Stuck waiting for a plumber from across town? Google Local Services Ads can help! They put your local business at the top of search results, allowing customers to call or message you directly.
In this blog, our VP of Paid Media, Ryan Cox, breaks down everything you need to know about Local Service Ads to get more leads and grow your business.
What You’ll Learn:
- Introducing Google Local Services Ads
- Google LSA vs. Google Ads
- How Does Google Rank Local Services Ads?
- Google LSA for Google Home
- Google Local Services Ads Guide: How to Set Up LSA
- Google Local Services Ads: FAQs
My Expert Insight on Local Service Ads
Google Local Service Ads cut through the clutter and directly connect your business with ready-to-act customers. Imagine potential customers searching for plumbers. Your business pops up first — complete with glowing reviews, high ratings, and a simple click-to-call button. That’s the true power of Local Service Ads: instant, trustworthy connections.
Action Items:
- Evaluate your current ads to see what’s working and where there’s room for improvement.
- Refine your targeting settings so your ads appear in front of the right people at the right time.
- Monitor your campaigns regularly and optimize based on performance data to make sure you’re getting the most out of your ad spend.
What Are Local Service Ads?
To begin with, what is Google LSA? Google’s Local Service Ads, or LSA, is a pay-per-lead advertising platform designed to connect local businesses with potential customers searching for services on Google.
In short, Google LSA ads help service-based businesses advertise various local services within a specific area.
It’s important to understand how Google Local Service Ads management works to get the most from them: These ads work on a pay-per-lead (PPL) model that charges businesses only when prospects contact the business via the Local Service Ads.
These ads also enjoy premium placement in search results compared to other search results, now appearing in Google Maps alongside organic and other paid results.
In order to run these ads, you must have a verified and public Google Business Profile. This recent change was made to enhance the reliability of the ads Google is running and prevent fraud. Besides, having a well-maintained Google Business Profile will only help your business in the long run anyway!
In addition to your Google Business Profile improving your business’s visibility, Local Service Ads are designed to help businesses generate leads by showcasing their services and providing relevant information to customers.
Think of Google LSA as a digital billboard specifically for local service providers, but with a much more refined targeting system.
When potential customers search for local services, whether it’s plumbers, electricians, or locksmiths, your business appears at the top of Google search results with features like customer reviews, ratings, and a click-to-call button.
With the recent integration of Local Services Ads (LSAs) into Google Maps, businesses can now reach more high-intent customers actively searching for services in their area. Google automatically generates and displays these ads on Maps using your existing LSA data, expanding visibility to users looking for local services.
If you are a previous user of LSA, you may have managed your campaigns through the LSA mobile app. In an effort to streamline ad management, this app was discontinued on January 6, 2025. Google now directs all businesses to manage their ads through the Local Services tab on the Google Ads platform.
For more assistance with setting up Local Services Ads lead generation for local customers, consult Google’s Local Services Help.
Is LSA Right for Your Business?
Whether Local Service Ads are right for your business will depend largely on your industry, along with your business size and advertising budget.
The industries that thrive most with Google Local Service Ads include:
- Home Services: Electricians, plumbers, locksmiths, landscapers, garage door repair companies, and other often urgent home services will likely benefit from implementing Google LSA.
- Healthcare: Health and wellness services also frequently experience the advantages of Google local service ads by attracting patients near their facilities, whether dentists, doctors, veterinarians, or other professionals that might have multiple locations.
- Legal Services: Law firms and attorneys in family, IP, real estate, and other practice areas often succeed with Google local ads as prospective clients seek immediate legal solutions.
- Real Estate: Another industry that can get real results from Google Local Services Ads is real estate, with realtors and others benefitting from the “Google Screened” badge to build credibility while generating more leads.
Other considerations revolve around your business size and budget, as mentioned. Small businesses, solopreneurs, and many large companies with several local service areas can advertise locally on Google with these ads.
To make it worth the effort and maximize ROI, it’s also best to implement these Google local ads if your business has a consistent lead flow.
Benefits of Running Google Local Service Ads
Here’s what makes Local Service Ads a winning strategy for local businesses:
Direct Connection:
Customers can reach you instantly with a single click to call or message (available in the US). No more waiting for website form submissions or missed connections.
