Why Every Local Business Should Be Running Google Local Services Ads (LSAs)

If you're a local service business looking to generate more leads, Google Local Services Ads (LSAs) are one of the best tools available today. These ads appear at the very top of the search results—even above regular Google Ads and organic listings—and they are designed specifically for businesses like plumbers, HVAC techs, electricians, pest control companies, and others that serve customers in a specific area.

For many of our clients, LSAs have become one of the highest-return marketing tools available. In fact, we often recommend maxing out your LSA budget before spending on traditional pay-per-click ads.

What Makes LSAs So Powerful?

• Top-of-the-page placement on Google
• Pay-per-lead pricing (not pay-per-click)
• The Google Guarantee badge (adds trust)
• Voice search & mobile-friendly visibility
• Only available to local service providers

If you're not currently showing up here, you're potentially leaving money on the table.

What It Takes to Get Started

Setting up LSAs is a straightforward process, but it does require some documentation and approval from Google.

✅ You’ll Need to Provide:

1. Business License
   • Your current state/local business license
2. Trade License (if applicable)
   • For fields like plumbing, HVAC, or electrical, this is often required
3. Proof of Liability Insurance
   • A PDF or photo showing your current policy, limits, and expiration

🔐 Background Checks

To protect users, Google requires background checks:

• For the owner: Full legal name, Social Security number, and date of birth
• For field employees (optional): Names and emails of any staff who visit customers in person

Most companies only submit the owner’s information and get approved just fine.

Who Manages the Ads?

These ads must be managed from the same email address used to control your Google Business Profile.

As your agency partner, we can help advise and support you, but Google requires that an owner or admin from your team complete the setup and upload the required documents.

Once you're verified and running, managing LSAs is simple:

• Set your weekly budget
• Choose your service areas
• Update your service offerings
• Adjust your business hours

That’s it. No ongoing keyword bidding or complex ad settings—just steady, qualified leads.

A Note About Management Access

Most clients prefer to handle LSAs on their own, while others have opted to share their login credentials with us so we can assist more directly. Both approaches can work, but LSAs are really designed for owner-level management.

If you're too busy or unsure how to get started, we’re happy to walk you through the steps or consult on best practices.