What Are Google Local Services Ads?

Google Local Services Ads (LSAs) are a specialized type of local ads offered by Google to help service providers connect with nearby customers. These ads appear at the very top of Google search results when people search for services in their area (often with terms like “near me”), making them highly visible to potential clients.

Unlike traditional pay-per-click ads, Google Local Services Ads use a pay-per-lead model – you only pay when a customer contacts you through the ad.

In this comprehensive guide, we’ll explain what Google Local Services Ads are, how they work, and whether they’re the right choice for your business. We’ll also walk through setting them up step-by-step, compare LSAs with other advertising options (like Google Ads and other local lead services), and answer frequently asked questions.

By the end, you’ll understand how Google LSA can help local businesses – from plumbers and electricians to lawyers and real estate agents – reach more customers and grow their business in a trusted, cost-effective way.

What Are Google Local Services Ads?

Google Local Services Ads are a form of online advertisement designed specifically for local service providers. They were initially introduced for home service businesses (like locksmiths and plumbers) and have since expanded to cover over 70 types of businesses across various categories.

These categories include home services (plumbers, electricians, HVAC technicians, etc.), professional services (lawyers, financial advisors, real estate agents), and newer areas like education, pet care, wellness, and health care.

In essence, if your business provides a service to local customers (think “help me fix or improve something” or “professional help nearby”), there’s a good chance Google Local Services Ads can feature your business.

Google LSAs appear with a distinctive format at the very top of the search results page, even above the standard Google Ads and organic search results. They typically display your business name, review rating (stars), number of reviews, service category, hours, and a phone number or contact button.

They also carry a special Google badge (more on that soon) indicating that Google has verified or guaranteed the business, which helps build trust with users at a glance. These ads may also show up in Google Maps when users search for local services, increasing your visibility across Google’s platforms.

Each Google Local Services Ad is essentially a mini-profile of your business. Potential customers can click on the ad to see more details such as your business bio, the services you offer, your service area, hours of operation, and verified customer reviews.

They can then call you, send a message, or even book an appointment directly through the ad if you have online booking enabled. This streamlined experience allows customers to find and connect with trusted local providers quickly, without having to dig through multiple websites.

In summary, Google Local Services Ads are hyper-local, trust-based ads that put your business front-and-center when people search for the services you offer in your area.

How Do Google Local Services Ads Work?

Google Local Services Ads work on a pay-per-lead model rather than pay-per-click. This means you are charged only when a customer actually contacts you through the ad – typically via a phone call or a message inquiry – not merely when they see or click on your ad.

This model is beneficial for service businesses because you’re essentially paying for actual leads (potential jobs) instead of just website traffic. Let’s break down the key components of how LSAs operate:

Eligibility and Categories: Not every business can run LSAs; they are limited to certain service industries and regions. Initially focused on home services, the program has expanded to dozens of verticals.

Google now supports more than 70 types of local service businesses via LSAs, ranging from plumbers and house cleaners to tutors, pet groomers, and real estate lawyers. You must operate in an eligible industry and area.

(As of 2025, Local Services Ads are available in the US, Canada, the UK, and several European countries, among others. If you’re unsure, you can visit the Google Local Services Ads sign-up page and answer a few questions to check if your business qualifies in your location.)
Google Verification and Badges: One hallmark of LSAs is that businesses must go through Google’s screening and verification process. This often includes background checks, license and insurance verification, and other vetting steps, which are typically facilitated by Google’s partners.

If you meet the requirements, your ad will display a trust badge – either Google Guaranteed or Google Screened, depending on your industry.
- Google Guaranteed: This badge (green checkmark shield icon) is offered mainly to home service providers that pass Google’s screening. It means Google backs your work with a satisfaction guarantee.
  
  If a customer who found you through the ad is unhappy with the service quality, Google may reimburse them up to a certain amount (lifetime cap, for example up to $2,000 USD in the United States for Google Guaranteed providers).
  
  This provides extra peace of mind for customers choosing among service pros. (Note: Google’s guarantee has specific terms and conditions, and it’s a one-time lifetime reimbursement per customer up to the set limit in their country.)
- Google Screened: This badge (gray checkmark shield icon) applies typically to professional services like lawyers, financial advisors, real estate agents, and some caregiving services.
  
  It indicates that Google has verified the providers’ qualifications and licenses. Businesses with the Google Screened badge have passed license checks and, where required, background checks and insurance verification.
  
  Unlike Google Guaranteed, the Screened badge does not come with a money-back guarantee for the customer – but it still signals that the professional has been thoroughly vetted by Google for credentials and trustworthiness.
- License Verified: In some categories, you might see a “License Verified by Google” label, which simply highlights that Google confirmed the business’s professional license (this often appears for services like electricians or other trades where a state license is required).
These badges make Google Local Services Ads stand out as trusted listings. In fact, providers who have a Google badge of trust will rank above those who don’t in LSA search results. This encourages businesses to complete the screening process.

(Keep in mind: Google announced that starting late 2025, it will unify these badges into a single Google Verified badge for all Local Services advertisers.

The Google Guarantee badge and its money-back program are expected to be phased out and replaced by the new unified badge. But as of now, Google Guaranteed and Google Screened are the two main designations.)
Ad Placement and Format: Google LSAs dominate the top of the search results page for relevant local queries. They are displayed in a box with the “Sponsored” label and usually show 2–3 providers (with an option to view more).

For example, if someone searches for “plumber near me,” they might see a couple of Local Services Ads for nearby plumbers at the very top, each showing a Google Guaranteed badge, the business’s name, rating (e.g. “4.9 ★ (500 reviews)”), years in business, phone number, and perhaps an option to call or message the provider.

These local ads appear above the regular text ads and the map pack, making them the first thing users see. The same can happen on mobile – LSAs appear prominently with a click-to-call button.

Example: A search for “plumber in Harrisburg, PA” shows Google Local Services Ads labeled “Google Guaranteed” at the very top. Each ad displays the plumber’s name, star rating (with number of reviews), years in business, and contact options (“Message” or “Call”).

These Google local ads stand out with their green checkmark badges and appear above the standard search results, making them highly visible to customers in need of urgent local services.
How Customers Interact with LSAs: When a user clicks on a Local Services Ad (or taps it on mobile), they are taken to a more detailed listing page within Google. This is not your website, but a Google-hosted profile.

It shows your business profile – including your company description, service area map, hours, photos of your work or team, and Google reviews. Importantly, customers can see your aggregate rating and read reviews left by past customers (these are pulled from your Google Business Profile).

Having strong positive reviews is crucial, as businesses with higher ratings and more reviews tend to perform better in LSAs (both in attracting customers and potentially in Google’s ranking of the ads).

From your LSA profile, a customer can directly call you by phone, send you a message through the interface, or (if enabled) book an appointment.

