Google Local Services Ads are a pay-per-lead advertising program from Google. Your business can appear at the top of local search results with your name, rating, and a Google Verified badge, and you pay for qualified calls and messages rather than for clicks. Black Belt Digital Marketing is based in Coral Springs, Florida, and helps service businesses throughout the United States get set up and manage these ads.
What are Google Local Services Ads?
Local Services Ads (LSAs) connect people searching for a service with businesses that Google has screened. They show at the top of many local searches, often above regular Google Ads and the map results. When someone taps your ad, they can call or message you directly.
LSAs are separate from Google Ads. Google Ads search campaigns charge per click and let you choose keywords and write ad copy. With LSAs, Google matches your business to relevant searches and you pay per lead. Our post on Google Ads vs. Google Local Services Ads explains the difference in more detail.
What happened to Google Guaranteed and Google Screened?
On October 20, 2025, Google replaced the Google Guaranteed, Google Screened, and License Verified badges with one Google Verified badge. The old Google Guarantee money-back program also ended with that change. If you see older articles that call LSAs “Google Guaranteed,” they are describing the previous system.
Google notes that the Google Verified badge is currently unavailable in some categories, including auto, beauty, and dining. Businesses in those categories may still be able to run Local Services Ads without the badge.
Which businesses can use Local Services Ads?
Google publishes a list of eligible categories for each country. In the United States, it includes home services like plumbers, HVAC companies, electricians, and general contractors, as well as many lawyer categories, dentists, dermatologists, and other professional services. A few categories, such as tattoo studios and piercing studios, are currently limited to California and Florida. Google updates this list over time, so it is worth checking before you apply.
What are the benefits of Local Services Ads?
- Top placement: Your business can appear at the top of local search results.
- Pay per lead: You pay for qualified calls and messages, not for clicks.
- Trust signal: In eligible categories, the Google Verified badge shows that Google has screened your business.
- Local targeting: You choose the services you offer and the areas you serve.
- Simple lead tracking: Calls and messages come into one dashboard so you can follow up quickly.
How do you get started with Local Services Ads?
- Set up your Google Business Profile: Make sure your name, address or service area, hours, and phone number are accurate.
- Check your category: Confirm your business type is on Google’s eligible list for your area.
- Complete screening: Depending on your category and location, Google may check licenses, insurance, and background information.
- Set your budget and services: Choose a weekly budget, the jobs you want, and the areas you serve.
- Respond fast: Answer calls and messages quickly. A missed call is often a lost customer.
Our Google Local Services Ads setup service handles each of these steps, and our post on whether Local Services Ads are worth it covers cost and lead quality.
Is Local Services Ads right for your business?
If your category is eligible and you can answer leads quickly, Local Services Ads can be a useful way to get calls from people ready to hire. Many businesses run them alongside Google Ads and Local SEO, since each one reaches customers in a different way.
You can request a free consultation, call us at 954-220-4932, or get your free report to see where your business stands online right now.