What Are Google Local Service Ads (LSA)?
Google Local Service Ads (LSA) are a type of pay-per-lead advertising designed specifically for local service businesses—like plumbers, electricians, contractors, locksmiths, or HVAC technicians. Unlike traditional Google Ads (where you pay per click), with LSA, you only pay when a potential customer contacts you directly through the ad (e.g., via a phone call or message). This makes them a cost-effective way to connect with people who are ready to hire someone right now.
What sets LSA apart is the Google Guarantee badge. Once Google verifies your business (through licenses, insurance, and background checks), your ad gets this badge, which tells customers they can trust you. If a job goes wrong, Google may even refund the customer (up to a limit, typically $2,000 in the U.S.), giving you an edge over competitors.
In short:
What sets LSA apart is the Google Guarantee badge. Once Google verifies your business (through licenses, insurance, and background checks), your ad gets this badge, which tells customers they can trust you. If a job goes wrong, Google may even refund the customer (up to a limit, typically $2,000 in the U.S.), giving you an edge over competitors.
In short:
- Who it’s for: Local service providers.
- How you pay: Per lead, not per click (costs vary by industry and location, often $10-$50 per lead).
- Why it’s great: Warmer leads, Google’s trust seal, and direct contact with customers.
Where Do Google Local Service Ads Appear?
Google Local Service Ads Placement
Google Local Service Ads show up in a prime spot: at the very top of Google search results, above traditional ads and organic listings. Here’s how it works:
1. Top of the Search Page
When someone searches for a service you offer—like “emergency plumber near me” or “roof repair in [city]”—LSA ads appear first. They’re displayed in a distinct box or carousel, separate from the usual text ads. Typically, up to three businesses are shown at once, with an option to “Show More” for additional listings.
2. What the Ad Looks Like
It’s clean and simple—no flashy banners or big images, just the essentials to get customers to reach out.
3. Mobile and Desktop
4. Google Maps Integration
LSA ads can also appear in Google Maps when someone searches for services nearby, showing your business as a pinned option with the same key details.
5. Voice Search (Google Assistant)
If someone uses voice search (e.g., “Hey Google, find me a locksmith”), Google may read out LSA providers first, offering to connect the call directly.
1. Top of the Search Page
When someone searches for a service you offer—like “emergency plumber near me” or “roof repair in [city]”—LSA ads appear first. They’re displayed in a distinct box or carousel, separate from the usual text ads. Typically, up to three businesses are shown at once, with an option to “Show More” for additional listings.
2. What the Ad Looks Like
- Your business name, star
- A star rating (based on Google reviews).
- The Google Guarantee badge (if verified).
- A “Call” button or phone number for direct contact.
- Sometimes a “Message” option or link to your website. Your service area and hours (pulled from your Google My Business profile).
It’s clean and simple—no flashy banners or big images, just the essentials to get customers to reach out.
3. Mobile and Desktop
- On mobile, LSA ads often take up the entire screen initially, making them impossible to miss.
- On desktop, they sit above the traditional Google Ads (the ones labeled “Ad”) and organic search results.
4. Google Maps Integration
LSA ads can also appear in Google Maps when someone searches for services nearby, showing your business as a pinned option with the same key details.
5. Voice Search (Google Assistant)
If someone uses voice search (e.g., “Hey Google, find me a locksmith”), Google may read out LSA providers first, offering to connect the call directly.
Why the Placement Matters
The top-of-page placement is a huge deal because most people don’t scroll far—studies show over 70% of clicks happen on the first few results. With LSA, you’re not just on the first page; you’re at the very top, beating out competitors who rely on regular ads or SEO alone. Plus, the Google Guarantee badge builds instant trust, which is critical for service businesses where customers want reliability fast.
For example, if someone searches “HVAC repair [your city],” your LSA ad could be the first thing they see, with a “Call Now” button—making it super easy for them to reach you before anyone else.
For example, if someone searches “HVAC repair [your city],” your LSA ad could be the first thing they see, with a “Call Now” button—making it super easy for them to reach you before anyone else.