Google Local Services Ads: the under-used lead tap I keep turning on for clients
We’ve all tangoed with Google Ads (yes, AdWords to the old school). But have you played with Google Local Services Ads yet? If your clients are service businesses—plumbers, electricians, builders, fencing contractors—LSAs can be the difference between “quiet month” and “busy diary.”
Here’s how I explain it to clients: LSA doesn’t replace PPC; it complements it. PPC is your big billboard—great for reach. LSA is the shop door, catching people who are already halfway inside with their wallets out. It’s hyper-local, super-intent, and frankly, delightfully uncomplicated.
The December fence story (aka why I’m a fan)
Quick anecdote. One December, a fencing client sighed, “The phones are dead. It’s cold. No one’s thinking about gardens.” Fair. We flicked on LSAs with a sensible weekly lead cap and—no drama—calls and messages trickled in from people planning ahead or sorting storm damage. By summer, their local SEO and Google Business Profile were pulling plenty, so we dialled LSAs back. Think of LSAs like a tap: on when you need volume, off when you don’t.
Who LSAs are actually for
This bit matters. LSAs are built for service providers—people who come to you or come to your home: plumbers, sparkies, roofers, locksmiths, builders, fencing companies. If you’re selling products online, this isn’t your lane. I always start by checking eligibility; no point crafting something Google won’t show.
What makes LSAs different (and frankly, easier)
Top real estate on Google. Your listing appears above the usual ads. You can’t miss it.
Lead-first design. People can call, message, or book right there—no faff, fewer steps.
Pay per lead, not per click. You’re charged when someone actually enquires, not when they just window-shop.
Trust signals built in. The Google Guarantee badge can seriously boost confidence.
Lightweight setup. Fill out your profile, pick your services and areas, set your budget—done.
Why I run LSAs alongside PPC and SEO
I’m a big believer in a blended approach for local services:
Local SEO + Google Business Profile for steady, always-on visibility.
PPC to test keywords, expand reach, and mop up broader demand.
LSA to catch the high-intent, “I need help now, near me” crowd.
Together, they smooth out seasonality, reduce reliance on a single channel, and keep your pipeline healthier.
The money bit: cost-per-lead clarity
One of the nicest parts is the pay-per-lead model. No more burning budget on irrelevant clicks. You can literally say, “We paid £X per enquiry,” which makes boardroom chat and budget planning much saner. It’s also brilliant for seasonal top-ups—switch on in quieter months, ease off when the diary’s heaving.
Setting yourself up to win (my practical checklist)
I’ve made enough LSA setups now to have strong opinions. Here’s what actually moves the needle:
Complete your profile like a pro.
Fill in every field properly—licenses, insurance, opening hours, service areas, photos. Keep documents up to date. If Google needs to vet you, don’t cut corners. This isn’t busywork; it affects visibility.
Be picky with your services.
Only list what you want to actually do. If you don’t want emergency call-outs at 2am, don’t tick it. Tight service lists = better leads and less time wasted.
Chase (and showcase) reviews.
LSAs lean heavily on ratings. Ask happy customers for reviews—make it part of your handover process. A steady stream of fresh feedback boosts both trust and performance.
Respond like lightning.
LSA leads are hot. The faster you reply—call back, answer messages, confirm bookings—the better your conversion and your standing in the system. Speed is a ranking signal in practice, if not in name.
Budget with intent.
Start with a weekly lead target that matches your capacity. Watch the quality for two weeks, then adjust. If the jobs are small, cap harder; if they’re gold, scale up.
Track outcomes, not just enquiries.
Tag LSA leads in your CRM. Note job type, value, win/loss. After a month, you’ll know your true cost per sale and which services are worth pushing.
Common questions I get (and how I answer them)
“Will LSA replace our PPC?”
No. Different jobs. PPC lets you stretch into broader terms and test ideas. LSA harvests high-intent locals. Keep both, but budget them for what they’re good at.
“Is setup complicated?”
Not compared to PPC. The profile does need care (and any required vetting), but you won’t be buried in keywords and ad groups.
“What if leads are off-target?”
Nine times out of ten, the service list is too broad. Tighten it, update your service areas, and refine your booking questions.
“How quickly will we see results?”
Often within days once approved—especially in busy categories. Your mileage will vary by location, competition, and reviews.
Final thought
If your clients are service-based and saying, “We just need more good enquiries,” LSAs are absolutely worth testing. They’re simple to manage, easy to budget, and built for action—exactly what most local businesses need. Use them as your flexible lead tap: turn up when it’s quiet, turn down when the diary’s full, and let Google surface you to people who are ready to book now.
Want me to tailor this for a specific trade (e.g., roofing vs. fencing) or build a step-by-step setup checklist? Say the word and I’ll customise it.