Google Local Services Ads (LSA)
Google Local Services Ads are ads that appear above Google Search results and directly in Google Maps. They're reserved for local service businesses (plumbers, electricians, contractors, etc.) and include your business name, rating, review count, and a 'Get a Quote' or 'Call' button. You pay per lead, not per click.
Why it matters for your business
LSAs are premium placement for local service businesses. They're highly visible, show social proof (reviews/ratings), and have a lower barrier to getting customers to contact you. They cost more per lead than organic, but the leads are often higher-quality because of the trusted placement.
In practice
Someone searches 'emergency electrician.' A Google Local Services Ad shows: 'Smith's Electric — 4.8 stars (156 reviews) — Same-Day Service Available — Get a Quote.' They click, submit their info, and you get charged $15–$30 for that lead.
Common questions
Can I use LSA if I'm not licensed?
No, LSAs require business verification and licensing in most categories (plumbing, electrical, etc.). Some service categories like cleaning or handyman are more flexible. Google lists which categories are eligible.
Do I pay for clicks or leads?
Leads. Google charges you when someone submits a form or requests a quote. You don't pay for clicks that don't convert.
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