For home service categories, Google even allows booking through integrated partners for certain industries. Every contact through the ad is logged in your Local Services Ads dashboard so you can keep track of leads.
Pay-Per-Lead and Budgeting: As noted, you pay only when you receive a valid lead (call or message) from a Local Services Ad. Google automatically tracks these interactions.

When someone calls, it’s typically routed through a Google forwarding number so that it can be recorded and logged (you can listen to call recordings to evaluate quality). If a lead turns out to be fraudulent or not relevant – say, a call that isn’t actually about your services – Google has had a process to dispute charges for that lead.

In fact, as of mid-2024, Google has moved to an automated lead crediting system that reviews all leads and automatically credits advertisers for invalid or poor-quality leads without you having to manually dispute them.

This means Google’s system will try to filter out spam or unqualified leads (for example, wrong numbers, solicitations, or jobs outside your service area) and not charge you for those, helping ensure you only pay for high-quality leads.

(Do note, Google’s new system no longer gives credits for a couple of specific cases like “job type not serviced” or “geography not serviced,” so it’s important to keep your service types and areas up to date in your profile. Overall though, Google reports that automatic credits result in equal or more total credits than the old manual dispute system.)

When setting up LSAs, you will specify a weekly budget or bid for leads. You can either set a maximum amount you’re willing to spend per week, or use Google’s bidding options (such as a Maximize Leads strategy).

With Maximize Leads, Google will adjust your bid dynamically to get you the most leads for your budget, and advertisers using this typically get more leads than those setting manual per-lead bids, all else being equal.

Essentially, you might say “I’ll spend up to $500 per week on LSA leads,” and Google will aim to deliver as many qualified leads as possible within that budget.

The actual cost per lead varies widely depending on your industry and location – some can be as low as $10–$20 per lead, while others (like legal or roofing leads) might be $50 or more per lead.

In one comparison, for example, real estate agents might see average pay-per-click costs of ~$2 per click on traditional Google Ads, versus an average $87 per lead on Local Services Ads.

The higher cost reflects that LSA leads are generally more serious (someone directly contacting a realtor, ready to talk or hire) whereas a click is just a website visit. The good news: you’re not paying for casual browsers – only those who reach out.
Ranking and Rotation: If multiple businesses in your area offer the same service, whose LSA shows up first?

Google uses an auction system to rank Local Services Ads, but it’s not purely about bids like traditional ads – it also heavily factors in the quality of your profile and your responsiveness. Key factors that influence LSA ranking include:
- Bid/Budget: If you bid higher (or use Maximize Leads), it can help, but budget is just one factor.
- Google Badge Status: Having the Google Guaranteed or Screened badge gives you a boost. Google explicitly says providers with these badges rank above those without.
- Relevance to the Search: Google will consider how relevant your business is to the specific query – e.g. does the service the user needs match one you offer, are you located in/serving the area searched, etc..
- Responsiveness: How quick and often you respond to inquiries. Missed calls or slow responses can hurt your ranking because they indicate a lead might be less likely to convert with you.
  
  Google may even display your average response time for message inquiries on your ad, which can influence customers’ likelihood to contact you.
- Review Rating and Count: Your star rating and number of reviews are critical. A business with 5.0 stars and 50 reviews will generally have an edge over one with 4.0 stars and 5 reviews, assuming other factors are similar.
  
  Google considers your overall profile quality – including ratings and reviews – in the ad ranking. Higher-rated, more seasoned profiles tend to rank higher and may even pay a lower cost per lead due to their quality.
  
  Google recommends having at least 5 reviews for your LSA to perform well (in fact, some categories require a minimum number of reviews before your ad will display at all).
- Completeness of Profile: Having detailed business information and high-quality photos uploaded can improve your profile quality. Google notes that profiles with appealing images and complete info may rank higher in the results.
- Enabling Additional Features: If you enable message leads or booking, that gives customers more ways to reach you. This can slightly increase your chances of getting contacts, especially outside of business hours, which in turn can improve your ad’s performance in the auction.
  
  For example, if a customer searches late at night when you can’t take calls, having messaging turned on means they might still send a message – if you didn’t have it, you might not get that lead at all.
  
  Google explicitly says that enabling features like messaging (with prompt response) can drive greater engagement and is a factor in the ad ranking algorithm.
Google’s system also tries to spread opportunities among advertisers to some extent, so that one company doesn’t hog all the leads. They optimize for a good user experience and a healthy ecosystem.

So, if you meet all the criteria (budget, great reviews, fast responses, etc.), you should see your ad ranking frequently at the top. If not, Google will rotate and show other providers as well.

Why Use Google Local Services Ads (Benefits)

Google Local Services Ads offer several unique benefits for local businesses and marketers, setting them apart from other advertising channels. Here are some of the top advantages of using LSAs:

Premier Visibility on Search: LSAs occupy the very top of the search results page, even above traditional Google Ads. This prime placement means your business is one of the first things a potential customer sees when searching for your service.

You also get visibility on Google Maps for local searches. By being in that top spot, you significantly increase the chances of getting the customer’s attention and clicking.
Pay for Leads, Not Clicks: With LSAs’ pay-per-lead model, your budget is spent only on actual customer inquiries (calls or messages) that you receive.

This often translates to a better return on investment because you’re not wasting money on people who might click an ad out of curiosity and never contact you.

Every dollar goes toward a live lead. And since Google provides credits for spam or invalid leads automatically now, you can trust that you’re paying for legitimate prospects interested in your service.
Trust and Credibility Boost: The Google Guaranteed/Screened badge displayed on your ad is a powerful trust signal. It tells customers that you’ve been vetted by Google – a name consumers trust – and in the case of Google Guaranteed, that Google is even willing to put money on the line for your service quality.

This badge of trust helps your business stand out from competitors. Consumers often perceive businesses with Google’s stamp of approval as more credible and reliable.

Essentially, Google is lending you its credibility, which is golden for small businesses that might not have established a big brand of their own yet.
Higher Quality Leads: Users who reach out through LSAs are usually in “urgent need” or high intent mode – they need a service now or very soon.

For example, someone with a broken AC will search for an HVAC technician and call immediately. These leads are often further down the funnel and more likely to convert to actual jobs, compared to general advertising traffic.

Also, because LSAs allow the customer to see your reviews and business details upfront, by the time they contact you, they’ve essentially pre-screened your business and are comfortable with choosing you.

That often makes the ensuing conversation more productive and the lead more likely to turn into a sale.
Ease of Use (Less Management Overhead): Running LSAs can be simpler than running traditional ad campaigns. You don’t need to manage keywords, create multiple ad creatives, or constantly tweak bids.

Google does a lot of the heavy lifting by matching your services to user queries automatically. Once your profile is set up and verified, and your budget is set, there’s relatively less day-to-day fiddling required.

