Running Google Local Services Ads

Local Services Ads appear above standard Search ads, display a "Google Guaranteed" or "Google Screened" badge, and — critically — charge per lead rather than per click. For eligible industries (home services, legal, and a growing list of others), this pricing model can be significantly more efficient than traditional Search campaigns, since you're not paying for clicks that never convert.

Not every business or industry qualifies — Google requires background checks, license verification, and insurance documentation for many categories, and the approval process can take days to weeks. Start the verification process early if you're considering this format, since the lead-time is a real practical constraint.

Because you're charged per lead rather than per click, the usual Search campaign optimizations (Quality Score, cost-per-click reduction) don't directly apply — instead, focus shifts to your review count and rating (which directly affects how often you're shown) and to disputing genuinely invalid leads through Google's dispute process.

These two formats aren't mutually exclusive — many local businesses run Local Services Ads for their core, screenable services while continuing traditional Search campaigns for services outside LSA's eligible categories, or to capture searches LSA doesn't cover. The combination often outperforms either format run alone.