Google local service ads uk

Google Local Service Ad UK

This is your go to guide on local service ads, in this blog post we will dive into the following:

  1. Introduction to LSAs
  2. Benefits of LSAs
  3. Setting Up LSAs
  4. Ad Placement
  5. LSAs vs. Google Ads
  6. Summary

What Is Google Local Service Ads UK?

 Google Local Service Ads (LSAs), are a form of google ads where you don’t pay per click (PPC) instead you pay for each google VERIFIED lead. These are usually guaranteed phone calls or booked appointments. If you don’t get results, you aren’t charged with google even allowing you get money back on unqualified leads (e.g spam calls or asking people asking for a service you don’t offer). Local service ads are designed for service-based businesses to get local leads. As an example let’s say your run a plumbing business in Watford, when someone searches for “plumber near me“ or “plumber Watford” your ad will appear. LSA’s appear in Google search results above regular search ads and in Google Maps, leading searchers to your profile page (think of this as your home page on a website!) with business info, reviews, images, ratings, service categories etc. Over time, with good reviews, you can also earn a Google Guaranteed business status (preferred by 81% of consumers), which displays a badge letting searchers know you are Google verified.

Benefits Of Google Local Service Ads

Increased Visibility

LSAs help your business appear at the top of search results, increasing your visibility to potential customers.

Targeted Reach

LSAs allow you to reach customers in your specific service area, ensuring your ads are seen by those most likely to convert.

Trust and Credibility

LSAs feature Google’s badge of trust, enhancing your credibility and encouraging customer trust.

Lead Generation

LSAs are designed to generate quality leads, increasing the likelihood of customer inquiries and conversions.


Pay only for the leads you receive, making LSAs a cost-effective advertising solution.

Customer Reviews

Display positive customer reviews in your ads, enhancing your reputation and attracting more business.

How LSA’s Work


  • Profile: Create (if you don’t have one) and optimise you’re Google My Business profile with accurate details like your business name, address, phone number, service areas, and hours of operation.
  • Verifying Business Details: Completing Google’s verification process, which may include background checks and providing proof of licenses and insurance.
  • Setting a Budget: Decide how much you want to spend and how many leads you want.
Google my business profile

How Your Ads Will Show:

  • Top Placement: Your ads will appear at the top of search results above even regular search ads and in google maps.
  • Business Info: LSAs display your key information such as your business name, ratings, reviews, phone number, and hours.
local service ads, ad placement

Google Local Service Ads vs Google Ads

Payment Structure:

Local Services Ads (LSAs) charge you per lead, meaning you pay only when a customer contacts you through the ad. In contrast, pay-per-click (PPC) ads charge for each click on the ad, regardless of customer interaction.

Keyword Bidding:

LSAs do not need direct keyword bidding; instead, you can let Google set your bid or set a maximum bid per lead. Whereas with PPC ads you need to do extensive keyword research, as they require keywords in order to know where to show your ads.

Ad Placement:

PPC ads can appear above or below search results and on partner websites. LSAs are placed exclusively at the top of Google search results as well as within google maps.

Summary of Google Local Service Ads UK

In conclusion, google Local Service Ads (LSAs) are a highly effective and cost-efficient advertising solution for service-based businesses. By charging only for verified leads such as phone calls and booked appointments, LSAs ensure you pay only for genuine customer interactions. These ads appear at the top of search results and in Google Maps, significantly boosting visibility and enhance trust with the Google Guaranteed badge. Overall, LSAs are an excellent tool for attracting local customers, increasing leads, and enhancing your business’s online presence. To learn more and find out how Urban Media can help your business, click below!

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Free Google Ads Review
Find out how your Google Ads campaigns can be improved, for FREE!

If you wish to learn more about our Google Ads agency and how we can help your business – Call 01494 538441 or email

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