How Local Services Ads differ from search ads
- You pay per lead
- No keywords or ad copy
- Shows reviews and a badge
- Only certain service categories
- You pay per click
- You choose keywords and write ads
- Sends people to your website
- Works for almost any business
Customers call, message or book straight from the ad. Google decides which searches show it, based on your service types, area and profile.
How to sign up
- Check eligibilityConfirm your category and area qualify.
- Build the profileAdd services, hours and service area.
- Pass screeningSubmit licenses and insurance where required.
- Set a budgetChoose weekly spend and start getting leads.
Google can start showing pre-badge ads after preliminary checks. Those listings rank below providers who finished every step, so complete the screening.
The Google Verified badge
The badge tells searchers your business passed Google's screening. On October 20, 2025, it replaced the Google Guaranteed and Google Screened badges. The money-back guarantee ended with them. Reviews, responsiveness and distance still decide where you rank.
Make each lead count
- Answer calls fast, since missed calls still cost you.
- Reply to messages within minutes during open hours.
- Mark booked jobs in the lead inbox to train the system.
- Ask happy customers for reviews to climb the list.
Good example. A plumber answers every lead within five minutes, marks booked jobs and gathers new reviews weekly. Its listing climbs above slower rivals.
Bad example. A plumber lets calls go to voicemail after 5 p.m. It still pays for those leads and loses the jobs.
Our Google Ads management can run Local Services Ads next to search campaigns.