Google Local Services Ads (LSAs) are the listings that sit above the normal search ads when someone looks for a local trade. You pay for each lead, not for each click, and your listing carries a Google badge once your business has passed Google's checks.
How Local Services Ads work
A customer searches for a service in their area. Google shows a small panel of local businesses with their review score, opening hours and a call button. If the customer calls or messages you through the listing, that counts as a lead and you are charged for it.
You do not write ad copy or choose keywords. Google decides when to show you based on your service types, your service area, your reviews, how quickly you respond and your budget.
Who can use them in the UK
LSAs are open to a limited list of trades. When we checked, the list included plumbers, heating engineers, electricians, locksmiths, roofers, pest control and painters. It did not include landscapers, groundworkers, window cleaners, car valeters or junk removal firms. Google changes the list, so check its eligibility page for your trade and postcode before you plan around it.
To be approved you go through business verification. Expect to show proof of your business registration, insurance and any licence your trade needs.
What a lead costs
Google sets a price per lead by trade and area. UK agency estimates put plumbing and electrical leads at roughly £25 to £45, heating leads at £20 to £40, painting leads at £15 to £30 and locksmith leads at £40 to £60. Treat these as a guide and look at the figure Google quotes in your own account.
You set a weekly budget. Google charges only for leads it counts as valid, and it reviews leads automatically for spam and wrong-service enquiries.
Local Services Ads or Google Ads?
They do different jobs, and most trades that qualify should test both.
- LSAs are quick to set up and cost nothing until a lead arrives. You have little control: no keywords, no landing page, no say over which searches trigger you.
- Google Ads gives you control over keywords, areas, ad copy and the page people land on. It takes more work and you pay per click, so tracking matters.
A common pattern is to use LSAs for emergency and callout work and Google Ads for higher-value planned jobs, where you want to choose the exact searches you pay for.
How to get more from LSAs
- Ask every happy customer for a Google review. Review count and score affect how often you are shown.
- Answer the phone. Missed calls are still charged and they push your ranking down.
- Tick only the job types you want. If you do not want drain unblocking leads, switch that job type off.
- Mark each lead as booked or not in the LSA dashboard, so you know your real cost per job.
Common questions
Do I need a website for Local Services Ads? No. The listing works without one, which is why it suits sole traders.
Can I run LSAs and Google Ads together? Yes. They appear in different parts of the page and are billed separately.
Related guides
- Is Google Ads Worth It for a Small Business?
- Google Ads vs Meta Ads: Which Is Better for a Local Service Business?
- Google Ads Not Converting: 9 Causes and How to Fix Each One
Next step
AdsFlair runs Google Ads for UK trades and local service businesses. Ask for a free Google Ads audit and we will show you where your budget is going and what to fix first. There is no cost and no obligation. See our page on Google Ads management for how we work.