Ads are designed specifically for service-based businesses targeting local customers—think plumbers, electricians, HVAC, and legal services. These ads appear at the very top of Google’s search results, even above traditional Google Ads, and feature your business name, reviews, and a “Google Guaranteed” badge if you qualify.

Key Features:

  • Pay-per-lead: You only pay when a potential customer contacts you through the ad (calls, messages, or bookings), not just for clicks.

  • Prime placement: LSAs are the first thing users see for relevant local service queries, maximizing visibility.

  • Trust signals: The Google Guaranteed badge builds credibility and trust with searchers.

  • Simple setup: LSAs are easier to set up and manage than Google Ads, but are only available for select industries.

Considerations:

  • Limited targeting and customization compared to Google Ads.

  • Lead quality can vary, and you pay for all leads, even if they aren’t a perfect fit.

Google My Business (Google Business Profile) & Local Pack

Your Google Business Profile powers your visibility in the “Local Pack” (the map and three business listings that appear for local searches) and on Google Maps.

Key Features:

  • Free listing: Claim and optimize your profile with accurate information, business hours, photos, and regular updates.

  • Local Pack visibility: Appear in the prominent map section for relevant searches, often above organic results.

  • Customer engagement: Collect and respond to reviews, post updates, and share important information to boost your ranking and trust.

  • Maps integration: Your business can be found directly on Google Maps, making it easy for customers to get directions or contact you.

Considerations:

  • Ranking is influenced by proximity, review quality and quantity, and profile completeness.

  • Essential for brick-and-mortar and service-area businesses aiming for local exposure.

Organic Search Results

Organic search results are the traditional, unpaid listings that appear when users search for relevant keywords. Ranking here depends on Google’s algorithm, which evaluates content quality, relevance, authority, and user experience.

Key Features:

  • SEO-driven: High-quality, relevant content, strong backlinks, and technical SEO are essential for ranking well.

  • Long-term value: Organic listings capture the majority of clicks, especially in the top positions.

  • Cost-effective: No direct cost per click or lead, but requires ongoing investment in content and optimization.

Considerations:

  • Results take time and effort to achieve and maintain.

  • Highly competitive, especially for broad or high-value keywords.

Final Thoughts:

Understanding where your business appears on the SERP is crucial for reaching more customers and making the most of your online presence. By optimizing your ads and listings for the different SERP features—like paid ads, local results, and rich snippets—you can boost your visibility and connect with people right when they’re searching for what you offer. As Google’s search results continue to evolve, staying informed and proactive with your strategy will help your business stand out and grow.

Ready to make the most of your spot on the SERP? Let’s talk!

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