How to Generate Leads in Google Local Services Ads

To generate leads with Google Local Services Ads, first set up your account and verify your business details. Optimize your profile by adding relevant categories, detailed service areas, and a compelling business description. Encourage satisfied customers to leave reviews, improving your ranking in local search results. A well-optimized ad, coupled with strong customer reviews, can significantly boost visibility and lead generation.

illustration with text "How to Generate Leads in Google Local Services Ads"

Are you tired of paying for pay-per-click advertising on Google that fails to bring in qualified leads?

You may be interested in Google Local Services Ads – or, more specifically, how these types of ads can generate leads for your business.

These ads can be a game-changer for local service-based businesses. These ads enable your business to appear at the top of Google Search and directly in front of local customers in need of your services. By leveraging this powerful type of ad, you can generate highly-qualified leads, increase conversions, and boost your business’s growth.

In this article, we’re breaking down how to generate leads in Google Local Services Ads.

Before we get started, if you want to learn how to improve your PPC ads, be sure to check out our 16 PPC Advertising Tips for Small Businesses and How to Improve PPC ROI (10 Quick Tips).

Okay, let’s get started …

What are Google Local Services Ads?

Google Local Services Ads are a unique type of advertisement that Google offers to local service providers.

They appear at the very top of the search results, even above the traditional Pay-Per-Click (PPC) ads, providing maximum visibility. They showcase your business name, review rating, location, and contact information.

One of their unique features is that they operate on a pay-per-lead basis rather than pay-per-click, meaning you only pay when a potential customer gets in touch with you through the ad.

How to Generate Leads in Google Local Services Ads

Google Local Services Ads are a powerful tool for local service providers. They are specially designed to generate targeted leads.

The process involves setting and optimizing your ad to achieve the best results.

Here’s how to generate leads with Google Local Services Ads:

1. Set Up Your Profile

Your business profile is the foundation of your Google Local Services Ad. The first step is to fill out this profile thoroughly. Include all relevant details about your business: the services you offer, your working hours, the locations or areas you serve, and other essential information that a potential customer may need. A complete and accurate profile not only provides valuable information to your customers but also helps Google match your business with the right searches.

2. Get Google Guaranteed or Google Screened

These are trust badges from Google, offering potential customers a form of assurance that your business is legitimate and reliable. Google Guaranteed businesses, for example, offer customers a money-back guarantee, backed by Google, on the services booked through Local Services Ads. Google Screened businesses, on the other hand, have passed Google’s background and license checks. Both these badges can significantly boost customer confidence and make your ad more appealing.

3. Collect Reviews

Reviews play a crucial role in the success of your Google Local Services Ad. The star ratings shown in these ads come directly from your Google reviews. More positive reviews not only enhance your online reputation but also improve the visibility and click-through rate of your ad. Therefore, encourage your satisfied customers to leave a review on Google. You can do this through follow-up emails or direct requests.

4. Respond Quickly

Once you’ve set up your ad and started to receive leads, it’s crucial to respond quickly. Timely responses show your potential customers that you value their time and business. Keep in mind that customers may reach out to multiple businesses at once; the faster your response, the better your chances of winning their business.

5. Track Your Leads and Adjust Your Ad

One of the benefits of Google Local Services Ads is the ability to track your leads. Keep an eye on your ad’s performance, including how many leads it’s generating, which leads are converting, and what times or days you receive the most leads. Use this information to adjust your ad and strategy as necessary. For example, you may need to tweak your ad content, shift your budget, or change your hours of operation to match when you receive the most leads.

6. Follow Up

Whether a potential customer contacted you but didn’t book, or a lead didn’t respond to your initial contact, a friendly follow-up can keep your business at the top of their mind and increase your chances of converting the lead into a customer.

7. Hire a Google Local Services Ad Specialist

While managing Google Local Services Ads is certainly feasible, there can be a steep learning curve involved, especially when it comes to optimizing your ad for the best results.

That’s where hiring a Google Local Services Ad Specialist comes in. An expert in this field can help you set up and optimize your ad, monitor its performance, and make strategic adjustments as necessary.

They can save you time and effort, allowing you to focus on running your business. Moreover, their expertise can lead to better ad performance and potentially a higher return on your advertising investment. Working with a specialist could be the key to unlocking the full potential of Google Local Services Ads for your business.

Eric Sachs - PPC

The Benefits of Google Local Services Ads

The major benefits of Google Local Services Ads include the following:

  • Increased Visibility: These ads appear at the very top of the search results, above all other ads and organic results, making them the first thing users see.
  • Pay-Per-Lead: You only pay when potential customers contact you directly through the ad, not for views or clicks.
  • Trust Badges: The Google Guarantee badge inspires trust and can make potential customers more likely to choose your business.

