What It Is
Local Service Ads, often called LSAs, are a Google ad format built specifically for service-area businesses like plumbers, electricians, HVAC contractors, locksmiths, and law firms. Unlike standard Google Ads, LSAs charge per qualified lead instead of per click, and they appear above all other paid and organic results when someone searches for a local service.
Why It Matters
For local service businesses, LSAs sit at the very top of search results and carry a Google Guaranteed badge that signals vetted credibility. You only pay when a customer contacts you directly, which often produces a lower cost per real lead than running standard pay-per-click campaigns. They are especially powerful in markets where competing on traditional Google Ads keywords has become expensive.
Common Misconception
Many business owners assume Local Service Ads are just another version of Google Ads. They are not. LSAs require background checks, license verification, and proof of insurance to qualify. They show different data, charge differently, and operate from a separate dashboard.
FAQ
How much do Local Service Ads cost?
Costs vary by industry and location, typically ranging from twenty to one hundred fifty dollars per qualified lead. You set a weekly budget and Google charges only when a customer messages or calls you through the ad.
How do I qualify to run Local Service Ads?
You must pass a Google background check, prove your business license, and verify general liability insurance. The process can take a few weeks. Once approved, you appear with the Google Guaranteed badge above standard search ads.
Can I dispute a charged lead that was not real?
Yes. Google allows you to dispute leads that were spam, outside your service area, or for a service you do not offer. If approved, the charge is refunded as a credit. Reviewing leads weekly and disputing the bad ones is one of the easiest ways to lower your effective cost per lead.
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