Google Local Services Ads (LSA) sit above the normal Google Ads results, show the Google Guaranteed badge, and only charge per lead — not per click. For UK trades they're often the highest-converting paid channel.
Qualifying
You need: insurance docs, trade qualifications, DBS checks for each engineer, and a Google Business Profile in the trade category.
Setup
- Apply via ads.google.com/local-services-ads
- Upload insurance + qualification documents
- DBS check each engineer (Google pays the small fee)
- Set weekly budget and service radius
Tracking
LSA leads come in as calls or messages. Tag each one with outcome (Booked / Quoted / No answer / Spam). Dispute spam leads in the LSA dashboard — you get charged back.
Maximising rank
- Respond to leads in < 60 seconds
- Maintain 4.7+ Google review average
- Dispute spam leads aggressively (Google rewards it)
- Mark every lead's outcome — feeds Google's quality model