Google Local Service Ads Advertising

Pay-per-lead advertising for local service businesses with Google Guarantee badge, appearing above traditional search ads.

Get Started with Google Local Service AdsCompare with Others

Avg CPC

$15 - $80 per lead

Avg CPM

N/A (pay-per-lead model)

Min Budget

Weekly budget minimum varies by location

Audience

Location-based reach in 100+ metro areas

Google Local Service Ads Ad Formats

Google Local Services Ads
Local Services Ads
LSAs
Google Guarantee Ads
Sponsored Local Ads
Pay Per Lead Ads
Service Business Ads
Home Services Ads
Business Services Ads
Google Guarantee
Google Screened
Phone Call Leads
Message Leads
Booking Leads
Lead Management

Google Local Service Ads Targeting Options

Service Type
Geographic Location
Service Area Radius
Business Hours
Job Type

Google Local Service Ads Ad Examples

Phone Call Lead

Phone Call Lead

Customer calls directly from search results with tracked phone number

Message Lead

Message Lead

Customer sends message with job details through Google

Google Guarantee Badge

Google Guarantee Badge

Green checkmark badge builds trust and increases click-through rates

Advantages

  • Pay only for leads
  • Google Guarantee builds trust
  • Top placement in search
  • No keyword bidding
  • Dispute protection
  • High-intent customers

Considerations

  • Limited to eligible service businesses
  • Background check required
  • License/insurance verification needed
  • Geographic restrictions
  • Higher cost per lead

What Google Local Service Ads is Best For

Local contractorsHome servicesProfessional servicesLegal servicesHealthcare services

Complete Service Category Coverage

Google Local Service Ads now supports over 73 service categories across 10 major industries in the US and UK. Find your service category below to understand eligibility requirements and expected costs.

73

Total Services

10

Industries

35

Google Guarantee

38

Google Screened

Understanding Badge Types

Google Guarantee

For home service professionals like plumbers, electricians, and contractors. Google backs your bookings with up to $2,000 coverage for qualifying claims.

Requirements:

  • License verification (where required)
  • General liability insurance minimum $1M
  • Background check for all employees
  • Google Business Profile verification

Google Screened

For professional service providers like attorneys, financial advisors, and healthcare professionals. Google verifies credentials and background.

Requirements:

  • Professional license verification
  • Professional liability insurance
  • Background check
  • Google Business Profile verification

Regional Availability

United States

73 service categories available

Available in 100+ metro areas across all 50 states. Coverage continues to expand to new cities and service categories regularly.

United Kingdom

63 service categories available

Available in major UK cities and expanding. UK focuses primarily on professional services with the Google Screened badge.

Service Categories by Industry

Home Services

28 services
HVAC Services
$25 - $75
GuaranteeUSUK

Heating, ventilation, and air conditioning installation, repair, and maintenance services.

Plumbing Services
$20 - $60
GuaranteeUSUK

Residential and commercial plumbing installation, repair, and maintenance.

Electrical Services
$30 - $70
GuaranteeUSUK

Licensed electrical work for residential and commercial properties.

Locksmith Services
$15 - $45
GuaranteeUSUK

Lock installation, repair, and emergency lockout services.

Garage Door Services
$25 - $60
GuaranteeUS

Garage door installation, repair, and maintenance services.

Roofing Services
$40 - $100
GuaranteeUSUK

Residential and commercial roofing installation and repair.

House Cleaning
$15 - $40
GuaranteeUS

Professional residential cleaning services.

Pest Control
$20 - $55
GuaranteeUSUK

Pest inspection, extermination, and prevention services.

Appliance Repair
$20 - $50
GuaranteeUSUK

Repair services for household appliances.

Window Installation
$35 - $80
GuaranteeUSUK

Window and door installation and replacement services.

Painting Services
$25 - $65
GuaranteeUSUK

Interior and exterior painting for residential and commercial properties.

Flooring Services
$30 - $75
GuaranteeUSUK

Floor installation, refinishing, and repair services.

General Contractor
$40 - $100
GuaranteeUSUK

General construction and remodeling services.

Landscaping Services
$20 - $55
GuaranteeUSUK

Lawn care, landscaping, and outdoor maintenance services.

Tree Services
$30 - $70
GuaranteeUSUK

Tree removal, trimming, and maintenance services.

Concrete Services
$30 - $75
GuaranteeUS

Concrete installation, repair, and finishing services.

Deck Repair
$25 - $65
GuaranteeUS

Deck construction, repair, and maintenance services.

Fence Installation
$20 - $55
GuaranteeUS

Fence installation, repair, and maintenance services.

Foundation Repair
$50 - $120
GuaranteeUS

Foundation inspection, repair, and waterproofing services.

Handyman Services
$15 - $40
GuaranteeUSUK

General home repair and maintenance services.

Siding Services
$35 - $85
GuaranteeUS

Siding installation, repair, and replacement services.

Solar Panel Installation
$80 - $200
GuaranteeUSUK

Solar panel installation and renewable energy services.

Swimming Pool Services
$30 - $80
GuaranteeUS

Swimming pool installation, maintenance, and repair services.

Water Damage Restoration
$40 - $95
GuaranteeUSUK

Water damage restoration and emergency services.

