How To Start With Google Local Service Ads In 2024

Aug 2, 2023 10 min read

The search engine describes Google Local Service Ads as "lead generation for local customers." They are focused on smaller businesses and hyper-local brands, and it's cost-effective as heck.

If someone searches for something like "restaurant nearby," they are shown local providers' ads from their vicinity.

They are not dissimilar to local organic search but with a focus on a similar methodology to PPC ads.

In this guide, we will run you through everything you need to know about getting started with Google Local Services.

If you are looking for more leads, then this is a guide you will want to bookmark.

Table Of Contents:

You can directly jump to a section of your choice or keep scrolling.

What Is Google Local Service Ads?

Google Local Service Ads is a paid listing service that gets a business's ad at the top of Google search results. This helps businesses attract new customers within their local area.

Google Local Service Ads comes with some features also. One of them is the Google Business Messages feature, which makes it easy to manage new leads. There's a booking system integrated, so businesses can handle appointments.

You can access all these tools conveniently either through the Local Service Ads app or online.

What Is Google Local Service Ads

Benefits Of Google Local Search Ads

Local search ads are a simple way for local businesses to connect with their local customers. They offer a bunch of benefits, such as:

Increased Ad Visibility

Your business gets increased ad visibility since these local search ads appear right at the top of the SERP. So, when users search for services you offer, your business will be the first one they see.

Boost Conversion Rates

These ads target audiences searching for specific services in real time, which boosts conversion rates. People actively looking for services are more likely to become your customers.

Lead Customers Directly To Your Business

These ads also lead customers directly to your business locations. By focusing on users close to your location and those with high buying intent, you can increase in-store traffic.

Build Trust With Consumers

To be part of this, businesses must pass Google's screening process, and if you do, you get Google's Guarantee badge on your ad. That endorsement from Google adds credibility and makes consumers more likely to trust and purchase from you.

Benefits Of Google Local Search Ads

Cost-efficient Way To Reach The Right People

They are a cost-efficient way because you pay per lead, not per click. You only pay when a prospective customer contacts you through the ad. That way, you won't waste your marketing budget on clicks that don't convert.

Showcase Positive Reviews & Ratings

Local search ads showcase your positive reviews and ratings, which instantly gains customers' trust. Good ratings and reviews help in attracting new customers.

Benefits Of Google Local Search Ads

User Friendly Platform

Google made sure the Local Service Ads dashboard and app were easy to navigate with a simple design. You can monitor ad performance, manage your budget, and do more, all in one place.

No Need To Worry About Ad Copy Or Keywords

You don't have to write any ad copy. Google figures out the keywords based on your selected services, job types, and location. No need to do any keyword research!

Benefits Of Google Local Search Ads

How Do Local Search Ads Work?

Local search ads use location and target keywords to drive traffic to a business. But businesses can't define the keywords they want to target. Instead, they choose from a list of services and job types to indicate what they offer.

Search engines then figure out relevant keywords based on these selections. When a consumer in the area searches for those services, the business becomes eligible to show up as a local search ad at the top of the SERPs.

Now, Google considers several factors to determine which local businesses appear in the local services ads results. They look at things like:

  • The business's operating hours
  • Proximity to the searcher's location
  • Review score
  • Number of reviews
  • Responsiveness to customer questions

To target customers in a specific area, local search ads use location assets. These assets include:

  • The business's address
  • Phone number
  • A map marker within the ad

This way, customers can see how close they are to the stores and even get directions if needed.

When someone clicks on the Google map location pin or the local search ad, they are taken to the business's location page. It's a detailed webpage with important information and photos about the business.


Local service ads have a different approach than traditional PPC advertising. In traditional PPC, you pay every time someone clicks on your ad. But with local search ads, it's pay-per-lead. That means you only pay when a consumer takes a desired action, like making a phone call, sending an inquiry, or booking a service.

Google charges the standard cost-per-click for specific types of clicks on local search ads. These include clicks to get location details, directions, mobile click-to-call, and website clicks.

