How To Use Google Local Services Ads To Promote Your Business?


17 Nov, 2023


Ever wondered how Google Local Service Ads can help you and your business? Needless to say, Google is the most widely used search engine globally. It is a big pool of really endless online searches. But the right question for you to seek is how many of them were related to your business just today? Maybe thousands! Well, the good news is, now you can show your ads at the very exact moment when a visitor shows interest & starts to search for what you have to sell (product) or offer (service). We’ll tell you how.

But before that, just to further alleviate your level of excitement, here’s another piece of info you should know. With Google’s marketing endeavors you don't even have to pay for running these Google ads or Google local ads but only for the real results. It means that if there is no click, there is no pay. This way you can now have a wider reach and engagement for your target audience with the help of compelling text ads that can grab attention and give you results.

Here in this blog today, we will walk you through the various aspects related to Google Local Services ads, how you can use it to your advantage and much more!

Find a local business

An Introduction To The Concept Of Google Local Service Ads

With Local Service Ads, you can promote your business on Google and get leads legitimately from potential clients. Nearby Services advertisements show up at the highest point of Google Search results (see above) when individuals scan for the administrations in a given zone. When you click on "50+ handymen serving Los Angeles," you will be taken to a different results page where you'll see a list of all the nearby handyman services of your search area. You'll likewise observe a drop-down menu of important administrations by a postal district search box. 

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Individuals take the decision to call a business or communicate something specific by tapping on the advertisement. By utilizing the Local Services By Google application, organizations can 

  • Respond to messages
  • Manage leads
  • Track appointments
  • Monitor campaigns and budget (turn ads on or off as needed)
  • View ad performance and Google My Business ratings.
  • can customize their profile page
  • choose the territories and predefined administrations where their promotion will show up

Just so we are clear, the Google local ads that you run are simply a means to get leads. However, it’s still your job to nurture them and convert them into customers.

Organizations that need to take an interest need to apply and experience a verification procedure (counting meeting certain protection and permitting prerequisites) and every representative must experience a personal investigation, so be readied that you likely won't have the option to get these promotions fully operational overnight. When a business is screened and affirmed, they will get a Google guarantee badge which assembles a trust and guarantees Google will cover asserts as high as the activity receipt sum if a client isn't fulfilled.

Get Started with Local Services Ads

  • Manage & Map lead generation
  • Drive Customer Engagement
  • Help reach Potential Audience

Google Local Services Ads appear across desktop, tablet, and mobile search results, extending their reach beyond the realm of conventional search advertisements.

These Google local ads are not limited to just typical search queries; they also feature in the responses provided by Google Assistant to voice-based search inquiries. The Google Assistant takes into account the user's job type and location, ensuring a high-quality match for the advertiser.

Device used for Local Businesses

Industries That Can Use Local Service Ads

Various industries have found Local Service Ads to be a blessing. Google's full-fledged support for Local Service Ads covers a wide range of over 70 industries throughout the United States.. The following image depicts the range of industries along with their average CPC costs.

Average Cost per click by industry

Setting Up Google Local Service Ads In 7 Steps

To get started with Google local service ads and boost your business, follow these seven simple steps:

1. Check if Your Business Qualifies For Local Services Ads

First things first, you need to make sure your business is eligible for local service ads. This depends on where you're located and the services you offer.

Google has made this part straightforward. Just visit the Local Service Ads landing page and hit "Get Started" to access the registration page. Fill in the details about your business's location (city and state) and choose your industry. After completing the form, click on "Check Eligibility." This step will let you know if your business meets the requirements. If your business is in an area supported by Google Local Services, you can proceed with the registration process. However, if your location isn't currently covered by Google's services, you'll receive a message advising you to try again at a later time.

2. Set Up Your Account

Once you've confirmed your eligibility, you'll be guided to enter your business's contact information and other necessary details to create your account. This typically includes basic information like your business name, your personal first and last name, and a business phone number.

But you can go a step further. You have the option to provide additional details such as your business website, physical address, the number of employees, and the year your business was established. While most of this extra information is not mandatory, the more details you share with Google, the stronger your business listing will be.

