Local Service Ads (also called Google Local Services Ads or Google LSA) are the ads at the very top of Google search results, above regular Google Ads and above the map. You only pay when you get a lead: a phone call, a message, or a booked appointment from a potential customer. Businesses that pass Google's screening earn the Google Verified badge (the program formerly known as Google Guaranteed).

What Are Local Service Ads?

Local Service Ads are a special ad format Google built for service providers: plumbers, electricians, roofers, HVAC companies, cleaners, and dozens of other service categories. Instead of a text ad, local customers see your business name, photo, review rating, and a green checkmark badge, with a call or message button right there on the search results page.

They sit above everything else in Google search results. Above regular Google Ads. Above the Google Maps pack. When someone in your service area searches "water heater repair near me," the first businesses they see are running Google Local Services Ads.

Here is the part I explain in every sales conversation: you only pay when you get a lead. A booked appointment, a phone call, or a quote request. You pay Google for that lead, not for clicks or views. If a bogus lead comes through, you can dispute leads and get credit. But do not abuse that privilege. Dispute too many and it can affect how many leads Google sends you moving forward.

What Happened to the Google Guarantee Badge?

Heads up, because most articles you will find are outdated. For years, LSA businesses carried the Google Guarantee badge, and Google backed the work with a money-back promise to the customer. That changed. In October 2025, Google replaced Google Guaranteed, Google Screened, and License Verified with one badge: Google Verified (Google announcement, August 2025). The money-back guarantee itself was discontinued; the last eligible claims were for services booked before December 7, 2025 (Google Local Services Help, 2026).

Here is what did NOT change: the strict screening and verification process behind the badge. Google built this program by promising customers a vetted business, so they still make sure your i's are dotted and your t's are crossed before you go live. Expect a multi-step verification process that typically covers:

• Business registration and eligibility - your business category, service area, and business hours
• License checks - valid trade licenses for your service type
• Insurance verification - proof of liability coverage
• Background checks - for the owner and often field staff
• Review threshold - your rating, usually pulled from your Google Business Profile
• Budget setup - you set a monthly budget based on how many leads you want

It can feel time consuming, but that is the point. Every hoop keeps a lazy competitor out of the spot you are trying to win. (If you see "Google Screened" or the Google Guarantee badge mentioned elsewhere, those are the old names. Same idea, one Google Verified badge now.)

How Much Do Local Service Ads Cost?

There is no fixed price. Lead costs vary by trade, location, and competition. You control the ad spend with a weekly or monthly budget, and Google will not blow past it. As a real benchmark from our own campaigns:

The Google Verified badge itself costs nothing extra. You pay per lead, and that is it. Compare that to shared lead platforms where the same lead is sold to five competitors. With LSAs, that potential customer called you and only you.

The Rule Nobody Tells You: Answer Your Phone

This is the advice I give every client before they spend a dollar: if you do not have a way to answer calls and handle the customer immediately, do not run Local Service Ads yet.

Google tracks how fast you respond to leads. Answer right away, and Google shows your ad more and sends more local leads. Let calls ring out or sit on message leads for hours, and you lose favor in Google's eyes. Your ad drops, and the leads dry up. It works just like reviews on the map: more reviews move you up, and faster responses get you more leads.

Why? Because Google wants that customer taken care of immediately, so they come back to Google next time instead of going somewhere else. Missed calls were already quietly costing service businesses a fortune before LSAs existed. With LSAs, a missed call costs you the lead you just paid for AND future leads.

Are Local Service Ads Worth It?

For the right business, absolutely. The contractors who win with LSAs understand the economics of their business. They know marketing is a game of buying customers. They know what they can afford to spend for a lead, and they know their closing ratios. For them, LSAs are simply the most direct way to buy good local leads at the very top of the page.

Two more advantages worth noting:

• Coverage beyond your backyard. You can generate leads not just in your immediate area, but in the further-out towns you already cover. If you have trucks running routes 30 minutes from headquarters, LSAs can fill those trucks in those exact zip codes.
• Speed. Local SEO is the long game and you should absolutely play it. But rankings take months. LSAs put you at the top immediately. Most owners we sit down with had no idea why they weren't showing up, and no idea this shortcut existed.

Frequently Asked Questions

How do I set up Google Local Services Ads?

Start at Google's Local Services Ads page, check eligibility for your business category and location, and create your profile with a selected Google account. You will enter your business name, service area, business hours, the specific services you offer, and your license and insurance details, then complete the background check and set a budget. Approval can take days to a few weeks depending on your trade and state. Once live, manage everything from the LSA dashboard or mobile app: pause ads, adjust ad budget, respond to booking leads, and dispute leads that are not real jobs.

Do Local Service Ads replace my Google Business Profile or website?

No. They work together. Your Google Business Profile feeds your review rating, and your reviews heavily influence how often your ad shows and whether local customers pick you. A strong existing Google Business Profile, steady reviews, and a website that builds trust make every LSA dollar work harder. LSAs are one layer of a system that helps you capture customers from multiple platforms, not a replacement for the rest of your digital marketing.

Why did my Local Service Ads stop showing?

The usual suspects: slow response times to calls and messages, a dipping review rating, a paused or exhausted monthly budget, expired license or insurance documents, or too many disputed leads. Fix the response speed first. It is the lever most owners ignore and the one Google rewards most.