Qualified Leads:
Google pre-qualifies leads by ensuring they’re in your service area and seeking the exact services you offer. Say goodbye to tire-kicking inquiries!
Pay-Per-Lead Advantage:
You only pay when a potential customer reaches out through your ad, making it a budget-friendly way to target high-intent leads. Plus, you can track your return on ad spend (ROAS) more accurately.
Increased Visibility:
Google Local Services Ads appear at the very top of search results, above Google Ads and Google Business Profile listings.
Reach Targeted Customers:
Targeted advertising ensures that your ads are shown to relevant and potential customers, increasing the likelihood of conversions.
Sign of Trust and Credibility:
Google Local Services Ads display badges on your ad that indicate your business has passed Google’s screening and licensing requirements. In fact, studies show that businesses with citation details listed correctly across the web are 70% more likely to rank higher in local search results.
Simplified Lead Management:
The Local Services Ads platform provides tools to track, respond to, and manage all of your leads.
Access Google’s Support:
As a user of Google Local Services Ads, you have access to dedicated support.
Dynamic Pricing:
The pay-per-lead model that Local Service Ads uses allows for dynamic pricing based on certain factors, such as the service type and buyer behavior. As a result, you can place higher bids on Google Local Service Ads to connect with more potential customers who are most likely to convert.
Expanded Services:
While Local Service Ads have previously worked for a range of industries, they now work for an even broader array of verticals, including solar panel installers, tutoring services, pet care, wellness services, dental, and telehealth care providers.
Paying for Leads, Not Clicks
Unlike traditional PPC (pay-per-click) advertising, Local Service Ads operate on a pay-per-lead model. This means you only get charged when a qualified lead reaches out through your ad, either by phone call, text message (US only), or voicemail.
This also allows for more precise budgeting and a clearer picture of your ROI. The cost per lead can vary depending on your industry, but Google ensures leads are qualified, saving you time and money.
What Information Should Your Local Service Ads Include?
Google wants to make sure potential customers have all the info they need to choose the perfect pro for the job. That’s why they recommend packing your Local Service Ads with details that showcase your talent. The more you tell them, the more confident they’ll feel about clicking that “call now” button!
Here’s some key information you’ll need to set up Google Local Service Ads:
Services Offered:
Clearly list the services you offer, including descriptions, pricing, and any special promotions or discounts. Let potential customers know exactly what problems you solve and how you can help them!
Service Area:
Be specific about your service area and where you’re based. If you have multiple locations, make sure to include all of them to help ensure you’re connecting with customers who you can realistically serve.
Contact Information:
Provide a reliable phone number, email, or website where customers can easily reach you for inquiries or to schedule services. Make it easy for interested customers to get in touch and book your services.
Reviews and Ratings:
Highlight positive customer reviews and ratings on your profile to build trust and establish credibility with potential customers. Social proof goes a long way! Showcase the positive experiences other customers have had to build trust.
Qualifications and Certifications:
Share any relevant qualifications, certifications, or licenses that show your expertise and professionalism in your field. Let customers know you’re the real deal by mentioning any relevant qualifications or certifications you hold.
Business Hours:
Be clear about your business hours so that customers can know when they can expect to contact or receive services from you. Knowing your availability helps set expectations and ensures a smooth experience for both you and your customers.
Photos or Videos:
Use visually appealing photos or videos to showcase your work, your team, or your premises. A picture is worth a thousand words! High-quality visuals can make a big difference in capturing attention and building trust.
Google Local Service Ads – Home Services
Who Can Use Local Service Ads?
Google Local Service Ads are available in the US, Canada, most of Europe (including Austria, Belgium, France, Germany, Ireland, Italy, Netherlands, Spain, and Switzerland), and the UK.
In order to use LSAs, you must be in one of the following service industries:
- Home
- Business
- Health
- Learning
- Care
- Wellness
- Beauty
- Automotive
More information on the specifics of each industry is available on the Google website.
Do keep in mind that a representative from the Google Local Services team might reach out either by phone or email. We mention this because it’s long been conventional wisdom that Google will not call or email out of the blue, so if someone from “Google” calls, it’s likely a phishing scam.
Google Local Services is its own service, separate from Google Ads and Google Business Profile, and things like Gmail or Google Drive, so don’t be alarmed if someone from the company tries to get in touch. Of course, you should ask for additional verification if you’re wary of the rep.
