← Answers·general·informational

    What is Google Local Service Ads (LSA) and how does it work?

    Reviewed by Taylor Moses, Co-Founder, Strategy & Web·

    Direct Answer

    Google Local Service Ads (LSA) are pay-per-lead ads that appear above traditional Google Ads for local-service queries. Google charges only when a customer contacts the business through the ad — not per click. LSA requires Google's verification (license, insurance, background check) and a Google Guarantee badge.

    Voice answer (≤30 words)

    “Google Local Service Ads are pay per lead ads above traditional Google Ads. Google charges only when a customer contacts you, not per click.”

    Eligible categories: home services (plumbing, HVAC, electrical, roofing), legal, financial, real estate, and more — Google adds new verticals quarterly.

    Verified Google Guarantee badge raises CTR 20–35% over un-badged competitors in the same SERP.

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