Connects local service providers with high-intent customers through a pay-per-lead model with trust verification, appearing prominently in Google Search results.
Last updated Feb 21, 2026 by AI Enrichment
Leading local services advertising platform integrated with Google Search
Google Local Services Ads (LSA) is a performance-based advertising platform launched by Google that connects local service providers with customers actively searching for their services. Unlike traditional Google Ads, LSA operates on a pay-per-lead model where businesses only pay when customers contact them directly through the ad, such as via phone call or message. The platform features Google Screened or Google Guaranteed badges for verified businesses, providing trust signals to consumers. LSA serves a wide range of service categories including home services (plumbers, electricians, HVAC), professional services (lawyers, real estate agents), wellness services, and more. The platform integrates directly into Google Search results, appearing at the top of search pages with business photos, ratings, and direct contact options. Google vets participating businesses through background checks, license verification, and insurance requirements, differentiating it from traditional pay-per-click advertising. As part of Google's broader advertising ecosystem, Local Services Ads represents Google's strategic move into the local services marketplace, competing with platforms like Angi (formerly Angie's List), Thumbtack, and Yelp. The platform has expanded significantly since its launch, now covering hundreds of service categories across the United States, Canada, and select international markets.
Pay-per-lead advertising platform for local service providers appearing at top of Google Search
Trust badge for home service providers backed by Google's guarantee for qualifying jobs
Verification badge for professional service providers who pass background and license checks
Mobile application for service providers to manage leads, bookings, and customer communications