Important Ranking Factors For Google Local Service Ads

Bidding is an important way to rank higher for your business. But it's not the only way! Google considers several other factors to determine ad placement, and they can make a big difference.

Show Your Accountability

You can show your accountability by earning a Google Guarantee badge for home services or a Google Screened badge for professional services.

To get these badges, your business must pass a thorough screening process, including background checks and license verification. It's an easy way to stand out from competitors and show your customers that you are trustworthy.

Important Ranking Factors For Google Local Service Ads


The closer your business is to customers, the higher the chances of showing up in their search queries. Reviews are important too. Interested customers rely on reviews to decide if a business fits their needs. So, getting and responding to reviews frequently helps Google determine your relevance.

Response Rate

Always respond to customers, whether you like it or not. Consistent reviews show that you are actively managing your ad account, which is a positive signal.

Important Ranking Factors For Google Local Service Ads

Business Hours

Searches during active business hours can improve your position. For businesses offering 24-hour emergency services, reviews play an important role in determining whether an ad will rank during off-peak hours.

Which Companies Should Take Advantage Of Google Local Search Ads?

Google supports Local Service Ads for the following industries in the UK:

  • Appliance repair services
  • Carpenters
  • Carpet cleaning services
  • Cleaning services
  • Worktop services
  • Electricians
  • Fencing services
  • Flooring services
  • Foundations services
  • Garage door services
  • General contractor services
  • Handyman
  • Home inspection services
  • HVAC (heating or air conditioning)
  • Junk removal services
  • Landscaping services
  • Lawn care services
  • Moving services
  • Pest control services
  • Plumbers
  • Pool cleaning services
  • Pool contracting services
  • Roofers
  • Snow removal services
  • Tree services
  • Water damage services
  • Window cleaning services
  • Window repair services

Eligible Countries For Local Service Ads

Google Local Services Ads first appeared in the US test markets in 2015. Over the years, they expanded into the USA, Canada, and parts of Europe.

While Google Local Services Ads have reached many large metropolitan areas in the US, they are not available everywhere. Google has been gradually adding new countries and cities to the list. As of today, the following countries are serving LSAs.

  • Austria
  • Belgium
  • Canada
  • France
  • Germany
  • Ireland
  • Italy
  • Netherlands
  • Spain
  • Switzerland
  • United Kingdom
  • United States of America

8 Steps To Set Up Local Search Ads

Here's how to set up your Google Local Services Ads account:

  1. Go to the Local Services Ads and click "Get Started."

Steps To Set Up Local Search Ads

  1. Check your eligibility based on your postcode and job category. Google will guide you through this process.

Steps To Set Up Local Search Ads

  1. Provide your business details – make sure to give accurate and comprehensive information since it will appear in your profile.

  2. Select your service area(s) by searching for the county, city, or neighborhood you serve.

  3. Choose from a list of services that your business offers. Don't forget to select all the relevant ones to get the most out of your ad.

  4. Input your business's operating hours. Toggle on the days you are open and specify the exact times for customers.

Steps To Set Up Local Search Ads

  1. Take a look at a preview of your ad to see how it will appear to customers.

Steps To Set Up Local Search Ads

  1. To run Local Service Ads and earn the Google Guarantee, you will need to verify your business. Provide proof of insurance, business registration, customer reviews, budget, and billing information.

Steps To Set Up Local Search Ads

Once you have gone through these steps, your Google Local Services Ads account will be all set up and ready to go!

Local Service Ads Vs Google Ads

Below we will compare Google Local Service Ads and Google Ads to figure out which one suits your business better.

Lead Quality

Both Google Local Service Ads and Google Ads generate good lead quality since they are based on people's searches within Google. When users search with high intent, they are more likely to make a decision and use your business for its services.

Cost Per Lead

With Google Local Service Ads, you set a budgeted cost per lead, and Google finds your lead within that cost or even below it. On the other hand, Google Ads uses a cost-per-click formula, charging you for every click on your ad, regardless of whether the click turns into a lead or not.

