Google Local Services Ads: The Complete Guide for Home Service and Legal Businesses

Google Local Services Ads (LSAs) sit at the very top of search results with a Google Guaranteed or Google Screened badge. You pay per lead, not per click. For eligible businesses, they're often the best-performing paid channel.

Who qualifies

Home services (HVAC, plumbing, electrical, roofing, pest control, cleaning, landscaping and more), legal services, and some professional and health categories, depending on your location.

Verification

Background checks, license and insurance verification, and business registration. It takes a few weeks; start early.

How ranking works

Proximity, reviews (quantity and rating), responsiveness to calls and messages, business hours, and whether you're verified. Answering quickly matters a lot.

Cost

You pay per qualified lead; prices vary by category and market. Set a weekly budget and bidding mode.

Disputes

Leads that are spam, out of area or for services you don't offer can be disputed for credit. Check and dispute weekly.

Getting more from LSAs

• Answer every call live or text back instantly.
• Collect reviews steadily.
• Keep hours accurate and wide.
• Add every service and area you cover.
• Pair with a strong Google Business Profile.

See Google Ads management.