Sit at the very top, and only pay when they actually call.
Local Services Ads are the listings above everything else on Google, the ones with the green Google Guaranteed badge. You pay per lead instead of per click, so you are charged when a homeowner calls, not for a click that goes nowhere. The catch is passing Google screening and disputing the junk leads so the badge keeps working for you. I set it up, get you verified, and run it.
The only ads that put you above the map and charge per lead.
Here is what makes Local Services Ads different from every other way to advertise on Google. They sit at the very top of the page, above the map pack and above the standard search ads, in the spot a ready-to-hire homeowner sees first. They carry the green Google Guaranteed badge, which tells that homeowner Google has checked your license and insurance and stands behind the work, so the listing gets trusted and called instead of scrolled past. And you pay per lead, not per click, so you are only charged when someone actually reaches out, not for a curious click that never turns into a job. That pay-per-lead model is lower risk to start than pay-per-click, but it is not hands-off. You have to pass Google screening to turn the badge on, and once leads start coming in, someone has to dispute the spam, wrong numbers, and out-of-area calls so you are not paying for junk. Handled right, LSAs are usually the best value a contractor can run. Left alone, the bad leads quietly eat the budget. I handle the screening, the setup, and the ongoing lead disputes so the badge earns its place.
Everything it takes to get the badge and keep it working.
Local Services Ads are simple to describe and fiddly to run well. Here is what actually goes into it.
Google screening
Before a single lead comes in, you have to pass Google's checks: a business background check, license verification, and confirming you carry the right insurance. I handle the paperwork so nothing stalls.
The Google Guaranteed badge
The green checkmark that turns on once you are approved. It is why homeowners call an LSA over a plain listing, because Google is vouching for you and backing the job.
Charged for calls, not clicks
You are billed when a homeowner actually calls or messages, not for a click. That makes the spend track directly to real leads instead of traffic that never picks up the phone.
Disputing bad leads
Spam, wrong numbers, and out-of-area calls all get charged unless you report them in time. I review the leads and dispute the junk so you keep the credits you are owed.
Reviews and responsiveness
LSAs rank on your review count, your rating, and how fast you answer. Keeping those strong is what decides whether you show up first or third in the badge listings.
Service area and job types
Dialing in the exact towns and the exact services you want, so the leads that come through are jobs you actually run, not calls you have to turn away.
Local Services Ads and Search Ads: which one, and when.
They are not the same product, and for most contractors the honest answer is both, in the right order. Here is the real difference.
Local Services Ads
- Sit above the map pack, at the very top of the page
- You pay per lead, so you are charged only for real calls
- The Google Guaranteed badge does the trust-building for you
- Need Google screening first, and only cover supported trades
Standard Search Ads
- Sit just below the LSAs, above the organic results
- You pay per click, so tight targeting and setup are everything
- Full control over the message and the landing page
- Work for any trade, including services LSAs do not support
I usually start with Local Services Ads where your trade is supported, since pay-per-lead is lower risk and sits highest on the page, then layer in standard search ads for the reach and control. I set up and run whichever fits your market.
Measured in booked jobs, not vanity metrics.
No mystery reports. The whole point is the line going up and to the right, more calls and booked jobs every month as the work compounds.
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Straight answers.
What are Local Services Ads for contractors?
They are the ads at the very top of Google with the green Google Guaranteed badge, above the map pack and the standard search ads. Instead of paying per click, you pay per lead, so you are only charged when a homeowner actually calls or messages through the ad. To run them you pass Google screening first, usually a background check plus license and insurance verification, and the badge is what makes homeowners trust the listing enough to call.
How does the Google Guaranteed badge work?
It is the green checkmark on your Local Services Ad, earned by passing Google screening that verifies your license, insurance, and business background. It signals that Google has vetted you, and it comes with a limited money-back guarantee Google offers the customer if the job is not done right, which is why the badge outperforms an unbadged listing. It appears once you are approved and stays active as long as your license and insurance are current.
Can I dispute a bad Local Services Ads lead?
Yes, and it is one of the biggest reasons LSAs are worth managing. If a lead was spam, a wrong number, a job outside your service area, or a service you do not offer, you can report it to Google and get credited so you are not charged. But credits are not automatic and there is a window to file, so someone has to review the leads and dispute the junk consistently. Left unmanaged, those bad charges quietly eat the budget.
Should a contractor run Local Services Ads or regular Google Ads?
For most contractors the answer is both, with Local Services Ads first. LSAs sit above everything else and charge per lead, so they are lower risk to start and tend to be the best value once you pass screening. Standard search ads sit just below and give you full control over the message and landing page, and they cover trades LSAs do not. I usually set up LSAs first, then layer in search ads for the reach and control.
Built from the foundation up, so every dollar compounds.
Everything I run uses The Cornerstone System: a converting site and a lead-response loop first, then SEO, content, and ads layered on in the order that compounds. No contracts, you own everything from day one, and one honest person you can hold accountable runs all of it. See how the Cornerstone System works →
Want to sit at the top and pay only for real leads?
Start with a free audit. I will show you whether your trade qualifies for Local Services Ads, what it would take to pass screening and earn the badge in your market, and how it should pair with search ads, on a 20-minute call. Every plan is scoped to your market, no cookie-cutter packages.
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