What Are Google Local Services Ads and How Do They Work?

In the ever-evolving online advertising landscape, Google Local Services Ads have emerged as a powerful tool, especially for small businesses. These ads are designed to help local service providers connect with customers in their vicinity. If you're looking to understand what Google Local Services Ads are and how they work, you've come to the right place. In this blog, we will delve into the world of Local Services Ads, providing a comprehensive overview of what they are and how you can leverage them to grow your business.

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    An Introduction to Google Local Services Ads

    What Are Google Local Services Ads?

    Google Local Services Ads (LSAs) are a specific type of advertising format offered by Google. They focus on connecting local service providers with customers who are actively seeking their services in their local area. LSAs are prominently displayed at the top of Google search results, ensuring high visibility for businesses.

    Types of Businesses That Can Benefit from LSAs

    LSAs are most suitable for businesses that provide services within a specific geographic location. Some common industries that can benefit from Local Services Ads include:

    • Plumbers
    • Electricians
    • HVAC (Heating, Ventilation, and Air Conditioning) contractors
    • Locksmiths
    • Pest control services
    • Lawn care providers
    • Garage door service providers
    • And many more
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    How Google Local Services Ads Work

    The LSA Verification Process

    One of the key aspects of LSAs is the verification process. To ensure the legitimacy and trustworthiness of the service providers, Google conducts background checks and verifies their licenses. The verification process involves:

    1. License Check: Google verifies the professional licenses and insurance of service providers.
    2. Background Check: Background checks are carried out for service providers and their employees.

    Pay-Per-Lead Model

    Unlike traditional advertising models, LSAs work on a pay-per-lead basis. You only pay when a potential customer contacts you through the ad. The goal is to drive high-quality leads directly to your business.

    Location-Based Targeting

    LSAs are tailored for local services, so they are highly location-specific. When a user searches for a service in a particular location, Google shows LSAs for service providers in that area. This ensures that you're connecting with local customers actively seeking your services.

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    How to Get Started with Google Local Services Ads

    Eligibility and Availability

    To get started with LSAs, your business must meet certain eligibility criteria. Google verifies the availability of LSAs in your area. If your location and industry are eligible, you can proceed with the setup.

    Signing Up for Google Local Services Ads

    The process of setting up Local Services Ads is relatively straightforward. You'll need to create an account, provide essential business information, and complete the verification process. Google will guide you through the steps.

    Managing and Monitoring Your Ads

    Once your LSAs are live, it's essential to manage and monitor their performance actively. You can adjust your budget, service areas, and other settings as needed. Monitoring your ads allows you to evaluate their effectiveness and make data-driven decisions.

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    Benefits of Using Google Local Services Ads

    High Visibility

    LSAs appear at the top of the Google search results, giving your business high visibility to potential customers actively looking for services in your area.

    Increased Trust

    The verification process and Google's endorsement help build trust with potential customers. Users are more likely to contact verified service providers.


    Since you only pay for leads, LSAs are a cost-effective advertising option. You're not charged for clicks or impressions but only for genuine customer inquiries.

    Easy Conversion Tracking

    Google provides tools to track the performance of your LSAs, making it easier to evaluate your ROI and optimize your ad campaigns.

In today's digital age, Google Local Services Ads offer a unique opportunity for local service providers to connect with customers actively seeking their services. By understanding how these ads work and effectively utilizing them, your business can gain a competitive edge and grow within your local market.

If you're a local service provider looking to expand your customer base, Google Local Services Ads may be the game-changer you've been searching for. As the advertising landscape continues to evolve, staying ahead with innovative solutions like LSAs can set your business on a path to success.

Jeff Hecht

Jeff Hecht

Jeff is the Founder and Managing Director of the Aronson Hecht Agency. He grew up in the advertising industry at his father's' agency. He has over 40 years in sales and marketing experience. Jeff brings that experience to every client and every project we work on.