How to Generate Leads in Google Local Services Ads

If you're running a local business—whether you're a plumber, locksmith, HVAC tech, or a cleaning service—getting found online can make or break your business. One of the most effective ways to attract local customers is through Google Local Services Ads (LSAs). These ads are designed to connect you directly with people searching for services in your area.

In this guide, you’ll learn how to set up your LSAs, how they work, how to get more leads, and why working with a Google Ads specialist or Google Ads agency can help you get even better results.

What Are Google Local Service Ads?

Google Local Services Ads are a type of paid ad that appears at the very top of search results—above regular Google Ads and organic listings. These ads are only available for certain service-based businesses and are location-based. That means when someone searches “electrician near me,” these ads show up first.

Each ad includes your business name, reviews, hours, phone number, and a little green checkmark if you’re Google Guaranteed. That badge builds trust and often increases click-throughs.

These ads work on a pay-per-lead model. You only pay when someone calls, messages, or books your service through the ad—not just when they click.

How Do Google Local Services Ads Work?

Here’s a simple breakdown of how LSAs work:

• Set up your profile: You list the services you offer, your location, hours, and business details.
• Google screens your business: This includes background checks, license verification, and insurance checks (depends on industry and location).
• Customers search for a service: For example, “emergency plumber in Atlanta.”
• Your ad shows up at the top: Only if you serve that area and offer that service.
• Customer contacts you through the ad: You get charged only when the customer reaches out.

Since these ads are based on location, it’s easier to target people nearby who are ready to hire someone now.

How to Generate More Leads from Google Local Services Ads

Once your LSAs are running, you want them to bring in as many quality leads as possible. Here’s how to make that happen:

1. Complete Your Profile 100%

Make sure all your business information is filled out—especially your service list, service area, business hours, and photos. Google rewards businesses that give more details.

2. Collect Reviews

The more positive reviews you have, the better your ad will perform. Ask every happy customer to leave a Google review. LSAs show your star rating right in the ad, so it’s a big trust signal.

3. Respond to Leads Quickly

Google tracks how fast you reply to messages or answer calls. Businesses that respond quickly often get better ad placement.

4. Dispute Unqualified Leads

Not every lead is a good one. If someone contacts you about a service you don’t offer, you can dispute that lead and ask for a refund from Google. Keep an eye on your leads to make sure you're not wasting money.

5. Set a Budget That Fits Your Business

You can control how much you spend by setting a weekly budget. Start small and scale up as you see which leads are turning into paying jobs.

6. Work With a Google Ads Specialist or Agency

If you're new to LSAs or don't have time to manage your ads, a Google specialist or Google ads company can help you get more out of your budget. They can help with setup, lead tracking, and making sure your ad always performs well.

How to Optimize Google Local Services Ads

Optimization means improving your ad’s performance over time. Here's how to keep your LSAs running strong:

• Keep your business profile updated with current hours and services.
• Regularly request reviews from customers.
• Keep track of which leads turn into jobs and adjust your service list accordingly.
• Use call tracking or CRM tools to follow up with leads.
• Review and adjust your location targeting to focus on areas that convert best.

Are Google Local Services Ads Worth It?

For many local businesses, LSAs are one of the best ways to get more jobs without spending money on clicks that don’t turn into leads. Since you only pay for real contacts, you get a better return on your ad spend.

Here’s why LSAs are worth testing:

• You appear at the very top of Google search.
• You only pay when someone contacts you.
• It builds trust with the “Google Guaranteed” badge.
• It's easy to manage and scale over time.

If you're serious about growing your local business, LSAs are definitely worth a shot—especially with the right setup and support from an ads specialist or Google ads agency.

Why a Google Ads Company Can Help

Running ads takes time, testing, and attention to detail. A Google Ads company can help you:

• Set up your LSAs correctly
• Track which leads turn into sales
• Improve your reviews and ad ranking
• Manage disputes and refunds
• Scale your ad spend the right way

Working with an expert saves time and often brings better results.

Conclusion

Google Local Services Ads can be a powerful way to bring in more leads and grow your local business. By showing up at the top of search results and only paying for real leads, you're getting in front of customers who are ready to hire.

If you take the time to set up your profile, collect reviews, and manage your leads properly, LSAs can become one of your best sources of new business. And if you want faster results or don’t have time to manage it all, working with a Google ads specialist or a trusted Google ads agency can make a big difference.

Whether you're new to local service ads or looking to improve your current setup, the right strategy—and the right support—can help turn your ad spend into steady, high-quality leads.

Need help getting started? SEO Raft is here to help you run smart, effective campaigns that bring in real results. Reach out today and let our team of Google specialists help grow your business through local service ads Google trusts.