How Your Business Can Leverage Google Local Service Ads

Google Local Service Ads turn your ads into powerful advertising tools for your business.

Researching businesses online is now easier than ever. Roughly 86% of consumers use the internet to find a local business, according to a WebVisible survey.

Google’s Local Service advertisements allow you to advertise your business on Google and receive leads directly from potential customers.

Utilizing this service in your paid marketing search advertising will get you qualified leads for your business.

What are Google Local Service Ads?

Google Local Service Ads work differently than traditional paid google ad. These ads are specifically meant to target local searches for your business.

In a local service ad, Google lists the following about your business:

Google also performs a background check on your business to verify your search result ranking. Your business’ ranking will rise or fall based on the amount of accurate information you give potential customers.

These unique ads are marked by a green “Google Guaranteed” checkmark in the ad result area.

Below you can see an example of what these ads look like to prospective Googlers.

Google Local Service Pleasanton Roofer

As you can see, these ads have the certified “Google Guaranteed” badge and are located above other paid advertisements.

Google will prioritize local business’ ad rankings by giving them the top spot on the search page.

What Are The Benefits of Local Services Ads?

You may be wondering why business owners should even consider using local service ads.

An overwhelming amount of people use the internet to find local businesses, most notably 54% of people between the ages of 18-34, a Brightlocal survey found.

Using Internet to Find Local Business

The bulk of the value offered by local service ads is the exposure your business gets compared to the competition.

Google Local Service Ads allow prospects to connect with your business via voice call or SMS.

Some of the benefits gained by local ads are as follows:

Because of the vast amount of information available to potential customers, you should seriously consider local services ads to gain that competitive edge over your local competition.

Does My Business Qualify for Google Local Service Ads?

As of this article’s publishing date, local ads are only available for certain service categories and areas in the United States and Canada.

Below are the service categories currently eligible for these ads:

United States

Appliance repair services, carpet cleaning services, cleaning services, electricians, estate lawyer services, financial planning services, garage door services, HVAC (heating or air conditioning), immigration lawyer services, lawn care services, locksmiths, movers, pest control services, plumbers, real estate services, roofers, water damage services, and window cleaning services.


Locksmiths, plumbers, and HVAC (heating or air conditioning).


How Much Do Google Local Service Ads Cost?

With all great advertising comes a cost. Putting a definitive cost on an ad campaign for this type of advertising really depends on your business’ location and service industry. 

Because Google local service ads are pay-per-lead, estimates can be anywhere from $5-$139 per lead depending on the industry, according to Tom Waddington, credentials of Tom Waddington.

Average Cost Per Lead for Common Verticals

  1. HVAC – $26
  2. Plumber – $24
  3. Electrician – $17
  4. Garage Door – $19
  5. Locksmith – $11
  6. Carpet Cleaning – $21
  7. House Cleaning – $19

Lead prices will vary depending on a few factors:

Local service ads only require you to pay for leads related to your business or the services you offer. Each lead that is received will count towards your account and will be credited towards your budget. 

One thing to note is that any lead received after you’ve reached your monthly max will be credited back to ensure that you never exceed your monthly max.

Online Reviews Make A Difference

Online reviews are a major deciding factor for customers looking for local services. Like we mentioned earlier, Google displays your companies review ratings when you use their services. How important are online reviews? 

Nearly 70% of customers agree that positive reviews make them more likely to use a business, Brightlocal noted.

How Do Online Customer Reviews Influence Decisions

In order to make a great first impression with your local service ad, try to bump up your company’s rating by asking loyal customers to review your service online.

What Qualifies as a Valid Lead?

How do you know what leads are qualified for your business?

Valid leads are considered to be related to your business or to the services your business offers. These leads can contact you in a number of different ways from your Local Services ad on Google:

Source: About Costs and Payment Google Ads Help

For more information on the different types of leads, click here.