What's crucial to note is that the more information you furnish here, the better your chances of getting your listing approved by Google – and the sooner it happens. Google relies on this data to confirm the authenticity of your small business.

3. Define Your Service Area

Your service area is the specific geographical region where your ads will be visible, based on the location of online searchers. You have two straightforward methods to set your service area: by city or ZIP code.

By entering the ZIP codes of your service area, you'll incorporate those regions into your coverage map. If you don't have a list of ZIP codes, you can opt for city names instead. These options provide you with a high degree of control over your business's market, reducing the likelihood of your ads reaching people outside your service area.

While you're adding your service area, the map will highlight these regions in blue. This visual representation helps you gauge the size and reach of your service area and identifies any gaps in coverage. Once the map aligns with your service area, indicate whether your business address is a place where customers visit. For instance, if your small business, like a lawn care service, operates from your home, customers typically don't come to your location. However, if you're running a hair salon, clients need to know your physical address. So, choose the option that best suits your small business before proceeding.

4. Specify Your Business Services

Google will then prompt you to choose the services your business offers from a list of common activities in your industry. It's essential to be precise and tick the boxes next to each service your business provides. The choices you make here will determine the type and quality of leads you'll attract. If your business doesn't offer a particular service, don't select it. Remember, you're paying for each lead generated through Google, so it's best to list only the services you genuinely provide for local google ads.

Before you proceed, Google will require you to confirm that you possess the necessary licenses and certifications to perform the advertised work. These questions are part of Google's verification process to ensure your business is credible. This way you can smoothly run your Google local ads

List only the services for which you hold the required licenses and certifications, as Google's inclusion in the google local services may involve providing proof of your qualifications. In some cases, especially in specific industries, Google might even contact you for a background check. These steps are all part of the process to become Google guaranteed.

5. Include Your Business Hours Of Operation

It's crucial for potential customers to know when your business is available, and Google makes it easy to input your operating hours. Here's how to do it:

  • Begin by choosing the days your business operates by turning on the toggle switch next to each day as "Open."
  • As you mark a day as open, a pair of drop-down menus with times will appear.
  • Use these menus to specify your opening and closing times for each day that you've marked as open.
  • Once you've entered your hours of operation, you're nearly done with the ad setup process.

6. Review And Submit Your Ad

The final step in creating your Google local ads is to ensure that all the information you've provided is accurate. Check your listing to make sure your phone number, business name, and other details are displayed correctly. It's essential to be thorough because once you submit your business listing, you won't be able to change it until the verification process is complete.

To proceed, check the box to accept the onboarding agreement and click "Next." Congratulations, you've initiated the verification process to become Google Guaranteed. But there are still a few more things to prepare for after your business gets verified.

Once you've submitted your account for verification, Google will review your business's credentials and may contact you to request specific documentation. This could include proof of liability insurance, business licenses, professional certifications, or any other documents necessary to provide the services your customers are seeking.

After the documentation is submitted and approved, you'll receive confirmation from Google that your business is eligible for Local Service Ads. In addition to verifying your business's credentials and insurance, Google uses this information to determine whether your business qualifies as "Google Screened" or "Google Guaranteed." It's important to note that these labels apply to specific industries.

For instance, professional service providers like lawyers or accountants receive the "Google Screened" label, while certain service providers like appliance repair or lawn contractors receive the "Google Guaranteed" designation. The label your business receives is determined by Google's category placement.

7. Manage Your Budget, Track Results & Optimize Your Ads

After approval, it's time to determine your budget, and Google makes this process straightforward. They offer a user-friendly calculator that helps estimate your ideal monthly advertising budget. To find out the monthly spend required to reach your sales goals, just provide three details:

  • Your ZIP code
  • The number of leads you aim to receive each month
  • The products or services you offer

Once you input this information, the ads calculator offers a spending range to achieve your desired number of leads. Remember, while this calculator gives you a cost estimate, you have full control over your spending once your account is verified. You can increase or decrease your budget as needed. Setting a budget doesn't mean you're locked into that amount – you have the flexibility to adjust it if you're not getting the results you want.