Of course, you still want to actively manage your leads and maintain your profile (respond to leads quickly, encourage reviews, etc.), but you won’t be dealing with keyword lists or ad copy A/B testing – Google’s algorithm handles the matchmaking.
Integrated with Google Ecosystem: LSAs tie into your Google Business Profile (formerly Google My Business). Your LSA will display your Google reviews and rating, and your Business Profile details like hours might carry over.

This integration means your efforts in one area (e.g., collecting reviews on Google) directly benefit your ads as well.

Moreover, leads that come in can be managed through the Google Local Services dashboard or mobile app (note: the standalone Local Services Ads app was scheduled to be retired in 2025, with lead management moving to the Google Ads app or web interface) – keeping everything in one ecosystem.

Google also provides a record of calls and messages, making it easier to follow up and track performance.
Flexibility and Control: You have control over what types of jobs you want (via selecting your services) and where you want them (by setting your service area).

If you only serve certain ZIP codes or counties, you can specify that, and your ads will typically only show to customers in those areas searching for your services.

You also set your weekly budget cap, so you won’t overspend – if demand is high, Google will pause showing your ad once your budget limit is met, unless you choose to increase it. This allows even small businesses with modest advertising budgets to dip their toes into LSAs without fear of runaway costs.
Google’s Massive Reach: Let’s not forget, Google is where the vast majority of consumers start when seeking a service.

By using LSAs, you’re positioning your business on the world’s most popular search engine right where local customers are looking. You’re not relying on them finding a directory site or your website; your ad is directly on Google Search.

This can yield a high volume of leads. Many businesses find that LSAs can become a primary driver of customer calls for their industry, simply due to the sheer number of people using Google search every day.

In short, Google Local Services Ads can significantly boost your local marketing by combining visibility, credibility, and performance-based spending. Now that you know the potential benefits, let’s consider who should be taking advantage of LSAs and whether it aligns with your business.

Who Should Use Google Local Services Ads?

Google Local Services Ads are ideal for local businesses that offer services to customers in a specific area, especially those where customers often search for help on short notice or for high-trust needs. Here are some indicators that you should consider using LSAs:

Local Service Providers of All Sizes: If you are a service-based business – whether a one-person operation or a large company – that serves customers in a local region, LSAs could be a fit.

This includes home services (like plumbers, electricians, HVAC, lawn care, pest control, cleaning services, movers, remodelers, etc.), professional services (law firms, real estate agencies, financial planners, child care providers, etc.), and various specialty services (pet groomers, tutors, wellness practitioners, etc.).

For example:
- A plumber or locksmith who offers emergency 24/7 service can get calls from panicked customers who need immediate help (LSAs would put you at the top when they search “emergency plumber near me”).
- A house cleaner or landscaper can attract regular maintenance jobs from people searching for those services in their city.
- An estate lawyer or real estate agent can gain inquiries from locals seeking those professional services, especially since those often come with the Google Screened badge indicating verified credentials.
- Educational tutors or wellness service providers (like physical therapists, massage therapists, etc.) – newer categories that Google has added – can also use LSAs to get leads from people looking for nearby help in those areas.
Businesses Seeking High-Intent Leads: If your marketing goal is to generate calls and appointments rather than just website visits, LSAs are very effective. Because you pay per lead, they are especially suitable if you want to directly increase your customer inquiries.

Small businesses that don’t have huge marketing teams or complex sales funnels can benefit from this straightforward “see ad -> call business” flow. For example, a digital marketer or agency managing local clients’ advertising might use LSAs to deliver a steady stream of leads without having to manage a full PPC campaign.
Those Who Rely on Reputation: If your industry heavily relies on trust and reputation (which is true for most local services), LSAs give you a chance to highlight your positive reviews and credentials front-and-center.

Businesses that have already built up a good rating on Google will especially benefit – your 5-star reputation will literally be displayed in your ad. If you’re confident in your service quality and have (or can gather) strong customer reviews, LSAs will amplify that advantage.

Conversely, if you’re new or lack reviews, you might want to build your Google reviews first, as at least 5 reviews are recommended before LSAs become truly effective.
Service Businesses in Competitive Local Markets: If you operate in a crowded field (think multiple electricians or law firms in the same city), LSAs can be a way to differentiate yourself.

The Google badge can set you apart from competitors who might not be in the program. Also, since not every business has adopted LSAs yet, you might find fewer advertisers there than in regular Google Ads, meaning less competition for the top spot.

Early adopters in an area can get a jump on competitors. Even if competitors are present, having the Google Guaranteed badge (when they maybe don’t) or a higher review score can sway customers to choose you first.
Businesses with a Service Area or Physical Location: LSAs work for both kinds of local businesses: those that travel to the customer (service-area businesses) like contractors and those where customers visit a location (like a dentist, car repair, or tax service office).

Google will tailor how it presents your service area in the ad. But if your business doesn’t have a clear local service area (for example, an e-commerce only business or a nationwide service with no local focus), then LSAs are not for you.

LSAs require you to specify local areas served. So, if you operate beyond a local scale or don’t serve customers at their location or yours (e.g., an online-only consultant), LSAs likely aren’t applicable.
Anyone Passing Google’s Screening: You should be willing and able to go through Google’s background checks and verification steps.

If you have the proper licenses, insurance, and a good track record, the process is straightforward (though it can take some time for checks to complete). For businesses with checkered history or lacking required licenses, LSAs might be off-limits until those issues are resolved.

Also, note that some industries (like certain medical or financial services) may not be covered yet by LSAs, so eligibility matters. Google continuously expands categories (for example, adding categories like pet care and wellness in 2023), so even if you weren’t eligible before, it’s worth checking again as the program grows.

In general, small and medium local businesses stand to gain a lot from LSAs because it levels the playing field. You don’t need a huge budget or advanced ad skills – if you’re a reputable local provider, you can appear right up there with bigger companies when locals search for help.

For digital marketers and agencies, LSAs are a great addition to your local SEO and PPC toolkit for clients, focusing on people ready to convert.

However, if your business is not tied to serving specific local customers (for example, an online retailer, or a B2B company targeting other businesses nationally), then Local Services Ads won’t be relevant – you’d stick to other ad types.

Also, if you rely on online conversions (like e-commerce sales), LSAs are not designed for that; they’re for generating leads that turn into offline jobs or appointments.

To sum up, any local service provider who wants more customer calls and bookings should consider Google Local Services Ads.

It’s especially useful if you operate in an industry Google supports, have or can build a good reputation, and want to pay only for actual leads. Next, let’s go through how you can set up Google Local Services Ads for your business, step by step.

