Local Service Ads
Pay per lead, not
per click.
Local Service Ads (LSA) put your business at the very top of Google search results with a Google Guaranteed badge. You only pay when a qualified lead calls. For trades that qualify, LSA is often the most efficient paid channel there is.
What it is
What LSA actually is.
When someone searches "plumber near me" on a mobile phone, the very top of the screen shows three businesses with a green "Google Guaranteed" checkmark, a star rating, and a phone number. Those are Local Service Ads. They load above regular Google Ads, above the Map Pack, above everything.
The pricing model is different from regular Google Ads. You do not pay for clicks. You pay per lead — meaning when someone actually calls you after clicking the ad, or messages you through the platform. Leads that do not match your services can be disputed (and if Google agrees, refunded).
The Google Guaranteed badge is the other key piece. Google runs a background check on the business (license, insurance, sometimes owner verification) before you can run LSA. Once you are verified, the badge shows in your ad and builds instant trust with homeowners. It is the closest thing to a trust signal Google provides.
What we deliver
What we actually do.
Google Guaranteed verification
We walk you through the license, insurance, and background check process. This is the gate that keeps most contractors from running LSA. We make it painless.
Profile setup and optimization
Services, service areas, hours, photos, highlights. Every field filled in correctly so your profile competes well against other verified businesses in your area.
Lead dispute management
LSA occasionally sends leads that are out of your service area, outside your services, or spam. We monitor and dispute these weekly so you are not paying for bad leads.
Review flow tied to LSA
LSA ranking is heavily influenced by Google reviews. We make sure the review generation running in your Full Service tier feeds into your LSA ranking automatically.
Budget and bidding management
LSA bidding is different from Google Ads. We set max budgets by service, adjust bid strategy based on what is converting, and pause underperforming services when they are not returning.
Monthly performance report
Leads received, leads disputed, cost per lead, leads booked to actual jobs. Two paragraphs on what moved and recommendations for next month.
Who LSA is for
LSA is only available for specific trades, and the list varies by city. Below are the home service categories that typically qualify. If you are not sure whether your trade qualifies in your area, that is one of the first things we check on the call.
What to expect
From application to leads.
LSA has a longer onboarding than regular Google Ads because of verification. But once you are live, the leads start flowing quickly.
Weeks 1-3
Application and verification. License documentation submitted, insurance verified, background checks initiated. This is the slowest part. Some trades (like HVAC) take longer than others.
Weeks 3-6
Verified and live. First leads arrive within days of activation. Cost per lead is higher than normal as the profile builds review velocity and Google learns your service area. Review requests ramp up to feed LSA ranking.
Months 2+
Steady state. Cost per lead stabilizes in the typical range ($25-$75 depending on trade and market). Lead volume becomes predictable. Your LSA rank improves as review count grows, which lowers cost per lead over time.
Pricing
Add-on, Full Service only
+$400/mo
Only available alongside Full Service, never standalone. Running LSA alongside Google Ads drives 30-50% more calls than either alone. Flat management fee. Lead costs billed directly to you by Google, never marked up. First month covers verification (Google takes weeks).
LSA lead cost varies. Plumbing, HVAC, and roofing tend toward the higher end ($50-$75 per lead). Handyman, cleaning, and pest control tend toward the lower end ($25-$45). We set your budget so you control monthly spend. All-in for most clients: $1,500 (Full Service) + $400 (LSA mgmt) + lead costs = around $1,900-$2,400/mo total.
Common questions
Questions before we talk.
Is my trade eligible for LSA?
LSA covers most home service trades, but availability varies by city. Plumbing, HVAC, roofing, electrical, garage door, pest control, cleaning, handyman, and locksmith are typically available in most major markets. We check eligibility for your specific city on our first call.
How long does Google Guaranteed verification take?
Typically 2-4 weeks. Google runs a background check on the business owner (in most cases), verifies your business license, and confirms your insurance. The slowest step is usually the background check, which is out of our hands but we push where we can.
What counts as a qualified lead?
A lead is someone who calls you or messages you through LSA about a service you offer in an area you serve. Wrong-number calls, calls about services you do not offer, and spam calls can be disputed. If Google agrees, they refund you. We dispute these weekly so you are not paying for bad leads.
How is LSA different from Google Ads?
Google Ads charges per click — you pay when someone clicks your ad, regardless of whether they ever call. LSA charges per lead — you only pay when someone actually calls. LSA also shows the Google Guaranteed badge, which builds trust before the click. Many contractors run both because they target slightly different users.
Do I have to run LSA on top of Full Service?
Yes. LSA is only sold alongside Full Service, never standalone. The reason: LSA ranking is driven by review count and rating, which is what Full Service generates. Running LSA without the review generation and ad integration behind it means you are usually outranked by contractors who are investing in both.
What if the Google Guaranteed background check fails?
Background check failures for home service owners are rare but do happen. If yours fails, we cannot run LSA for you. If we identified this risk before verification, we can usually redirect the budget to Google Ads instead, which does not require verification.
Want to skip the click and pay for actual leads?
Book a 30-minute call. We will check LSA availability for your trade and city, walk through what verification looks like, and give you realistic lead cost numbers.
Book a Free Call