They work differently from standard search ads. You do not bid on keywords or write ad copy. You pass background and license checks, set your services and service area, state a weekly budget, and Google shows your listing to matching searchers. You pay for leads, meaning calls and messages, rather than clicks, and you can dispute leads that are clearly outside your services. Availability depends on your trade and location, and ranking within the unit is influenced by your review rating, responsiveness, proximity and budget. The badge itself carries real weight with cautious buyers.
For many home services and some professional categories, this is the highest intent traffic available, and the placement sits above both the map pack and the regular ads. Two things determine whether it pays. Answer the phone, because missed calls lower your standing and waste the lead fee, and keep reviews coming in through the platform. Treat it as complementary to organic work rather than a replacement, since leads stop the day you pause the budget while your profile and pages keep working.
Send the site over. We will tell you what is broken, what you could rank for, and whether AI search knows you exist. No charge and no pitch deck.