Moving Services
$25 - $70
GuaranteeUSUK

Professional moving and relocation services.

Junk Removal
$15 - $40
GuaranteeUS

Junk and waste removal services.

Insulation Services
$25 - $65
GuaranteeUSUK

Insulation installation and energy efficiency services.

Septic Services
$30 - $75
GuaranteeUSUK

Septic system installation, maintenance, and repair.

Legal Services

6 services
Personal Injury Attorney
$150 - $300
ScreenedUSUK

Legal representation for personal injury claims.

Criminal Defense Attorney
$100 - $250
ScreenedUSUK

Criminal defense legal services.

Family Law Attorney
$80 - $200
ScreenedUSUK

Legal services for family law matters.

Estate Planning Attorney
$70 - $180
ScreenedUSUK

Estate planning and probate legal services.

Immigration Attorney
$90 - $220
ScreenedUSUK

Immigration and naturalization legal services.

Employment Attorney
$85 - $210
ScreenedUSUK

Employment and labor law legal services.

Professional Services

4 services
Real Estate Agent
$50 - $120
ScreenedUSUK

Real estate buying, selling, and rental services.

Financial Advisor
$60 - $150
ScreenedUSUK

Financial planning and investment advisory services.

Tax Preparation
$30 - $80
ScreenedUSUK

Tax preparation and filing services.

Accounting Services
$40 - $100
ScreenedUSUK

Professional accounting and bookkeeping services.

Automotive Services

7 services
Auto Repair
$25 - $60
GuaranteeUSUK

Vehicle repair and maintenance services.

Auto Body Repair
$30 - $70
GuaranteeUSUK

Vehicle body repair and painting services.

Auto Glass Repair
$20 - $50
GuaranteeUSUK

Vehicle glass repair and replacement services.

Auto Detailing
$15 - $40
GuaranteeUSUK

Professional vehicle cleaning and detailing services.

Towing Services
$20 - $50
GuaranteeUSUK

Vehicle towing and roadside assistance.

Tire Services
$20 - $50
GuaranteeUSUK

Tire sales, installation, and repair services.

Oil Change Services
$15 - $35
GuaranteeUS

Quick oil change and basic maintenance services.

Healthcare Services

7 services
Dental Services
$50 - $120
ScreenedUSUK

General and cosmetic dental services.

Orthodontic Services
$60 - $150
ScreenedUSUK

Orthodontic and teeth alignment services.

Dermatology Services
$55 - $130
ScreenedUSUK

Skin care and dermatology medical services.

Optometry Services
$40 - $100
ScreenedUSUK

Eye care and vision services.

Chiropractic Services
$35 - $85
ScreenedUSUK

Chiropractic care and spinal adjustment services.

Physical Therapy
$40 - $95
ScreenedUSUK

Physical therapy and rehabilitation services.

Mental Health Services
$45 - $110
ScreenedUSUK

Mental health counseling and therapy services.

Education Services

5 services
Tutoring Services
$20 - $55
ScreenedUSUK

Academic tutoring and educational support services.

Music Lessons
$20 - $50
ScreenedUSUK

Private music instruction and lessons.

Test Preparation
$30 - $75
ScreenedUSUK

Standardized test preparation services.

Driving School
$25 - $60
ScreenedUSUK

Driver education and training services.

Preschool Services
$30 - $80
ScreenedUSUK

Early childhood education and preschool services.

Care Services

3 services
Daycare Services
$25 - $70
ScreenedUSUK

Child care and daycare services.

Senior Care
$35 - $90
ScreenedUSUK

In-home senior care and assistance services.

Home Health Care
$40 - $100
ScreenedUSUK

Professional home health care services.

Pet Services

5 services
Pet Training
$20 - $55
ScreenedUSUK

Professional pet training and behavior services.

Veterinary Services
$40 - $90
ScreenedUSUK

Veterinary medical care for pets and animals.

Pet Grooming
$15 - $40
ScreenedUSUK

Professional pet grooming services.

Pet Sitting
$15 - $40
ScreenedUSUK

Pet sitting and boarding services.

Dog Walking
$12 - $30
ScreenedUSUK

Professional dog walking services.

Wellness Services

4 services
Massage Therapy
$30 - $75
ScreenedUSUK

Professional massage therapy and bodywork services.

Personal Training
$25 - $65
ScreenedUSUK

Personal fitness training and coaching services.

Yoga Instruction
$20 - $55
ScreenedUSUK

Yoga instruction and wellness classes.

Nutrition Services
$35 - $85
ScreenedUSUK

Nutrition counseling and dietary planning services.

Beauty Services

4 services
Hair Salon Services
$15 - $40
ScreenedUSUK

Professional hair styling and salon services.

Nail Salon Services
$12 - $35
ScreenedUSUK

Professional nail care and manicure services.

Spa Services
$25 - $70
ScreenedUSUK

Professional spa and beauty treatment services.

Barber Services
$12 - $30
ScreenedUSUK

Professional barbering and men's grooming services.

2024 Updates & Expansions

November 2024: Google Business Profile verification now required for all Local Service Ads

July 2024: AI-driven lead rating system launched to improve lead quality and scoring

2024 Expansion: Added Healthcare, Education, Care, Wellness, and Beauty service categories

Budget Control: New flexible monthly budget caps with real-time adjustments

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