Local Services Ads (LSA), explained properly.
In a nutshell
Local Services Ads sit at the top of Google for service searches, carrying a Google Guarantee or Screened badge. Cost ranges from 10 to 40 pounds per lead for UK trades. For example, a Bristol plumber might pay around 20 pounds per booked enquiry.
How LSAs differ from Google Ads
- **Pay per lead, not per click.** You are charged only when a verified lead contacts you via call, message or booking. - **Top placement on the results page.** LSAs appear above traditional ads and the local pack. - **Trust badges.** Listings show a Google Guarantee or Screened badge. - **Verification required.** Background checks, insurance and licensing confirmation are needed. - **Limited service categories.** Only certain industries qualify, such as trades, legal and professional services.
Who should use LSAs
Service businesses with: - A strong local presence and a clear service area. - A healthy review profile, 4.0 stars or higher across 30 or more reviews. - The capacity to respond to leads quickly. - An average customer value high enough to absorb 15 to 50 pounds or more per qualified lead.
Take this further
Local Services Ads can be transformative for the right service businesses, provided you can respond fast and your review profile is strong.
Local Services Ads (LSA): common questions.
How much do Local Services Ads cost?
Cost per lead varies by industry and location. UK trade services typically run 10 to 40 pounds per lead, while legal services can run 50 to 150 pounds per lead. You set weekly budgets and are charged per qualified lead until the budget is exhausted.
Can I dispute LSA charges?
Yes. Spam, irrelevant or out-of-service-area leads can be disputed through the LSA dashboard. Google approves credits at roughly a 30% to 50% rate depending on the dispute reason.
Do reviews affect LSA performance?
Significantly. Review count and average rating influence ad rank. Businesses below 4.0 stars struggle, while those at 4.5 or higher with 50 or more reviews typically outperform the local average.
Are LSAs available everywhere?
Service categories vary by country and region. As of 2026, LSAs are widely available across the UK in major cities. Some smaller towns and specialised services may have limited availability.
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