What Are Google Local Services Ads? A Guide to LSAs

In this guide to Google Local Services Ads, Google My Business Product Expert Tom Waddington explains what LSAs are, how they work, and everything else you need to know about the increasingly popular paid option.

What are Google Local Services Ads?

Google Local Services Ads are pay-per-lead ads that appear at the top of the search results, above organic results and traditional Google Ads.

In order to participate in Local Services Ads, a business must first pass a screening process that involves background checks, license checks, and insurance checks. The specific checks will vary depending on the business type and where they are located. 

Here’s how Local Services Ads might look in desktop search results:

Meanwhile, here’s an example I’ve sourced from a mobile search:

The user is presented with three ads on desktop and two ads on mobile. At the bottom of the ad unit, the user can click or tap to view additional ads for businesses.

The number of ads in a market and within specific categories can vary quite a bit. You might see only a few or you might see dozens. It just depends on how many businesses are in the category in that market. The most ads I’ve seen after clicking through to view the entire list for a specific search is 100, so that may be the maximum.

This is what you’ll be presented with if you choose to expand the ad unit on desktop:

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