If you run a local service-based business in the UK — whether you’re a plumber, electrician, roofer, cleaner, locksmith, pest control specialist or any other home-service provider — Google Local Services Ads (LSA) can completely transform how you get leads.
Unlike traditional Google Ads, Local Services Ads are built specifically for local trades who want more phone calls and real enquiries, not just clicks.
Let’s break down, in simple and expert language, why LSAs are a game changer, how they work, how Google charges you, and why they’re the most powerful tool for local businesses right now.
1. What Are Google Local Services Ads (LSA)?
Local Services Ads appear right at the very top of Google, even above:
- Google Search Ads
- Google Maps
- Organic rankings
These ads show:
- Your business name
- Your reviews and rating
- Your Google “Verified” badge
- Your phone number or call button
- Your service area
And because they are placed above everything else, your business gets maximum visibility at the exact moment someone is searching for your service.
2. How LSAs Are Different From Traditional Google Ads
Most local business owners confuse LSAs with normal Google Ads.
But they work in completely different ways.
Here’s the simplest explanation:
Normal Google Ads (Search Ads)
- You pay per click
- Clicks do NOT guarantee enquiries
- Anyone can click (including competitors or accidental clicks)
- You write the ad text
- Results depend heavily on bidding, keywords, and landing pages
Local Services Ads (LSA)
- You pay per lead, not per click
- Leads = real calls or messages from customers
- Google builds the ad layout for you
- Your ranking depends on reviews, location, and responsiveness
- You can dispute irrelevant leads and get refunds
- You appear above every other result on Google
In real terms:
With LSAs, you stop paying for “traffic”
… and only pay for genuine customer enquiries.
This alone makes LSAs a breakthrough for local businesses with limited budgets.
3. How Google Charges for Local Services Ads
Google uses a Pay-Per-Lead model.
This means you ONLY pay when:
- A customer calls you
- A customer messages you
- A customer books a service through the ad
You do NOT pay when:
- Someone views your ad
- Someone clicks your profile
- Someone reads your reviews
This dramatically reduces wasted spend.
Typical Lead Prices in the UK
Lead costs vary by industry and area, for example:
- Plumbers: £15–£40 per lead
- Electricians: £12–£35 per lead
- Pest Control: £18–£45 per lead
- Cleaners: £10–£25 per lead
- Locksmiths: £20–£45 per lead
And if you receive a lead that is:
- Outside your service area
- Not related to your service
- A sales call
- A wrong number
You can request a refund, and Google often reimburses it.
This level of control is something traditional Google Ads simply cannot offer.
4. Why Local Services Ads Are a Game Changer for Local Businesses
Here’s why so many UK trades are shifting their budgets into LSAs:
1. You Get the Highest Visibility on Google
Your ad appears above every other type of result.
That alone can increase enquiries instantly.
2. Perfect for Emergency and Same-Day Services
Customers searching:
- “emergency plumber”
- “electrician near me”
- “boiler repair now”
want help immediately.
LSAs connect them to you within seconds.
3. You Only Pay When a Real Lead Comes In
With search ads, you may spend £500 on clicks and still get no jobs.
With LSAs, you pay only for real enquiries.
This makes budgeting easier and ROI stronger.
4. Your Google Reviews Work Like a Sales Tool
Your star rating shows right in the ad.
More reviews = more visibility + more trust.
Customers often choose the business with the best rating, even if it’s not the cheapest.
5. You Can Compete With Big Brands
Even if national companies run huge budgets, LSAs give local businesses a fair shot because Google prioritises:
- Proximity
- Responsiveness
- Customer reviews
Not just how much you spend.
6. You Build Instant Trust With the “Google Verified” Badge
This badge reassures customers that:
- You are checked
- You are insured
- You are legitimate
This significantly increases the number of enquiries.
5. The LSA Process – How It Works Start-to-Finish
Here’s how a local business gets started:
Step 1 — Create Your Local Services Ads Profile
You enter:
- Business name
- Business address
- Service areas
- Services you offer
- Opening hours
- Insurance details
Step 2 — Google Verification
Google checks:
- Your identity
- Your business licence (if applicable)
- Your insurance
- Your background (for some industries)
Once approved, you receive the Google Verified badge.
Step 3 — Set Your Weekly Budget
You decide how many leads you want per week.
Step 4 — Start Getting Calls and Messages
Every lead comes directly to your phone or inbox.
You can answer or respond instantly.
Step 5 — Review & Dispute Leads
If a lead is irrelevant, you can request a refund.
You see all leads in your dashboard.
In Summary: Why Local Services Ads Matter
Local Services Ads are a game changer because:
- You appear at the top of Google
- You only pay for real leads
- You receive higher-intent, ready-to-book customers
- You get fewer wasted clicks
- You build trust instantly with Google verification
- You compete fairly with large brands
- You get better ROI than many traditional ad channels
For any local trade or service in the UK, LSA is currently one of the most effective and safest investments for generating enquiries.