Getting noticed in Google Search is tough, especially for local service businesses competing against large directories and national providers. That’s where Google Local Services Ads (LSAs) come in. Designed specifically for professional services, these ads appear at the top of the search engine results page and connect local customers directly with trusted businesses without a website click.
LSAs operate on a pay-per-lead basis (not pay per click), making them a cost-effective way to generate qualified enquiries. But how do Google Local Services Ads work, and what can you do to optimise them for the best return on your ad spend?
Key Takeaways
- Google LSAs connect local service businesses with new customers at the top of Google Search.
- Businesses only pay for valid leads, such as phone calls or messages.
- To rank well, focus on quick responses, positive Google reviews, complete business information, and accurate service categories.
- The Google Screened badge or Google Guaranteed badge boosts trust and visibility.
- LSAs work best when supported by strong local SEO and an optimised business profile.
What Are Google Local Services Ads?
Google Local Services Ads are a type of ad designed for local businesses offering specific services, like home services, beauty services, or pet training. When someone searches for a provider near their location-think “emergency plumber in Sydney” or “dog groomer North Shore”-Google LSAs appear above the standard Google Ads and even before traditional search ads.
These ads display your:
- Business name
- Google rating
- Business photos
- Service categories
- Phone number
- Business hours
- Google Screened or Google Guaranteed badge (if verified)
LSAs are especially valuable because they make your business visible in local search ads without needing to drive users to a landing page. Leads contact you directly from the ad, and you only pay when a new lead gets in touch.
Step 1: Check Your Eligibility
Before you begin, check eligibility through Google’s LSA portal. Only certain service categories are supported in Australia, including:
- Electricians
- Plumbers
- Locksmiths
- Pet trainers
- Beauty services
- Home services
You also need to have a physical location in the local area you want to serve, even if you travel to the customer. This helps ensure you’re appearing in the most relevant Google search results.
Step 2: Create and Verify Your Business Profile
To set up LSAs, you’ll need to:
- Create a Google account or sign in to an existing one.
- Provide accurate business information, including your business’s location, phone number, business registration, and service type.
- Upload high-quality business photos and logos that align with your branding.
- Define your service areas and weekly or monthly budget.
Next comes the verification process, which is essential. Depending on your industry, you may need to complete:
- Licence checks
- Background checks for staff
- Proof of insurance
- Proof of business registration
Once verified, you’ll earn either the Google Screened badge or Google Guaranteed badge, increasing trust and conversion rates from local customers.
Step 3: Optimise Your Google Local Services Ads
Once your ads are live, Google doesn’t guarantee you’ll appear first in results. LSAs are ranked based on performance, not just payment. Here’s how to improve yours.
1. Respond to Leads Promptly
Google wants users to connect with responsive businesses. If you delay responding to calls or messages, your ranking drops. Be sure to follow up with leads promptly and track them in your LSA dashboard.
2. Build Google Reviews
The more reviews you collect-especially positive ones, the more visible you’ll become. Request reviews after each job, and monitor your profile closely. Local customers often compare options based on Google Reviews alone.
3. Add Photos and Update Info
High-quality business photos and a complete profile can increase engagement. Review your business information, including your business hours and services offered, regularly. Seasonal hours or location changes should always be updated to avoid disapproval.
4. Refine Service Categories and Local Areas
Many businesses overestimate their service area. Stick to suburbs or postcodes where you’re competitive, and adjust your service categories to match your most profitable offerings. This improves lead quality and reduces wasted ad budget.
5. Use Disputes When Needed
You can dispute irrelevant or poor-quality leads (like calls for the wrong service type or outside your location). Doing so can refund part of your ad spend and keep your monthly budget focused on the right new customers.
How Local SEO Supports LSAs
LSAs are powerful on their own, but they perform better when paired with a strong local SEO foundation.
Here’s why:
- Google pulls data from your Google Business Profile to help verify information in LSAs.
- Name, address, and phone number (NAP) consistency across directories improves credibility.
- Google Maps and search listings become more synchronised when you optimise your site using structured data and schema.
A high-performing LSA account is supported by solid local SEO, ensuring your business ranks well in both paid and organic listings.
Aligning with Broader Google Ads Strategy
For larger accounts or businesses running Google Ads, it’s worth seeing how LSAs fit into your broader paid search mix.
Unlike Performance Max or search campaigns, LSAs don’t direct traffic to your website. But customers still Google your business name before calling-so having a clean site, strong reviews, and accurate business info across platforms is essential.
Here’s how to align:
- Set consistent weekly budget limits across all campaigns to avoid overlap.
- Use call tracking to differentiate between LSA and traditional Google Ads leads.
- Evaluate cost per lead across channels and adjust your ad budget accordingly.
Also consider running complementary campaigns via Performance Max to target local customers higher in the funnel, while LSAs capture ready-to-convert leads.
Common Mistakes to Avoid
- Ignoring your business profile: Incomplete listings or incorrect info harm both visibility and trust.
- Not updating hours: Google penalises businesses with outdated or misleading business hours.
- Poor response times: Missed calls or late replies lower your LSA ranking.
- Overbidding in large areas: Don’t stretch your budget too thin across unprofitable areas.
- Neglecting local SEO: LSAs work best when part of a complete local marketing strategy.
Final Word
Google LSAs are one of the most efficient ways for locally owned professional service providers to reach ready-to-book customers. By setting up your account carefully, verifying your details, managing leads actively, and syncing your LSAs with a strong local SEO strategy, you can get more value from every dollar spent.
Whether you’re new to LSAs or ready to refine your current setup, Amire can help you fine-tune your services strategy and get more leads for less.
