Local Service Ads. Pay only when the phone rings.

LSAs are the highest-intent paid placement Google offers for local services. Plumbers, electricians, lawyers, accountants, contractors, locksmiths, and home services all qualify. The customer searches, sees three Google-Screened or Google-Guaranteed providers above the map pack, and clicks to call. You pay only when the phone rings.

The setup is non-trivial. Background checks. License verification. Insurance verification. Service area definition. Lead category selection. Once live, the work shifts to bid optimization, lead disputes, and call quality coaching.

• Qualification and onboarding, license, insurance, background check coordination, Google Guarantee or Google Screened setup.
• Service area and category mapping, defining the right zips and lead categories for your business type.
• Bid management, daily monitoring, budget pacing, max-bid adjustments based on lead cost and quality.
• Lead disputes, disputing every spam, miscategorized, or unqualified lead so Google credits your account.
• Call recording and quality coaching, listening to your team calls, flagging missed conversions, coaching the conversion rate up.
• Performance reporting, calls, cost per lead, won leads, in Beat.

Pairs well with Google Ads and home services engagements.

A Bay Area HVAC contractor we work with averages $42 per qualified LSA call versus $180 per Google Ads conversion. LSAs now drive 60% of their booked jobs.