Key Google LSA Ranking Signals and How They Work
There are multiple ranking signals that Local Service Ads take into account, including:
- Reviews: The volume, recency, and tone of customer reviews will play into how Google ranks a company’s Google local ads. Respond to negative reviews thoughtfully, and try to keep your customers consistently content to encourage more positive ones. Track your average rating from customer reviews to gauge where Google might place you.
Responsiveness: Your company’s responsiveness and overall response time will also factor into Google Local Service Ads placement. In learning how to optimize Google Local Service Ads, you should try to be as quick as possible when responding to inquiries. You can measure your response rate to determine whether you’re fast enough.
Proximity: Customers’ proximity to a given location will impact placement, usually within a particular radius or through geofencing. Figure out the best proximity based on the number of leads who reach out and convert within a particular area, measuring metrics like click-through rate (CTR) and return on ad spend (ROAS).
Background & License Checks: Google prioritizes businesses with a clear background and valid licensing. Ensure your business has a good history and a current license to operate in your service area.
Complaint History: If a business has a lot of complaints against it, including reports to the BBB, this could result in a penalty. However, resolving complaints could get businesses back in good standing with Google.
Ad Completeness: Ensure your ads are complete and include all necessary information, including the right Local Service Ads categories, to improve rankings. Write detailed descriptions, include relevant business images, incorporate business hours, and maintain an accurate name, address, and phone number (NAP) across all local citations.
Google provides plenty of guidance on how to optimize Google Local Services Ads with the right approach.
Recent Policy and Product Updates
In recent years, there have been multiple changes to these ads, including updates to Google Local Service Ads management tools:
- Nov. 21, 2024 — Google made Google Business Profile verification mandatory. As such, it’s important for businesses to include all relevant and up-to-date information in a valid GBP to ensure compliance.
Jan. 6, 2025 — Google removed the dedicated Google LSA app and moved this element to its Google Ads platform, making it necessary to implement the Google Ads app and dashboard for management.
Oct. 20, 2025 — Google simplified its Google Guarantee badge from “Google Guaranteed, Google Screened, and License Verified by Google” to “Google Verified.” Getting this badge now clearly indicates to people that your business is verified in a more succinct way.
Eligibility and Regions
To determine if you are eligible for Local Service Ads, go by the following matrix:
| Industry | Verification Requirements | Typical Lead Value | Example Keywords | Google Badge |
| Home Services | Business license, background checks for customer-facing employees, and liability insurance | $15-$100 | “plumber near me” “hvac repair services,” “emergency locksmith” | Google Guaranteed |
| Legal Services | Professional licenses (bar admission), background checks for professionals and owners, E&O insurance | $30-100+ | “personal injury lawyer,” “immigration lawyer consultation,” “family law attorney near me” | Google Screened |
| Financial Services | Professional certifications, background checks, insurance | Variable but often high | “accountant near me,” “financial advisor in [city],” “local tax preparation service” | Google Screened |
| Health & Wellness | Professional licenses, background checks, insurance | Moderate but variable | “chiropractor consultation,” “family doctor near me,” “dentist in [city]” | Google Screened |
| Real Estate Services | Real estate licenses, background checks, E&O insurance | Variable | “home inspector near me,” “[city] real estate agent” | Google Screened |
| Automotive Services | Business registration, background checks, insurance | Variable with most on the lower end | “car wash and detailing nearby,” “mechanic in [city],” “auto repair shop near me” | Google Guaranteed |
Google Local Service Ads work in many locations now, as well, with availability across North America, along with European countries, including Austria, Belgium, France, Ireland, Germany, the Netherlands, Italy, Spain, Switzerland, and the UK.
However, keep in mind that local differences may impact your campaigns, as different regions will have variable cost per lead, market competitiveness, number of permissible ads, service area radii, and ad rotation and ranking.
If you don’t qualify for these ads, you have other alternatives available, including Google Performance Max (PMax) and Local Ads.
How Does Google Rank Local Services Ads?
Google ranks LSAs based on an auction system, where ads are displayed and ranked based on the highest bid and other factors.
Consider these factors for how to rank higher on Google local services:
- Proximity: Businesses that are closer to the customer’s location may receive a higher ranking.
