What Local Services Ads are
Google Local Services Ads (the 'Google Guaranteed' listings) put you at the very top of the page for 'near me' searches — above the regular ads and the map pack. And you pay per lead, not per click.
They're built for local service businesses: plumbers, HVAC, electricians, roofers, cleaners, and similar trades. If you fit, they can be the fastest way to book jobs this week.
Who it's for
You'll need to be licensed and insured (Google checks), pass a background check for owners and techs, and have a service area Google recognizes. It's more paperwork than regular ads — but that gatekeeping is exactly why the leads are good.
If you're unlicensed, brand-new, or work in a tiny area, this probably isn't your first move. Start with your Google Business Profile and a real website.
What it costs
You pay per lead — a real phone call or message from a homeowner in your area searching your service. The cost per lead depends on your trade and market, and you set a weekly budget cap so it can't run away.
Because you only pay for leads (not clicks), the math is easier to follow than regular Google Ads. You know what each job cost you to acquire.
How to actually get leads from it
Respond fast — within minutes if you can. Google rewards responsive businesses with more leads. Keep your profile full of photos and reviews, since those factor into who gets shown.
Treat every lead like it matters, because you're paying for it. A quick, professional first response wins the job more than anything else.
When to skip it
If you don't have the license or insurance Google requires, or you can't respond to leads quickly, hold off — you'll pay for leads you can't convert. Fix the basics first, then add LSAs once you can answer fast.
It also works best paired with a real website and a dialed-in Google Business Profile. Stack those first; add paid leads when you have the foundation to convert them.