How to Set Up Google Local Services Ads (Step-by-Step)

Setting up Google Local Services Ads involves a few important steps, from checking your eligibility to getting your business verified and launching your ad. Below is a step-by-step guide to help local business owners (or marketers) get started with LSAs. Each step is explained with short instructions:

Step 1: Check Eligibility and Sign Up

Before anything else, verify that your business is eligible for Local Services Ads in your region. Go to the Google Local Services Ads sign-up page and start the process by entering your business information and service category.

Google will ask a few quick questions (like your ZIP code and type of service) to confirm if LSAs are available for your business type and location. For instance, you might be asked to choose your industry from a list – if it’s not listed, LSAs might not be offered in your category yet. If you get the green light, you can proceed to create an account.

You’ll need to sign in with a Google account. If you already use Google Ads or have a Google Business Profile, it’s best to use the same Google account for consistency. In fact, having an existing Google Business Profile (GBP) is highly recommended before you set up LSAs.

The GBP provides Google with much of the business info (name, address, phone, website) and houses your reviews, which will all tie into your LSA. So if you haven’t claimed and updated your Google Business Profile yet, do that first (it’s free) – optimize it with correct details, photos, and gather some customer reviews on it.

Tip: During the sign-up, if Google says LSAs are not available for your business type or area, you might check again in a few months. Google is expanding to new categories and regions over time. Also, ensure you categorized your business correctly; sometimes a related category might be eligible even if yours is not (for example, “HVAC contractor” might be eligible when “refrigeration specialist” is not listed – you’d choose the closest category).

Step 2: Create Your Business Profile in LSA Platform

Once you begin the LSA setup, you’ll be guided to fill out your business information for the ad. This includes basics like your Business name, address, phone number, website, and service area.

Provide the exact name of your business as it appears elsewhere (consistency helps maintain trust). Enter the phone number that you want calls to go to – this is where customers will reach you, and it can be a different tracking number if you use one, but usually it’s your main line.

For service areas, you can typically select by counties, cities, or ZIP codes that you serve. Be sure to cover all the areas you’re willing to travel to for jobs (you can be broad; Google suggests using a wide area like an entire county rather than too narrow).

You don’t want to miss leads just because your boundary was too tight. At the same time, don’t include places you truly won’t go, to avoid paying for leads you can’t serve.

Next, choose the specific services you offer from Google’s predefined list. This is critical: Google uses this to match your ads to searches. The interface will show various job types or service types under your industry.

For example, an HVAC company might check “Air conditioner repair”, “Furnace installation”, etc. Select all the services you provide so you show up in all relevant searches. Be accurate – if there’s a service you don’t do, leave it unchecked to avoid irrelevant leads.

The more complete and precise your list, the better Google can target your ad. If you specialize, you can emphasize that in your business bio later, but for now make sure you’re not accidentally excluding a major service you offer.

Google will also have you set your business hours (when you can take calls). These might import from your Google Business Profile if you have one connected. Make sure they’re accurate, because calls will come during these times.

If you offer 24/7 emergency service, you can indicate you’re open 24 hours. If you only take calls during 9-5, set that, and know that people searching off-hours might message you instead if you enable messaging.

Step 3: Complete Screening and Verification (Background Checks & Documents)

After inputting your business info, Google will initiate the screening process. This is a defining part of Local Services Ads. The exact steps can vary by industry and region, but it commonly includes:

Background Checks: For many home services, Google (through its partner companies like Pinkerton or Evident) will run background checks on the business owner and sometimes on field technicians.

This is to ensure there are no relevant criminal records that would be of concern to customers (especially since these providers might enter customers’ homes).

The background check is usually free for you (Google covers the cost) but does require you to fill out some forms and provide personal details for the check. Be prepared to provide your Social Security number or EIN and possibly driver’s license or other ID for this process if required.
License and Insurance Verification: You will need to provide proof of any professional licenses your business or employees need (for example, a plumber’s state license, or an electrician’s certification) and proof of business insurance (like general liability insurance).

Google will specify which documents are needed based on your field. You’ll upload copies of these documents through the Local Services Ads dashboard (there’s typically a section to upload licenses and insurance).

Google will verify that they are valid and up-to-date. They also check that your licenses remain current periodically, so keep them renewed to avoid suspension of your ads.
Other Checks: Depending on your category, there may be additional screenings. For example, businesses in the care or educational fields might require employee background checks or certain accreditations.

Lawyers are verified for bar membership (but usually not subject to separate background checks since the state licensing covers that).

Real estate agents have their licenses checked. Financial advisors might have both business and individual checks. Each industry has its specific requirements to earn the Google badge.

This verification step can take some time – often a couple of weeks, sometimes longer if paperwork issues arise. It’s wise to gather your documents in advance (business license, contractor license, insurance papers, etc.) so you can submit them promptly.

While you wait, you can continue setting up other parts of your profile, but your ads won’t go live until you pass all the checks. Patience here is important: Google’s review process might feel slow, but it’s building a trusted environment.

As the saying goes, good things come to those who wait! Once you’re verified and approved, you’ll receive a notification that your business is “Google Guaranteed” or “Google Screened” and your ads are eligible to run.

Step 4: Set Your Budget and Bidding Options

During setup, you’ll be asked to set your advertising budget for Local Services Ads. Typically, Google will have you enter a weekly budget (e.g., $200 per week, $500 per week, etc.). You can think of this as how much you’re willing to spend on leads in an average week.

Google won’t exceed this weekly budget on average over a 30-day period, although on a single day you might get more leads and on another less – it balances out.

You also might see options for bidding strategy. Google often provides two choices:

Maximize Leads: This is an automated bidding option where Google’s algorithm sets your bid for you to get the most leads possible within your budget.

This hands-off approach is recommended if you want simplicity and the best chance at volume – Google will increase or decrease your cost per lead as needed to use your budget efficiently.

As noted earlier, advertisers using Maximize Leads often get more leads than those who stick to a fixed bid, all else equal.
Max Per Lead (manual bidding): This lets you specify the maximum amount you’re willing to pay for a single lead. For example, you might say $30/lead. Google will then try not to exceed that cost.

However, setting this too low might limit how often your ad shows or in what positions. If there’s competition willing to pay more per lead, they may outrank you. This option gives you more control over cost per lead but might result in fewer leads if your bid is on the low side.

If you’re unsure, start with “Maximize Leads” to gather some data on how many leads come in and what the effective cost per lead is. You can always adjust your budget or switch bidding strategies later.

Google also provides a tool or cost estimator during setup – a little calculator that, based on your industry and location, might estimate a range like “leads may cost $X–$Y each” or “with $Z per week you might get about N leads.” This is not a guarantee but a helpful guideline.

Remember, you’re only charged when a customer contacts you, so a higher budget simply means you’re open to more leads. If you set, say, $1000/week but only 5 people contact you at $30 each, you’ll only spend $150 that week, not the full $1000. The budget is a cap, not a flat spend.