- Reviews: Google considers the quantity and quality of reviews when determining the ad’s ranking.
- Responsiveness: Businesses that respond promptly and provide quality customer service may receive a higher ranking.
- Completeness: Having a complete and detailed business profile on Google Business Profile (GBP) can improve your ad’s ranking.
- Relevance: Google considers how well the services offered by a business match the user’s search intent.
Another critical factor to consider is the Guarantee Badge, which can go a long way in elevating your Google Local Services campaigns.
About the Google Guarantee Badge
The Google Guarantee builds customer confidence and loyalty by providing reassurance that certified businesses are reliable and committed to delivering high-quality services.
This means that if a customer is not satisfied with the services provided by a Google Guaranteed business, they can submit a reimbursement request to Google.
Valid complaints may be eligible for reimbursement of up to the amount paid for the initial service.
Any company working within a local service industry can go through the process and display the badge on their traditional paid ads, Google My Business Profile, and on their website. The major benefit of the badge is that it functions as a shorthand for customer protection, which helps companies build trust.
Google also recommends businesses that have been certified by Porch or HomeAdvisor. These companies have their own screening methods, but all check for criminal records and make sure that the business is a legitimate operation.
Ultimately, according to Google, Local Service Ads with these badges will generally rank higher than those for providers without them. In turn, they’re becoming increasingly crucial for connecting with audiences through these ads, along with other Google badges like the Google Screened badge.
Should You Optimize Google LSA For Your Google Home?
Google has begun rolling out Google Assistant ads for local services. In fact, Google Assistant now directly integrates with Google LSA bidding options when setting up your Google Local Service Ads.
Now, searchers can say “Ok, Google, I need a plumber” and the Assistant will provide them with a few nearby options. You can sign up for Google Assistant ads by filling out the short Google form here.
Anyone who has passed the screening process is eligible to advertise on Google Assistant, but all results are organic at this point. Meaning, getting Google to verbally recommend you depends on a few different factors, much like Google’s featured snippets.
To increase your chances of “appearing” in the Assistant results, you’ll want to make sure you’re collecting reviews, providing top-tier service and responding to incoming requests FAST.
An Important Update on LSA Lead Disputes
It is important to note that, in July 2024, there was a big new update to Google Local Service Ads. In an attempt to streamline things, Google announced its new AI-driven rating process. This process also had an impact on lead dispute processing and resolution.
Google now uses AI technology to review and rate the quality of leads each business receives from LSAs. In your dashboard, when you go to dispute a lead, a pop-up window will appear asking you how satisfied you are with the lead.
The goal here is to eliminate unnecessary spending on low-quality leads and help refocus your ad budget on more high-quality ones.
How to Set Up an LSA
Set Up Your LSA Profile
Local Service ads aren’t run through your usual AdWords account, so you’ll need to set up a separate profile to go with them.
Here is a playbook on how to advertise locally on Google:
1. Check Eligibility
Check eligibility based on Google’s requirements, which you can do here. In doing so, you can identify your specific Local Service Ads categories.
2. Claim or Create Your Google Business Profile
If you don’t already have a verified GBP, start or claim one, and make sure all information is accurate and detailed to align with your LSA, including your description and business name.
In writing your descriptions, be sure to incorporate a copy template that you can then modify for each location. Do this for your LSA optimization as well, which will help keep things simpler.
3. Sign Up for the Platform and Create Your Local Service Ads Login
Click “Get Started” to create your LSA account and Local Services Ads login.
Get your Google Guaranteed badge when you sign up for Local Services Ads. Fill in your business info: name, address, phone number, and email.
4. Complete Your Background Check (Variable)
To certify businesses, Google conducts a screening and verification process. This process involves the following steps:
The certification process involves the following steps:
- Business Information: Provide accurate and up-to-date information about your business, including your name, address, and contact details.
- Background Checks: Undergo background checks, both for the business owner and the service professionals working for the business.
- Verification: Verify that your business meets the necessary requirements for advertising with Local Services Ads, such as licenses, certifications, or other qualifications relevant to your industry.
For example, if you are applying as an HVAC tech, you’ll need to upload your contractor license, plus any additional credentials relevant to your business.
From there, Google reviews your documents to determine whether they’ll allow you to advertise. If you don’t pass, you won’t be able to advertise.
