What Are Google Local Services Ads? (Formerly Home Service Ads)

Google Local Services Ads (first launched as “home service ads”) are lead-generation ads that appear at the top of Google Search when people look for local services like HVAC repair, plumbing or roofing in your area. Instead of paying per click, you pay for leads: the calls and messages customers send you directly through the ad. Businesses have to pass Google’s screening before the ads can run.

How Local Services Ads work

According to Google’s Local Services Ads help page, the ads are shown prominently in Google Search results when someone searches for your services in the areas you choose, and you “pay only for leads related to your business and the services you offer.” You set a budget, and leads arrive as phone calls and messages.

The ads usually appear above the regular search ads, the map listings and the organic results, so for the categories where they’re available they take some of the most valuable space on the page.

Google screening and the Google Verified badge

Google has to screen your business before you get the full benefit of the program. Businesses that pass Google’s screening process earn the Google Verified badge (this replaced the older “Google Guaranteed” and “Google Screened” badges). Google says providers can start running “pre-badge” ads before they’re verified, but those show below fully verified providers.

That screening is a real advantage for businesses that get through it early. The badge tells searchers that Google has checked the business, which makes people more likely to pick you over a competitor, especially when you’re in the top spot.

Are Local Services Ads good for consumers?

Like anything Google launches, Local Services Ads are also a way for Google to make more money. Still, they do some good for consumers. There are plenty of fake or low-quality companies online muddying the waters, and requiring businesses to pass screening before they get the top placement filters out a lot of that noise.

Local Services Ads vs. Google Ads

• How you pay: Local Services Ads charge for leads; regular Google search ads charge per click.
• Screening: Local Services Ads require Google’s screening for the badge; regular search ads don’t.
• Control: regular Google Ads give you keywords, ad copy and landing pages to work with; Local Services Ads are built mostly from your business profile, reviews and service areas.

Many service businesses run both. See how Google Ads work for the click-based side.

Wrapping it up

Local Services Ads can be great for your business if they’re set up properly, but like anything online, Google makes it very easy to get started and doesn’t mind if you waste your money. Before you dive in, talk to a Google Ads expert who knows the landscape. Understanding what to budget and how to track ad performance are both critical to a successful campaign.