Local Services Ads: Set Up Google Local Service Ads for Your Service Business and Pay Only for Leads
Search for an emergency plumber in Toronto and the first thing on the page is usually a row of Google's Local Services Ads, sitting above both the regular Google ads and the map pack. Each one carries a badge showing Google has checked the business, and the advertiser is charged per enquiry rather than per click. 1307 Digital manages Local Services Ads for service businesses, from verification to reviews to disputing leads that should not count.
What are Local Services Ads?
Local Services Ads (LSAs) are a Google ad product built for trades and service providers. The listing sits above the normal results and in Google Maps, and it shows your star rating, review count, hours and the area you cover next to Google's badge. A charge applies only when someone calls, messages or books through it.
To run them, a business must pass Google's checks, which can include a background check, licence check and insurance verification depending on the category and region.
Local Services Ads vs Google Ads: LSAs vs regular Google search campaigns
| Category | Local Services Ads | Google Search ads |
|---|---|---|
| Position | Top of the page, above Search ads | Top and bottom of results |
| You pay for | Leads (calls, messages, bookings) | Clicks |
| Verification | Required, with a badge | Not required |
| Control | Service types, area, budget, hours | Keywords, ads, bids, landing pages |
| Ranking | Reviews, responsiveness, proximity, profile quality | Bid and ad quality |
| Best for | Service businesses in eligible categories | Any business, any offer |
Many businesses use Google Local Services Ads and Google Ads together. LSAs capture people who want to call someone now and deliver qualified leads on a pay-per-lead basis; Search ads cover services and searches LSAs do not.
Google Guarantee, Google Screened and Google Verified badges
The badge names have changed over the years. Trades such as plumbers once received Google Guaranteed, while lawyers, accountants and other professionals received Google Screened. In late 2025 Google retired the Google Guaranteed badge and its money-back guarantee, and moved advertisers to a single Google Verified badge. You may still see Google Screened mentioned for professional services, and older listings and articles still talk about Google Guaranteed. We confirm the current requirements for your category during setup.
How to set up Google Local Service Ads
- Check eligibility. Confirm your business type and city are supported for Local Services Ads in Canada.
- Build the profile. Enter the services you offer, the neighbourhoods you cover, your opening hours and a link to your Google Business Profile.
- Pass Google's screening and verification process. Depending on your trade, Google requires businesses to submit insurance and licence documents and, for some roles, background checks on owners or staff. Once approved, the listing shows the Google Verified badge, which replaced the older Google Guarantee badge.
- Set your budget. Choose a weekly budget and how you want to bid for leads.
- Start receiving leads. Calls, messages and booking requests appear in Google's dashboard and the LSA app.
Local Services Ads signup can take a few weeks, mostly because of verification. We prepare documents in advance so it moves quickly.
Who uses LSAs
The format suits trades that visit homes and offices, such as plumbers, electricians, HVAC technicians, roofers and cleaning companies, along with selected professional service providers, for example lawyers and financial planners. For home service businesses and other service-based businesses, LSAs are often the cheapest way to reach potential customers who are ready to book.
LSAs, Google Ads and local SEO together
Google LSAs sit above traditional Google Ads and above the organic listings in local search. Regular Google Ads (PPC search campaigns) still matter for services LSAs do not cover and for people who click through to a landing page. Organic local SEO and your Google Business Profile keep you visible when ad spend stops. Used together, they let you make the most of Google's search results for local customers.
Who qualifies for Local Services Ads?
Eligibility depends on the service category and location. In Canada, LSAs are available in selected cities for categories such as home services (plumbers, electricians, HVAC, cleaners, locksmiths and more) and some professional services. If you are not eligible, it is usually because your category or city is not supported yet, or verification is incomplete.
How Local Services Ads work and rank
Google decides which LSA businesses appear first. The factors it names include:
- Proximity to the customer
- Reviews: your rating and the number of reviews
- Responsiveness to calls and messages
- Business hours and whether you are open when people search
- Complaints and serious issues
- Budget, so your ad keeps showing through the day
Answering quickly and collecting genuine reviews often matter as much as budget.
How we manage your Local Services Ads
- Account setup, category and service selection, and verification support
- Profile optimization: services, service area, hours, photos and business description
- Review strategy so happy customers leave reviews regularly
- Budget and bidding settings, including a maximum per-lead bid where it helps
- Weekly lead review and disputes for leads that do not qualify, such as spam, wrong services or locations you do not serve
- Monthly reporting on leads, cost per lead and booked jobs
- Coordination with your Google Business Profile and Google Ads, so they support each other
How much do Local Services Ads cost?
You pay per lead, and the price depends on your category, location and competition. Leads for urgent, high-value services such as emergency plumbing usually cost more than routine services. You set a weekly budget, and Google may credit leads that you dispute successfully.
Local Services Ads FAQs
What are Local Services Ads?
They are Google's pay-per-lead listings for service providers, shown first on search results and in Maps with a badge confirming Google checked the business. Calls, messages and bookings are what you pay for.
How much do Local Services Ads cost?
You pay per lead, at a price that depends on your category, city and competition. You control a weekly budget and can dispute leads that do not qualify.
Are Google Local Services Ads worth it?
They are worth it for eligible service businesses that answer calls quickly and have good reviews, because the leads come from people ready to hire. They are less useful if you cannot respond fast.
Who qualifies for Local Services Ads?
Businesses in supported service categories and cities that pass Google's verification checks. Requirements vary by category and region.
How do I dispute a Local Services Ads lead?
In your LSA account, you can dispute leads that do not qualify, such as spam, job seekers, wrong services or areas you do not serve. Google reviews the dispute and may credit the lead.
Are Local Services Ads going away?
No. Google continues to run Local Services Ads, though badges, categories and features change over time.
What is the difference between Google Ads and Local Services Ads?
With Google Ads you choose keywords, write the ads and pay each time someone clicks. With Local Services Ads, Google builds the listing from your profile, you must be verified first, and you pay for each enquiry instead.
Show up first when locals need you
Start with an eligibility and setup review for your category and area.