Is your business showing up for customers looking online for services like yours?
You may have done the work to set up your business website or information online, but that doesn’t inherently mean you’re reaching target audiences in your area. But the game has now changed with local service ads in the picture.
Nowadays, platforms like Google local services ads guarantee that your services are reaching the right people.
So, what does this tool entail, who is it for, and how can your business benefit from it? We’ll explore it all today in this comprehensive guide.
What Are Google Local Services Ads (LSAs)?
With so many advertising tools at your disposal, looking into a new one can seem overwhelming.
The good news is that this one is not that complicated.Put simply, Google Local Services Ads (LSAs) is a Google platform that promises maximized visibility in local search results. But what does that really entail?
Does Your Business Qualify for Local Service Ads?
First, it’s important to know how relevant this tool actually is to your business.
Ensure that Google LSAs are right for you by cross-referencing your business information with these lists. Currently, Google supports the following countries for local services ads:
- Austria
- Belgium
- Canada
- France
- Germany
- Ireland
- Italy
- Spain
- Switzerland
- United Kingdom
- United States
Next, Google supports a large number of service categories, but they will all fall under these main categories:
- Home
- Business
- Health
- Learning
- Care
- Wellness
- Beauty
- Automotive
We also recommend checking their full list of categories to make sure LSAs are a good fit for your business type.
Now that you know who this service is built for, it’s time to learn what they actually do.
How Do LSAs Work?
Local service ads don’t function like traditional search ads. So what do they look like?
When you search for “pet adoption California,” for example, a LSA would place a local pet adoption center at the top of a sponsored search result. This ad would display the business’ name, location, and contact information.
When the user actually clicks on the ad, they’ll be directed to a new page with customer reviews and your services list. This way, they can book immediately and contact you directly if needed.
Sounds great, right? Actually, there are a few reasons why LSAs are such an effective marketing tool.
Why Are Local Service Ads Important for Local Businesses?
- Top Visibility: LSAs are displayed above all other search results, giving your business the best chance to get noticed.
- High-Quality Leads: LSAs connect you with customers who are ready to hire, increasing the likelihood of conversions.
- Trust & Credibility: Google’s screening and verification process, including the Google Guaranteed badge, boosts consumer trust.
- Cost-Effective: The pay-per-lead model ensures you’re only paying for genuine inquiries.
Who Can Benefit from Local Service Ads?
LSAs are ideal for service-based businesses, including:
- Plumbers
- Electricians
- HVAC companies
- Roofers
- Cleaning services
- Lawyers
- Real estate agents
- Dentists
- And more!
If your business offers a service and caters to a specific location, LSAs can help you dominate the local market.
How to Set Up Local Service Ads?
Setting up LSAs involves a few essential steps:
- Create a Profile: Sign up for Local Service Ads via the Google Ads platform.
- Verification: Complete the Google screening and verification process (includes background checks, insurance verification, and license validation, depending on your industry).
- Set Your Budget: Define how much you’re willing to pay per lead and your weekly budget.
- Service Areas & Job Types: Specify the areas you serve and the type of services you offer.
- Optimize Your Profile: Add compelling descriptions, showcase reviews, and ensure all information is accurate.
What Are the 5 Key Benefits of Local Services Ads?
Did you know that Google accounts for 89.66% of the global search engine market?
Nowadays, customers looking for local SEO services and businesses in their area isn’t just a possibility. It’s an inevitability.
That’s what makes LSAs so effective. Here are a few ways they can support your business growth:
1. Build Trust With Google Badges
Because creating LSAs requires verification and background checks, Google will provide your business with handy badges that make your business stand out among the crowd.
Your business can earn the following badges:
- A Google Screened badge will show a user that your business was verified through background and license checks.
- A Google Guaranteed badge tells customers that they’ll get a money-back guarantee if they’re unsatisfied with their received services.
Badges can show a user that your business has a level of credibility that other businesses may not, building inherent trust and a positive reputation.
2. Increase Business Visibility
While traditional ads have their time and place, LSAs increase your business’s visibility in an entirely new way.
This is because they sit above all search ads and also appear in voice search queries for the Google Assistant. (Fun fact: 51% of online shoppers use voice assistant features as of 2026. That’s an audience you won’t want to miss).
3. Better Conversion Rates
Because LSAs inherently target specific audiences, you’re already casting a perfectly-sized net.
This means that you’re more likely to convert a user who is actually looking for services just like yours.
We don’t need to tell you that cutting out a lot of the unnecessary time and money spent on audience targeting can be invaluable in today’s online marketing landscape.
But that’s not the only thing you’ll save time on either.
4. No Keyword Testing & No Ad Copy Experimentation
Many digital advertising services require constant testing and ad copy experimentation.
Staying relevant in the sea of advertising competition can be a chore, and that usually involves strict SEO management, keyword research, and consistent testing to ensure everything is up to standard.
But Google local services ads automatically populate your advertisement with relevant business information. As long as your info is up-to-date, you’re good to go.
5. Budget Control & Quality ROI
This all brings us to one final question that lingers on every business’s mind: how much do Google LSAs actually cost?
Good news: with Google local services sds, you only pay per lead. Unlike pay-per-click (PPC) advertising, you’ll only need to cough up cash for the customers you do actually convert.
The actual cost per lead will vary by service area and industry, but you can set a daily budget that best suits your business needs.
This makes Google LSAs cost-efficient and budget-friendly for businesses who need to stay mindful of their advertising spending.
Maximize Your Business Reach With Google Local Services Ads
In today’s online marketing landscape, visibility and relevance are your best friends.
Very simply, Google LSAs provide you with a specific key benefit that will help you keep those factors: staying at the top of search results.
Combined with its many other benefits, Google local services ads is overall a very powerful asset for your brand, and it’s worth considering how it can support your business needs.