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Local Service Ads FAQs
Everything contractors need to know about Google’s Local Service Ads — the Google Guaranteed badge, pay-per-lead pricing, and dispute processes.
Show Up at the Very Top of Google — Above Everything Else
Local Service Ads (LSAs) put your business at the very top of Google — above Google Ads, above the map pack, above organic results. They come with the Google Guaranteed badge, which builds instant trust, and you only pay when a homeowner actually contacts you through the ad.
At Relentless Digital, we manage LSA campaigns for HVAC, plumbing, electrical, and roofing contractors across the country. Here are the questions we get asked most.
What are Local Service Ads?
Local Service Ads are Google’s pay-per-lead advertising platform for service-based businesses. Your ad shows your business name, star rating, years in business, and the Google Guaranteed badge. Homeowners can call or message you directly from the ad. You only pay when someone contacts you — not when they see or click your ad.
What is the Google Guaranteed badge?
The Google Guaranteed badge is a green checkmark signaling that Google has verified your business. To earn it, you must pass a background check and verification, including license and insurance verification. The badge builds instant trust and comes with a satisfaction guarantee: if a customer isn’t happy with work quality, Google may refund up to the amount paid for the job.
How much do Local Service Ads leads cost?
Lead costs vary by trade and market. HVAC leads typically range from $25 to $75, plumbing $20 to $60, electrical $20 to $50, and roofing can be higher. These are per-lead costs, not per-click — you only pay when a homeowner actually contacts you through the ad.
How do you handle disputes for invalid leads?
Dispute handling is one of the most important parts of LSA management. We review every lead and dispute invalid ones on your behalf — spam calls, wrong numbers, calls for services you don’t offer, calls outside your service area, and duplicates. Many contractors leave thousands of dollars on the table every year because they don’t dispute invalid charges.
What’s the difference between LSAs and Google Ads?
LSAs are pay-per-lead; Google Ads are pay-per-click. LSAs appear at the very top with the Google Guaranteed badge; Google Ads appear below with an ‘Ad’ label. LSAs have limited customization, while Google Ads allow full control over ad copy, keywords, and landing pages. Both are valuable — we recommend using them together.
Can I run LSAs and Google Ads at the same time?
Absolutely — and you should. Running both gives you more visibility. A homeowner could see your LSA at the top, your Google Ad below it, and your organic listing below that. Owning multiple positions on the first page dramatically increases the chances of getting the call.
How many leads can I expect from LSAs?
On average, our clients see 10 to 30+ leads per month from LSAs, depending on budget, market size, and competition. These are high-intent leads from homeowners actively looking for a contractor right now. Booking rates on LSA leads tend to be higher than other channels.
Do I own my LSA account?
Yes. Your LSA profile is set up with your business information and you are the owner. We’re added as managers. If you ever leave, we remove ourselves within 5 business days. Your Google Guaranteed status, reviews, and account history all stay with you.
What trades qualify for Local Service Ads?
HVAC, plumbing, electrical, and roofing all qualify. Each trade has specific licensing and insurance requirements. We handle the entire verification process — coordinating license verification, insurance documentation, and background checks.
How do you optimize LSA performance?
We optimize your profile categories, service area, reviews, responsiveness score, and budget allocation. We also integrate LSA lead capture with automation systems — including instant missed call text-backs and auto-replies to LSA text messages — so you respond to leads within seconds, not hours. Speed to lead is one of the biggest factors in LSA ranking.
How long does it take to get set up on LSAs?
Typically, 2 to 4 weeks from start to first lead. The main bottleneck is Google’s background check and license verification. We prepare all documentation and submit everything as quickly as possible.
What if I’m already running LSAs on my own?
Common issues we see: not disputing invalid leads (overpaying), poor responsiveness scores (hurting ranking), incomplete profile optimization (losing to competitors), and no lead nurture integration (leads falling through the cracks). When we take over, we typically find immediate cost savings through dispute handling alone.
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