If you’ve searched for a plumber or roofer recently, you’ve probably seen a few businesses at the very top of Google with a green tick and the words “Google Guaranteed”. Those are Local Services Ads, and for many trades they’re one of the best-value ways to get enquiries.
What are Local Services Ads?
Local Services Ads (often called LSAs) are a separate type of Google ad made for local service businesses. They show above the normal search ads, with:
- Your business name
- Your star rating and number of reviews
- The green Google Guaranteed tick
- Your opening hours and the area you cover
When someone taps your ad, they can call you or send a message straight away.
How are they different from normal Google Ads?
The biggest difference is how you pay. With normal search ads, you pay every time someone clicks, whether or not they get in touch. With Local Services Ads, you pay per lead: a call or message from a potential customer about a job you offer, in an area you cover.
You can also dispute leads that weren’t genuine, such as spam or a job you don’t do, and get credit back.
What does “Google Guaranteed” mean?
To get the badge, your business has to pass Google’s checks. Depending on your trade, that can include identity checks, proof of insurance and licences, and a background check.
In return, Google offers customers some protection if they’re unhappy with the work, which gives people extra confidence to pick you.
Are they worth it?
For most trades, yes, especially if:
- You get good reviews, because your rating has a big effect on how often your ad shows
- You answer the phone quickly
- You offer common services like repairs, installs and emergency call-outs
They’re less useful if you mainly do very niche work that doesn’t fit Google’s job categories, or if you can’t answer calls during the day.
How to get the most from them
- Get more reviews. Reviews are one of the biggest factors in how high you appear.
- Answer fast. Google rewards businesses that respond quickly to calls and messages.
- Choose your job types carefully. Only switch on the jobs you actually want.
- Set your service area properly. Don’t pay for leads from towns you won’t travel to.
- Dispute bad leads. It only takes a minute and gets you credit back.
Should you still run normal Google Ads?
Usually, yes. Local Services Ads only show a few businesses, and not for every search. Running normal search ads alongside them means you show up for more searches, including specific jobs and areas that LSAs don’t cover well.
The best results usually come from using both together, and tracking which brings in the best jobs.
If you’d like help setting up Local Services Ads or getting more from the ones you have, get in touch and I’ll tell you honestly whether they’re right for your business.