What are google local service ads? - Digital Hot Sauce

What Are Google Local Service Ads?

What Are Google Local Service Ads and How Do They Work? [2021]

Google Local Service Ads are a relatively new advertising product for local service businesses. Currently, these ads are being tested in The United States, Canada, and some European countries.

They represent a great opportunity for your local service business to generate new leads of people who are interested in your products or services. We’ve compiled this handy guide to provide more information around this new advertising channel to help you understand why you should be present there right now.

Here are the key points for Google Local Service Ads  

1: They Are Open To Local Service Businesses In The Following Industries: 

A list of businesses that are currently eligible for google local service ads - Digital Hot Sauce

A continued list of businesses that are currently eligible for google local service ads - Digital Hot Sauce

The final list of businesses that are currently eligible for google local service ads - Digital Hot Sauce

Google is adding new industries every week as they test different companies and local services. If your industry is still not listed, there is a very high possibility that Google will be adding it in the coming months. If you would like to be added to our waitlist, please fill out your details here or email me ([email protected]) and we will notify you once your industry is eligible.

2: Google Local Service Ads Now Appear Above All Other Search Results

Interface of search results page showing google local service ads appearing above all other content - Digital Hot Sauce

Perhaps one of the most exciting things about Google Local Service ads is that they now appear at the very top of the search engine results page.

That means your business could appear above:


This is really exciting because a lot of work has previously gone into ranking number 1 on google when referring to SEO, or paying an expensive price for the first position on google ads. With Local Service Ads, you can now be at the top of the page when someone searches for your industry + city AND you will only pay for a lead, not a click (more on this next).

3: You Only Pay-Per-Lead Not Per Click

The interface of google local service ads for the pay-per-lead model - Digital Hot Sauce

Google local service ads are perfect if you want to take your local service business to the next level. Departing from previous Google products, local service ads only charge you when a lead is generated. This may either be a phone call or a direct message about your business. For example:

  • A customer may call to check your opening hours during a holiday before they drive to your store and purchase
  • Get a quote for a service that you offer
  • Book an appointment with your business


Whatever the request is from Google, they will only charge when a lead is confirmed to be suitable for you. If you’re not happy with the quality of a lead and you wish to dispute the charge, you can also do that too (it’s really simple!). There’s also a section where you can mark the lead as booked if they booked an appointment with your business. 

Where to dispute a lead Google local service ads - Digital Hot Sauce

4: Right Now Competition Is Low On Local Service Ads

You could very well have a first-mover advantage over your competitors if you act quickly and register your business for Google Local Service Ads. If you have a Google My Business profile already set up, get in touch with us so we can conduct a free audit and provide you with some pointers on the best ways to set up and optimize your profile.

If you don’t have a Google My Business profile, we’d still love to chat as we can help you set one up!

5: What You Need To Get Started

Google Local Service Ads guarantee items - Digital Hot Sauce

In order to kick things off on this platform, we require the following items to help obtain the “google guarantee” badge for your business.

  • A copy of your businesses insurance policy
  • A Google my business profile with a rating of at least 4/5 (please still get in touch if you do not have yours currently set up)
  • Ability to complete a background check (we manage this process via Evident)
  • Business license number (for some industries only IE: tree services)


There’s lots of information to take in so I’ve created this video here. If you’d like to book in for a no-obligation chat and you have more questions, please fill out some quick details here and we will get back to you with answers!

A little note about us. As a digital marketing agency in Vancouver, Canada, we’ve been serving local service businesses for over 6 years. We know what works and what doesn’t across many industries including tree care, lawn services, financial, cleaning, maintenance & many other businesses.  We’re happy to help local service businesses grow and reach their goals.

Don’t be shy to reach out to me via [email protected] if you’d like to find out more. Stay safe and thanks for reading.

start generating Local Service Ad leads button - Digital Hot Sauce

Dylan Sucevic
[email protected]