Local Services Ads
Eligible service categories, advertiser verification, pay-per-lead billing, and local-service-focused listings.
Zerothcode helps eligible local service businesses set up, manage and optimise Google Local Services Ads - from eligibility checks and verification support to service areas, budgets and ongoing performance reviews.
We build a structured local advertising presence around genuine customer enquiries, not vague promises about instant leads.
Google Local Services Ads are a pay-per-lead advertising format for eligible local service businesses - built around service categories and locations rather than keywords. They may appear prominently on Google Search and Google Maps for relevant local searches, and eligible, verified businesses can display a Google Verified badge (Google's current terminology, previously known as Google Guaranteed).
Unlike standard pay-per-click advertising, you're generally charged for valid leads - phone calls and messages sent through your ad - rather than for clicks, subject to Google's current billing rules.
Eligible service categories, advertiser verification, pay-per-lead billing, and local-service-focused listings.
Keyword-driven, pay-per-click bidding, custom ad copy and landing pages, available to a much wider range of businesses.
LSA can capture eligible local-service enquiries while Search Ads target broader keyword demand or areas outside LSA eligibility.
Visibility for people actively searching for your specific service nearby.
Enquiries arrive as calls or messages, not just website visits.
Eligible, verified advertisers may display the Google Verified badge.
Campaigns organised around the categories and areas you actually serve.
Budget spent on valid leads rather than general click traffic.
Reviews, services and hours presented clearly to prospective customers.
Local Services Ads aren't available to every business - eligibility depends on your service category, location and Google's current programme requirements.
This is a representative, non-exhaustive selection - eligible categories vary by location, can change, and are set by Google. We can check current eligibility for your specific business and category.
Depending on category and location, Google's current requirements can include business licence or registration details, insurance information, and background or identity checks. Requirements vary by category and market - not every business is asked for the same documentation.
Some businesses can go live with limited visibility while remaining verification steps are completed, though fully verified advertisers are generally positioned more favourably. Google decides eligibility and awards the Google Verified badge directly - Zerothcode can guide and support you through setup and verification, but we cannot grant, guarantee or speed up Google's own screening process.
Zerothcode can guide and support setup, but approval and screening decisions are made by Google.
Confirm your category and location against current Google requirements.
Gather the details Google's current process requires.
Google reviews and screens your business directly.
Set up the categories and locations you actually serve.
Agree a starting budget and how leads should reach you.
Go live once Google's requirements are met.
Leads arrive as calls or messages through your ad.
Monitor lead quality and refine settings using the data.
Service area configuration should reflect what you can realistically deliver - travel time, operational capacity and where your best leads tend to come from, not just the widest possible radius. A larger service area isn't automatically better if you can't serve the enquiries it generates.
Leads typically arrive as phone calls or messages sent through your ad. How quickly and consistently you respond can affect your ad's ranking, so responsiveness matters as much as the campaign setup itself. Success also depends on qualifying enquiries properly, service availability, geographic relevance, and maintaining a genuine, policy-compliant review process - we don't encourage incentivised or gated reviews. Zerothcode manages your Local Services Ads campaign; we don't operate your customer service or answer calls on your behalf unless that's separately agreed.
Budget planning should weigh lead value, your typical conversion rate, service margin, local competition and seasonal demand. Lead costs vary by category, location, competition and Google's own auction and pricing model - we don't invent a fixed cost-per-lead figure, because it genuinely depends on your market.
Reporting can cover leads received, call and message leads, lead status, cost, budget utilisation and the services and locations they relate to. Receiving a lead isn't the same as completing a sale - we encourage tracking the full path from lead to qualified enquiry to appointment to sale, where your internal systems allow. For businesses with longer sales cycles, connecting leads to a CRM can help with visibility into what happens after the enquiry - we don't claim a native Google LSA-to-CRM integration unless one has genuinely been built for your account.
Campaigns built around real service areas and categories.
Working across LSA and Search Ads. See Google Ads.
Comfortable with the setup and configuration detail LSA requires.
Reporting on leads and outcomes, not vanity numbers.
Support beyond the ad account where needed.
Helping connect leads to your sales process. See CRM Development.
Clear on what's set up, what's changed and why.
Refining service areas, budget and settings using real lead data.
Being a good strategic fit and being currently eligible are two different things - we check both before recommending LSA.
Local Services Ads capture eligible local-service enquiries. Google Search Ads can target broader keywords, specific offers or campaigns outside LSA eligibility. Local SEO builds organic visibility on Search and Maps over time, without ongoing lead charges. Many businesses use a combination, weighted differently depending on category and competition.
Tell Zerothcode what services you provide and where you operate. We'll help you review current Local Services Ads availability and the setup requirements relevant to your business.
Check My EligibilityGoogle Local Services Ads are a pay-per-lead advertising format for eligible local service businesses. Unlike standard keyword-based ads, they're built around service categories and locations, and can appear prominently on Google Search and Google Maps for relevant local searches, subject to Google's current eligibility and ranking criteria.
Local Services Ads are built for eligible service categories, use a lead-focused pay-per-lead billing model, and typically require advertiser verification. Google Search Ads use keyword-driven, pay-per-click bidding with custom ad copy and landing pages, and are available to a much wider range of businesses. Many businesses use both for different purposes.
Lead cost varies by category, location, competition and demand, and is set by Google's current auction and pricing model rather than a fixed rate we can quote in advance. We don't publish a generic cost figure because it would be misleading - we'll talk through realistic expectations for your specific category and area.
Per lead. Google's Local Services Ads charge you for valid leads - phone calls and messages sent through your ad - rather than for clicks, subject to Google's current billing rules and any lead dispute process Google makes available.
It depends on your service category, location and whether you can complete Google's current verification requirements. Eligible UK categories include a range of home services (such as plumbing, electrical work, roofing and gardening) and select professional services, though availability varies and can change. We can review your specific business against current requirements.
The Google Verified badge (previously known as Google Guaranteed) is displayed on eligible Local Services Ads listings once a business has completed Google's required screening and verification process. Google decides eligibility and awards the badge directly - Zerothcode can support you through the setup and verification steps, but we cannot grant or guarantee the badge ourselves.
Timing varies depending on your category, location and how quickly the required information can be provided and reviewed - we can't give a fixed timeframe because it's ultimately a Google process. Some businesses can go live with limited visibility while remaining verification steps are completed.
Yes - we can review your existing account setup, service selection, service areas, budget, lead quality and performance history before recommending changes.
Yes - many businesses use Local Services Ads for eligible local-service enquiries and Google Search Ads for broader keyword demand, specific offers or areas and services outside LSA eligibility.
No advertising platform can guarantee customer acquisition. Local Services Ads can improve opportunities to connect with relevant local prospects, but actual results depend on demand, competition, eligibility, how quickly you respond to leads, reviews, pricing and service quality, among other factors.
Tell Zerothcode what services you provide, where you operate and how you currently generate leads. We'll help you assess whether Google Local Services Ads should form part of your local advertising strategy.
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