What Are Google Local Services Ads?

One of the most asked questions we get from business owners is: “How can I get more leads?” Well, Google must have been listening when they developed their Local Services Ads. Local Services Ads allow you to connect with potential customers who are searching for services you provide and are most likely to book. Unlike Google Ads, which has a pay-per-click advertising model, you will only pay for the lead when using Local Services Ads.

Local Services Ads are designed for service-based businesses in specific industries and are best suited for HVAC companies, plumbers, landscapers, contractors, health care professionals, and other similar businesses. For a complete list of eligible businesses, please follow this link from Google’s requirements page.

You may be asking yourself, “How are these ads presented to potential customers?” Local Services Ads will show at the top of the page when someone is searching for a specific service. They are comprised of a company’s name, reviews, ratings, city, phone number and business hours. Local Services Ads will only be displayed during your business hours as they are meant to deliver either a phone call or a message. This is in contrast to Google’s pay-per-click (PPC) advertising, which directs users to your website.

These ads will also only show to people searching from within your designated service area. Google ranks your Local Services Ads listing based on Google reviews as well as response time to leads. This rewards you for quality work and prompt customer interaction.



As you can see, these ads also have a new, green Google Guaranteed badge. This badge lets potential customers know you have passed a very stringent verification process. The verification process with Google requires proof of specific licenses, proof of business insurance as well as background checks for customer-facing employees. Google will also reimburse customers who are dissatisfied with your work up to $2,000 at no cost to your company. Click here for more information on this reimbursement program.



Google’s Local Services Ads are a great way to reach customers in yet another stage of the marketing funnel. Local Services Ads, combined with Google’s PPC Ads, will ensure you dominate a potential customer’s search results page. For more information on Local Services Ads or to find out if your business qualifies, contact Baer Performance Marketing today for a personalized Google Ads strategy meeting. Customers are looking for you, let us help them find you!