If you fail the first time, you do get a chance to re-apply within 30 days of submitting the initial application. However, if you fail to meet the requirements a second time, you won’t be able to apply again for another year.
Once you pass the screening and verification process, your business may receive the Google Guarantee badge, which signifies that you have met Google’s requirements.
5. Add Local Service Ads Categories and Job Types
Once you’re in the LSA dashboard, choose what kinds of jobs you want your leads to search for in your industry based on the specific services you offer.
At the same time, make sure to be as specific as possible and avoid including low-margin or generic jobs.
Keep in mind negative keywords to inform your strategy, as you might want to exclude terms that don’t apply to your business, such as “consultation only” or “DIY repairs” when you don’t offer those while others in your industry might.
6. Write Service Descriptions and Business Bio
Next, craft your ad text and your business’s about section, including various trust factors, credentials, and quick and concise calls to action.
Again, in your service descriptions, use templated copy to streamline the process of optimizing text for each location and corresponding ad campaign.
7. Set Your Budget and Bid Strategy
Choose a weekly budget and target leads per week, as Google estimates cost per lead.
Start small with your budget to help gauge lead quality and use “maximize leads” bidding at the start. Over time, you can determine what works and what doesn’t and adjust your ads and bidding strategy accordingly.
8. Add Photos and Review Requests
Add professional and personalized photos to your ads, avoiding generic stock photos and AI imagery that could hurt your reputation among audiences.
Also, encourage your customers to leave reviews for your business on Google and other platforms, as this will directly impact your LSA rankings.
9. Target the Right People
First, you need to target the folks who need their pipes rescued. Through Google Local Services Ads, you can choose specific service areas, so you can target your local neighborhood or expand to nearby areas.
Because Local Service Ads are triggered when people search for services in a specific location, keywords work a bit differently than they do with your typical PPC campaign. Keywords relevant to LSAs categories will trigger the ads, but those keywords are things like “Denver cleaning services” or “plumber near me.”
The good news? You don’t need to manage or bid on keywords anymore. The ads are triggered based on thousands of relevant search terms, which Google has deemed relevant based on industry and location.
The slightly less good news? That means that unfortunately, you don’t get to review which keywords are sending over the most leads. Though these don’t operate on keywords, they are matched based on the service types you indicate.
10. Test and Monitor Your Leads
Go live with your campaign and test lead flow. You may want to review lead quality daily to begin with, followed by spreading it out over time.
Additionally, monitor your dashboard for call recordings, disputes, and lead types.
11. Optimize and Maintain Your Trust Badge
Maintain your “Google Screened” or “Google Guaranteed” badge by keeping your information consistently up-to-date.
One way to accomplish this is to respond to leads quickly, ideally within less than 15 minutes. As needed, update all information, from your services to hours and licenses.
Budgeting and Pricing: How LSA Pay-Per-Lead Works
Remember, Local Service Ads use a pay-per-lead model instead of pay-per-click (PPC).
Unlike PPC, which charges advertisers for each click on their ads, PPL charges only for qualified leads. What makes a “qualified lead” is whether that lead completes a desired action, be it a Google-verified phone call, booking, or message.
There are also several key factors that influence cost-per-lead, such as:
- Industry and service type
- Urgency and intent
- Region
- Seasonality
- Response rate and reviews
- Service radius
Now, let’s look at some of the CPL ranges for each key industry using these ads. All data comes from BrightLocal and WordStream. Keep in mind that these numbers are dynamic estimates and prone to change:
| Industry | Estimated CPL |
| Plumbing | $25-$90 |
| HVAC | $35-$100 |
| Locksmith | $20-$60 |
| Electrician | $35-$85 |
| Roofing | $60-$150 |
| Legal | $80-$300+ |
| Pest Control | $20-$70 |
| Cleaning Services | $15-$50 |
| Real Estate Agents | $30-$100 |
LSA budgets are weekly, and Google bills them based on the number of leads received over the course of that week.
Also, you can pause your campaigns at any time, which will immediately stop them and cease charging for new leads. While in-progress leads may still show up in your dashboard, they will not count toward your LSA budget.
Lead Handling and Operations Playbook
Handling leads the right way is crucial with every LSA campaign.
