Everything You Need To Know About Google’s Local Services Ads (LSAs)

Everything You Need To Know About Google’s Local Services Ads (LSAs)

What Are LSAs?

LSAs, or Local Services Ads, are a form of pay-per-lead search advertising. LSAs are a great way to reach customers looking for local business services at the top of the Google search results page. 



The Set Up 

To set up a Local Services Ad, Google must verify your business, ensuring you have all the necessary documentation to start running ads. In some cases, Google will apply a “Google Screened” or “Google Guaranteed” badge to your ads after extensive background checks, further building trust with potential customers that your business is the right choice.

LSAs account setup checklist


What Makes Up An LSA?

LSAs contain your business’:

  • Name
  • Phone number
  • Location
  • Reviews
  • Number of reviews
  • Business hours
  • Photos
  • Your business bio

Personal Injury Lawyer Local Services Ads results for Seattle

Each of these work together to create your business profile, which searchers will see. Proximity to potential customers, number of positive reviews, business hours, and responsiveness to customers can all impact your position in LSA search results. So, as your business gets more positive reviews on Google, your ads will appear further up in the LSA search results.


Communication Through LSAs

With LSAs, customers can reach out to your business via telephone or direct message to start their lead journey. Both phone calls and messages are only charged once the lead has completed the action and reached out to you. Message leads are cheaper, but to get the most out of this feature, Élan recommends responding within 24 hours to make sure that you are keeping up with leads and communicating with potential clients promptly. It is important to determine if this is possible for your business because a slow response time could show up on your profile.


Getting In Front Of Your Audience

To make sure your ads appear in front of the right local customers, you will set your service areas and job types. These directly affect who will see your ad, so be sure they are up-to-date and relevant to your offerings. Any incorrect information will reach leads that aren’t quite the right fit for your business. Leads that do not fit your criteria can be disputed for a refund at the discretion of Google.


Are LSAs right for my business?

Now that you understand a little bit more about LSAs, you may be wondering if they are right for you. According to Wordstream, 46% of all Google searches are for a local product or service, making LSAs a possible solution to get your business in front of your local customers. Below is a list of reasons why LSAs may be beneficial to your business.


Why LSAs May Be Beneficial To Your Business

  1. More Visibility
    • LSAs appear at the top of the page, before any other search results. On top of that, if your business is highly rated among reviews, it will place higher on the LSA list. 
  2. Pay-per-Lead
    • Unlike standard search ads that charge per click, with LSAs you are only charged per lead. A lead is a potential customer who follows through and calls, messages, or makes a booking. If the lead is not relevant to your business, you can dispute the lead and receive a refund at Google’s discretion.
  3. Ease of Connection
    • With phone calls, messages, and/or direct booking, your business can connect with leads in a variety of ways all in one place. You can now respond to these leads efficiently throughout your day.


Local Services Ads are a great way for your business to get in front of your local community and expand your customer base. If LSAs are right for your business, they can be an alternative to traditional search ads or a helpful addition to your already established marketing plan. Either way, LSAs are beneficial in increasing trust and visibility among potential customers, making your business the right choice. Have any questions about setting up your LSAs or getting started with Google advertising? Talk to an Élan Google Ads Expert today.

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