Google Local Services Ads (LSAs) are the ads with a trust badge that appear above everything else for many local service searches. Unlike regular Google Ads, you pay for a lead, usually a call or message from a customer, not for a click. Searches for “local services ads” in Canada run about 2,400 a month and “Google Local Services Ads” another 1,300, mostly business owners trying to understand the program. This guide explains how LSAs work in Canada in 2026, what changed with Google Verified, how leads are charged and how to rank higher.
What changed: Google Verified
On October 20, 2025, Google replaced the Google Guaranteed, Google Screened and License Verified by Google badges with a single Google Verified badge, and the old Google Guarantee money back program ended. Screening still depends on your category and location and can include business registration, licences, insurance and background checks.
If your marketing, website or vehicle wraps still say “Google Guaranteed”, update them, since the badge no longer exists.
How Local Services Ads work
- Check eligibility: categories and availability vary by country and city. Use Google’s eligibility check before you plan around LSAs.
- Create a profile: services, service areas, hours, licences and insurance.
- Pass screening: Google verifies the business and, where required, the people who do the work.
- Set a budget and bidding: Google charges per qualified lead within your budget.
- Answer leads: calls and messages come through the LSA platform, where you can track and rate them.
Which businesses can use them
LSAs started with home services and expanded to many other categories. In Canada, home service trades such as plumbers, electricians, HVAC, roofers, locksmiths, cleaners and movers are the most common users, and some professional services can also qualify depending on location. Google’s category list changes, so check the eligibility tool for your trade and city.
What a lead costs
There is no fixed price. Cost per lead depends on your category, city, competition and bidding settings. As a rough guide, categories with expensive regular ads, such as emergency plumbing or garage door repair, tend to have more expensive LSA leads too. Our home services marketing guide shows Canadian CPCs by trade for comparison.
| Factor | Effect on cost per lead |
|---|---|
| Category | High value urgent services usually cost more per lead |
| City and service area | Large, competitive cities usually cost more |
| Bidding settings | Higher bids win more leads at a higher cost |
| Lead type | Calls, messages and bookings may be valued differently |
We set up and manage Google Local Services Ads so you pay for leads, not clicks.
Disputing bad leads
You should only pay for real leads for services you offer in areas you serve. Review every lead and use the platform’s process to dispute leads that do not qualify, such as wrong service, outside your area, spam or job seekers. Rating leads also helps Google learn what a good lead looks like for you.
How to rank higher in Local Services Ads
- Reviews: the number and rating of reviews matter. Ask every customer.
- Responsiveness: answer calls and reply to messages fast. Missed leads hurt your position.
- Proximity: customers closer to your business location or service area see you more often.
- Hours: businesses open when the customer searches have an advantage.
- Budget and bidding: enough budget to stay active through the day.
- Complete profile: every service and area you cover, with accurate details.
LSAs versus regular Google Ads
| Local Services Ads | Google Search Ads | |
|---|---|---|
| You pay for | Leads | Clicks |
| Placement | Top of results with a trust badge | Above and below organic results |
| Control | Limited ad text and targeting | Full control of keywords, ads and landing pages |
| Setup | Requires verification | Faster to launch |
| Best for | Urgent local jobs with high trust needs | Specific services, campaigns and remarketing |
Most trades get the best results running both, measured on cost per booked job. See how much Google Ads costs.
Common mistakes
- Letting calls go to voicemail during business hours.
- Not disputing leads that do not qualify.
- Service areas set too wide for profitable travel.
- Too few reviews compared with competitors.
- Old “Google Guaranteed” references left on the website and trucks.
We set up and manage LSAs alongside SEO and Google Ads. See our Local Services Ads management and Google Ads management, or the industries we serve.
Frequently asked questions
What are Google Local Services Ads?
Ads with a trust badge at the top of many local service searches. You pay per lead, such as a call or message, instead of per click.
Is Google Guaranteed still available?
No. Google replaced Google Guaranteed, Google Screened and License Verified by Google with a single Google Verified badge on October 20, 2025.
Are Local Services Ads available in Canada?
Yes, for many categories and cities. Availability varies, so check Google's eligibility tool for your trade and location.
How much does a Local Services Ads lead cost?
It depends on your category, city, competition and bidding. Urgent, high value services usually cost more per lead.
Can I dispute a bad lead?
Google provides a process to dispute leads that do not qualify. Review leads regularly and check the current rules.
How do I rank higher in Local Services Ads?
More reviews, fast responses, accurate hours, a complete profile, enough budget and service areas close to your location.
Should I run Local Services Ads and Google Ads together?
Most trades get the best results running both and comparing cost per booked job.
What does Google Verified screening check?
It depends on the category and location, and can include business registration, licences, insurance and background checks.
Do Local Services Ads work for lawyers in Canada?
Some professional categories can qualify depending on location. Check Google's eligibility tool.
Why did my Local Services Ads ranking drop?
Common causes are missed calls, slower responses, fewer recent reviews, reduced hours or budget limits.
