Local Services Ads, Done Properly
Google's pay-per-lead ads for local service businesses, shown above search results with verification badges.
Samir Haddad
The key figures
- Pay per lead
- advertisers are charged for leads rather than clicks
- Google Guaranteed
- requires background and license checks
- Screened badge
- applies to certain professional categories
- Disputes
- advertisers can dispute invalid leads
Why this is worth getting right
Local Services Ads charge per lead rather than per click and require background checks, which changes how campaigns are run.
Do this, not that
Do
- Complete verification early
- Keep business hours accurate
- Respond to leads quickly
- Dispute invalid leads promptly
- Track lead quality by source
Don’t
- Slow responses to leads
- Outdated licenses or insurance
- Ignoring the review process
- Leaving invalid leads undisputed
When to bring in help
Our advice Bring in help when local service businesses need lead volume.
Where this comes from
- Google Ads Help — About Local Services Ads
- Google Business Profile Help — Edit your Business Profile
The figures and practices above come from the sources listed.
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Where to go next
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