What are Local Service Ads?
People are searching (a lot). Google gets around 8.5 billion daily searches. That’s more searches per day than there are people on earth!
You know what it’s like when you’re searching for something. You want an answer fast. So it’s no surprise that when someone needs a local service, they call whoever shows up at the top of their search.
With Local Service Ads (LSAs) you can show at the top of the search and connect with customers who are ready to book a service.
Unlike regular Google Ads, where you pay for clicks, LSAs only charge you when someone actually contacts you.
It's pretty straightforward to set up, and you don't need a marketing team to figure it out.
How LSAs Work for the Trades
Before you start, Google needs to verify that you're legit. This involves the usual stuff: verifying your Google Business Profile, conducting background checks, obtaining insurance proof, and defining where you work.
Once you're verified, Google builds your ad automatically from your profile. You set a budget, and push your ads live.
How Customers Find You
When someone searches "emergency plumber near me" or "HVAC repair," your LSA will show up with your ratings and reviews, business hours and a call to action to call our message your business.
Remember, you pay per lead, not per click! This is the big difference between traditional Google Ads and LSAs. You pay only when a customer calls or messages you from the ad.
What Makes Your LSA Rank First
Google ranks LSAs based on signals that show you're trustworthy and responsive.
- How close you are to the person searching (the closer, the better)
- Your review count
- How responsive you are (if you answer calls and messages quickly)
- Business hours *being listed as open 24/7 can give you an edge)
- How relevant your services are to what is being searched
LSAs only work if you actually answer. When your ad shows up, but calls go to voicemail, Google notices, and so do potential customers. They’ll move on to the next business on the list.
Who Can Use LSAs?
Most home service businesses in the U.S. can use LSAs. Some popular industries include:
- HVAC
- Plumbing
- Electrical
- Roofing
- Restoration
Plus services like appliance repair, garage doors, handyman, house cleaning, pest control, locksmiths, landscaping, tree service, and pressure washing are popular.
If you're in the trades and serve a local area, chances are good you qualify.
What LSAs Cost
You set a weekly budget based on how many leads you want. Cost per lead can be anywhere from $20 to $100+, depending on your trade, location, and how competitive your market is.
LSA Tips for Contractors
- Keep Your Profile Updated. Update services, hours, and photos regularly.
- Respond Fast. Speed decides who books the job. Answer quickly with a real person and book the job.
- Collect Reviews. Ask satisfied customers to leave Google reviews after every completed job.
- Monitor Your Dashboard. Monitor lead volume, cost per lead, and conversion rate. Adjust your budget and focus on what works.
- Be Open 24 Hours. Emergency calls pay premium rates and convert at higher percentages. Being open 24/7 (with real people answering) to win more jobs.
Combine LSA with 24/7 Answering
Live answering, scheduling and LSAs are the perfect combo. Here’s how it works:
- Customers call from your LSA ad
- A real person answers
- The lead is qualified based on your criteria
- We book it on your calendar
- Your ranking improves
You capture more leads, book more jobs, and rank higher, all while staying on the tools.