Search for "AC repair near me" or "roofer in Miami" and the first thing you see isn't a regular ad or a map — it's a row of businesses with a green checkmark that says Google Guaranteed. Those are Google Local Services Ads (LSA), and for contractors they are often the cheapest booked jobs in the entire account.
This guide explains how LSA works, who qualifies, how to get the badge, and how to keep your listing ranking once you have it.
What are Google Local Services Ads?
Local Services Ads are a separate ad program from Google Ads. Instead of paying per click, you pay per lead — a phone call or message from a customer in your service area. Your listing shows your rating, review count, hours and the Google Guaranteed badge, which means Google has verified your license, insurance and background checks and will refund unhappy customers up to a limit.
For professional services — tax preparers, accountants, lawyers, financial planners, real estate — the equivalent badge is Google Screened.
Who qualifies
LSA is available in dozens of home-service categories (HVAC, plumbing, electrical, roofing, flooring, appliance repair, garage doors, cleaning, pest control, landscaping, water damage, and more) and a growing list of professional categories. You need a valid business license where required, general liability insurance, and to pass a background check for the owner and, in many categories, for field employees.
How to get the Google Guaranteed badge in 7 steps
- Create your LSA profile. Go to ads.google.com/local-services-ads, choose your category and service area (by ZIP code or city), and enter your business details. Match your name, address and phone exactly to your Google Business Profile.
- Submit license and insurance. Upload your state or local license and a certificate of insurance. Keep expiration dates current — a lapsed policy pauses your ads.
- Complete background checks. Google's partner (typically Evident) runs checks on the business owner and, for categories that enter homes, on technicians. Budget one to three weeks.
- Connect your reviews. Link your Google Business Profile so your rating and review count appear. Listings below about 4.5 stars lose ranking quickly; send a review request after every job.
- Set your weekly budget and job types. Choose the services you actually want (uncheck low-ticket ones if your calendar is full), and set a budget as a maximum number of leads per week.
- Answer every call in one ring. Responsiveness is a ranking factor. Google tracks how many LSA calls you answer; missed calls push you down the row. This is where an AI dispatcher pays for itself.
- Dispute bad leads every week. Spam, wrong service area, job seekers and solicitors are refundable if you dispute them in the LSA dashboard within the window. Most contractors leave 15–25% of their LSA spend unclaimed by skipping this.
How LSA ranking works
There is no keyword bidding. Google ranks Guaranteed listings on a mix of proximity to the searcher, review score and count, responsiveness (answer rate and speed), business hours, and the bid mode you choose. Turning on "Maximize leads" lets Google set the price per lead; manual bids give you control but can hide your listing in busy markets.
| Factor | What moves it |
|---|---|
| Proximity | Serve the ZIP codes you can reach fast; don't spread across a whole metro |
| Reviews | Automated review requests after every completed job |
| Responsiveness | Answer in one ring, 24/7 — AI dispatcher or dedicated line |
| Hours | List real hours; "24/7" only if someone actually answers |
| Lead quality feedback | Mark leads as booked or not in the dashboard — it trains Google's matching |
LSA vs. Google Search Ads: use both
LSA gives you the top of the page at a predictable cost per lead — typically $25–$90 depending on trade and market. Search ads give you volume, keyword control and the ability to run offline conversion tracking so Google optimizes for paid jobs. Most contractors we work with run both: LSA captures the "call now" searchers, Search captures everyone else, and one dashboard shows cost per booked job for each.
Mistakes that get listings paused or buried
- Insurance certificate expires and nobody notices for three weeks.
- Business name on LSA doesn't match the Google Business Profile.
- Calls ring to a cell phone that's on a job site.
- No review requests, so a 4.2 rating sits under competitors at 4.8.
- Never disputing leads — paying for solicitors and out-of-area calls.
Frequently asked questions
How much do Google Local Services Ads cost?
You pay per lead, not per click. Costs range from about $25 to $90 per lead depending on the trade and market. You set a weekly budget, and spam or out-of-area leads can be disputed for a refund.
How long does Google Guaranteed verification take?
Usually one to three weeks. License and insurance documents are reviewed in a few days; background checks take the longest. Missing or expired documents are the most common delay.
Is Google Guaranteed available for tax and accounting firms?
Professional services use the Google Screened badge instead of Google Guaranteed. It requires a license or professional credential check and a background check, and it works the same way — pay per lead at the top of search.
Can I run Local Services Ads and regular Google Ads at the same time?
Yes, and you should. LSA captures high-intent 'call now' searchers at a fixed cost per lead; Search ads add volume and keyword control. We track both to booked jobs in one dashboard.
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