Also, consider your staff and capacity when setting a budget. If you can only handle so many new jobs per week, set a budget that aligns with that.

You can adjust the budget anytime if you find you’re missing calls (increase it) or overwhelmed (decrease it slightly, or pause if needed). Google LSAs are pretty flexible – you’re not locked into long contracts. It’s wise to start modestly, see the quality of leads, then ramp up if the ROI looks good.

Step 5: Craft Your Business Bio and Add Photos

As part of the profile setup, you have opportunities to add a business description and photos. Don’t skip these – they can influence customers and even your ad ranking.

Write a concise, friendly business bio/description highlighting what makes you stand out. You might mention how many years of experience you have, any special certifications or awards, your service philosophy, or guarantees you offer.

For example: “Family-owned and operated since 2005, providing honest and affordable HVAC services. Licensed, insured, and committed to 5-star service on every job.”

Keep it straightforward and genuine – this is not a space for hard selling, but rather to build trust and connection. This description appears on your LSA profile when users click your ad.

Next, upload a few high-quality photos that represent your business. These could be photos of your team, your work (before-and-after shots of a project, etc.), your company vehicle with branding, or your office/storefront.

Avoid using generic stock photos; authentic images work better to establish credibility. Google’s guidelines want images that are clear, professional, and relevant to the services.

For example, a plumber might show a picture of their truck and a technician, or a picture of a bathroom remodel completed. A family lawyer might simply show a professional headshot or the office building.

Photos help personalize your ad – people like to see the faces or work behind a business. Plus, as noted, having photos can improve your profile quality score in Google’s eyes.

Make sure the images aren’t blurry or poorly lit. Google will review uploaded photos for quality and appropriateness before they show up on your ad. Also, do not include any overlaid text or personal identifiable info in the images (like don’t upload a photo of a client or anything not allowed).

Step 6: Publish and Manage Your Ads

Once all of the above is done – your profile info is in, your verification is approved, your budget set, and your ad profile looks complete – it’s time to publish your Local Services Ad. Google will typically review everything one more time and then your ad can start appearing to customers in your area.

Now the work shifts to managing the incoming leads and keeping your profile in top shape:

Respond to Leads Quickly: When someone calls or messages via your LSA, treat it as a hot lead. Answer the phone whenever possible. If it’s a message, reply as soon as you can.

Fast response not only helps you convert the customer, but it also keeps your responsiveness metric high, which can positively impact your ad ranking. If you consistently miss calls, Google notices and it may hurt your performance.

Tip: You can set up an automated message response for after-hours or use the Google Assistant call screening in Android to help with calls – but ultimately a personal quick follow-up is best.
Monitor Your Leads Dashboard: Google provides a Local Services Ads dashboard (accessible via the web and through the Google Ads mobile app).

Here you’ll see a list of all your leads, including details like call recordings, customer name (if provided), timestamps, and message transcripts.

Use this to keep track of who you need to follow up with, and mark jobs as booked or completed as the interface may allow. It’s basically a mini-CRM for your LSA leads.
Manage Your Budget: Check how your budget is pacing. In the beginning, you might find you’re not hitting your weekly budget (maybe because search volume is low or your bid is modest) – in that case you could try broadening your service area or raising your budget if you want more leads.

Or if you’re getting too many leads to handle, you can lower the budget or even pause the ads temporarily (for instance, if you are a roofer and you’re fully booked for the next 2 weeks, you might pause to avoid wasting leads you can’t service).
Encourage Reviews from LSA Customers: After you serve a customer that came through your LSA, kindly ask them to leave a review on Google about their experience. Reviews directly impact your LSA success – Google recommends having at least 5, but more is always better.

You can send customers a link to your Google Business Profile review page. Higher quantity and quality of reviews will improve your profile’s attractiveness and ranking.

Many businesses find that LSA leads, once satisfied, are happy to review since they know it helps your Google profile (and some might mention they found you on Google).
Keep Business Info Updated: If you add a new service or if your hours change (maybe you extend to weekends, etc.), update your LSA profile accordingly. Also ensure your Google Business Profile remains updated in sync.

Consistency is key – discrepancies (like differing phone numbers or hours) can confuse customers and possibly affect Google’s trust in your info.
Use the Feedback Features: If you ever receive a lead that was clearly not a real customer or was misdirected, Google’s automated system might credit it back automatically. But if not, you can still provide feedback.

There’s a “Lead Feedback survey” in the lead inbox where you can mark a lead as bad and why. Google uses this input to improve their model and sometimes to issue credits. So take a moment to flag poor leads; it helps you (potential refund) and the system as a whole.
Opt-In to Additional Features: In your LSA settings, you might have options to turn on Messaging (allowing customers to send a text inquiry) or Online Booking (if you integrate a booking partner). Consider enabling these if they fit your business.

As mentioned, many customers appreciate the ability to message, and Google will show your typical response time which can influence them.

Booking is a bit more involved (requires using a Google-approved booking software), but if you run something like a home cleaning service with preset appointment slots, it could generate easy bookings while you sleep.

Also, Google has a feature called Direct Business Search, which if opted-in means even when someone searches your specific business name, Google can show your LSA profile prominently (especially useful to capture new customers who heard about you and search your name) – and you’d only pay if that search leads to a new customer lead. These features can maximize your reach and lead volume.
Analyze and Refine: Over time, review the performance. Are certain services generating most of your leads? Are there certain areas or zip codes yielding better jobs?

You might refine your profile by adjusting the services you highlight in your bio or even tweaking your service areas (maybe you get a lot of calls from a far region that aren’t profitable – you could trim that area).

Also, if leads mention certain keywords or questions, consider incorporating answers into your conversations or follow-ups. While you don’t manage keywords in LSAs, understanding what customers ask for can help you improve your close rate and overall service.

By following these steps and maintaining your profile, you set yourself up for success with Google Local Services Ads. The setup may take some effort (especially the verification part), but once running, LSAs can become a steady and relatively hands-off lead source that just requires good customer service to turn those leads into loyal customers.

