Are you blown away by the results of GMB listings? That’s just the beginning; you can do more locally by using Google local service ads.

The ads platform was launched in 2015 shortly after GMB to further amplify the marketing voice of local businesses. Google local service ads is a pay-per-lead advertisement campaign that ranks up on Google search engine pages for local enquires.

The service is designed to help researchers find professional service businesses within their locality at the speed of light. For every local enquires made, such as the Plumber in Chicago or Heating and Ventilation in Los Angeles, the platform will present several businesses that offer the service. It will also include their reviews, phone number, and ratings.

Google Local Service ads assist local businesses in generating leads. A prospective client in need of the service of a local business will call or message the number that is attached to the brand. This call could lead to business transactions and more in the future.

What is the difference between Google Ads and Google local services Ads?

Before local service ads, there has been a PPC advertising campaign. It’s the common ads that people know about. The PPC ads are usually recognized by the symbol [Ad] that is always attached to them on Google SERPs. They used to rank on the top of Google SERPS before the introduction of local service ads.

These two advertisement campaigns are two separate things, and they can be easily distinguished from each other. The following are the differences between Google PPC ads and Google local service ads.

  1. Local service ads rank above PPC campaign advertisements on Google ads.

In the above picture that shows the search result for Heating and Ventilation service in Los Angeles, the local service ad is seen above the normal PPC ads. The local service ads are listed in boxes and displayed rightly below the statement that says “Over 50 providers nearby”. You could view more businesses in this section by clicking on “more HVAC pros in Los Angeles.”

The PPC ads are ranked below the local service ads. It has the Ad sign. Scrolling further down, you will see a list of GMB profiles for relevant businesses in the area (Los Angeles).

  1. Local service ads are a pay-per-lead campaign, while Google ads are a Pay-per-click campaign.

A pay-per-click campaign is a marketing model in which a business pays for the advertisement when a researcher clicks on their ads. A pay-per-lead campaign, on the other hand, is that in which the business pays for the marketing effort when a researcher calls or messages them.

Local ads are cost-effective because you pay fewer times compared to pay-per-click, in which you pay every time a researcher clicks to view information on your website. Also, local service is more direct because your business gets leads of people that are close to becoming a client.

  1. Local service ads rank by customers proximity, while PPC ads ranking is budget-based

Google ranks businesses in the local service ads by considering five basic factors. The first is the customers’ proximity to the business location. Google wants researchers to get quick answers to their requests. You know how you wish you could get the nearest auto repair to fix your car when it breaks down, Google thought alike. And therefore, designed the platform such that the first business on the list is the closest to the researcher.

The other three factors come after proximity. Google also considers ratings and the number of reviews when ranking businesses on local service ads. Even though they want to present the closest business to their researchers, they are also keen on presenting reliable service businesses.

Other factors are business responsiveness to a lead, business hours, and several complaints from researchers, which will definitely affect a business ranking.

Google ads ranking is quite different from local service ads. Ads rank greatly depends on the bidding power of the business or website. A business can rank its ads higher by increasing its bid. Other factors include ads quality and landing page.

What is the local service ad?

As of the moment, local service ads are yet to support all industries. The platform only supported locksmith and plumbing businesses back in 2015 when it was launched. And later expanded to accommodate HVAC, Garage doors repair, and Electricians by the end of 2018.

The platform now also supports the following industries in the United States:

  • Acupuncturist
  • Animal rescue
  • Appliance repair services
  • Bankruptcy lawyer services
  • Business lawyer services
  • Carpet cleaning services
  • Carpenters
  • Childcare
  • House cleaning services
  • Contract lawyer services
  • Criminal lawyer services
  • Dance instructor
  • Countertop services
  • Disability lawyer services
  • DUI lawyer services
  • Electricians
  • Estate lawyer services
  • Family lawyer services
  • Fencing services
  • Financial planning services
  • First aid training
  • Flooring services
  • Foundations services
  • Garage door services
  • General contractor
  • Handyman
  • Home inspector
  • Home security
  • Home theater
  • HVAC (heating or air conditioning)
  • Immigration lawyer services
  • IP lawyer services
  • Junk removal services
  • Labor lawyer services
  • Landscaping services
  • Language instructor
  • Lawn care services
  • Lawyers
  • Litigation lawyer services
  • Locksmiths
  • Malpractice lawyer services
  • Moving services
  • Personal injury lawyer services
  • Personal trainer
  • Pest control services
  • Pet adoption
  • Pet boarding
  • Pet grooming
  • Pet training
  • Plumbers
  • Pool cleaner
  • Pool contractor
  • Preschool
  • Real estate lawyer
  • Real estate services
  • Roofers
  • Sewage system
  • Siding services
  • Snow removal
  • Tax services
  • Traffic lawyer services
  • Tree services
  • Water damage services
  • Weight loss service
  • Window cleaning services
  • Window repair services
  • Yoga studio