Once your budget is set and your Google local ads are live on Google, it's essential to keep an eye on their performance and make tweaks to enhance your return on investment. You can make adjustments to your advertising budget, local market area, and other elements to boost performance. Additionally, gaining knowledge about local search engine optimization (SEO) can enhance your online visibility, whether you're using ads or not.

Having walked through the 7 essential steps for setting up your Local Service Ads, let's now delve into the intriguing history of this advertising platform.

A Brief History of Local Services Ads

At first, called "Home Services advertisements" and starting as a beta test in San Francisco in 2015, organizations were required to finish a screening procedure to guarantee pertinent protection and authorizing necessities were met. Also, representatives required criminal record verifications. 

When searching for a temporary worker through Home Service advertisements, for instance, buyers could either call a business legitimately or select up to three to demand singular statements for examination. 

Google extended and rebranded the program in 2017. Markets outside of California could take an interest, and the promotions were renamed "Local Services ads" also known as Google local ads.

The look and procedure have changed — a customer never again has the alternative to demand an online statement from a solitary business or select various organizations to demand concurrent statements. Presently, the best way to contact the business to contrast administration cites is with call or solicitation a message reaction from them.

In any case, one thing has remained constant: Businesses should, in any case, pass Google's screening procedure to be considered "Google Guaranteed" and win the green digital badge. They should check that they: 

  • Have substantial permit and protection arrangements 
  • Hire representatives simply in the wake of performing record verifications 
  • Serve clients at their homes 

This imparts enormous trust in possibilities searching for unmistakable assistance — and that is just one of the biggest advantages of using the Google Local Service Ads. Afterall, when it comes to seeking any genuine information on certain local service providers or products, Google is the unanimous choice for audiences.

Local Business information

How Do Google Local Service Ads Work?

  • Ads show up when individuals search utilizing keywords Google regards applicable for the classification being referred to. 
  • People click on the promotions to get some fundamental information about the organization and see reviews. 
  • If they need to contact the organization, they can call the telephone number recorded (which is given by Google). 
  • The call is recorded by Google and the account is given to the business using the back end of your entry. 
  • The business can challenge the lead if the call isn't legitimate. 
  • If the call is legitimate, the business pays for the lead (rates dependent on the business). 
  • If you close an arrangement with the lead, you mark the arrangement as "shut" in your gateway. 
  • Once the activity is finished, you make an impression on the client through the gateway requesting a survey, which is then viewed as a "confirmed audit". 
  • You can set a financial limit for the amount you need to spend on the promotions, yet at least $50 every week. 
  • You can stop the promotions whenever you want yet once stopped your advertisement will show up without the "Google Guaranteed" identification and will be substantially less prone to show up in the best three promotions on the SERP.

What Are The Benefits Of Google Local Business Ads?

Benefits of Google Service ads

There are many benefits to using Google's local service ads. Here are the most significant ones.

1. Timing & position

Organizations can interface with potential clients at the time they are searching for administrations you give. As a rule, there's a need to keep moving concerning the client implies that the likelihood of transformation is high. Nearby assistance advertisements are situated on the highest point of the web search tool results. Hence, the probability of possibilities for tapping in your advertisement is high.

2. Gain Trust with Google Guarantee

Local Service ads have a green checkmark close by the terms 'Google ensure' to imply that Google underwrites the business. Numerous clients trust Google and would go the additional mile to confide in a business that Google prescribes.

3. Attain visibility on Google

Google local service ads increment your business' visibility on Google since they show up before the paid pursuit promotions and natural postings. This implies shoppers see the local promotions before the paid ones.

4. Pay Per Lead

With Google local service ads you just compensation per prepared to-buy lead and not click similarly as with many paid promoting postings. Pay-per-click directs that you pay in any event, for clicks that are not the correct fit and don't change over. The charge per lead is sensible, and if there should arise an occurrence of a poor match or false lead, you can debate the charge.

5. Improved Lead Quality

Opting to pay per lead rather than per click enhances the caliber of individuals reaching out to you via these local Google ads.

6. User-Friendly Interface:

Having all your local Google ads conveniently accessible within a single, intuitive platform simplifies campaign management.

