An Introduction to Google Local Services Ads

by Mike Hall on 21st July 2022


Have you ever searched for a local service and noticed these unusual-looking ads above the regular Google Ads slots?


Given how regularly Google changes up the SERPs, you may have even seen these without realising that they are a new(ish) type of ad format. On mobile devices these ads are particularly prominent, taking up the entire screen when first presented with search results:


Despite launching in the UK back in September 2020, Google Local Services Ads have flown somewhat under the radar with local businesses, yet they provide a fantastic opportunity to attract large numbers of leads at a very low CPA, provided your business falls within one of the categories that Google caters for.

As well as enjoying the top positions in search results, advertisers are adorned with the Google Guaranteed badge, which provides additional legitimacy and prestige to the listing.


What does the Google Guaranteed badge mean?

In order to obtain the Google Guaranteed badge, advertisers must go through Google’s screening and verification process, which includes providing any certification or insurance documents, as well as a 3rd party check to verify the legitimacy of your business. Whilst this may require slightly more up-front admin versus setting up a Google Ads campaign, the increased visibility and peace of mind that it offers users means it’s well worth the investment in time.

In addition to the checks that Google carries out in order to obtain the badge, the “Guarantee” they offer users is that if they are dissatisfied with the service and have a genuine reason to claim, Google will (at its discretion) provide a full reimbursement to the value of the service, up to a maximum of £1,500.


Which services are covered by Google Local Services Ads?

Currently, in the UK the following services are covered by Google Local Services ads:

  • Appliance Repair
  • Carpentry
  • Carpet Cleaning
  • Countertop Services
  • Electrical
  • Fencing
  • Flooring
  • Foundations
  • Garage Door
  • General Contracting
  • Handyman
  • Home Inspection
  • House Cleaning
  • HVAC
  • Landscaping
  • Lawncare
  • Moving
  • Pest Control
  • Plumbing
  • Pool Cleaning
  • Pool Contractor
  • Roofing
  • Rubbish Removal
  • Siding
  • Snow Removal Services
  • Tree Surgeon
  • Water Damage Services
  • Window Cleaning
  • Window Services


How to advertise with Google Local Services Ads

Whilst these are technically “ads on Google”, they are managed separately from Google Ads and have their own platform (and even app!) to set up your ads and manage leads. Head over to their Local Services Ads page and either give them a call or click “Get Started” to sign up online.

Once your documentation has been submitted and approved by Google, you will be able to set up Business Bio, Service Areas and Working Hours, select the job types that you’re able to service from Google’s predetermined list, and set a weekly budget for your ads.

The secret to success with these ads is reviews! Alongside proximity to the searcher, opening hours and relevancy, Google will use your review ratings to determine how prominently to display your ads, so it’s extremely important to encourage happy customers to leave a review once their job is complete.


Need more leads?

If your business is not on the list of eligible services or if you are looking to attract more online leads through your website, give us a call to speak to one of our digital marketing specialists today!

Mike Hall Headshot

Written by Mike Hall

Mike is a Digital Marketing Manager with over 10 years of digital agency experience working with clients across B2B, B2C & Non-Profit sectors and qualifications in Google Ads Search, Display and Video. His skills span the full spectrum of the digital marketing mix and he has a particular focus on delivering objective-led, data-driven results for his clients. When he is not immersed in a client’s Google Analytics or Google Ads account, Mike can be found on the golf course, cricket pitch, shredding in his home recording studio or enjoying days out with his wife and son.

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