The Ultimate Guide To Google's New Local Service Ads For UK Businesses

Get Started With Google's Local Service Ads and CampaignHero here.

Is your business Google guaranteed? Google Local Service Ads

What are Google’s Local Service Ads and how are they different from other Google Ads? 

Google’s Local Service Ads are the perfect solution for SMBs who need to reach customers in their local area. It can be difficult to find leads, but this new search solution offers more than typical search campaigns in Google Ads. Appear at the top of the search engine results page, earn a Google guarantee badge and only pay for leads that contact you. 

These local service ads are a great supplement for your local SEO strategy for those consumers that have a search enquiry related to home service verticals, displaying opening hours, reviews and business contact number. 

These ads will appear on all devices including mobile, tablet and desktop, unlike other Google Ads campaigns, you don’t need to have advertisers knowledge and expertise to run these, simply enter your information, set a budget and you’re good to go. 

Google Local Service Ads - London Plumbers

What UK industries can use Google Local Service Ads?

As Google’s Local Service Ads are relatively new and have just finished being tested in the US, there are only selected verticals that can make use of this new offering within the United Kingdom, but we doubt it will take very long before more industries are added to this list! 

  • Appliance repair services 
  • Carpet cleaning services
  • Electricians 
  • Garage door services 
  • HVAC (heating, ventilation and air conditioning)
  • Lawn care services 
  • Locksmiths 
  • Movers
  • Pest control services 
  • Plumbers 
  • Roofers
  • Water damage services 
  • Window cleaning services 
  • Carpenter
  • Foundations
  • Landscapers
  • Counter top 
  • Fencing 
  • Siding 
  • Flooring 
  • Lawyers (US only) 
  • Financial planners (US only)
  • Tax specialist (US only)
  • Real estate agents (US only)

The benefits of using Google’s Local Service Ads for your business 

This is one of our favourite ad offerings that Google has offered, simply because of the large benefit it has for local businesses who might not have experience advertising with Google. These local service ads offer a simple, easy and direct approach to gaining qualified leads to businesses whilst being able to fully control budgets and CPA. 

1. Only pay per lead - dispute the unqualified 

PPC advertisers know the pain of paying for many clicks that are either not relevant or don’t convert, making costs shoot through the roof. Local service advertisers will only be charged for valid leads in which you can set a cap on how much you want to spend for them. If a business using local service ads receives a lead that is either fraudulent, spam, duplicate or was a poor match you can even dispute the unqualified lead in exchange for credit back.

2. Build trust and authenticity with a Google Guarantee badge

After submitting all the relevant business documents to Google, you will earn your status as ‘Google guaranteed’ this means Google has completed all of its checks it needs to display to consumers that your business is checked and is trustworthy. These badges gain a sense of trust and authenticity to potential consumers making them more likely to take interest in your business over any other on the search engines results page. The badge protects unsatisfied customers for jobs booked through Local ServiceAds with a cap of coverage of £2,000.


3. Emphasis on reviews and ratings 

Now we talk about building trust and authenticity with potential customers, and what’s a better way of doing it then getting reviews from people who have used your service. 

4. Take more of the Google search engine results page

Local service ads appear above other Google Search Ads on the results page, making you the first view-point of searchers, alongside reviews, a google guarantee badge and a CTA it’s apparent that you’re more likely to be clicked on. If you want to take this one step further, you can even run Google Search Ads alongside Local Service Ads to take up more of Google’s results page.

5. Be found on voice search

Did you know that 20% of all searches are coming from voice search? 

With voice search becoming more popular and technology evolving, wouldn’t it be great to have your business discovered on Google’s Assistant devices? Well with Local Service Ads, you can do just that.

6. No complicated ad management 

Being in-experienced in advertising can be quite strenuous when it comes to keyword and campaign management, being an amateure in PPC can have its setbacks, so having an ad alternative like Local Service can truly benefit you business due to the lack of variables that need to be continuously managed and altered. 

How to get started with Google’s local service ads

Are we selling it? Do Google’s local service ads sound like something that can benefit you business? Then let's take a look through on how you can get started, and what you need to set-up.

5 steps to set up google local service ads infographic

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Confirm you are eligible 

Firstly, your business must be an eligible vertical to start advertising (if you’re not sure then take a look at the industries we listed above). If your service isn’t listed yet then do not worry! Google is a company that is quick to create changes and publish updates to their ads platform, so in due time expect the list to grow. 

If you’re eligible, you’ll be guided through account creation to manage your Local Service Ads. These are managed separately from your usual Google Ads account, so you’ll need to create a new one.

