HOW TO WIN MORE BIDS WITH GOOGLE LOCAL SERVICES ADS (LSAS) LOCAL SERVICES ADS (LSAS)
If you run a home service business — like plumbing, roofing, HVAC, landscaping, or electrical — you’ve probably felt the pain of losing bids to competitors. The good news? Google Local Services Ads (LSAs) can change that. These ads put your business at the very top of Google when homeowners search for help in your area. If you want more calls, more bids, and more jobs, LSAs are the secret weapon.
What Are Google Local Services Ads (LSAs)?
Google LSAs are a special type of ad that shows up above normal Google Ads and organic search results. When someone searches for “plumber near me” or “roof repair in [city],” the first thing they’ll see is a list of businesses with the Google Guaranteed badge.
That little green checkmark tells customers you’ve been vetted by Google. You’ve passed checks on licensing, insurance, and background — which instantly builds trust.
And here’s the best part: you only pay when you get a real lead — like a phone call or message — not just when someone clicks on your ad.
Why LSAs Help You Win More Bids
Winning bids isn’t just about being cheaper. It’s about being the first call and building trust fast. LSAs help you do both:
Top of the page visibility → You’re literally the first business homeowners see.
Google Guaranteed badge → Builds instant confidence and makes homeowners more likely to choose you.
Pay per lead → Your marketing dollars go straight to real opportunities.
Easy to contact → Customers can call you directly from the ad — no extra clicks.
Imagine this: your competitor spends thousands on billboards, but when a customer actually Googles “AC repair near me,” your business shows up first with the trusted green checkmark. Who do you think gets the call?
How to Get Started With LSAs
Sign Up for Google Local Services
Go to Google and apply for LSAs. You’ll need to provide your business license, insurance, and employee background info.Set Your Service Area
Pick the cities or ZIP codes where you want to get leads.Choose Your Services
Select categories like plumbing repair, roof inspections, or landscaping.Set Your Budget
Decide how much you want to spend each week. Remember — you only pay for real leads.Start Collecting Reviews
Reviews are huge. The more 5-star reviews you have, the higher you’ll rank in LSAs.
Tips to Maximize Results
Answer every call: Missed calls mean lost bids.
Respond fast: Customers often pick the first company that replies.
Ask for reviews: Google loves active, trusted businesses.
Track your leads: Use a CRM or simple tracker to see your ROI.
Final Thoughts
If you’re in the home services industry, Google Local Services Ads aren’t optional anymore. They’re the fastest way to get in front of homeowners who are ready to hire. By showing up first, earning the Google Guaranteed badge, and paying only for real leads, you’ll win more bids and grow your business without wasting ad spend.
Frequently Asked Questions About Google Local Services Ads
1: What’s the difference between Google Ads and Google Local Services Ads (LSAs)?
Google Ads charge you per click, even if the person doesn’t call or book. LSAs charge per lead, meaning you only pay when a customer actually calls or messages you.
2: How much do Google Local Services Ads cost?
Costs vary by industry and location, but most home service companies pay $20–$50 per lead. Since you’re paying for real leads, the ROI is often higher than traditional ads.
3: Who qualifies for Google Local Services Ads?
Only certain service businesses can run LSAs. This includes plumbers, roofers, HVAC companies, electricians, landscapers, and other licensed home service contractors.
4: What is the Google Guaranteed badge?
The green checkmark shows that Google has verified your business license, insurance, and background. It builds instant trust with homeowners searching for your services.
5: How do reviews affect my LSAs?
Businesses with more 5-star Google reviews show up higher in Local Services Ads. That means collecting reviews is key to ranking well and winning more bids.
6: Can I control where my LSAs appear?
Yes! You set your service area (cities or ZIP codes) and Google only shows your ads to customers within that area.
7: Do LSAs replace my website?
No — they complement it. LSAs get you leads fast, but your website is still important for branding, SEO, and turning curious visitors into long-term customers.
Ready to turn your website into a lead-generating machine and dominate your local market? United Foundry helps home service companies set up and manage LSAs the right way. Let’s get your phone ringing. Book a free discovery call