7. Automated Reviews For Local Services

Indicating "booked" status in your dashboard prompts Google to send review requests, contributing to the enhancement of your ranking and credibility.

8. No Managing Keywords

Overseeing keywords is an issue for some organizations. In any case, Google's local service ads save you the issue of overseeing watchwords. You simply select your administration's classes – work types-and Google will decide the fitting watchwords for your promotion.

9. Included In Voice Search Responses

Local Service ads are controlled by Google Assistant. This is critical because since 2016, over 20% of all ventures originate from voice search, and by 2020, that number could reach about half. 

This is additionally critical because your clients will be unable to open another tab and type an inquiry question on the off chance that they're trapped in an emergency requiring proficient home administrations. 

Along with the benefits listed above, here are a few more-

  • Get seen at the highest point of Google 
  • Connect with potential clients who are scanning for administrations you give and are well on the way to book 
  • Make utilization of basic apparatuses to assist you with beginning and make a customized profile 
  • Use the versatile application to speak with clients whenever needed 
  • Build trust with the Google Guarantee 
  • Pay just for drives identified with your business and the administrations you offer 
  • Customers pick you: You just get notification from clients who have explicitly chosen your profile out of all the rest

10. Improved ROI

With precise audience targeting and performance tracking, local service ads yield a better return on investment, ensuring that your dollars for local Google ads are effectively utilized for maximum results.

How Much Does Local Services Ads cost?

The magnificence of these promotions is that you pay for drives identified with your business and the administrations you offer. The genuine expenses may change contingent upon the sort of lead, your area, and the kind of employment required. You possibly pay on the off chance that you get a message or call through the stage. 

You additionally won't sit around idly with not so good leads provided that one of your leads isn't real, you can debate it with Google (you may not generally recover your cash, however, it merits a shot!). The other pleasant thing about this installment plan is that you'll never surpass your month to month most extreme spending plan. If out of the blue you get drives that surpass your month to month spending plan, they will be attributed back to you. 

Your expense is anything but difficult to oversee. You can set a week by week spending plan dependent on the number of leads you need to get, and you can generally keep tabs on your development in the application by review your installments and charge history.

How To Get The Most Out Of Google Local Services Ads?

Google won't state explicitly what variables go into their rankings; however, there are a few hypotheses out there that could help. I'm a major enthusiast of working up your all-out online nearness, so in case you're similar to me, the prescribed procedures beneath shouldn't be such astonishing and ought to be things you're as of now considering in different parts of your advertising: 

  • Focus on quality 
  • Focus on expanding your 5-star evaluations and surveys 
  • Respond promptly to your messages and calls (neglecting to do so may bring down your advertisement positioning) 
  • Maintain predictable NAP (name, address, telephone number) across catalog destinations on the web 
  • Optimize your Google My Business Listing 
  • Stay on favorable terms with Google. On the off chance that they get various grumblings about your business, it will probably neutralize you. 

Moreover, Google is a business all things considered, and they need to bring in cash, so expanding your week by week Local Services advertisement spending plan isn't the most noticeably terrible thought. Your closeness to potential clients' areas may likewise affect your position (Google needs to give a decent encounter to the client, not simply your business).

Some interesting stats

Milestone's research revealed the following:

  •         Combined, local and organic searches account for 69% of total digital traffic.
  •         Local searches alone make up 22.6% of website traffic.
  •         The traffic for businesses based on location has grown from 19.2% in January 2020 to 28.8% in July 2021.

Benefits of Google Service ads

How To Manage Your Local Services Ad?

After you've finished these means and your business is endorsed, you can go live with your advertisements. 

Here's my recommendation on the most proficient method to deal with your Local Services promotions: 

  • Setting your weekly budget: The expense of each lead differs relying on where you’re business works, the administration type and the sort of lead. In any case, as you alter your spending limit, you can perceive what number of evaluated drives you can anticipate. Since these are warm leads, on the off chance that you have somebody who will develop and close them, I would go through however much cash as could reasonably be expected to get the same number of leads as you can deal with. 
  • Managing the leads: It's crucial to establish a structured approach for reaching out to and tracking leads. I recommend preparing outreach content in advance. Additionally, designate someone in your office responsible for promptly contacting each new lead, as response time is vital. In fact, according to, "when an agent follows up on a lead within an hour, they are three times more likely to have a meaningful conversation with a decision-maker."