Behind the Scenes of Validifying Leads
Here’s a breakdown of how Google classifies a valid lead, straight from the source:
- Valid leads are related to your business or to the services
- You offer and can occur when customers find your Local Services ad on Google.
- Valid leads can be generated when:
- You receive a text message or email from the customer (United States and Canada only)
- You receive a voicemail from the customer
- You answer a phone call and speak with the customer
- You receive a missed call (without a voicemail) and you return the customer’s message with a text message, email, or call where you either speak with the customer or leave a voicemail
- You receive a booking request from a customer (United States and Canada only)
This means that promptly responding to inquiries is crucial, not just for converting those leads into customers, but also for boosting your ad ranking in future searches.
How to Track Leads with Local Ads
Here’s how you can access and manage your leads, including tracking booking rates and requesting reviews from satisfied customers, all within your handy dandy Google Local Services Ads dashboard.
Here, you can see things like:
- The number of qualified leads you received
- The total cost of those leads
- How many leads turned into bookings (your booking rate)
- All your leads in one list
One way to make sure your sales team complies with Google’s requirements and to boost your reputation is to establish strong service-level agreements (SLAs). For instance, your SLAs should require your teams to respond to warm or hot leads within 15 minutes.
Here is a lead triage matrix to help you determine how and when to handle leads based on their level:
| Triage Level | Lead Type | Response Target |
| Hot / High Intent | Callers might request immediate service, send a message with same-day need, or leave a voicemail with an urgent service request | < 5 min. |
| Warm / Standard Service Required | Requests a quote or next-day appointment, could ask about availability or pricing | < 15-30 min. |
| Low / Potential Opportunity | Requests estimate for a later date, seeks comparison quote, or provides no timeline | Within 24 hours |
| Cold / Unqualified | Outside of your service area or seeks services you don’t offer or DIY solutions | No response required |
| Spam / Wrong Number / Duplicate | Silent calls, spam requests, accidental repeat inquiries | Ignore and filter out |
Develop Reply Scripts
To help you handle your leads, you must also ensure LSA integrates with your business’s CRM.
To continue to streamline lead management, put together reply scripts for phone calls, text messages, and emails.
For example, you might use something like the following for a phone call:
“Hi, this is [Your Name] from [Business Name]. I saw you reached out through Google about [requested service]. Can you tell me more about what you need so we can provide immediate assistance?”
Meanwhile, a text example might be shorter and look something like: “Hi [Prospect Name]. This is [Your Name] from [Business Name]. We received your request about [service]. Do you still need help with that today?”
Establish Escalation Flow
You should also create an escalation flow to move leads along the sales funnel.
At level one, your sales team might handle leads, while at level two, leads might be unable to be reached or have unclear intent, moving them down to the team lead. Ops Managers might then review leads at level three, where they are likely invalid.
Log Disputes
Make sure you log any customer or client disputes you encounter, which you can do with the following template:
| Field | Example |
| Date Received | 2025-11-11 |
| Lead Type | Call |
| Lead Name / Caller ID | John Doe / (000) 000-0000 |
| Service Requested | “Locksmith – Car Lockout” |
| Reason for Dispute | Out of service area |
| Evidence | Call recording link/transcript |
| Submitted by | CSR Jane D. |
| Submission Date | 2025-11-12 |
| Google Dispute Outcome | Pending / Approved / Denied |
| Refund Amount | $75 |
| Notes | Caller sought automotive service outside of service area. |
Additionally, you will want to monitor KPIs that apply to your goals. Some example KPIs include:
- Avg. time to first contact to gauge response speed
- Percentage of leads successfully reached for measuring contact rate
- Percentage of leads converted to appointment for booking rate
- Approved disputes
- Booked or completed jobs
- Avg. post-job rating
At the same time, your LSAs should effectively move people along the customer journey.
For instance, your LSA might dictate a response time of less than 15 minutes after an initial call from an urgent lead, require sales teams to qualify leads within 30 minutes, and escalate leads to the supervisor if sales is unable to reach the lead after two calls and a text message.
Review Generation and Reputation Management
A big part of Google LSA campaigns involves collecting customer reviews and improving your reputation.
You can do so with the following key steps:
- Start by requesting a review via email.
- Follow this up with an SMS text message request.
- You may also request a review in person if the customer appears satisfied with the service.
- Include a post-job script for email and SMS review requests.
