What Are Local Services Ads?

Local Services Ads are a pay-per-lead product from Google designed for businesses that provide local, in-person services. Rather than charging for clicks like traditional search ads, LSAs charge only when someone calls or messages you directly through the ad.

The ads appear at the very top of the search results and often include a “Google Guaranteed” or “Google Screened” badge—visual trust signals that indicate the business has passed Google’s vetting process, including background checks, license and insurance verification, and customer reviews.

Why LSAs Deliver Results

There are several reasons why LSAs are outperforming other search marketing strategies for local service providers:

1. Top-of-Page Visibility

These ads appear in the most premium spot on Google, above both paid search ads and organic listings.

2. Pay-Per-Lead (Not Click)

You only pay when someone takes action—either by calling your business or messaging you. That means your budget goes further, and your ROI is easier to track.

3. Trust from Day One

The “Google Guaranteed” or “Screened” badge tells potential customers you’ve been verified by Google. It builds instant credibility, especially in industries where trust is critical.

4. High-Intent Leads

People searching for local services (like “roof repair near me” or “family lawyer Jackson MS”) are often ready to hire. LSAs reach them at the exact moment they’re making a decision.

Who Should Be Using LSAs?

Google LSAs are available to a wide range of industries and continue to expand into new service categories. Businesses that typically benefit most include:

• Attorneys and law firms
• Plumbers, electricians, and handymen
• HVAC and appliance repair specialists
• Cleaning and maid services
• Pest control and landscaping
• Real estate agents and property managers
• Roofers, general contractors, and more

If your business serves a specific local area and relies on phone calls or in-person appointments, LSAs could be one of the best tools in your marketing arsenal.

But There’s a Catch: LSAs Aren’t for Everyone

While LSAs are powerful, they do come with limitations—both in terms of eligibility and management.

1. Not All Industries Are Eligible

Google currently only offers LSAs to select industries. If your business doesn’t fall into one of these approved categories, you simply won’t be able to run them (yet).

Examples of ineligible or restricted industries:

• Online-only or e-commerce businesses
• Restaurants and hospitality
• Some medical or financial services (varies by region)
• Niche professionals like coaches or photographers not tied to regulated services

2. You Must Pass Google’s Screening

To qualify for LSAs, businesses must submit:

• Business registration
• Proof of appropriate licensing (when required)
• Valid insurance documentation
• Background checks for business owners and customer-facing staff (especially for in-home services)

If you can’t provide these or fail a verification step, you won’t be approved to advertise.

The Challenges of Managing LSAs

Even if you’re eligible, LSAs require more than just setup—they need active management to work well:

• Review Strategy Matters: Your rating and response rate affect how often your ad shows.
• Lead Quality Varies: Not every lead is a good one, and disputes must be managed to protect your spend.
• Google Can Overspend: Your weekly budget cap is not always a hard limit—overspending can occur.
• Ongoing Optimization is Key: The right service categories, service areas, and ad scheduling make a big difference.

How Exact Digital Helps You Win with LSAs

That’s where we come in.

At Exact Digital, we specialize in helping businesses navigate every stage of Local Services Ads—from determining eligibility to maximizing lead quality.

Here’s what we do:

• Eligibility Evaluation: We’ll quickly tell you if your business qualifies for LSAs—and what it will take to get approved.
• Complete Setup: We handle profile creation, documentation, and getting your ads live faster.
• Smart Optimization: We tailor your categories, zip codes, and service areas to match the highest-converting audience.
• Review + Reputation Guidance: We help you collect and manage reviews, which are critical to your ranking.
• Lead Dispute Management: We monitor for spam or invalid leads and handle dispute submissions with Google.
• Transparent Reporting: You’ll get access to real-time data, monthly reporting, and clear ROI tracking.

We also offer integrated campaigns that combine LSAs with traditional search ads, retargeting, and local SEO—so you’re covered across the entire search journey.

Final Thought: Local Search is Evolving. Are You Ready?

Google’s Local Services Ads represent a shift toward performance-first, trust-driven advertising. For eligible service providers, LSAs can deliver some of the most cost-effective and qualified leads in digital marketing.

But they’re not available to everyone—and they require strategy, compliance, and ongoing oversight to perform at their best.

If you’re wondering whether LSAs are right for your business, or you’re frustrated with poor lead quality from your current campaign, let Exact Digital help you make the most of this opportunity.