If an invalid lead contacts your business, you can sign onto the Local Services by Google stage and solicitation to question the lead. Google will at that point survey the call or message as per your business data and decide if you ought to get credit back. This procedure normally just takes a few days, and I've discovered that Google works admirably of crediting your record if a lead is invalid. 

As far as I can tell, Local Services by Google can help keep your schedule full and significantly increase your income and benefit through genuine leads from perfect and likely clients. In case you're a specialist organization and need your telephone to ring more, don't pause. Ensure you have strong deals frameworks and contents set up alongside a subsequent framework, and begin getting your leads through Local Services by Google today.

When To Leverage Local Services Ads For Your Business

Google Local Ad Services or LSAs offer service-based businesses a potent tool to expand their online presence, attract more in-store customers, and boost their bottom line. Their user-friendly interface simplifies the process, especially in comparison to managing pay-per-click (PPC) Google Ads campaigns. Coupled with the advantage of high-quality leads, you have an effortless means to drive both foot traffic and profits to your enterprise.

Therefore, if you're seeking to elevate your local service business, there's no better time to get started. With more people turning to online shopping and utilizing Google search to discover services like yours, combining Google Ads Services with SEO, display advertising, and ad retargeting forms a winning strategy to propel your local business toward success.


1. Is It Beneficial to Invest in Local Service Ads?

For numerous businesses, Google Local Service Ads offer a worthwhile investment in terms of both time and money. These local Google ads are highly precise and competitive, surpassing traditional pay-per-click (PPC) ads, which often result in a higher cost per lead. It's important to note that Google charges based on leads, not clicks. You have control over your budget, allowing you to manage expenses effectively and gauge the return on investment (ROI) to determine if it justifies the cost.

2. Where Can I Find Local Service Ads?

Local Services Ads prominently feature at the pinnacle of Google's search engine results pages (SERPs). These ads take precedence over regular Google ads, organic search results, and even Google Business Profiles or mapped listings. This prime position significantly enhances the visibility of advertisers and boosts their prospects of acquiring high-quality leads.

3. What distinguishes Google search from Local Services Ads?

Google search and Local Services Ads are both methods within search engine marketing (SEM) to secure top positions on search pages. However, there are key differences:

Verification: Brands utilizing local service ads go through a verification process, which is not a prerequisite for search advertisers.

Payment Model: Search ads operate on a pay-per-click (PPC) model, while Local Services Ads adopt a pay-per-lead approach. This means that for Local Ads, a potential customer has taken a specific action, such as filling out a website form or clicking a linked phone number to contact your business.

4. How much do Google Local Service Ads cost?

Google does not provide a precise lead cost but indicates that the expense fluctuates depending on factors such as the specific job, industry, location, and type of lead. Nevertheless, according to Tom Waddington, a Google Local Search Expert, you can anticipate a lead cost ranging between $5 and $130, with an average cost of approximately $23.

5. How do I get started with Google Local Service Ads?

To get started with Google Local Service Ads, businesses need to create a Google Ads account and then apply for the Local Service Ads program. Once approved, businesses can start creating and running their Local Service Ad campaigns.

6. Can I have multiple local service ads?

You are allowed to manage multiple Google Local Services Ads accounts and locations; however, it's important to note that each location must possess a unique physical address and undergo verification by the team.


This is all that you must know about the mighty world of Google Local Service ads. This is one amazing marketing gimmick that you can use to expand your customer outreach. With the help of Google Local Service ads, you can not only boost the visibility and awareness of your business but also garner quality leads without making a hole in your pocket. We have already explained the benefits and how to leverage LSAs for optimum impact. Are you looking for a seasoned go-to agency that can take your local online presence to the next level and improve your search engine rankings? Then look no further, JanBask Digital Design offers tailored strategies for LSAs. With expertise in navigating the intricacies of digital marketing, JanBask ensures a seamless implementation that minimizes challenges and maximizes the impact of local advertising for you. Get in touch with us today!

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