Google Local Services Ads vs. Other Advertising Options

It’s useful to understand how Google LSAs compare with other ways of reaching local customers – notably traditional Google Ads (pay-per-click PPC) and other lead generation platforms or methods. Below is a comparison to highlight the differences and help you decide where to focus your marketing efforts:

1. Google Local Services Ads vs. Google Ads (PPC)

While both are on Google and can appear in search results, LSAs and Google Ads operate very differently. The table below summarizes key differences:

Feature	Google Local Services Ads (LSAs)	Traditional Google Ads (PPC)
Placement	Shows at the very top of Google search results (above all other results) and sometimes in Google Maps. Comes with a “Google Guaranteed/Screened” label.	Can appear in multiple positions: above or below organic results on search pages, in Google Maps (as promoted pins or in map results if using location extensions), on partner websites, YouTube, etc.
Payment Model	Pay-per-lead – you’re charged only when someone contacts you directly through the ad (call or message). No charge for impressions or clicks that don’t result in a lead.	Pay-per-click – you’re charged for each click on your ad, regardless of what the user does next (they might leave immediately or never contact you). You may also pay per impression for display ads in some cases.
Targeting & Keywords	Very hyper-local targeting. You specify services and service areas; Google automatically matches your ad to relevant local searches. No manual keyword bidding – Google handles the matching based on your business profile and categories. Great for “near me” and service-intent searches.	Keyword-based targeting. You choose keywords (e.g., “plumber in Dallas”, “emergency plumber”) and optionally audience/demographic filters. You have control over which searches trigger your ad, but it requires research and optimization. Can target local or broad, depending on settings. Good for reaching various stages of customer intent, not just immediate needs.
Trust Factor	Includes Google’s vetting and Trust badges. Ads can display a Google Guaranteed (green checkmark) or Screened badge after passing checks. Also shows star ratings from Google reviews prominently, instilling confidence.	No built-in vetting or badge from Google. You can enable ad extensions like seller ratings or include trust signals in your ad copy, but there’s no equivalent to the Google Guarantee in standard PPC ads. Trust must be built through your branding and reviews on your own site or extensions.
Cost & ROI	Cost per lead is typically higher than cost per click, but you’re paying for a contact who is further along in the buying process. For example, a real estate lead might cost ~$87 whereas a click might cost ~$2. However, since leads are more qualified, conversion rates to customers can be higher. Additionally, Google auto-credits invalid leads, so you generally only pay for genuine leads.	Cost per click can be relatively low or high depending on the keyword competition (ranges from a few cents to $50+ for highly competitive terms). You pay for traffic, which might include tire-kickers. You need to optimize conversion on your website to turn those clicks into leads. There’s more waste but also potential to cast a wider net. ROI depends on your conversion funnel effectiveness.
Industries Supported	Limited to specific local service industries (around 70+ categories). Not available for product sales or non-service businesses. Each ad is service-focused (e.g., HVAC, legal, etc.).	Virtually any business or industry can use Google Ads if people search for it – from local services to e-commerce, software, events, etc. No restrictions on industry (aside from Google’s general ad policies). You can promote products, content, apps, etc., not just services.
Ad Content & Format	Ad content is mostly your business information – name, reviews, credentials, etc. Limited customization; you don’t write ad text or choose images (aside from the business photos you upload). Simpler format, almost like a directory listing but featured.	Ad content is fully in your control – you write headlines, descriptions, choose images for display ads, videos for video ads, etc. You can craft promotional messages, offers, and calls-to-action. This provides creativity but requires marketing skill to get right.
Maintenance	Simpler management once set up. No keywords or ads to tweak. Key tasks are ensuring info is up to date, responding to leads, and maintaining high reviews and responsiveness. Google handles showing your ad for the right searches. Great for business owners without much marketing expertise.	Active management needed. You’ll likely monitor click-through rates, adjust bids, pause poor-performing keywords, refine targeting, and manage budgets actively. There’s a learning curve, and many businesses hire PPC specialists or agencies to manage campaigns. Suitable if you want fine-grained control and are willing to invest the time or resources.

As seen above, LSAs are more “hands-off” and focused on local lead generation, whereas Google Ads offers broader reach and customization but requires more work and spend on unqualified clicks.

Many businesses actually use both: LSAs for core local leads and PPC ads for additional coverage or targeting terms that LSAs might not cover (for example, very specific services or broader awareness).

2. LSAs vs. Other Local Lead Providers (Angi, HomeAdvisor, Yelp, etc.)

Outside of Google, there are platforms like Angi Leads (HomeAdvisor), Thumbtack, Yelp, Bark, and others that also provide leads to local businesses. How do these compare with Google Local Services Ads?

Lead Source and Intent: Google LSAs catch people right at the moment they search on Google, which is often high intent (they need a service now or soon). Platforms like Angi or HomeAdvisor have their own marketplaces where users go to look for contractors and might request quotes.

Those can generate leads, but the volume of traffic on Google is generally much higher. Many consumers default to Google search rather than signing up on a separate service to find a pro.

Thus, LSAs tap into the majority of web traffic that flows through Google, whereas other platforms might have a smaller, albeit sometimes more specifically active, user base.
Exclusivity of Leads: An important distinction – LSA leads are direct to you only. If a customer chooses your ad and calls you, that lead is yours alone.

In contrast, some services like HomeAdvisor/Angi will send the same lead to multiple contractors (up to 3-4 typically), meaning the customer might get calls from several businesses and it becomes a race to close the deal.

This shared leads model can be frustrating, as you pay for a lead that your competitor also paid for, and only one of you gets the job. LSAs avoid this – a customer seeing a list of LSAs will pick one to call or message (maybe two, but each interaction is separate).

It’s more akin to them seeing a list of options and individually reaching out, rather than the platform blasting their request to many providers.
Trust and Transparency: LSAs come with the Google Guarantee and Google’s branding, which many customers recognize. Other platforms have their own review systems and sometimes verification (for example, Angi has a Certified badge, etc.), but Google’s brand carries a lot of weight in terms of consumer trust.

Additionally, LSAs show transparent pricing (the fact you pay per lead) and Google clearly lists how it works. Some lead gen services use subscription models or have less transparent pricing.

For instance, Angi Leads uses a monthly spend target that they attempt to fulfill with leads, which can sometimes be exceeded, and the cost per lead can vary without upfront clarity.

With LSAs, you set a budget and generally know the range of cost per lead for your industry from Google’s estimates.
Lead Quality and Control: Google’s approach with LSAs, especially with the recent automated crediting, is to ensure you get quality leads (real customers in your area looking for your service).

Other platforms often generate complaints of low-quality leads – e.g., contractors on Angi have reported “bogus” leads or leads that never respond or weren’t serious. Google’s integration with search intent arguably filters out some tire-kickers (if someone calls you, they likely really need the service).

Also, with LSAs you have control to turn down or dispute leads that aren’t a fit (and now Google automates a lot of that). On some platforms, getting refunds for bad leads can be cumbersome. Google’s system aims to make that easier and automatic.
Cost: The cost per lead on LSAs can sometimes be higher than on Angi or Thumbtack, depending on the service. But consider that if Angi sells a lead to 4 pros for $20 each, they effectively made $80 on that homeowner’s request.

If Google gives you that lead exclusively for $40, it might seem high but you’re the only one getting contacted (and you pay nothing if you don’t get the contact). Also, no long-term contracts with Google – you can start or stop anytime.