Note: At this time, Local Services Ads are available only for certain service categories and locations. Google has also extended local service advertisements to businesses in Switzerland, United Kingdom, Canada, Germany, France, Belgium, Italy, Ireland, Spain, Netherland, and Austria.

How do I access Google local service?

To access this platform, you have to first register on it. The following are steps to get started with local service ads.

  1. Verify your business eligibility

Local service ads are available for a limited number of industries and countries. Only businesses that fall in the above-listed industries and are located in the eligible countries can access the platform. However, expansion is happening almost every day. Therefore, it is worth checking for your business eligibility here.

If the expansion is yet to include your country and industry, don’t worry! Still proceed to sign up for an account. Google had done more expansion than anyone could expect six years ago when the platform was created. They will send you a notification message when the service is available for your business type and location.

If you’re eligible, the platform will take you through the process of creating an account. Local service ads are not the same as Google Adwords or Google Ads Express, so they will be managed from a separate dashboard. You will create an account after confirming your eligibility.

  1. Create your business profile

Here, you will set your business profile. Your business profile includes your business hours, service areas, and the type of service that your business renders. Google will use these details to determine the area and the job types to rank your business for. Therefore, you’re expected to carefully state your service areas and select all job types that your business offers. That done, the next thing is to set your weekly budget.

This section will also demand that you make some highlights. Highlights are optional, but Google wants every business registering for Local service ads to make at least two highlights. These highlights will set your business apart from others in the niches and also give potential clients a brief insight into your business operations.

With the highlights feature, you could tell researchers that your business is locally owned and operated or inform them about discounts.

  1. Add your license and Insurance details.

Local service ads are for businesses that are accredited by the government and insurance agencies to perform operations. Google wants only the best and approved businesses to respond to the needs of their researcher. Therefore, to join the platform, you must provide your license and insurance details to prove to Google that your business has fulfilled all its obligation with the government. This is one of the steps to earning a Google Guaranteed Google screened badge.

  1. Perform Background check with Pinkerton

Google only wants to send their researchers and users to business premises where their security is guaranteed. And for that reason, they have made it compulsory for every business registering for Local business ads to undergo a background check with Pinkerton. This background check is part of the fulfilment of Google Guarantee and Google screening.

  1. Manage your leads and performance

Once your account is set, you can now access the local service advertisement platform, and your business will start getting new leads. You can also view and manage your local service ads performance by navigating to the leads tab on the platform. The same process applies to the local service ads app that is available on both Android and iOS devices.

How much does Google local service cost?

Local businesses only pay for every valid lead. And the charge per lead varies between $6 – $30 depending on job type and market. Meanwhile, you can also dispute with Google and get your payback for leads that you consider spam, fraudulent, or poor.

Is Google local service worth it?

The benefits of local service ads are numerous, and they include

  1. Cost-efficient marketing strategy

Local service advertisement is the best way to invest your little marketing budget. You can do more with a little amount using this platform because it uses the pay-per-lead model. You are only charged when a potential client calls or messages your business. Besides, it provides leads that have resolved to deal with your business. You get to save more compared to the pay-per-click campaign.

  1. Assist in getting trust with Google Guarantee

When registering for local service ads, you would take some steps that will earn your business the green mark Google guarantee badge. This accolade will display with your ads, and it tells researchers that your business has fulfilled all obligations with Google guarantee. It helps to gain more trust from Google users. They will feel safe to visit your business premises and will also rely on you to perform excellent services.

  1. Get ranked for voice search results.

As voice search is becoming more utilized by Google users, businesses are expected to optimize their online presence to rank for the new search technology. Local service advertisers are sure of ranking for voice searches. You will have more advantage over businesses that are yet to register for local service. And about 20% of Google searches are made using voice technology, which is huge.


Google local service ads are worth every dime it costs. It takes the leading position on Google search result pages. And provide businesses with valid leads. You should register this moment if your business falls into the supported job types and locations.