Services
Google Local Services Ads for home service companies
Picture a homeowner whose furnace quits on a January night. She searches "furnace repair near me," and at the very top of the results Google shows a few local companies, each with a star rating, a phone number and often a blue Google Verified check. She taps one and calls. Those listings are Local Services Ads, and the company that picks up has the first shot at the job.
Google Local Services Ads, often shortened to LSA, are Google's pay-per-lead ads for local service businesses. You pay when a customer calls, messages or books through the ad, and you are not charged for clicks. As a marketing agency for home service companies, we set up and manage Local Services Ads and judge them by the booked jobs they bring in.
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What do we set up and manage in your Local Services Ads?
We handle the setup, help you through Google's screening and keep the ads working once leads start coming in.
- A profile listing the jobs you want, the towns you serve, your business hours and photos from real work
- Google's screening and verification steps for your trade, with the paperwork gathered and sent in order
- The budget you choose, set up in the account and reviewed with you
- Leads sent into Jobber or Housecall Pro, or into one list your office works from
- A regular check of the leads Google charged for, with poor ones reported to Google
- Review requests after each job, since your rating shows on the ad
How are Local Services Ads different from regular Google Ads?
Local Services Ads charge per lead, while regular Google search ads charge per click. Google places Local Services Ads at the very top of Search and on Google Maps for service searches, and each one shows your rating and, once you pass screening, the Google Verified badge. Search ads give you more say over which searches you appear for and which page of your website a homeowner lands on.
The two are moving closer together. Since August 2026 Google has been moving Local Services Ads into Google Ads accounts, where they run as Performance Max campaigns with a pay-per-lead goal. It started with select US home service providers, more accounts follow through late 2026 and 2027, and you still pay for leads rather than clicks. Many home service companies run both kinds of ads, and our Google Ads page covers search ads.
How much do Local Services Ads cost?
Google charges for each valid lead, and you set the budget. A valid lead is a phone call you answer, a voicemail, a message, a booking request, or a missed call that you return. Google says lead prices vary with your location, the type of job, the type of lead and how your bidding is set.
Some contacts are charged even when they never turn into work. Google's own examples include a homeowner researching prices and a lead that arrives outside your business hours. Google's systems review charged leads over time and may credit the ones they judge low quality, and you can report a poor lead through Google's feedback survey. We will not quote a lead price or a budget without looking at your trade and your town.
What is the Google Verified badge, and what happened to Google Guaranteed?
The Google Verified badge is the blue check that tells homeowners your business passed Google's screening. In August 2025 Google announced that this single badge would replace Google Guaranteed, Google Screened, License Verified by Google and the Money Back Guarantee, starting that October. A homeowner looking for Google Guaranteed today finds Google Verified in its place.
The screening depends on your trade and your location. It can include background checks, business registration, insurance and license checks, and a minimum number of reviews. Where background checks apply, every owner completes a criminal background check, and so does every worker who performs the service, while office staff are exempt. Google's local background check partners run those checks, and the results stay between your business and the partner.
How does Google decide which company shows first in Local Services Ads?
Google ranks Local Services Ads in an auction that weighs your bid against how likely your ad is to produce a lead. Your bid is the most you are willing to pay for a lead, and you may pay less. The second half is where your business shows: how quickly you answer calls and messages, how closely your services and business description match the search, your rating and number of reviews, your photos and the verification checks you have completed.
Google says missed calls can count against your responsiveness, and that turning on messages and booking gives homeowners more ways to reach you, especially at night and on weekends. So the office is part of the ad. A company that lets calls ring out loses those jobs and can slip lower in the results as well. What missed calls cost a home service company covers that side.
Can Local Services Ads leads go straight into Jobber or Housecall Pro?
Yes. Both connect to Local Services Ads once your trade and profile qualify. With Jobber, a homeowner can book an open time in your Jobber calendar right from your ad, and Jobber says it adds no fee of its own. With Housecall Pro, bookings from your ad land in a Google inbox inside its Job Inbox, which Housecall Pro offers at no extra charge. Google still charges for the lead either way.
