Google Local Service Ads (LSA)

What is Google Local Services Ads (LSA)?

Google Local Services Ads (LSA) is a special advertising program by Google that helps local service providers — like roofing contractors — show up at the very top of Google search results when someone is searching for services in their area.

Unlike regular Google Ads (which are click-based), LSAs are lead-based, meaning you only pay when someone contacts you directly through the ad.

For Example: When someone types something like "best roofing company near me" or "roof repair in Oklahoma City," your business can appear with a trusted Google Guaranteed badge, your contact info, reviews, and a call button — all before other search results.

Why LSA is a Game-Changer for Contractors and Home Service Businesses?

➡️ High-Quality, Real Leads Only: You only get calls or messages from people who are actively searching for services. No wasting money on clicks that go nowhere.

➡️ Higher Visibility. Top Placement on Google: LSAs show above traditional ads, maps, and organic results. This is the best possible position on Google. Get noticed first by potential customers. Stand out with the "Google Guaranteed" badge

➡️ You Pay ONLY Per Lead — No Upfront Cost

There’s no setup fee, no fixed monthly fee, and no cost just to be listed. You set your monthly budget, and Google only charges your card when someone actually contacts you.

➡️ Google Guaranteed = Instant Trust: Once verified, your ad will display a Google Guaranteed badge — which tells homeowners you’re screened, insured, and reliable. This makes them more likely to call you first.

➡️ Local Focus: Targets customers specifically in your service area. Reaches people actively looking for your services.

➡️ More Jobs, Less Hassle: You get inbound calls and messages from people ready to hire. You choose who to work with.

How Local Services Ads Work?

Here’s a simple breakdown of how LSAs operate:

1. Search: A potential customer in your service area searches on Google something like "roof replacement Oklahoma City"

2. Your Ad Appears: Your LSA shows at the very top of the results with your business name, star rating, phone number, hours, and Google Guaranteed badge

3. Customer Contacts You: They call or message you directly through the ad

for example:

- Customers can call you directly by clicking the phone number.

- They can also submit a quote request through the ad.

- You receive notifications for both calls and quote requests.

4. Lead Notification: You get notified immediately via phone, email, and/or the LSA dashboard

5. Pay Per Lead: Google charges your card only if the contact is a valid lead (you can dispute spam or wrong-number leads)

Note: No payment for ad views or clicks that don't result in contact.

How Does the Pricing Work? (You're in Control)

The pricing model is simple and transparent.

Pay-Per-Lead: As mentioned, you only pay when a "valid lead" contacts your business through the ad. A valid lead is a phone call or a message from a customer inquiring about a service you offer.

You Set the Budget: You decide on a weekly budget. Google will try to get you as many leads as possible within that budget. You will never spend more than your monthly maximum (your average weekly budget x 4.3). For example, if your weekly budget is $200, you won't spend more than $860 in a given month.

Dispute Bad Leads for FREE: What if you get a bad lead? For example, a sales call, a spam message, or someone looking for a service you don't offer. You can dispute it. If Google confirms it's not a valid lead, you don't pay for it. This protects your investment.

⚠️ IMPORTANT: You will not be charged anything unless your business is verified and receives leads. You can pause or adjust your budget anytime.

What’s Required to Qualify for LSA?

To earn the "Google Guaranteed" badge and activate LSAs, Google needs to verify that your business is legitimate and trustworthy. This is what gives customers confidence.

Here is what we will need to provide to Google for their verification process:

Verified Google Business Profile (GBP).

Basic Business Information: Your business name, address, phone number, website and hours of operation.

Business License: A copy of your official business license/registration documents for your state or city.

Proof of Insurance: A copy of your current business liability insurance certificate minimum of $500,000 to $1 million in coverage. (minimum amounts vary by service).

Background Check: Google uses a third-party service to conduct a background check on the business owner. This is a standard and secure process required for all businesses to get the "Google Guaranteed" badge.

Good Google Reviews: The more 4 and 5 star google reviews, the better your ad ranking.

Local Services Ads are one of the most powerful lead generation tools for contractors right now. They build trust, put you at the top of Google, and only cost you money when someone genuinely wants to hire you. Please take a moment to review this, and let me know if you have any questions. If you are interested, we can begin the process of gathering the required documents to get you verified.