What Are Google Local Service Ads (LSAs)?
Google Local Service Ads are built for businesses that serve local customers. Unlike regular Google Ads that focus on keywords, these ads help people find trusted service providers in their area based on what they actually need.
You will see them when you search Google for businesses. They show up in the “sponsored” slots on the business search results pages.
1. Google Local Service Ads: A Smarter Way to Advertise
Instead of trying to rank for a bunch of keywords, LSAs match your business with people who are actively looking for your services nearby. That means fewer wasted clicks and more real leads.
Google Local Service Ads are considered the “next generation” of SEO for many businesses. The days of building backlinks and optimizing for keywords are over. Google’s search results are focused on what users naturally would expect from the results to provide them a better experience.
2. Top Spot on Google
LSAs show up above regular Google ads, which means your business gets seen first. That kind of visibility can make a big difference in how many calls you get. As we all know, the top results are usually some of the best results.
3. Built-In Trust: The Google Guaranteed Badge
If your business passes Google’s screening process (background checks, licenses, insurance, etc.), you’ll earn the “Google Guaranteed” badge. It’s like a stamp of approval that builds instant trust with customers.
Google implemented the Google Guaranteed badge to combat the fraudulent efforts of some. Today, you can only get the badge if you are running a REAL business with REAL documentation to prove it.
4. Key Info at a Glance
Each ad shows your business name, phone number, hours, ratings, and reviews—so customers can quickly decide if you’re the right fit. People don’t want to scroll through your life story in order to get to the part that matters to them. The important information is front-and-center in the search results.
How Do Google Local Service Ads Work?
Here’s a quick look at how LSAs help you connect with the right people:
1. Customer Searches
Someone types in “plumber near me,” or “marketing consultant near me” and Google shows a list of local pros at the top—LSAs. These are based on the person’s location and the service they’re looking for.
2. Your Ad Shows Up
Customers see your ad, read reviews, and compare you to other providers. If you have the Google Guaranteed badge, even better—it gives you a leg up.
IMPORTANT: Reviews from real customers are a critical piece to the LSA puzzle. It’s a bit of a hassle, but getting positive reviews from real customers will help your Local Service Ads perform better.
Keep in mind that it is against the rules to pay for reviews, and you’ll get your profile restricted or banned if you get caught doing that. Don’t think you can outsmart Google with some contractor you found on Fiverr who promises a bunch of reviews for you for $5. Google knows. Google always knows.
3. They Contact You Directly
No middleman. Customers can call or message you straight from the ad to schedule a job.
The people who have the best success with LSAs are the ones who put some effort into their profiles to start, then ALWAYS answer the phone or respond to inquiries within minutes. Speed matters. Customers are impatient and you need to embrace that.
4. You Only Pay for Leads
You’re not paying for clicks that go nowhere. With LSAs, you only pay when someone actually reaches out to you. It’s a cost-effective way to advertise. This makes LSAs one of the best options for small businesses who know how to maximize their Google Local Business profiles. (We can help with that if you need it. Contact us here.)
Why Use Google Local Service Ads?
Here’s what makes LSAs such a powerful tool for local businesses:
1. You’re Seen First
Your ad shows up at the top of Google search results, above the usual ads. That kind of prime placement helps you get noticed faster. When is the last time you made it to the second page of a Google search when you were searching for something? Most people say “never.” You want to be at the top of the first page, or you basically don’t exist.
2. Builds Trust Instantly
The Google Guaranteed badge signals that you’re vetted and reliable. That’s a big deal when someone is choosing who to let into their home. Take the time to jump through the hoops and prove you are who you say you are.
3. Budget-Friendly
Because you only pay per lead, your money goes toward people who are actually interested in your services, not just window shoppers. This might be the biggest advantage of Google LSAs.
4. Easy to Manage
Google’s dashboard makes it simple to track leads, adjust your budget, and stay in control without needing to be a tech expert. Once you are set up and optimized, you should be good to go.
5. More Customer Engagement
With all your info right there in the ad, customers can easily reach out. That means more calls, more jobs and more opportunities. Be sure you have a plan in place if you are not able to answer your phone for long periods of time during the day. Hire a person or a service to answer those calls for you. Speed matters!
How to Set Up Your Local Service Ads
Ready to get started? Here’s how to launch your LSA campaign:
1. Create a Google Ads Account
If you don’t already have one, set up a Google Ads account. That’s your base for running and managing LSAs.
2. Get Verified
To earn the Google Guaranteed badge, Google will need to verify your business. This includes checking your background, licenses and insurance. It is also helpful to have your corporate or LLC docs handy, your initial IRS EIN letter or a regular filing statement from your Secretary of State.
3. Set Your Budget
Decide how much you want to spend each week. Google lets you adjust your budget as you go, so you stay in control. We always recommend starting with a modest budget and slowly increasing it as you start to see results.
4. Build Your Ad Profile
Add the important details—what you do, your hours, your phone number, and anything that makes you stand out. Don’t be lazy here. More is better. Be thorough and complete with every field, including photos and videos.
5. Launch and Keep an Eye on It
Once everything’s ready, go live! Check your dashboard regularly to see how things are going and make changes as needed. Checking every few days should be plenty at the beginning to make sure it’s optimized. After that, maybe check once a month to make sure nothing looks weird, or that you haven’t missed some Google update notice (they regularly update things and put notices in your admin dashboard).
Tips to Get the Most Out of LSAs
Want to make sure your ads perform well? Here are a few smart moves:
1. Get Great Reviews
Encourage happy customers to leave reviews. The more positive ratings you have, the better your ad will perform. Remember: Never pay for reviews.
2. Keep Your Profile Sharp
Use a clear business description, include high-quality images, and highlight what makes you different. If you don’t have high-quality images, invest in some professional photography. It’s well worth the cost.
3. Monitor and Adjust
Check your ad’s performance regularly. Tweak your budget or service area if needed to get better results.
4. Focus on Customer Service
Every good experience can lead to a repeat customer—or a great review. Treat every lead like gold.
5. Use Data to Improve
Pay attention to what’s working. Use Google’s insights to find trends and make smarter decisions over time.
So what’s next?
Google Local Service Ads are a game-changer for local businesses. They help you get in front of customers when they’re ready to book, build trust with the Google Guaranteed badge, and only cost you when someone actually reaches out.
If you’re looking to grow your local service business, LSAs are a solid place to start. Follow the steps in this guide, keep things simple, and let the leads come to you. Let us know if you need some help with Google LSA strategy or implementation.