Google Local Services Ads vs PPC Ads

While both Google Local Services Ads and PPC Ads can boost your online presence, they have some key differences. Local Services Ads are specifically for local businesses and appear at the very top of search results. They also include a trust badge and work on a pay-per-lead basis.

In contrast, PPC ads are for all businesses, not just local or service-based ones. They appear below Local Services Ads and operate on a pay-per-click model. While they offer more keyword control and ad customization, they lack the local targeting and trust badge features of Local Services Ads.

Types of Companies that Can Leverage these Ads

Google Local Services Ads are particularly beneficial for businesses that offer localized services. Here’s a list of different types f companies that benefit from

  • Home Services: This includes companies that offer roofing,  plumbing, electrical work, HVAC, and other services.
  • Cleaning Services: Businesses such as house cleaners, carpet cleaners, and window cleaners frequently use Google Local Services Ads to reach local customers.
  • Law Firms: Legal services, such as personal injury lawyers, divorce lawyers, and estate planning attorneys, can benefit significantly from these ads.
  • Medical and Dental Practices: From family doctors to specialized practices like chiropractors, dentists, and optometrists, healthcare professionals can leverage these ads to attract local patients.
  • Real Estate Agents: Agents and agencies use Local Services Ads to connect with home buyers and sellers in their area.
  • Fitness Centers and Personal Trainers: Local gyms, yoga studios, and personal trainers can use these ads to find new clients.
  • Home Improvement Services: Businesses like garage door professionals, landscape designers, and renovation contractors can use Local Services Ads to find potential clients.
  • Auto Service Centers: Car repair shops, tire services, and other auto businesses can target local car owners.
  • Pet Services: Veterinarians, pet groomers, and pet sitting services can reach pet owners in their vicinity.
  • Local Retail Stores: Specialty retail stores, from bookshops to boutiques, can use Local Services Ads to attract local shoppers and compete with larger chains.

Any service-based business that operates within a specific local area can benefit from the visibility and targeted leads that these ads provide.

Related: The Professional’s Guide to Home Services Marketing

Frequently Asked Questions

We work with a lot of local businesses interested in leveraging the power of Google Local Services ads, so we hear a lot of common questions.

Here are some of the most frequently asked questions and our answers:

How does Google charge for local service ads?

Google charges for Local Services Ads on a per-lead basis. This means you pay when a user takes a specific action related to your ad, such as calling your business or sending a message through the ad platform. The cost per lead can vary based on factors like your industry, location, and the type of service being advertised.

How do I create a lead form in Google ads?

To create a lead form in Google Ads, go to your campaign settings and click “Lead form extension”. Create a new form by customizing the form title, description, and call-to-action. Next, choose which customer information you want to ask for. Finally, design your form submission message, and make sure to provide a link to your privacy policy.

Why am I not getting leads on Google Ads?

Not getting leads on Google Ads could be due to several factors. Your ads may not be targeted effectively, meaning they’re not reaching the right audience. Your bid might be too low to compete with other advertisers, resulting in your ads not showing. Additionally, your landing pages or lead forms might not be compelling or user-friendly enough to convert visitors.

How do I get the most out of Google local services?

To get the most out of Google Local Services, optimize your business profile and strive for a high number of positive reviews. Ensure you have set the correct service areas and business hours. Track and respond to leads promptly. Regularly review your ad performance and adjust your budget and bid strategy accordingly to maximize visibility and lead capture.

Let Us Handle Your Local Services Ads

Want to create Google Local Services ads that generate leads for your business in the background? Sachs Marketing Group can make it happen!

Sachs Marketing Group provides expert Google Ads management so you can focus on running your business. Our PPC team has mastered the intricacies of Google Local Services Ads, ensuring that your business receives qualified leads from local customers in need of your services.

By partnering with us, you’re entrusting your marketing to experts who understand how to tailor a Local Services Ads strategy that fits your unique business needs, driving high-intent customers straight to your door.

Contact Sachs Marketing Group today, and let’s begin your journey towards effective, locally-targeted advertising that delivers real, tangible results.


In conclusion, Google Local Services Ads are an excellent tool for local service providers looking to boost their online visibility, build customer trust, and generate leads.

They offer distinct advantages over traditional PPC ads, particularly for local businesses. So, if you’re struggling to attract customers in your local area, consider giving Google Local Services Ads a try – or better yet, hire a Local Services Ads expert to guide the way.

Eric Sachs next to book a call button

Leave a Reply

Contact us today to get the conversation started!

SEO virtuoso, CEO @Sachs Marketing Group. Focused on being of service to business owners - helping to better position them in the eyes of their audiences.

Skip to content