We set up the connection along with the ads and check that each lead arrives with its source attached, so you can see which jobs came from the ad. Our Jobber and Housecall Pro pages cover the rest of each setup.
Not sure where to start? See which of the four jobs is costing your business the most work.
About two minutes. You see your score right away.
More of our services
- SEO: getting your home service company found in GoogleSEO for contractors and home service companies: pages that answer homeowners' questions and a complete Google Business Profile, so they find you in Google.
- Website design for contractors and home service companies, built to get callsWebsite design for contractors and home service companies: sites built for phones, with a tap-to-call number, a quote form and photos of your own work.
- AEO: showing up when homeowners ask AI who to callAI marketing for HVAC, plumbing and other contractors: answer engine optimization so ChatGPT and Google's AI answers find clear, consistent facts about you.
- Google Ads for home service companiesGoogle Ads for contractors and home service companies, run in your own account, built around phone calls and measured by the booked jobs they bring in.
- Facebook and Instagram ads for home service companiesFacebook and Instagram ads for contractors that keep your company in front of nearby homeowners, run in your own account and tracked to real leads.
- Lead generation for home service companiesLead generation for contractors: the right mix of search, ads and referrals for your trade and season, judged by the booked jobs it brings in.
- Lead follow-up for home service companiesLead follow-up for contractors: every call, form and text in one list, a fast first reply, missed calls returned and quotes followed up until you get an answer.
- Follow-up after the job for home service companiesFollow-up after the job for home service companies: check-ins, service reminders, seasonal notes and easy referrals that keep past customers coming back.
- Housecall Pro setup and supportWe set up Housecall Pro and connect it to your inquiries, quotes, invoices and past customers, with online training for your team.
- Jobber setup and monthly supportWe set up Jobber for home service companies, move you off paper or another program, then run your automations, quote follow-up and reports every month.
Questions owners ask
What is LSA in marketing?
LSA stands for Local Services Ads, which many people call Local Service Ads. They are Google's pay-per-lead ads for local service businesses such as plumbers, roofers and HVAC companies. The ads appear at the top of Google Search and on Google Maps, show the company's rating, and charge for each valid lead instead of each click. Businesses go through Google's screening to qualify.
Which home service trades can run Local Services Ads?
In the US, Google's list includes roofers, HVAC companies, plumbers, electricians, pest control, landscaping, lawn care, tree services, garage door services, locksmiths, painters, carpenters, handymen, general contractors, house and carpet cleaning, pool cleaners and pool contractors, movers, junk removal, home inspectors and home security. Screening differs by trade and location, so check Google's eligibility tool for your trade and your area before you plan around it.
Do I need reviews to run Local Services Ads?
Yes. Google's screening includes a minimum review requirement, and the details vary by trade and location. Reviews keep counting after you are approved, because your rating and number of reviews are part of the profile quality Google weighs when it decides where your ad shows. Asking every customer for a review after the job is worth building into the routine, and getting more Google reviews covers how.
Should I run Local Services Ads and Google search ads at the same time?
Many home service companies do. Local Services Ads put you at the top of the page with your rating and badge and charge per lead. Search ads charge per click and let you choose the searches you pay for and the page a homeowner lands on. We compare the booked jobs from each and recommend where your budget should go.
Can you take over Local Services Ads someone else set up?
Yes. We start with what has been running: the jobs and areas on the profile, the leads Google charged for and how quickly the office answered them. Then we keep what works and fix the rest. If Google has moved your account into Google Ads, we check the settings that came across in the move.
Who owns the Local Services Ads account?
Your business does. We set up the account and the Google Business Profile behind it in your company's name, and we work in them with the access you give us. The lead history and the reviews stay with your business if you ever stop working with us.
Send us a message
Tell us a little about your business and what you would like help with, and our team will get back to you.