How to Generate Leads with Google Local Services Ads

Learn how to generate leads in Google Local Services Ads effectively. Enhance your business visibility and connect with more customers today!

Published on
July 7, 2024
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How to Generate Leads with Google Local Services Ads

When navigating the digital landscape, local businesses need a clear path to generate high-quality leads. For those wondering how to generate leads in Google Local Services Ads, here's your quick answer:

  1. Earn Trust with Reviews: Consistently ask satisfied customers to leave positive reviews.
  2. Complete All Details: Ensure your business profile is fully detailed.
  3. Get a Google Badge: Aim for either Google Screened or Google Guaranteed badges.
  4. Engage Quickly: Respond promptly to inquiries for a better responsiveness score.
  5. Craft Clear Copy: Focus on precise, actionable ad copy.

Google Local Services Ads (LSAs) are powerful for businesses wanting to connect with local customers. Imagine placing your page at the top of local search results, showcasing your services directly to those in need. LSAs promise increased visibility, ensuring you're seen—right when people are looking for services you offer. This helps generate more leads and ultimately grow your business.

Showing efficiency of Google LSAs in lead generation - how to generate leads in google local services ads infographic roadmap-5-steps

Hello, I'm Mason Boroff, and I've spent over eight years helping businesses leverage tools like Google LSAs. By combining my knowledge of local advertising with comprehensive digital strategies, I focus on how to generate leads in Google Local Services Ads effectively, transforming businesses’ digital profiles and lead generation.

Let's now look at what Google Local Services Ads are.

What are Google Local Services Ads?

Google Local Services Ads (LSAs) are a powerful tool designed specifically for local businesses to connect with potential customers in their area. Unlike traditional Google Ads, LSAs operate on a pay-per-lead model rather than pay-per-click. This means you only pay when you receive a genuine lead, such as a phone call, message, or booking from a potential customer.

How Do LSAs Work?

When someone searches for a service you offer, your ad appears at the top of the search results. These ads are linked to your location, making them highly relevant for local searches. Here's a quick breakdown of the types of leads you can get:

  • Phone Leads: Potential customers call you directly using the number in your ad.
  • Message Leads: Customers leave a message, and you get an email notification.
  • Booking Leads: Customers schedule an appointment online via your ad.

This targeted approach often results in a higher conversion rate because the leads are actively seeking the services you offer.

Google Screened and Google Guaranteed

To ensure quality and trust, Google has introduced the Google Screened and Google Guaranteed badges. These badges are awarded to businesses that pass rigorous background checks, license verifications, and insurance validations.

  • Google Screened: This badge is for professional services like lawyers and financial planners.
  • Google Guaranteed: This badge is for home services like plumbers, electricians, and locksmiths. It adds an extra layer of trust, as Google will reimburse unsatisfied customers up to the amount they paid for the service.

Google Guaranteed - how to generate leads in google local services ads

These badges not only enhance your credibility but also improve your visibility in search results.

Why Local Businesses Should Use LSAs

Local businesses, from bakers to doctors, can significantly benefit from LSAs. According to Social Media Today, Google has expanded LSAs to over 70 types of services, making it easier for various businesses to get noticed.

For example, Kinder Heating & Air saw remarkable growth after implementing a comprehensive LSA strategy, including targeted ad campaigns and continuous refinement. This led to a steady stream of high-quality leads and a stronger market presence.

By focusing on local searches and ensuring high-quality leads, LSAs offer an invaluable opportunity for local service providers to grow their business effectively.

Next, we'll dive into the benefits of using Google Local Services Ads.

Benefits of Using Google Local Services Ads

Top of Search Results

Google Local Services Ads (LSAs) put your business right at the top of search results. This prime placement means potential customers see your business first, increasing the chances they'll contact you.

Connect with Potential Customers

LSAs help you connect with potential customers actively looking for your services. For instance, Kings Auto Retouch used targeted ad campaigns on platforms like Facebook and Instagram to attract 700 new leads in just one month. Imagine the impact of being at the top of Google search results!

Trust Badges

Trust is crucial for generating leads. LSAs offer Google Guaranteed and Google Screened badges, boosting your credibility. These badges show customers that your business is verified and reliable. For example, businesses with these badges often see higher engagement and conversion rates.

Pay Only for Leads

With LSAs, you only pay when potential customers contact you through the ad. This pay-per-lead model ensures you're getting real value for your money. For instance, Kings Auto Retouch achieved a low average cost per lead of $8, making their campaigns highly cost-effective.