Make sure your SLA clearly establishes timing and your incentives policy, the latter of which can help maintain legal compliance when requesting reviews.
Effective rebuttal of negative reviews will help resolve any customer complaints and maintain your reputation. You could do so by:
- Acknowledging the review (“We’re sorry to hear your experience didn’t match expectations.”)
- Clarifying or contextualizing (“It sounds like there may have been some confusion on our end, which is unusual for our team.”)
- Offering resolution paths (“We want nothing more than to make this right, so please call our office today so we can resolve this issue.”)
- Reinforcing quality (“We take pride in providing responsive and consistently reliable service, and will work to mitigate this issue going forward.”)
Be sure to use A/B testing to try out different responses, which could help you determine which gets the best reaction from your customers.
To gauge the overall quality of reviews, measure metrics like:
- Review volume
- Review velocity
- Average star rating
- Keyword relevance
- Response behavior
Never underestimate the importance of reviews, as they can make or break your business. Today, 49% of people trust online reviews as much as personal recommendations.
Integrations: CRM, Call Tracking, and Reporting
To capture and convert more high-quality leads, you need to integrate the most effective tech stack around your LSA campaigns.
The primary tools to use include:
- CallRail: Your call tracking system could incorporate CallRail to help with local services ads lead generation for local customers once initially acquired. This tool integrates with HubSpot and Zapier.
- HubSpot: For your CRM, consider implementing HubSpot, which makes it easy to track leads all the way through the funnel for conversion.
- Google Ads: For more conversions and in-depth reporting, implement Google Ads to help track conversions and relevant metrics.
Based on your goals, you may want to track the following main metrics:
- Leads
- Lead-to-job conversion
- Avg cost-per-lead
- Customer lifetime value (CLTV)
LSA vs. Google Ads, PMax, and GBP: When to Use What
Google Local Services Ads (LSA) and Google Ads are both advertising platforms provided by Google, but there are several key differences between the two. For starters, LSAs appear right at the top of search results, complete with your ratings and reviews, and even a handy click-to-call button.
1. Ad Format:
Google Ads allows businesses to create text-based search ads, display ads, video ads, and more. On the other hand, Google LSAs are specifically designed for local service providers and appear as a featured listing at the top of the search results, showcasing the business’s name, phone number, review rating, and hours of operation.
2. Pricing Model:
Google Ads operates on a pay-per-click (PPC) model charging you each time someone clicks your ad, whereas Google LSA uses a pay-per-lead model, where advertisers only pay when a lead contacts them through the ad.
3. Verification Process:
With Google Ads, businesses can create ads without going through a verification process. However, in order to run Google Local Services Ads, businesses must go through a screening process to verify their licenses, insurance, and background checks. This is to ensure that only trusted and reliable service providers are featured.
4. Placement and Visibility:
Google Ads can appear in various locations on the search results page, but Google Local Services Ads appear prominently at the top of the search results, above the traditional Google Ads.
5. Overall Ease of Use:
Another advantage of Local Service Ads is their ease of use compared to Google Ads. While Google Ads come with more customizable options, this level of customizability makes them more complicated to use, whereas Google Local Service Ads come with templates for simplified development.
6. Guarantee Badges:
Unlike Google Ads, Local Services Ads feature Guarantee Badges that can make your ads appear more credible to potential customers, persuading more people to convert.
7. Services vs. Products:
Another key difference to consider is the kind of offering that benefits from each. Google Ads are great for companies trying to sell products and goods, while Google Local Ads are better suited for local businesses selling services to clientele.
