What Are Google Local Services Ads?
Last updated: 2025-01
An introduction to Google Local Services Ads (LSAs), how they appear in search results, and why they matter for local service businesses.
Key Takeaways
- •LSAs appear at the top of Google search results for local service queries
- •Businesses pay per lead, not per click, unlike traditional Google Ads
- •Eligibility requires background checks and license verification in most categories
Overview
Google Local Services Ads (LSAs) are a pay-per-lead advertising format that appears at the top of Google search results for local service queries. Unlike traditional Google Ads, LSAs feature the Google Guaranteed or Google Screened badge and connect customers directly with service providers through phone calls or messages.
LSAs represent a significant shift in how local service businesses can acquire customers online. Rather than paying for clicks that may or may not convert, businesses pay only when a potential customer reaches out directly.
How LSAs Appear in Search
When someone searches for a local service like "plumber near me" or "electrician in [city]," LSAs appear in a prominent carousel at the very top of search results, above traditional paid ads and organic listings. Each listing shows the business name, rating, years in business, and the Google Guaranteed/Screened badge.
The prominent placement and trust signals from Google's verification process make LSAs a valuable channel for service businesses looking to generate leads from high-intent searchers.
Common Questions
What types of businesses can use Local Services Ads?
LSAs are available for home service categories like plumbers, electricians, HVAC technicians, locksmiths, and many others. Google continues to expand eligible categories over time.
How do LSAs differ from regular Google Ads?
LSAs charge per lead (phone call or message) rather than per click. They also appear above traditional search ads and require business verification.
Do I need the Google Guaranteed badge to run LSAs?
For most home service categories, yes. The Google Guaranteed or Google Screened badge is required and involves passing background checks and license verification.
Related Reading
How Google LSA Rankings Work
An overview of the factors that influence LSA ranking position, including responsiveness, reviews, proximity, and budget.
Google LSA Cost & Pricing Model
How Google Local Services Ads pricing works, what determines lead costs, and how to manage your budget.
Google LSA vs Google Ads
Comparing Local Services Ads with traditional Google Ads search campaigns for local service businesses.
Google Guaranteed vs Google Screened
Understanding the difference between Google Guaranteed and Google Screened badges, which categories use each, and what verification involves.
What Google LSA Reporting Doesn't Show
Gaps in Google's LSA dashboard and metrics that matter but aren't tracked by default.
How Competitive Are Google LSAs?
Understanding competition levels in Local Services Ads across different categories and markets.
Explore Live Markets
See real LSA ranking data across hundreds of markets.