Google Local Services Ads (LSA)
Pay-per-lead ads at the top of local search where you pay only for genuine contacts, and verified businesses earn a Google Guaranteed badge.
Local Services Ads sit above the regular search ads and the map pack for service queries, showing a business name, rating, and a Google Guaranteed or Screened badge. Unlike traditional pay-per-click, LSAs charge per lead — an actual call or message — rather than per click, which aligns spend with results for trades and home services.
Eligibility requires passing background and license checks, and ranking leans on reviews, responsiveness, and proximity. Disputing junk leads and answering fast are the levers that keep cost per lead in check, since unanswered contacts both cost money and hurt ranking.
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