What Are Google Local Service Ads and How Can They Help You Win Local Customers?

If you run a local service business, whether you’re a plumber, locksmith, solicitor, or cleaner, you already know that getting found online can make or break your week. Customers need help fast, and if they can’t find you on Google, they’ll call someone else. That’s where Google Local Services Ads come in. 

But what are Google Local Services Ads exactly? And how can they help you attract real, paying customers in your area?

Google Local Services Ads Explained

Google’s Local Services Ads (LSA) are a type of pay-per-lead advertising that showcases trusted local businesses at the very top of search results, even above the usual Google Ads and organic listings.

When someone searches for “plumber near me” or “24-hour locksmith Northampton,” Google may display a set of LSAs featuring local businesses, complete with:

• Star ratings and reviews
• Business hours
• Phone number and contact button
• Verification badges, such as the Google Guarantee or Google Screened

Unlike traditional search ads that drive users to a website, LSAs encourage customers to contact you directly through a call or message. This means fewer steps between a search and a sale.

Which Businesses Can Use LSAs?

LSAs were initially rolled out in the US but are steadily expanding across the UK for a range of professions. They’re ideal for local service providers that rely on urgent or location-based work, including:

• Plumbers and electricians
• Locksmiths
• Cleaners and pest control experts
• Landscapers and gardeners
• Estate agents and conveyancers
• Accountants and financial advisors
• Solicitors (family, property, or immigration law)
• Tutors, personal trainers, and wellness professionals

If your business involves visiting customers’ homes, offices, or vehicles, LSAs are likely to be a perfect fit.

Why LSAs Outperform Traditional Ads for Local Businesses

If you’re looking for ways to better promote your services and increase their visibility online, here are a few reasons you should consider Google LSA.

1. You pay for leads, not clicks

Unlike regular pay-per-click (PPC) ads, LSAs only charge you when a customer actually gets in touch, whether by calling, messaging, or sending a booking request. That means you’re not wasting money on irrelevant clicks or people outside your service area. 

Leads typically cost between £5 and £25, depending on the type of service and location. If you ever receive a spam or irrelevant lead, you can dispute it and potentially get a credit, which is something you can’t do with standard PPC campaigns.

2. Build instant trust with Google’s Guarantee Badge

One of the strongest selling points of LSAs is the Google Guarantee. When you complete Google’s verification process (including background checks, insurance proof, and licensing), your ad appears with a green checkmark.

This isn’t just decorative. It signals that Google has vetted your business. For customers, it means that if a job booked through an LSA doesn’t meet expectations, Google may reimburse them (up to a set amount). That stamp of approval instantly boosts confidence, especially for new customers choosing between multiple providers.

3. Get found on voice search

Voice searches now account for around 20% of all Google searches, and LSAs are one of the few ad formats that appear in Google Assistant responses.

If someone uses voice search to look for a plumber, your LSA could be the one Google reads out loud. This puts your business directly in the customer’s ear at the exact moment they need you.

4. No keywords or ads to manage

Setting up and running LSAs is refreshingly simple compared to traditional Google Ads. You don’t need to research keywords, write multiple ad variations, or constantly tweak bids.

Google automatically matches your business to relevant search terms based on your profile information, from “boiler repair” to “blocked sink”, and shows your ad when someone nearby needs that service.

Getting Started with Local Services Ads

Now that you know what Google Local Services ads are, it’s time that you learn how to use them in order to gain better visibility and attract potential customers.

1. Check eligibility

Not every business type is supported (yet). Head to the Google Local Services Ads sign-up page and enter your business details to confirm eligibility. If you qualify, you’ll be able to set up your dedicated LSA account, which is separate from your standard Google Ads account.

2. Create a detailed business profile

Your business profile is what customers will see before they contact you, so make it accurate and appealing. Be sure to include:

• Services offered
• Service areas and postcodes
• Business hours
• Pricing estimates (if applicable)
• Photos and highlights such as “Family-run business” or “Emergency callouts available”

Google recommends adding two to five highlights to stand out from competitors.

3. Submit your documents

To earn the Google Guarantee or Screened badge, you’ll need to verify your business with:

• Proof of insurance
• Relevant licences or trade accreditations
• Business registration details

These checks are free and handled by Google’s approved partners.

4. Pass a background check

For industries where employees visit customers’ homes or handle sensitive information, Google may require background checks for business owners and field staff. Once approved, you’ll be eligible to go live.

5. Launch your ads and manage leads

When your profile is verified, your LSAs will start appearing in local searches. Leads will come directly into your LSA dashboard or the Local Services Ads mobile app (available on iOS and Android).

From there, you can:

• Reply by text or email
• Call potential customers
• Mark jobs as booked or completed
• Request reviews to build your reputation

Following up promptly is key. Google factors responsiveness into your ranking position.

6. Control your budget

You can set a weekly budget based on how many leads you want. Google might spend slightly more or less in a given week, but never more than your monthly maximum.

Because LSAs charge per lead rather than per click, adjusting your budget directly affects how many enquiries you receive. If you’re just starting out, aim for at least 15 to 20 leads per week to generate consistent results.

7. Optimise your ranking

Similar to standard ads, not every LSA gets top billing. Google uses several factors to decide your ad rank, including:

• Review score and number of reviews
• Speed of response to new leads
• Your business hours (24/7 coverage can help)
• Complaint history or disputes

Encourage happy customers to leave verified Google reviews. They have a major impact on both ranking and conversions.

Why LSAs Matter to Your Business

For UK tradespeople and service providers, competition on Google has never been tougher. Organic visibility takes time, and standard PPC ads can get expensive fast, especially in high-demand industries such as plumbing, law, and real estate.

If you’ve been wondering what are Google Local Services Ads and whether they’re worth it for your business, the answer is simple. They’re one of the most effective ways to connect with high-intent local customers right when they’re ready to book. LSAs combine local targeting, pay-per-lead pricing, and built-in trust signals, all while giving small businesses a direct line to high-intent customers.

If your business depends on local leads, LSAs aren’t just another ad option. They’re your shortcut to the top of Google, right where your next customer is searching.

Attract More Customers with Google LSA

Whether you’re an emergency electrician, a family solicitor, or a trusted cleaning service, Google Local Services Ads can help your business appear where it matters most: in front of local people ready to book right now. Take the time to set up your profile properly, earn that Google Guarantee, and watch the calls start rolling in.

Don’t know how or where to get started? At Springhill Marketing, we can provide you with expert digital marketing solutions so you can effectively leverage Google LSAs to get your services out there and in front of potential customers. Get in touch today, and we’ll craft an LSA strategy tailored to your local business.

Midlands Office 20A-30 Abington Street, Northampton, Northamptonshire, NN1 2AJ