Some lead providers have membership fees or require a monthly commitment. LSAs are flexible; you could run them only in your slow season, for example, or pause if you have enough business.
Platform Usage: With LSAs, leads come straight via phone or the Google interface; you don’t typically have to log into a separate portal to chase leads (except to view the records).

Other platforms often require you to log in, review lead details, maybe “accept” or bid on the lead quickly (Thumbtack uses a system where you pay to send a quote, for example).

This can add overhead and time sensitivity. LSAs encourage the customer to directly call you, which tends to yield faster live connections.

That said, competitors like Angi and others still have value – they market themselves, have people who prefer using them, and can generate business. Some contractors use a mix of these sources to diversify leads.

But many have found Google LSAs to be more straightforward and scalable once it’s running, given Google’s dominance in search. One digital marketing agency commentary noted that while Google’s entry into this space is “undeniable” and hugely impactful, Angi’s long-standing presence means some businesses might still use both to maximize reach.

It often comes down to ROI – track your lead sources, and invest more in the ones that yield better profits. If Angi delivers a positive ROI, great – keep it alongside LSAs. If not, LSAs might replace it as a better investment.

3. LSAs vs. Organic SEO (Local Search)

It’s also worth mentioning how LSAs differ from simply doing well in Google’s organic results or the Google Map “Local Pack” (the non-paid local business listings that show up with map pins).

Organic SEO is “free” clicks, and having a strong Google Business Profile with good reviews can get you into the local 3-pack for searches. LSAs, however, appear above even those local pack results.

A well-rounded strategy often involves both: people-first content and SEO to rank organically, and LSAs to capture those top-of-page leads. LSAs do not directly improve your organic rankings, and being #1 organically doesn’t give you a Google Guaranteed badge – they serve different segments.

Many savvy businesses use SEO to build long-term presence (for those who scroll past ads or use Google Maps app) and LSAs to grab immediate leads from ad-friendly consumers. They complement each other.

FAQs

Q1. How do I set up Google Local Services Ads on Google?

A1. To get started with Google LSAs, go to the Local Services Ads sign-up page and sign in with your Google account. You’ll need to choose your business type and location, then fill out your business profile with details like services offered, service area, and contact info.

Next, you’ll go through Google’s verification process, which can include background checks and license/insurance submission. Once that’s approved, set your budget and publish your ad.

Google will review everything, and then your Local Services Ad can go live, appearing for relevant searches. In short: create profile → verify business → set budget → launch ad, then wait for leads to come in.

Q2. How much do Google Local Services Ads cost?

A2. The cost of Local Services Ads depends on your industry and local market. There is no flat fee; instead, you pay for each lead (phone call or message) you receive. Costs per lead can range widely – some may be $10-$20, others $50 or more, especially in competitive fields like legal or roofing.

For example, the average cost-per-lead for a real estate agent through LSA was noted around $87, whereas a click in Google Ads for real estate might be only $2. Google provides a cost estimator tool during setup to give you an idea of typical prices in your industry.

Remember, you set a weekly budget cap, so you’ll never spend more than that in a week on leads. If a lead turns out to be spam or unrelated, Google’s system often auto-credits it back so you don’t pay for it.

Overall, you’re paying for quality leads, which often makes the cost per lead worth it due to higher conversion chances. There’s no charge for simply showing the ad or getting clicks – only actual contacts result in a charge.

Q3. Is Google Local Services Ads the same as Google Ads?

A3. No, Google Local Services Ads (LSA) are different from traditional Google Ads. Google Ads (often called Google PPC) are the regular text ads or display ads you see on search results and across the web, where advertisers bid on keywords and pay per click.

LSAs, on the other hand, are a separate program specifically for local service providers, with a pay-per-lead model and Google’s verification badges. LSAs show up in a special format with business profiles, whereas Google Ads are typically text ads with a headline and description.

LSAs do not use keywords that you manage; Google matches your ad to searches based on the services you selected. Traditional Google Ads give you broader reach and flexibility (you can advertise a sale, target any keyword, use images, etc.), while LSAs are more automated and focused solely on local leads for service businesses.

Q4. What is the Google Guarantee and how do I get it?

A4. The Google Guarantee is a badge for Local Services Ads that indicates Google has screened your business and is willing to reimburse unsatisfied customers (up to a certain amount) if the service wasn’t done right.

To get the Google Guaranteed badge, you need to be in an eligible home service category and pass all of Google’s screening steps: background checks for you and your staff (as required), license verification, and proof of insurance.

Google works with third-party verification companies to perform these checks at no cost to you. Once you pass, your ads will show the green Google Guaranteed badge.

If you’re in a professional service category (like law or financial planning), you would get Google Screened instead, since those are not backed by a money guarantee but still require license verification.

In short: sign up for LSAs, submit required documents, pass the checks, and Google applies the badge to your profile. (Note: After October 2025, Google is unifying these into a single Google Verified badge, but the process to get verified will remain similar – it’s all about meeting Google’s criteria for background, license, and insurance screenings.)

Q5. Where are Google Local Services Ads available?

A5. Local Services Ads started in the United States and have expanded to several other countries. Currently, LSAs are available in the USA and much of Canada, as well as the United Kingdom.

They’ve also rolled out to parts of Europe including countries like Austria, Belgium, France, Germany, Ireland, Italy, Spain, Switzerland, among others. Availability also depends on the service category – not all categories live in every country.

Google continues to launch LSAs in new regions and add new service categories over time. If you attempt to sign up and your country or business type isn’t supported, you might see a message indicating that.

Keep an eye on Google’s announcements or periodically check the eligibility, because the program is growing. For example, categories like pet care and wellness were added in 2023 in certain markets. So, if not now, it could be available in your area in the future.

Q6. How do I handle a situation where I got charged for a lead that wasn’t valid?

A6. Google’s policy is that you shouldn’t pay for leads that are illegitimate or not relevant (e.g., spam calls, customer dialed wrong number, requests for services you don’t offer or outside your area). As of mid-2024, Google moved to an automated lead crediting system for LSAs.

This means Google’s systems review every lead and will proactively issue a credit to your account for leads identified as invalid. Often, you won’t need to do anything – the bad lead’s cost gets refunded automatically within about 30 days as a credit on your account.

You might still see the charge on your invoice, but a credit will offset it. If you believe a lead should be credited but wasn’t, you can use the Lead Feedback option in the LSA dashboard to report it.

Provide the reason (for example, “customer was looking for a service I explicitly don’t provide” or “spam call that hung up”). Google will use that feedback to improve their model and may credit the lead after review.

Keep in mind that Google no longer credits “job not serviced” or “geo not serviced” leads under the new system, expecting you to keep your profile’s services and areas accurate.

So, if you get leads for things outside your scope, double-check that your settings don’t include those services or locations. Overall, Google’s approach is quite fair – you only pay for quality leads, and there are mechanisms to ensure that.

