Why LSAs are different from regular Google Ads
Google Local Services Ads appear above everything else in search results — above standard paid ads, above the map pack, above organic results. They show your business name, rating, and a 'Google Guaranteed' badge. You only pay when someone calls or messages directly through the ad.
For local service businesses, this is the most efficient paid channel available. Cost per lead typically runs £18–£45 for cleaning, compared to £35–£90 for standard Google Ads.
Google Guarantee: Once approved, Google backs your work with a money-back guarantee to customers (up to a limit). This dramatically increases conversion rates from ad clicks to booked jobs.
Getting approved and set up
LSAs require a background check process, business verification, insurance documentation, and licence verification where applicable. The process takes 2–4 weeks. Start it before you need the leads, not after.
Key setup decisions: budget (start at £20–30/day), service area (tighter is usually better initially — 5–8 mile radius), and your service categories. Get your Google Business Profile reviews above 10 before switching on LSAs — conversion rates are significantly higher.
Managing your campaign and avoiding waste
LSAs can generate irrelevant leads — wrong area, wrong service type, price shoppers. Mark bad leads as disputed immediately (you won't be charged). Respond to every valid lead within 5 minutes where possible — response speed is one of the ranking factors Google uses to determine which businesses show first.
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