Google Local Services Ads, commonly referred to as LSA, are a type of paid advertising that appears at the very top of Google search results for local service-related searches. They are different from standard Google Ads and have their own setup, verification, and billing process.
What Are Google Local Services Ads?
Local Services Ads show up above traditional search results and Google Maps results when someone searches for a local service provider. They display the business name, rating, number of reviews, phone number, and a Google Guaranteed or Google Screened badge, depending on the business type.
Unlike traditional pay-per-click ads, Local Services Ads typically charge per lead rather than per click. You pay when a potential customer contacts you through the ad, not simply for showing up in results.
Who Can Use Local Services Ads?
LSA is available to businesses in specific service categories, primarily home services, legal services, financial services, healthcare, and some professional services. Availability varies by location and business type. Not every business category qualifies.
What Is the Google Guarantee?
The Google Guarantee badge is available to qualifying home service businesses that pass a background check and license verification process. If a customer is unsatisfied with a job booked through an LSA ad, Google may reimburse them up to a set limit. This badge is meant to build customer trust and is a visible signal on your ad.
How Does the Setup Process Work?
Setting up a Local Services Ads account requires creating an account through Google's LSA platform, entering your business information, connecting your Google Business Profile, completing a background check process, and verifying any required licenses. The process varies depending on your business type and location.
One of the most common issues businesses run into during LSA setup is connecting their Google Business Profile correctly. If the GBP is not verified or has inconsistencies, it can block the LSA account from being approved. Address issues, category mismatches, and unverified profiles are common roadblocks.
Common LSA Setup Problems
Some businesses find their LSA account stuck in verification or unable to complete setup due to issues with their GBP connection, background check process, or business information. These issues are not always explained clearly by Google, and resolving them often requires working directly with Google LSA support.
Need Help?
GWR Commerce provides Google Local Services Ads support for businesses running into setup or verification issues. If your LSA account is stuck or your GBP is not connecting correctly, we can help review the case.