In plain English
They're like being on a vetted list at the front desk. Customers see a short set of checked businesses first, and you pay when one of them actually gets in touch.
Used in a sentence
“We'll set up Local Services Ads alongside your search ads, so you show at the very top with the verified badge.”
“The ads with the green check above the map turned out to be Local Services Ads, and our competitor was in them.”
In detail
Local Services Ads are available for many service categories, such as plumbers, electricians, roofers, cleaners and lawyers, in supported areas. Businesses go through Google's screening, which can include background, licence and insurance checks, and earn a badge such as Google Screened or Google Guaranteed, depending on the category.
You pay for leads, like calls and messages, rather than clicks, and you can dispute leads that weren't genuine. Your ranking among them depends on things like your reviews, responsiveness and closeness to the customer. They work alongside regular Google Ads and your Business Profile, not instead of them.
Why it matters for your business
For eligible service businesses, Local Services Ads put you at the very top of local searches with Google's badge.
- Top placement in local searches
- Pay per lead, not per click
- A trust badge from Google
Easy to mix up
Local Services Ads aren't regular Google search ads. They have their own setup, screening and pricing by lead, and they appear in their own block above the other results.
Related terms
PPC, Google Business Profile and Local pack. Or browse the whole glossary.