Not sure when to use or prioritize LSA over Google Ads and PMax? Here’s a little guide to help you make the right decision:
| Factor | Local Service Ads (LSAs) | Google Search Ads | Performance Max (PMax) |
| Goal | Acquiring pay-per-lead customers via calls and messages | Keyword-driven traffic and form fills | Multi-channel lead generation through Google platforms |
| Billing Model | Pay-per-lead (PPL) for qualified contacts | Pay-per-click (PPC) | Pay-per-click or conversion |
| Ranking Inputs | Service area, proximity, reviews, response time | Quality Score, bids, ad rank | Data signals like conversion feedback and ad creative |
| Ease of Setup | Simple with background checks and verification | Moderate through keyword and ad group setup | Complex using conversion tracking and assets |
| Geo Targeting | City and ZIP | Radius, ZIP, and custom map areas | Smart signals based on location intent |
| Lead Quality | Often high with calls and messages from verified users | Medium in many cases | Variable based on AI optimization and feed quality |
| Review / SEO Reputation Impact | Direct impact on rankings and visibility through GBP connection | Indirect via trust signals and extensions | Indirect through conversions and performance |
| Control Over Queries | Limited as Google matches user intent to service list | Full keyword control, including match types | Asset-based control using text, images, video, and feed |
| Limitations | Limited categories and lead types | Click fraud, unqualified traffic | Not the most transparent reporting, with a bit off a learning curve |
| When to Pause | Low lead volumes or repeated spam | High cost-per-click or low click-through rates | Weak data or no conversions |
Often, it’s best to use hybrid strategies that work together to optimize performance at every level.
For example, at the top of the funnel, when building brand awareness, you may implement Google Ads and PMax campaigns that get your brand out there.
Then, toward the bottom of the funnel, you may want to drive more conversions with your LSAs, where you can attract qualified and high-quality leads.
As you expand your business to multiple locations, here are some tips to follow to maximize scalability:
- Use one LSA profile per each location’s GBP
- Create one campaign per city or cluster in Google Ads
- Tie all review request links to the corresponding location’s GBP
Troubleshooting: Suspensions, Badges, and Common Issues
There is always the risk of suspensions with LSAs, but you can both avoid and contest them with the right steps.
Some reasons why you might have your LSAs suspended could include:
- Policy violations like using a home address for a service-based business or creating multiple listings for the same business
- Technical issues, such as failing to pass background checks or mismatched GBPs, along with licensing issues
- Consistently low-quality ads that attract spam or irrelevant leads
For effective remediation of a suspension, take the following steps:
- Identify the root cause of the suspension.
- Correct any violations that you can fix on your own, such as ensuring all business information is correct and compliant with Google’s guidelines.
- Collect evidence proving your business is legitimate and that all information is correct.
- Submit an appeal to Google, which you can do within your Google Business account.
- Follow up with Google Ads support if needed.
To prevent future suspensions, account for all the items on this checklist:
- Licensing and insurance information
- A valid physical address
- Consistent information across platforms, including name, address, and phone number (NAP)
- High responsiveness to valid lead inquiries
- Legitimate customer reviews
- Matching GBP and LSA information
For additional help, consult Google’s verification guidelines to ensure compliance.
Frequently Asked Questions About Local Service Ads
1. What are Google Local Service Ads (LSAs)?
These are locally targeted Google ads that allow local service-based businesses to connect with local customers within their service areas.
2. Who is eligible to run LSAs?
Generally, businesses offering local services to customers within a certain area will benefit from LSAs, such as those in the healthcare, automotive service, and home service industries.
3. Will LSAs replace Google Ads?
No, LSAs do not replace Google Ads. Instead, they can complement existing Google Ads to reach local customers in need of service, while other ads could promote your business and build more brand awareness.
4. How does Google rank Local Service Ads?
Google looks at a number of factors to determine which businesses can rank for LSAs, including the searcher’s proximity to the business and service area, review quality, responsiveness to leads, and booking and scheduling.
5. How do LSAs affect my local SEO / GBP?
LSAs can impact local SEO by connecting ads with your Google Business Profile, enabling high-quality ads to boost your GBP and business rankings in organic search results.
Ready to Ignite the Power of Google Local Services Ads?
Google Local Services comes with a wide range of benefits — starting with prime placement. Our paid media experts are ready to guide you through the process of integrating these valuable ads into your digital marketing strategy.
With the easy-to-measure return on ad spend and integrations with Google Home and Google Assistant (and possibly more), LSA just makes good business sense.
As it stands, Local Services Ads are available to a limited selection of vendors. But, that could change soon.
Stay ahead of your competitors by optimizing your profile, gathering reviews, and making the most of the new dashboard features for 2025.
Our Google Local Service Ads Agency can:
- Create your Local Services Ads profile
- Qualify for the Google Guarantee Badge
- Build a strategy that incorporates Local Services Ads
- And more!
Ready to get started?
Contact us today to help you set up and manage your Google Local Service Ads for maximum ROI.
