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Local Service Ads — What Are They?

A few years ago, Google started rolling out Local Service Ads (LSAs) to help attract customers to service-based businesses. While the scope of these ads has grown since then, they are still limited to select industries such as home service (electrician, fencing, flooring, HVAC, etc.), lawyers, junk removal, pest control, pet rescue/adoption/boarding/grooming, etc. View Full List

Appear at the Top of Google’s Search Results

LSAs appear at the top of Google’s search results, above both paid and organic listings. The lead provides a “click to call” functionality and operates on a pay-per-lead basis instead of cost per click. They link to a profile of your company with detailed information about your services, address, office hours (if applicable) and other critical information. Through the LSA profile, a user can book an appointment by submitting a form or calling you. The profile page is templated and automated.

Up to 3 LSAs will appear on desktop, 2 on mobile, and only 1 via Google Assistant. Factors affecting position and ranks include proximity to the searcher, average review score and the number of reviews you receive, your responsiveness to customer inquiries and request, whether you have received serious and/or repeated complaints about your business, the bid amount, and more. Placements cannot be guaranteed due to this number of variables.

LSAs are set up under your Google Account, so if we are setting them up on your behalf, we will need access to this account. We will work with you to get access and troubleshoot any potential issues that arise.

Get the Google Guarantee

LSAs require a verification process to gain the “Google Guarantee” checkmark and badge (see screenshot below for a sample of how these ads appear; headshots are only included for select categories). Items needed for verification vary depending on the industry, but can include:

LSAs are just one more tool available in your digital marketing toolkit and are recommended to run in tandem with other digital and traditional tactics to grow your client base. We’d be happy to talk with you about whether LSAs are a fit to help reach your audience!


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