Mobile App

Google LSAs come with a mobile app, allowing you to manage your ads, track leads, and respond to customer inquiries on the go. This flexibility is essential for staying on top of your leads and ensuring timely responses.

Up next, we'll look at how to generate leads in Google Local Services Ads with actionable strategies.

How to Generate Leads in Google Local Services Ads

Pick Up the Phone

Google aims to connect customers with businesses seamlessly. A critical factor in this connection is your responsiveness score. This score measures how often you answer phone calls from potential customers.

Pro tip: Google prioritizes businesses that answer their first call. Miss three initial calls, and you could be labeled as a low-responding agent. So, make sure to prioritize your phone, especially when you first start running your ads. This will help you build a strong responsiveness score, leading to more leads over time.

Get a Google Screened or Guaranteed Badge

Trust is essential for generating leads. Google helps build this trust through the Google Screened or Google Guaranteed badges. These badges require businesses to undergo background checks, license checks, and insurance checks.

  • Google Screened: Applies to professional services like lawyers and financial planners.
  • Google Guaranteed: Applies to home services like plumbers and electricians.

These badges not only improve your ranking but also assure potential customers of your credibility. Google even offers reimbursement to unsatisfied clients, making these badges a top priority for generating leads.

Build Your Reviews

Trust is the foundation of any sale. One of the best ways to build trust is through customer reviews. Google openly states that your star rating and the number of reviews affect your ranking in Local Service Ads.

Quick tip: Use the “ask for review” button next to your jobs. Prompt customers to leave a review once the job is completed. More reviews mean higher visibility, which in turn generates more leads.

Add All Your Details

The more contact methods you provide, the easier it is for customers to reach you. Make sure to include:

  • Phone number
  • Email
  • Address
  • Service areas (ZIP codes)
  • Business hours
  • Services provided

Adding these details reduces confusion and encourages customer interaction. Honesty and transparency are always the best strategies.

Personalize Your Copy

Your ad copy should be precise and to the point. Here are some tips:

  • Write in short, snappy sentences explaining only the essential details.
  • Use calls to action like “book today” or “schedule an appointment” to spark a response.
  • Advertise your benefits. Highlight your unique selling points (USPs).
  • Stand out from the crowd. Make it clear why customers should choose you from the first sentence to the last.

By following these tips, you can ensure your ad copy is engaging and effective, leading to more leads.

Next, we'll dive into the setup process for your Google Local Services Ads account.

Setting Up Your Google Local Services Ads Account


First, you need to check if your business is eligible for Google Local Services Ads (LSAs). Google has a list of eligible industries that includes services like appliance repair, electricians, and HVAC. Make sure your business falls within these categories before proceeding.

Business Profile

Next, create a Google Local Services account. You’ll need to provide detailed information about your business, including your name, address, phone number, and service areas. This helps Google ensure your business is legitimate and local.

License and Insurance Details

If your business requires general liability insurance, you must submit a valid certificate of insurance. Certain industries also require licenses. For example, if you are an electrician or plumber, you need to provide proof of your professional licenses. This step is crucial for earning trust badges like Google Screened or Google Guaranteed.

Background Check

Google requires businesses to undergo a background check, which includes verifying your business licenses and insurance. This process is designed to weed out fraudulent businesses and ensure that only reputable companies are listed.

Manage Leads

Once your account is set up, you can manage your leads through the Google Local Services Ads app, available on Android and iOS. The app allows you to:

  • Receive and manage leads
  • Communicate with customers
  • Track your leads and ad performance
  • Adjust your budget
  • Pause your ad if you’re too busy


Setting your budget is one of the most important steps. Google will use your weekly budget to estimate how many leads you can get. You can choose between two bidding modes:

  • Set max per lead: Manually enter the maximum amount you’re willing to pay per lead.
  • Maximize leads: Google will automatically adjust your bid to get the most leads within your budget.

You only pay for valid leads, such as phone calls or messages from potential customers.

By following these steps, you'll be well on your way to generating high-quality leads with Google Local Services Ads. Next, we'll explore how to optimize your ads for even better results.

Optimizing Your Google Local Services Ads

To get the most out of your Google Local Services Ads, you need to go beyond just setting them up. Optimization is key. Here’s how to make sure your ads are performing at their best:

High-Quality Photos

First impressions matter. When potential customers see your ad, the photos you use can make a big difference. High-quality, professional images can help build trust and make your business stand out.

  • Show your work: Include before-and-after photos if applicable. This can be especially effective for services like home improvement or auto detailing.
  • Highlight your team: Photos of your team members help personalize your business and build credibility.


