How to Get Leads With Google Local Service Ads (LSA)

In today's fast-paced business environment, getting leads for your local business is crucial.

Google has introduced a relatively new and exciting way to achieve this with Google Local Service Ads, also known as Google Guaranteed Ads.

In this article, we'll delve into the details of this advertising method and how it can benefit your business.

Benefits of Google Local Service Ads (LSA):
  • Cost-Effective
    Pay only when potential customers call, making it a cost-efficient advertising method.
  • Top Placement
    LSAs appear at the top of search results, increasing visibility.
  • Direct Engagement
    Users can call or message your business directly from the ad.
  • Flexibility
    No long-term contracts, and campaigns can be paused or resumed as needed.
  • Dispute Resolution
    Ability to dispute charges for leads that don't meet quality standards
  • Review Impact
    Positive Google Maps reviews enhance the effectiveness of LSAs.

Understanding Google Local Service Ads

Google Local Service Ads is a fresh approach to acquiring leads for local businesses. It's a product by Google that's gaining traction and expanding its offerings across the country. Initially, it was available only for plumbers, but now it's accessible to various service providers, including landscapers, handymen, remodelers, and custom home builders.

The key distinction between Google Local Service Ads and traditional Google Ads lies in the payment model. With Google Ads, you pay for clicks, which can sometimes result in expenses without actual leads.

However, with Local Service Ads, you only pay when a potential customer calls your business. While the cost of these calls may seem significant, it often turns out to be more cost-effective compared to traditional advertising methods.

What are White Label Google Ads and PPC Management?

When you search for a service on Google, such as "plumber in Spokane," you'll notice that Local Service Ads appear at the top of the search results. Clicking on one of these ads will open up the Google Maps listing for the service provider. However, there's a significant difference here – you won't find a link to their website. Instead, you'll have two options: message or call them.

Every time someone calls or messages a business through these ads, Google charges the business a certain amount, usually around $100 to $150 per call. This payment model contrasts sharply with traditional Google Ads, where you pay for clicks, often ranging from $5 to $40 per click. If a business needs 10 clicks at $40 each to get a lead, that's $400 compared to $200 per lead through Local Service Ads.

Below the Local Service Ads, you'll find the standard Google Maps listings. These organic listings have the advantage of being free and are favored by users who prefer to read reviews and explore a business's website.

Flexibility and Management

One of the advantages of Google Local Service Ads is their flexibility. There are no long-term contracts, and you can pause or resume your campaign as needed. This flexibility is invaluable for managing your budget effectively.

However, it's important to note that the unpredictability of lead generation with Local Service Ads requires careful monitoring. Monthly budgets can fluctuate, so keeping a close eye on your campaign is essential.

Behind the Scenes

Behind the scenes, you'll find a dashboard that provides insights into your campaign's performance. You can view the calls you've received, their timing, and their type. To make the most of this advertising method, it's crucial to assess the quality of these leads.

If you manage the ads yourself and answer the calls, you can add notes, collect customer information, and determine if the leads are good. It's also important to maintain a high booking rate to ensure Google continues to display your ads prominently.

Disputes may arise when calls don't result in valuable leads. In such cases, you can dispute the charge. Google records each call, enabling them to verify the legitimacy of the lead. If Google determines it's not valid, they'll issue a refund within 45 days.

The Role of Reviews

Lastly, the reviews displayed in these ads come directly from your Google Maps listing. Therefore, it's essential to build a robust Google listing with positive reviews to enhance the effectiveness of your Local Service Ads. Having no reviews while running these ads may limit their impact.


In the world of digital marketing, Google Local Service Ads represent a compelling option for generating leads, especially for local businesses.

While organic online presence through Google Maps and a website remains vital, these ads offer a unique and efficient way to accelerate lead generation.

Whether you're an established business or just starting, Local Service Ads can be a powerful tool in your quest for leads and growth.

So, if you're looking to jumpstart your business and connect with potential customers right away, consider turning on Google Local Service Ads and give it a shot.
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