What they are
Local Services Ads appear at the very top of Google for certain trades, above regular ads and the map results. They show your business name, reviews and a badge, with a call or message button.
How they differ from regular ads
With regular Google Ads you pay when someone clicks. With Local Services Ads you pay per lead, meaning a call or message from a customer, and you can dispute leads that are not a fit. You do not choose keywords. Google matches your business to the jobs you select.
What you need to qualify
Google verifies your business before your ads run. That usually includes a licence where your state requires one, insurance and background checks on the owner or employees. The badge you earn tells customers you have been checked.
- Business and owner verification
- Valid licence and insurance where required
- A Google Business Profile in good standing
- Good reviews, which affect where you appear
Are they right for you?
They suit trades Google offers them for, in areas where you are happy to take the leads that come. They work best alongside a strong profile and fast follow-up, because the lead is only worth something if you answer it quickly.