Are Google Local Services Ads Worth It for Contractors?
Quick answer: Google Local Services Ads are often worth it for contractors in eligible categories, such as HVAC, plumbing, electrical, roofing, lawn care and moving, because they appear above regular ads and you pay per lead instead of per click. They work best alongside regular Google Search ads, and only if you answer leads fast. In Canada they are available outside Quebec for a limited list of trades, and you must pass Google's screening first.
Local Services Ads, often called LSA or Google Guaranteed ads, show a small set of local businesses at the very top of Google for searches like "plumber near me". For contractors who qualify, they can be one of the lowest-risk ways to get calls.
How do Google Local Services Ads work?
You create a profile with your services, service area, hours and budget. When someone nearby searches for your service, Google may show your profile in the Local Services unit. Customers call or message you directly, and you pay for leads related to the services you offer rather than for clicks.
How a Local Services Ads lead works
Search
plumber near me
Results
Verified pros
Call or message
Call or message
You pay per lead
Which contractors can use Local Services Ads in Canada?
Availability depends on the category and the area. In Canada, Local Services Ads have been available outside Quebec for home service trades such as HVAC, plumbers, electricians and locksmiths, and the list has grown to include categories like roofers, lawn care, movers, pest control and cleaning in some areas. Check the Local Services Ads sign-up page for what is available in your city and trade.
What do you need to qualify?
Google screens businesses before they can run. Expect to provide proof of liability insurance, business and trade licences where required, and to pass background checks. Reviews matter too, because they show on your profile and influence who gets chosen.
Local Services Ads vs Google Search Ads: what is the difference?
Local Services Ads, Search ads and Map results
Local Services Ads
Pay per lead
Search ads
Pay per click
Map results
Free
| Local Services Ads | Google Search Ads | |
|---|---|---|
| Position | Top of the results | Below LSA, above organic |
| You pay for | Leads | Clicks |
| Control over keywords | Limited | Full |
| Landing page | Your Google profile | Your own website page |
| Eligibility | Certain trades, after screening | Almost any business |
When are Local Services Ads worth it?
- You are in an eligible trade and area.
- You can answer calls and messages quickly, during the hours you set.
- You have, or can build, a steady flow of reviews.
- You track which leads book, and dispute leads that are not related to your services.
They are less useful if you cannot answer quickly, if your trade is not eligible, or if you need full control over which jobs you appear for. In those cases, regular Search ads with tight targeting may be better.
Should you run Local Services Ads and Search ads together?
For most eligible contractors, yes. Local Services Ads capture people who want to call someone trusted right away, while Search ads let you target specific high-value jobs and send people to your own pages. Together they cover more of the search results page.
Frequently asked questions
Are Google Local Services Ads available in Canada?
Yes, outside Quebec, for a limited list of home service categories that varies by area.
Do you pay per click with Local Services Ads?
No. You pay for leads related to your services, such as calls and messages, rather than for clicks.
Can I run Local Services Ads and Google Search Ads at the same time?
Yes, and many contractors do, because they appear in different places and serve different searchers.
Want help deciding which Google ads fit your trade? See how our home services marketing works, or read our HVAC marketing ideas.