Local Services Ads

Google Local Services Ads: the listings above the ads, paid per lead

Google Local Services Ads are listings for eligible service businesses that appear at the top of Google's results, often above the normal search ads, with a Google Verified badge once the business passes Google's checks. You pay when a customer gets in touch through the ad, not when they click. In the UK they are available for many home and professional services, and we set up, verify and manage them alongside Google Ads search campaigns.

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In short

Pay per lead, not per click
Google Verified badge after screening
Run alongside search, not instead of it

Not sure where to start? We review your account, tracking and landing pages first, in writing.

How Local Services Ads work

A Local Services Ad shows your business name, rating, years in business where known, service area and opening hours, in a block of listings at the top of the page. A customer can call or message you straight from the listing. Google charges for a lead rather than a click, and you can dispute leads that were not genuine enquiries for the services you offer.

The ranking within the block depends on things you can influence: how close you are to the customer, your reviews and rating, how quickly you respond to enquiries, whether your hours are set and kept, and how complete your profile is. Ignored messages and missed calls push you down.

Eligibility in the UK

Local Services Ads run in the United Kingdom for a list of categories that includes trades such as plumbing, electrical work, roofing, cleaning and pest control, among others. Google publishes the current list and requirements for each category, linked below. To earn the Google Verified badge a business passes screening, which in the UK includes business registration for professional services and the checks set for each category.

Google also offers pre-badge ads, which let you receive leads once you have passed the preliminary checks while the rest of the verification is completed. Pre-badge listings appear below providers who have finished verification.

What we do

01Eligibility checkConfirm your category is supported for your area, and which documents and checks Google will ask for.
02Profile and verificationSet up the profile, services, service area, hours and budget, and take you through screening.
03Lead handlingAgree who answers calls and messages and how fast, because response time affects ranking. Missed leads are the most expensive kind.
04Disputes and reportingReview leads weekly, dispute those that qualify, and report cost per lead and cost per job beside your search campaigns.

Local Services Ads or search ads?

Both, usually. Local Services Ads cover your core services within your area at a per-lead cost; local search campaigns cover the services and searches Local Services Ads cannot, and give you control over the ad copy and the landing page. Running both means you appear in more of the page for the searches that matter.

Sources

Questions people ask us

How much do Local Services Ads cost?

You pay per lead, at a price that varies by category and area, and you set a budget for how many leads you want. Google shows the expected cost per lead for your category when you set it up.

What is the Google Verified badge?

A badge shown on your listing once your business has passed Google's screening and verification checks for your category. Without it, pre-badge listings can still receive leads but appear below verified providers.

Can I dispute a bad lead?

Yes. Leads that are not for a service you offer, are outside your area, or are spam can be disputed, and Google credits accepted disputes. We review leads weekly so disputes are raised in time.

Is my business eligible?

Check Google's current UK category list, linked on this page. Many home services and some professional services are included; if yours is not, local search campaigns do the same job on a per-click basis.