Create your business profile

Now if you’re a local business, you probably already have a Google My Business profile (if you haven’t already, we strongly recommend you go away and create one). Your Local Service Ads listing and profile will be completely separate, this will help determine what sort of customers you draw in so it's important you add accurate information to get the most qualified inbound leads. Be honest about the services you offer and in which areas, you’re the one paying for the leads. 

From your Local Listing profile you can edit/add: 

  • Your business hours.
  • Your service areas. 
  • Your job/service types.
  • Your weekly budget.
Plumber Business Profile Example

You can also add ‘highlights’ to your profile that will potentially be served alongside your Service Ad. These can be things that distinguish you differently to your competitors, this could be offers, family run, trusted by x customers, operating since 1970 etc. These are optional to add to your profile, but Google does recommend adding 2-5 highlights as best practice. 

Add your business license and insurance details 

To earn the Google guarantee badge and actually run Local Service ads across Google you must be able to submit some business documents to prove you are a certified professional. Some certain things might not be required, but make sure you have the relevant documents and they are all up to date. 

Business verification process in Google Local Service ads

Complete your background check

Google wants to make sure you are a trusted trader, and needs to ensure that the leads it sends to you are safe and checked. For this reason, Google requires businesses to pass a background check (don’t worry, this is free!). Google has partnered with Pinkerton to perform these background checks in which you can manage and track its progress on your profile. 

How to manage your account 

Managing your leads

Once your business profile is all set-up, you can now launch your Local service ads and start collecting inbound leads. You can view and manage them by visiting: .

Leads management in Local Service Ads Business profile

From your dashboard you can navigate to the ‘leads’ tab via the drop down in the tip right hand corner, or you can manage them from your mobile on the Android or iOS app. Do remember that leads aren’t necessarily booked jobs, you have to follow up with them. After selecting you can review their details, including the requested job tyre and location, and even listen to the recording of a call. 

After reviewing them you have three options in terms of the follow-up:

  1. Call the customer based on the phone number they listed. 
  2. Reply to the customer by sending them an email or text message. 
  3. Decline the job requested, if you decline it will be removed and the lead will be notified, you can also send a message as a response with more information as to why. (Requests that are declined can always be recovered)

After reviewing, you can mark a lead as booked so you can track your upcoming jobs, this feature will help you schedule, send confirmation emails and gather reviews, reporting will also help you determine the overall ROI (return-on-investment) and profitability of running Local Service Ads for your business.

Managing your budget

Directly from your local business profile, you can adjust your ad’s budget. You are able to manage how much you want to spend by adjusting your average weekly budget and determining how much you want to spend per lead. Google may spend slightly less or more than your weekly assigned budget, but will never exceed your monthly maximum.

Remember, the more you spend investing in the new ads platform, the more leads you will get out of it, so work out your customer life-time-value (LTV) and calculate your budget from there, or if you want an extra hand, head over to our ad spend budget calculator to work out what you might need to spend to get the results you want. 

About Ad rankings and Reviews

Although with Local Service Ads you appear at the top of the SERP (search-engine-results-page) there is still a limited amount of space! 

  • Up to 3 Local Service Ads will appear on Desktop. 
  • Up to 2 Local Ads will appear on Mobile devices. 
  • Only 1 Local Service Ads will appear via the Google Assistant (voice search). 

So just like PPC campaigns, you have to ensure your listing has a high ad rank to appear on top. But don’t worry, you don’t need to be considering your quality score, instead you are ranked on the following factors:

  • Your business hours. 
  • Your proximity to your lead location. 
  • Your review score and number of reviews you have. 
  • Your responsiveness to customer inquiries. 
  • Whether or not your business has received complaints.

As reviews play an important variable to how your ads rank, it’s very important that you are requesting and collecting reviews from customers that have booked through your ads. Google has an easy to use system where it will reach out the customers that book appointments through your Local Service ads and request them to leave a review, making sure you are personalising your messages to customers.

How CampaignHero can help you with Local Service Ads from Google

If you’re looking for some extra support and set-up & management of your Google Local Service Ads, then CampaignHero is the cost-efficient solution for you. With our technology and Google certified support team we are able to help you achieve Google guarantee status and get your ads up and running in your local area. 

What we offer:

  • Priority onboarding and account-set up 
  • Account profile optimisation and management of Google guarantee status
  • Access to our technology and support team 
  • Assistance with disputing invalid leads- only pay for leads that matter 

Remember Google Local Service Ads should not be the only dependable marketing medium you should have as part of your strategy, make sure you are making use of other PPC channels, improving your local SEO and are optimising your Google My Business Listing. 

Interested in looking at having a more refined strategy on the Google Ads platform? Check out our latest, exclusive offer we have running at the moment. 

Get Started With Google's Local Service Ads and CampaignHero here.


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