How do Google Local Services Ads work?

Local Services Ads, or LSAs, are Google ads that can show near the top of local service searches. Instead of paying for every click, you usually pay for leads such as calls or messages, depending on the setup and category.

• Not every business category qualifies.
• Google may require screening, license checks, insurance checks, or verification.
• Reviews and response time can affect performance.
• Review charged and credited leads, use the available feedback process, and check current rules for the account's region and category. A poor-fit inquiry isn't automatically refundable.

For locksmiths, plumbers, HVAC companies, electricians, roofers, cleaners, and other eligible service businesses, LSAs can put you above traditional search results. That's powerful. It's also not a substitute for a real website or a sane sales process.

• They can produce calls quickly in competitive service categories.
• They rely heavily on trust signals like reviews and verification.
• They can waste budget if service areas or categories are sloppy.
• They need fast follow-up because slow response kills lead value.

• Lead volume by calls or messages.
• Review charged and credited leads, use the available feedback process, and check current rules for the account's region and category. A poor-fit inquiry isn't automatically refundable.
• Booking or call details when available.
• Budget pacing and lead cost.
• Profile completeness, review count, and verification status.

1. 01

   Confirm your business category is eligible for Local Services Ads.

2. 02

   Review service categories and remove anything you don't actually want.

3. 03

   Check that your service areas match where you actually work.

4. 04

   Confirm license, insurance, background, or verification requirements are complete.

5. 05

   Review charged and credited leads, use the available feedback process, and check current rules for the account's region and category. A poor-fit inquiry isn't automatically refundable.

6. 06

   Check response time and missed calls so inquiries get a prompt reply.

• Treating LSAs like set-it-and-forget-it ads.
• Trying to run them without enough reviews.
• Letting bad categories drain the budget.
• Not training the person who answers the phone.
• Ignoring the website because the ad can produce calls. People still check you out.

• Clean up eligible services and service areas.
• Improve review volume and review quality.
• Track which leads became estimates, booked jobs, or wasted time.
• Tighten phone scripts and response time.
• Use the website to support trust after the first click or call.

Review charged and credited leads, use the available feedback process, and check current rules for the account's region and category. A poor-fit inquiry isn't automatically refundable.