Google Local Services Ads

Google’s Local Services is a pay-per-lead form of Google advertising (rather than pay-per-click advertising such as Google Search Ads, which is the better known form of adverts). Local Services Ads appears at the very top of Google search results:

Google Local Services advertising is only available to certain types of companies, but, for those who are eligible, it should form an essential part of their digital marketing strategy.

Why are Google Local Services Ads so good?

Unlike conventional “pay per click” Google advertising, where you pay each time someone clicks through to your website, you’re only charged for Google Local Services adverts when the customer actually gets in touch. This is either by calling you (and the phone call has to actually connect, you won’t be charged if they hang up) or sending a message.

Who is eligible for Google Local Services Ads?

Current Google Local Services Ads are only available to certain types of businesses in the UK:

Appliance repair services
Carpenters
Carpet cleaning services
Cleaning services
Countertop services
Electricians
Fencing services
Flooring services
Foundations services
Garage door services
General contractor services
Handyman
Home inspection services
HVAC (heating or air conditioning)
Junk removal services
Landscaping services
Lawn care services
Moving services
Pest control services
Plumbers
Pool cleaning services
Pool contracting services
Roofers
Snow removal services
Tree services
Water damage services
Window cleaning services
Window repair services

Plus, in Greater London only:

Contract lawyer services
Corporate lawyer services
Criminal lawyer services
Employment lawyer services
Estate agent services
Family lawyer services
Immigration lawyer services
Insolvency lawyer services
IP lawyer services
Lawyer services
Litigation lawyer services
Malpractice lawyer services
Personal injury services
Probate lawyer services
Property lawyer services
Road traffic lawyer services
Tax lawyer services

(This list is correct as of October 2026 please visit the Google Local Services help pages for the most up to date list).

How do you set up Google Local Services Ads?

You will need to:

Identify your businesses’ industry, service area and job types.
Enter your contact details.
Upload your business logo and photos showing your service.
Add your business hours.
Provide a brief bio of your business.
Say what areas you work in – this can be defined by postcode area, town or county.

You will be required to undergo several checks, and depending on type of business this could include providing proof of business insurance, industry accreditation status, for example. You must also have a full Google Business Profile including a number of positive reviews. Google doesn’t state how many positive reviews are required, but we recommend ensuring you have at least five before embarking on the verification process.

More information about verification: https://support.google.com/localservices/answer/6230381

When the ads are live, they show a “verified by Google” badge:

You also need to schedule when your ads should appear. Because they aim to create immediate enquiries you may wish, for example, for the ads to only display during your available hours. You can also use this feature to turn the adverts off, for example if you close your doors over the Christmas period.

Visibility of Local Services Ads

Only two or three Local Services Ads show at the top of the Search results page. The rest – and there can be dozens more – are hidden behind the “Show more” button. Appearing in the top two or three is crucial to the success of these ads. How to improve your chances:

Build Google Reviews (in your Google Business Profile).
Use the built-in Local Services CRM (Customer Relationship Management) tool. Respond to enquiries quickly and update the status of each job within the CRM, as Google rewards advertisers who do this.
Update your photos with new ones from time to time.

How does the Google Local Services Ads process work?

When a potential customer Googles your services, they will see your advert displayed at the top of the search results:

They can click to ‘Message’ the company, which opens a simple contact form. Or they can click to access the phone number (which is tap to call on mobile).

If they complete the contact form this will generate an email to you, if they phone then the call will come directly to your number.

(Note the phone number displayed is a Google phone number which forwards to your phone. This is so Google can monitor which calls actually connect and won’t charge for missed calls. Voicemail is considered a successful connection.)

If they click on the company name, they go through to a page showing more details about that business, plus other businesses who have Google Local Service listings:

You only pay when the enquirer gets in touch with you – either through a call connecting (including voicemail) or a message being sent to you

Troubleshooting Google Local Services Ads

Google Local Services Ads run very smoothly, but may occasionally have issues.

If your ads aren’t displaying there could be several reasons for this:

You haven’t completed all the set up steps.
Your “service area” location targeting is too limited (therefore there are too few searches for them to display).
Your advert has been paused.
There is an account or billing issue.
You haven’t provided proof of insurance renewal.
Your bid is not high enough.

Get professional help setting up your Google Local Services Ads

We offer support for setting up and maintaining Google Local Services Ads. Please contact us at hello@opendoordigital.co.uk or call 01892 800 410 to find out more.

Set up and verification: We will take you through the process of becoming verified and setting up the adverts for you.

Ongoing management: We’ll work with you on a retained basis to ensure that your adverts are optimised and problem-free.

Ad hoc troubleshooting: If you manage the ads yourself and run into a problem, we’ll help you resolve it and get your marketing back on track.

Google Local Services Ads – guaranteed ROI?