Paid Advertising
Local Services Ads (LSA)
Google's pay-per-lead ads for local pros, shown above search results with a Google Verified badge — you pay for leads, not clicks.
Definition
Local Services Ads (LSA) are Google's pay-per-lead ad format for local service businesses. They appear at the very top of relevant local searches with a "Google Verified" badge (the screened-and-vetted check Google formed in 2025 by merging its old "Google Guaranteed" and "Google Screened" programs), and you're charged per lead — a call or message — rather than per click.
In depth
LSAs change the economics of local advertising. Because you pay only when a prospective customer actually contacts you, the cost maps directly to leads instead of traffic. The badge and star rating also lend instant credibility, and the placement sits above both the Map Pack and the standard search ads.
Getting in requires passing Google's screening — background and license checks for your business and staff — and maintaining a strong review profile, since reviews and responsiveness influence how often you're shown. Once live, answering fast and disputing junk leads are the levers that keep your cost per real lead low.
LSAs aren't hands-off money. Bad leads slip through, and missed calls cost ranking and budget. We monitor lead quality, dispute the ones that don't qualify, and keep response times tight — because the format only pays off when the leads it bills you for are real.
Worked example
A homeowner searches "bathroom remodeler near me" and the first thing they see — above the map and the text ads — is a row of Google Screened contractors they can call directly. Those are Local Services Ads.
Paid Advertising
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