What Are Google Local Services Ads (LSAs)?
Google Local Services Ads put your business at the top of search results for your service area — above traditional Google Ads.
You only pay for real leads (calls or messages), making LSAs one of the most cost-effective local marketing tools available.
Step 1: Check Eligibility
Not all industries or locations are eligible. Visit Google’s LSA eligibility tool and confirm your service category (plumber, HVAC, electrician, lawyer, etc.) is supported.
You’ll also need:
- An active Google Business Profile (GBP)
- A registered and licensed business
- Proof of insurance and sometimes a background check
For more information on who is eligible and what you’ll need for verification, click here: https://support.google.com/localservices/answer/12174778?ref_topic=11555771&hl
Step 2: Create Your LSA Account
- Go to ads.google.com/local-services-ads.
- Sign in with your Google account.
- Enter your business name, service area, and hours.
- Choose your services (e.g. pool cleaning, AC repair, plumbing).
- Connect your Google Business Profile for consistency.
- Set up lead preferences — phone calls, messages, or both.
Step 3: Complete Verification
To qualify for the Google Guarantee or Google Screened badge, Google verifies:
- Business license
- Insurance certificate
- Owner or technician background checks
Google works with a third-party background check provider, and the process can take a few days. Once verified, your badge helps customers trust your business instantly.
Note: Effective October 20, 2025, Local Services Ads will be simplifying badging by launching a single, more cohesive Google Verified badge for all advertisers. As part of this change, Google will discontinue the Google Guarantee badge and associated Money Back Guarantee, effective October 20, 2025.
Step 4: Set Your Budget & Preferences
You’ll choose how many leads you want per week, not how much you want to spend per click.
Adjust your:
- Weekly budget
- Zip codes served
- Job types offered
- Operating hours
- Lead type (calls or messages)
This flexibility helps you scale as needed — start small, then increase when you see results.
Step 5: Go Live and Monitor Leads
Once verified, your ads can appear immediately.
Monitor your dashboard for:
- Incoming leads (calls and messages)
- Lead quality and disputes (you can request credits for bad leads)
- Performance insights like average cost per lead and lead response rate
Stay responsive! Quick replies and high customer satisfaction improve your ad ranking.
Bonus: Best Practices for Better Results
🚀 Keep your Google Business Profile updated with accurate info and photos
⭐ Collect and respond to reviews — they impact visibility
📞 Answer or respond to every lead as soon as possible
📋 Update licenses and insurance annually
💡 Track ROI — you pay for leads, not clicks, so analyze call quality
Conclusion
Setting up Google Local Services Ads takes a bit of upfront work, but once verified, it’s one of the most powerful lead-generation tools available for local businesses.
If you want to make sure your LSA setup is optimized and running smoothly — Callan Group Communications can help.
Our team specializes in setting up and managing verified LSA accounts that convert.
👉 Contact Diane@TheCallanGrp.com to get started today.
