Google Guaranteed
Local Services Ads Management for Home Service Businesses.
Local Services Ads put your business above Google Ads, above the map pack, and above organic results, with a Google Guaranteed badge. We handle setup, bid management, revenue & ROI reporting, and monthly review so you get the leads without the admin.
What Is LSA?
Google Guaranteed: The Most Trusted Spot in Search
Local Services Ads (LSA) are Google's pay-per-lead ad format for home service businesses. Unlike regular Google Ads where you pay per click, with LSA you only pay when a homeowner calls or messages you directly through the ad.
Businesses that pass Google's background check, licence verification, and insurance review earn the Google Guaranteed badge, a green checkmark displayed on your profile. This badge sits above all other search results, including paid Google Ads and the Google Maps pack, and signals to homeowners that Google has vetted and stands behind your business.
The Problem
Unmanaged LSA Campaigns Burn Budget Without Showing What's Working
Most contractors set up their LSA profile once and never touch it again. Without active bid management, you either overpay during low-demand windows or get outbid during peak season when leads are most valuable. If you are still setting the number, our Google Ads and LSA budget calculator gives a starting range by trade.
Worse, most LSA campaigns operate as a black box. You see spend and lead counts, but never how many actually booked or what your true cost per booked job is. Without revenue and ROI tied back to each lead, you can't tell which service types or bid levels are doing the real work.
Our LSA Management
Everything Included in LSA Management
GBP Verification & Badge Setup
Getting Google Guaranteed requires background checks, licence verification, and insurance confirmation. We manage the entire setup process so you don't get stuck in the approval queue.
Weekly Bid Optimisation
LSA bids determine how often your profile shows in the top positions. We adjust bids weekly based on lead volume, lead quality, and your target cost per booked job.
Revenue Reporting & ROI Tracking
Every lead tagged back to the campaign and service type that produced it, then matched against booked jobs and revenue. You see real cost per booked job and ROI by trade, not just lead counts and spend totals.
Budget Pacing & Allocation
LSA budgets can burn fast in competitive markets. We monitor daily spend, pause campaigns during low-quality windows, and reallocate budget to your highest-converting service types.
Service Category & Sub-Service Tuning
Google's LSA categories rarely map cleanly onto what a contractor actually wants to book. We turn off the sub-services that produce calls you do not want and keep the ones tied to your highest-value work, so the lead mix matches the jobs you are trying to fill.
Service Area Optimisation
The goal is not the widest service area, it is the most profitable one. We compare your booked-job data against LSA performance by area and cut the zones producing calls that never convert, which lowers cost per booked job without lowering lead volume where it counts.
Lead Quality Marking
Google no longer refunds bad leads, so every lead you receive is a lead you paid for. What still matters is marking each one good or bad: that is the quality signal Google's bidding learns from. We review the call log weekly, mark every lead, and act on the pattern by tightening the settings upstream.
Review Velocity
LSA placement responds to recent reviews, not lifetime totals. A competitor with 40 reviews from the last 90 days outranks a business with 200 from two years ago. We build review generation into post-job follow-up so your listing stays competitive.
Monthly Reporting
Every month we send a full LSA report: leads received, booked jobs and revenue produced, cost per booked job by service type, and recommendations for the next 30 days.
The Full Picture
LSA Works Best as Part of a Layered Marketing Stack
LSA is one layer in a complete search presence. Think of it in three tiers: SEO builds your long-term map pack ranking so you appear in the local 3-pack for free. LSA sits above that with the Google Guaranteed badge. Google Search Ads run alongside both, capturing high-intent searches that LSA misses.
Most contractors start with LSA for immediate lead volume while their SEO builds. As map pack rankings improve, some ad spend shifts from paid to owned traffic. The goal is maximum search real estate across all three layers.
SEO & Map Pack
Long-term organic visibility. Free traffic from the Google Maps 3-pack for your most valuable keywords.
Local Services Ads (LSA)
Google Guaranteed badge above all other results. Pay per lead, not per click. Highest trust signal in search.
Google Ads
Keyword-targeted search ads for high-intent queries LSA doesn't capture. Maximum coverage of the search results page.
FAQ
Local Services Ads, Common Questions
What does the Google Guaranteed badge actually mean?
Google Guaranteed means Google has verified your business, background checks, licence, and insurance, and will refund a customer up to $2,000 if they're unsatisfied with work booked through Local Services Ads. For homeowners, it's a trust signal. For contractors, it means you show up above everything else in search results, including regular Google Ads.
How much do LSA leads typically cost?
Lead costs vary by trade and market. Roofing leads typically run $40 to $120. HVAC and plumbing leads are $25 to $80. Electrical is often $30 to $70. These are rough ranges, your actual cost per lead depends on your market's competitiveness and how well your bids and profile are managed. We'll give you market-specific estimates on the strategy call. Our own benchmark across 33 home-service LSA accounts measured a pooled $87.00 per charged lead, with roofing at $107.54 and plumbing at $37.50; see the LSA cost-per-lead table on our statistics hub.
How will we know which leads actually book jobs?
Every lead is tagged back to the campaign and service type that produced it. We match that against booked jobs and revenue in your CRM (or in our tracking if you don't run one) so you see real cost per booked job and ROI by trade, not just lead counts and spend totals. Most LSA setups stop at lead volume; we report on what those leads actually turn into.
How long does it take to get Google Guaranteed verified?
The verification process typically takes 2 to 4 weeks from application to approval, depending on how quickly your background check and licence documents clear. We manage the process and follow up with Google's support team if anything gets stuck.
What's the difference between LSA and regular Google Ads?
Google Ads are pay-per-click, you pay every time someone clicks your ad, whether they contact you or not. LSA is pay-per-lead, you only pay when a homeowner calls or messages you directly through the ad. LSA also shows above regular Google Ads in search results. The tradeoff is less control over targeting; LSA uses your profile and location rather than keyword bidding.
Can I get a refund on a bad LSA lead?
No. Google removed lead disputes, so there is no credit back and no dispute approval rate to chase. A bad lead is a paid lead. What you can still do is mark every lead good or bad, which is the quality signal Google's bidding learns from. Because the money does not come back, the real lever moved upstream into your settings: tighten the service area, switch off the sub-services producing wrong-fit calls, fix your hours. Any agency still selling you on dispute credits is working from an old playbook.
How does LSA ranking actually work?
Placement is driven by proximity to the searcher, review rating and recency, how fast you answer calls and messages, whether you are open when the search happens, and whether your budget is still live that week. It is not a keyword auction. That means your operations and your marketing are the same lever: a business that answers fast and collects reviews steadily will outrank a competitor spending more.
Is Google moving Local Services Ads into Google Ads?
Yes. Google is retiring the standalone LSA dashboard and moving campaigns into Google Ads as a pay-per-lead Performance Max campaign type. The rollout started with a limited group of US advertisers in 2026 and phases in through 2027. The Google Guaranteed badge, lead history, and pay-per-lead billing carry over. What changes is that manual bidding goes away, budgets move from weekly to daily, and the cost-per-lead target collapses to one campaign-level number instead of one per category. We export historical reporting before any account migrates, because that data does not transfer.
Ready to Get Google Guaranteed?
Book a free strategy call. We'll walk you through the LSA verification process, give you market-specific lead cost estimates for your trade, and show you how LSA fits into a full search marketing stack.
Book a Free Strategy Call →