Q7. Can I run Google Local Services Ads and regular Google Ads at the same time?

A7. Yes, absolutely. Many businesses do run both LSAs and traditional Google Ads concurrently as part of a broader marketing strategy. There’s no conflict in Google’s system by doing so. In fact, covering more “real estate” on the search results page can be beneficial.

For example, someone searches for “Miami electrician”. If you have an LSA, you might appear at the top with Google Guaranteed, and you could also have a PPC ad showing below that, and even your organic listing in the map pack – theoretically, you can occupy multiple spots.

Google won’t prevent it, and it can increase your chances of getting the click or call. However, you should monitor performance. Some users might click your PPC ad instead of the call button on your LSA, which would cost you a click fee instead of a lead fee.

Generally, LSAs capture those seeking quick contact, whereas PPC ads might catch those who want to visit your website or compare options.

Also, LSAs don’t cover every search scenario – for instance, if someone searches a more general term like “best HVAC systems 2025” (informational intent), your LSA won’t show, but your Google Ads could if you target that keyword.

So using both allows you to address different user intents. Just budget accordingly and track results from each to ensure you’re getting value.

You might find over time that one channel performs better; you can then allocate more to that. But many local businesses report that a combination of LSA for direct leads and PPC for additional coverage works well.

Q8. How do reviews work with Google Local Services Ads?

A8. Reviews are extremely important for LSAs. The star rating (1 to 5 stars) and the number of Google reviews you have appear on your ad. These are pulled from your Google Business Profile reviews.

Essentially, your LSA is directly linked to your Google reviews – it’s the same pool of reviews that show on Google Maps/Google search for your business. Customers cannot leave reviews through the LSA interface itself; they leave them on your Google listing as usual, and those then reflect on the LSA.

Google may prompt customers who found you via LSA to leave a review after the job is completed (sometimes you might see in the LSA dashboard a way to invite customers to review you).

Having more reviews and a high average rating will not only make more customers click or call (social proof) but also factor into Google’s ranking algorithm for the ads.

If your industry is one where reviews are hard to get (say, lawyers often have fewer reviews than restaurants, for example), at least get past the minimum threshold (often 5). Aim to consistently collect reviews from happy clients – it’s a core part of succeeding with LSAs.

Also note: if you’re brand new and have 0 reviews, your LSA might not show up until you get a few, because Google wants to show established providers. Some categories explicitly require a minimum number of reviews (like 1 or 5) before showing ads.

Q9. What happens if I can’t answer a call from my LSA?

A9. If you miss a call that came from your Local Services Ad, the call will go to your voicemail (if you have it set up) just like any normal call to your number. Google will mark it in your dashboard as a missed call.

It’s then on you to promptly call the customer back. You’ll have the phone number (Google provides a masked number for the customer in your lead details) and possibly their name if they left a voicemail.

It’s crucial to return the call as soon as you can – customers might have contacted multiple providers, and the job often goes to whoever responds first. In terms of Google’s system, a missed call can slightly hurt your responsiveness metric if not handled well.

A pattern of missed calls could reduce how often your ad shows. So, if you find you’re missing calls, you might need to adjust: extend your operating hours in the profile if you actually can take calls later, or use the messaging feature as a backup.

You could also designate someone to help answer calls or use a call answering service during business hours. Bottom line: treat LSA calls with high priority to maximize your success rate with those leads and to maintain a strong responsiveness record.

Q10. Do I need a website to use Google Local Services Ads?

A10. No, having a website is not required for Local Services Ads. One of the beauties of LSAs is that they can function as a mini-web presence for you. Your business profile (with description, reviews, photos) is hosted by Google. If you don’t have a website, you can still use LSAs and get leads solely via phone or message.

However, if you do have a website, you should include it in your profile during setup because Google will show a link to it on your LSA listing page, and some customers might click through to learn more about you (though these clicks to your site are free in the context of LSA – you’re not charged for them, only for direct contacts).

Having a website can also lend additional credibility and allow indecisive customers to research further. But again, it’s not mandatory. Many small contractors who don’t have a proper website use LSAs effectively by relying on the Google profile and reviews as the main information source for customers.

Just ensure all other information is filled out and that you have some reviews to give assurance to users. If you lack a website, definitely focus on making your Google profile robust (lots of details and pictures) so that prospective customers get all they need to decide to hire you directly from the LSA info.

Conclusion

Google Local Services Ads have emerged as a powerful tool for local businesses to boost their visibility and connect with customers who are actively seeking their services. By appearing at the very top of search results with a trusted Google verification badge, LSAs put your business in front of high-intent customers at the exact moment they need help.

The pay-per-lead model ensures you’re investing in tangible opportunities (calls and messages) rather than just hoping clicks turn into clients. From home improvement contractors and maintenance pros to lawyers and real estate agents, a wide range of service businesses have found success by leveraging Google’s Local Services Ads to generate quality leads.

In this article, we covered what LSAs are and how they work – including the importance of the Google Guaranteed and Screened badges, and how Google’s algorithms favor businesses with strong reviews and responsiveness.

We walked through step-by-step how to get started, emphasizing the need to pass Google’s screening and to set up your profile completely with accurate info, services, and photos.

We also compared LSAs to other advertising options and lead sources, noting that while no marketing method is one-size-fits-all, LSAs offer a compelling combination of trust, convenience, and ROI for local service providers.

Remember that launching your LSA is just the beginning. To truly reap the benefits, continue to provide excellent service to earn great reviews, respond to inquiries quickly, and keep your business information up-to-date.

By doing so, you feed a positive cycle: better reviews and responsiveness lead to higher ad rankings, which lead to more leads and customers, growing your business’s reputation even further. It’s a strategy that puts people first – focusing on solving the customer’s needs promptly and professionally – which is exactly what Google aims to reward.

In the end, Google Local Services Ads can be a game-changer for small and local businesses, enabling them to compete for customers’ attention not just on price or ad spend, but on quality and trust.

If you’re in an eligible field and looking to increase your local clientele, getting “Google Guaranteed” or “Google Screened” through LSAs could be your next smart move.

It’s an advertising approach that aligns well with the E-E-A-T principles (Experience, Expertise, Authoritativeness, Trustworthiness) by highlighting verified credentials and real customer experiences.

By embracing LSAs, you not only enhance your online marketing, but also commit to maintaining a level of service excellence that benefits your customers – and that’s a win-win for everyone.

Lastly, always keep an eye on updates from Google. The platform continues to evolve (for instance, with new bidding options or the upcoming unified Google Verified badge), so staying informed will help you adapt your strategy and remain on top.

With the knowledge from this guide and a dedication to serving your customers well, you’re well-equipped to make the most of Google Local Services Ads and watch your local business thrive.