Originally published in October 2019. Last updated on November 27, 2024.
Generating leads is one of the hardest parts of running a service business. But with the right tools, it doesn’t have to be.
Google Local Services Ads (LSAs) highlight your business listing to nearby customers searching for your services online, encouraging them to reach out for a quote.
It’s not as simple as adding your information to Google and hoping for the best, though. To make the most of Google Local Services Ads you’ll need to complete your profile, set a budget, and effectively manage any leads you receive.
Learn how to use Google Local Services Ads to grow your business in this guide.
What are Google Local Services Ads?
LSAs are online ads that help home service businesses promote their services to potential customers in Google search results.
Many home service providers can use them, including plumbers, HVAC professionals, landscapers, house cleaners, pest control specialists, and more.
These ads appear above other search results as well as in Google Maps and include a Google Guaranteed or Google Screened badge.
For example, if someone searched for “plumber for hire in New York”, this is what they would see:
How do LSAs work?
Google LSAs appear above other Google search results and have text indicating they’re sponsored or promoted to show users they’re advertisements.
Most LSAs include:
- The business name
- A Google review rating
- A Google verified or guaranteed badge
- The service area
- The business’s phone number and operating hours
Google LSAs are typically accompanied by a Google map showing users a variety of similar service businesses in the area.
With these advertisements, businesses pay per lead, For example, you’ll only be billed when someone uses your ad to call or message you.
To get a Google verified or guaranteed badge, businesses must complete a screening process through Google.
Who can use Google LSAs?
Not every type of service business can use Google Local Services Ads. In the U.S., some eligible industries include:
- Appliance repair
- Bathroom remodeling
- Carpentry
- Carpet cleaning
- Car detailing
- Cleaning
- Countertop services
- Electrical
- Fencing
- Flooring
- Foundation services
- Garage door services
- General contracting
- Handyman services
- Home inspection
- HVAC
- Junk removal
- Kitchen remodeling
- Landscaping
- Lawn care
- Locksmith services
- Moving services
- Painting
- Pest control
- Pet training
- Plumbing
- Pool cleaning
- Roofing
- Siding services
- Tree services
- Water damage services
- Window cleaning
- Window repairs
Whether LSAs are available for your industry varies based on your service area, like your city or state. See the Google LSA guide for a full list of which service businesses can use LSAs or to view which services are eligible in other countries, like Canada.
Pro Tip: To see if Google LSAs apply to your service area and industry, visit the Google Local Services Ads signup page.
Benefits of Google Local Services Ads
Google LSAs offer home service providers a ton of benefits, including:
- Increased visibility in search engines
- A lead-based fee structure, so you only pay ad costs for potential customers
- Google badges that boost your legitimacy and build trust
- Enhanced local targeting when compared to other online ads
- Better conversion rates because of the ad placement paired with trust signals, like reviews
Google LSAs are also relatively easy to set up, track, and manage through Google’s dashboard, where you can respond to customer inquiries and monitor performance.
How to get set up on Google Local Services Ads
After you confirm Google Local Services Ads are available in your industry and region, follow these steps to set up LSAs for your business:
1. Create (or review) your Google Business Profile
Google requires you to have a Google Business Profile to run LSAs.
If you don’t have one, set up a free Google Business Profile.
If you already have one, review it to make sure the information is accurate and up-to-date. Google will use it during the Google LSA verification process to confirm information about your business, so double-check details like your phone number, address, hours, and website before proceeding.
2. Optimize your profile
If you already have a Google Business Profile, optimize it for local SEO to increase your chances of getting as many leads as possible. That means adding your service area, what you offer, and business details, like your hours.
Google Local Services Ads may also include Google reviews and ratings, so now’s the time to make sure you have lots of positive feedback from happy customers.
Optimize your Google business profile. It’s where the majority of your leads will come from for almost every service business.
If you don’t, ask for reviews from satisfied customers so you can start using them to attract more leads.
A Google review is a Google ad from now until the end of time. So I will spend tons of money with follow-up programs and reaching out to the customer. Stuff like that after we’ve done a job like, ‘Please leave us a Google review’.
If you happen to have negative reviews, respond to them politely and professionally before your LSAs go live to show leads you prioritize customer satisfaction.
READ MORE: How to delete a Google review
3. Sign up for LSAs
When your Google Business Profile is ready to go, sign up for Google Local Services Ads. Google will guide you through creating an account and setting your service type, location, and business details.
4. Complete the screening process
To use the Google Screened or Google Guaranteed badge, you need to complete Google’s screening process.
Depending on your industry, this may include a background check or license verification by providing relevant documentation.
Once the screening process is finished your LSAs will qualify for a badge showing you’ve been certified by Google.
5. Set a budget
As with Google pay-per-click ads (PPC ads), you need to set a daily budget for your Google Local Services Ads.
The cost per lead varies depending on where you live, what services you offer, and how many leads you want to receive each month. For example, a single lead can cost you anywhere from an average of $25-$90 depending on your service area and industry.
To get a more accurate idea of your cost per lead, use Google’s budget tool.
6. Track your performance
Once your Google Local Services Ads are live, track and monitor their performance on the Google Local Services dashboard to see how they do.
Google will also provide reports that can help you improve your strategy, adjust your budget, and make the most of your ads.
For example, you could integrate your Google Local Services Ads with Jobber so leads can book service appointments right from Google.
Best practices for Google Local Services Ads
Google Local Services Ads are an effective way to generate new leads and grow your service business. But if you don’t use them the right way, you could end up attracting lukewarm leads that cost you money without ever turning into customers.
Follow these best practices to boost your chances of using LSAs to book more jobs.
1. Maintain your Google Business Profile
Keep adding to your Google Business Profile with photos, search terms, and a detailed description.
Since Google LSAs use information from your Google Business Profile, it’s important to keep your information accurate, consistent, and fresh to attract the most relevant leads.
2. Define your service area
When it comes to your service area, keep it targeted. If you make your service area too big, you could waste ad spend on leads who live too far away, and you’ll be competing with businesses outside of your serviceable region.
Instead, focus on the precise area where you can realistically offer your services and stick to that range.
3. Respond to leads quickly
Your response time impacts your quality score with Google. The faster you respond, the higher your quality score, and the more likely you are to make back your ad spend on a booked job.
Set business hours that reflect your availability so customers (and Google) know when to expect a response.
Pro Tip: Don’t forget to update your contact information if your phone number or email address changes.
4. Make your ads stand out
Take a look at what other ads in your area include, and consider how you can make yours stand out.
For example, can you add any differentiators, like “eco-friendly” or “family-owned”? Or can you improve your logo or branding to look more professional or better represent what you do?
Consider adding photos or relevant service verticals or niches your competitors don’t mention. Donovan Quesenberry from DIV Cleaning Service emphasizes this strategy for optimizing Google Maps listing.
As Donovan says, “How many people have over a hundred photos on their Google Maps listing? Very few. How many people fill out all the services like gutter cleaning? Well, no, you don’t just put gutter cleaning. You put residential gutter cleaning, you put commercial gutter cleaning, you put HOA gutter cleaning, you put gutter cleaning in Raleigh. You put apartment complex, gutter clean, and then you fully fill out the description.”
5. Make it easy for leads to book with you
When a lead sees your Google Local Services Ad, you want it to be as easy as possible for them to book with you.
In some regions, LSAs allow customers to call or message you straight from the ad.
But using Jobber’s online booking software with your Google Local Services Ads means they can book an appointment directly in Google, saving them an extra step. This makes it even easier to turn leads into customers so you can increase revenue and grow your business.