Ease Of Setup

Both platforms take some time to set up initially, but once you are up and running, Google Local Service Ads are easier to maintain compared to Google Ads.


Google Ads offers more scalability options, giving you greater control over your account, keywords, location, and budget. This flexibility allows you to scale your account, something that Google Local Service Ads lack.

Starting with Google Local Service Ads is a good idea because they are easy to maintain and can bring in affordable leads. However, later on, you can add Google Ads for more predictable results and better scalability for your business. Having both platforms can ultimately benefit your business in a big way!

Google Local Service Ads Cost

We have already mentioned a lot of time that with Google Local Service Ads, you only pay when you get a valid lead as opposed to the traditional Pay Per Click model.

The cost per lead can vary depending on your industry, usually ranging between £10 and £30. But if you get a poor quality lead, a mismatch, spam, or fraudulent lead, you can flag it, and if Google agrees, they will refund your money.

10 Important Metrics For GLSA Reporting

Here are some essential Google Local Services Ads metrics to keep in mind when reporting on their performance. These metrics can help you understand how well your ads are doing.

1. Number of Charged Leads: This shows how many leads you were charged for. It's important to track this over time to spot trends and make data-driven decisions.

2. Total Amount Charged for Leads: This one's pretty straightforward – it shows the total cost you paid for the leads generated through Local Services Ads.

3. Number of Bookings: Keep track of the number of bookings you get from the leads. This helps you understand how well your ads are converting potential customers into actual bookings.

4. Booking Rate: This is the conversion rate calculated by dividing the number of bookings by the number of charged leads.

5. ROAS (Return on Ad Spend): ROAS is a crucial metric, especially for those used to traditional PPC pricing. With Local Services Ads, you pay per lead, not per click. So, to calculate ROAS, divide the revenue generated from the leads by the total amount charged for the leads.

6. Response Rate: Responding quickly to customer inquiries is essential for a good ad ranking. Aim for prompt responses to ensure customer satisfaction.

7. Lead Quality: Keep track of lead quality by monitoring the conversion rate and call duration. The longer the call, the more qualified the lead.

8. Review Score: Online reviews are vital, and consumers heavily rely on them. Having a high review score boosts your ad rankings.

9. Number of Reviews: The more reviews you have, the better! Encourage local reviews, especially on Google, as they can greatly impact your ad rankings.

10. CPL (Cost per Lead): Keep an eye on the cost per lead, as it helps set sales goals and plan budgets. Consistency is good, but if you notice changes, it might be time to review your strategy.

Bottom Line

You have got plenty of local advertising ideas and digital marketing options, but Local Services Ads are something you shouldn't miss out on. They will help your small business grow because they are hyper-targeted to your local market, reaching potential customers exactly when they need your services.

When someone searches for your service locally, they have already made up their mind to be a customer. With Google Local Services Ads, you are one step closer to making sure they choose your business. So, don't miss this opportunity to connect with those ready-to-buy customers in your area!

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FAQs (Frequently Asked Questions)

Here are some commonly asked questions on Google Local Service Ads:

Are Google local ads worth it?

Google Local Service Ads are a great way to attract new customers and grow your local business. LSAs are displayed at the top of Google Search results for relevant local searches, and they give businesses the opportunity to show off their services and attract leads.

How do I create a Google local service ad?

To create a Google Local Service Ad, you'll need to:

  1. Sign up for a Google My Business account.
  2. Verify your business address.
  3. Add your business services.
  4. Set your service areas.
  5. Set your bidding strategy.
  6. Create your ad.

How do I rank higher in Google local service?

Here are some tips for ranking higher in Google Local Service:

  • Optimize your Google My Business listing.
  • Get more reviews.
  • Bid higher on competitive keywords.
  • Use high-quality photos and videos.
  • Target your ads to specific locations.
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Rushali Das

Rushali is a content writer at Statusbrew. She is fond of writing content that compels people to slow down and look more closely to discover the unknown stories.

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