Effective bidding ensures you get the most leads for your budget. You have two options:

  • Set max per lead: Manually set the maximum you're willing to pay for each lead.
  • Maximize leads: Let Google automatically adjust your bid to get the most leads within your budget.

Pro Tip: Regularly review and adjust your bids based on performance data to stay competitive.

New Features

Google frequently updates its Local Services Ads with new features. Staying up-to-date can give you an edge.

  • Booking feature: Some services can now use Google’s updated booking feature. This allows customers to book appointments directly through your ad, increasing convenience and conversions.
  • Google Guarantee Badge: This badge can make your ad more attractive by showing that Google backs your service. To get this badge, you must pass a screening and verification process.

Respond to Messages

Quick responses can make or break a deal. Google tracks how quickly you respond to messages and calls, which can affect your ad ranking.

  • Set up notifications: Make sure you’re alerted immediately when you get a message or call.
  • Respond quickly: Aim to respond within a few minutes to increase your chances of converting the lead.

Track Bookings

Tracking your bookings helps you understand how well your ads are performing and where you can improve.

  • Use Google Analytics: Set up tracking to see how many leads turn into bookings.
  • Review call recordings: Google allows you to listen to call recordings from potential customers. This can provide valuable insights into what’s working and what’s not.

By focusing on these areas, you'll improve your chances of generating high-quality leads and getting the most out of your Google Local Services Ads.

Next, let's dive into some frequently asked questions about Google Local Services Ads.

Frequently Asked Questions about Google Local Services Ads

How to Get More Leads on Google Local Services?

1. Expand Job Types and Service Areas

Broaden the scope of services you offer and the areas you cover. Google Local Service Ads allow you to list multiple services, so take advantage of this by including all relevant job types. The more services and areas you cover, the higher your chances of appearing in local searches.

2. Gather More Reviews

Reviews are crucial. They build trust and improve your ranking. Encourage satisfied customers to leave reviews. Use the "ask for review" button in your Google Local Services Ads account to make this easier.

3. Optimize Your Bidding Strategy

Set your bidding mode to the maximum you're willing to pay for a lead. This helps ensure your ads appear more frequently. Monitor and adjust your bids based on performance.

4. Use High-Quality Photos

Visuals matter. High-quality photos make your ad more appealing and credible. Ensure your business profile includes clear, professional images.

5. Utilize New Features

Stay updated with new features that Google rolls out. For example, the updated booking feature can drive more direct responses from your listing.

Why Am I Not Getting Leads from Google Local Services?

1. Check for Inactive Account

Ensure your account is active. If there’s a suspension in your Google Ads account, it will affect your Local Services Ads too.

2. Verify Business Hours

Incorrect business hours can result in missed leads. Make sure your listed hours are accurate and reflect when you can take calls.

3. Are You Accepting Customers?

Ensure your ad is set to accept new customers. You can pause the ad if you’re too busy, but remember to reactivate it to start receiving leads again.

How Do I Advertise on Google Local Services?

1. Eligibility and Business Profile

First, check if your business is eligible for Google Local Services Ads. Create a detailed business profile including your services, service areas, and contact information.

2. License and Insurance

Submit your license and insurance details. Google requires these to verify your business.

3. Background Check

Complete the background check process. This is mandatory for all businesses using Google Local Services Ads.

4. Manage Leads and Budget

Set an average weekly budget and manage your leads through the Google Local Services Ads dashboard. Regularly review and adjust your budget based on lead performance.

5. Improve Your Rankings

Your responsiveness, reviews, and the quality of your profile impact your ranking. Answer calls promptly, gather reviews, and keep your profile updated to improve your position in search results.

By following these steps, you can effectively advertise and generate more leads with Google Local Services Ads. Ready to dive deeper? Let's move on to setting up your Google Local Services Ads account.


Generating leads with Google Local Services Ads can transform your business by connecting you with potential customers right when they need your services. By focusing on responsiveness, obtaining a Google Screened or Guaranteed badge, building up your reviews, adding all necessary details, and personalizing your ad copy, you can significantly enhance your lead generation efforts.

However, managing and optimizing these ads can be complex. That's where we come in.

At Dancing Chicken Media, we specialize in customized lead generation solutions tailored to your unique needs. Our team of digital marketing experts understands the nuances of Google Local Services Ads and can help you maximize your investment. From setting up your account to optimizing your ads for better performance, we've got you covered.

Ready to grow your business with effective lead generation strategies? Contact us today to learn how we can help you achieve business success through Google Local Services Ads and other digital marketing services. Together, we can drive substantial growth and customer engagement for your business.