If you’re a local service provider trying to attract more leads from Google, there’s a game-changing tool you need to know about: Google Local Services Ads (LSAs). These ads sit at the very top of the search results — even above traditional Google Ads — and help you connect directly with customers who are ready to hire.

But here’s the catch: you must qualify. Not every business can jump into LSAs, and Google has strict screening requirements before it grants access — especially if you want to earn the coveted Google Guarantee badge.

In this guide, we’ll walk you through exactly what you need to qualify for LSAs, how the approval process works, and how to fast-track your business to the top of local search.

🚀 What Are Local Service Ads (LSAs)?

Local Services Ads are a special type of Google ad designed for local, service-based businesses. Unlike traditional pay-per-click (PPC) ads, LSAs operate on a pay-per-lead model, meaning you only pay when a potential customer contacts you directly through the ad.

These ads appear when someone searches for services like:

• “Plumber near me”
• “House cleaner in Phoenix”
• “HVAC repair in Chicago”

If you qualify, your ad appears with your business name, star rating, phone number, hours, and a Google Guarantee badge (if eligible). Customers can click to call or message you right from the search results — making LSAs one of the highest-converting forms of local advertising.

✅ What You Need to Qualify for Google LSAs

To run Local Services Ads, you need to meet three primary requirements:

1. Be in an eligible industry and location
2. Pass Google’s business screening and verification
3. Provide business details like licenses, insurance, and background checks

Let’s break each of these down.

📌 1. Eligible Industry and Service Area

Not all business types or regions can participate in LSAs. Google restricts LSAs to specific industries and geographic markets where local search demand is high.

🧰 Supported Industries (U.S.)

Some of the most common LSA-approved business categories include:

• Plumbing
• HVAC
• Electrical
• Carpet cleaning
• House cleaning
• Garage door services
• Lawn care and landscaping
• Pest control
• Movers
• Roofing
• Appliance repair
• Junk removal
• Window cleaning
• Real estate agents
• Lawyers (specific practice areas)
• Child care and pet care
• Funeral services

For the full list, visit Google’s eligible services directory.

📍 Supported Locations

LSAs are available in most major U.S. cities and are expanding rapidly. When signing up, you’ll choose your service areas based on ZIP codes or city names.

✅ Tip: Start with a focused set of high-intent ZIP codes to maximize lead quality.

🧾 2. Business Verification & Screening

Here’s where Google gets serious. Before your ad goes live, Google verifies that you are legitimate, licensed, and safe to work with. This includes a series of required documents and checks depending on your industry.

🔍 Business Verification Checklist:

🛡️ Google Guarantee vs. Google Screened

Depending on your industry, your business may qualify for:

• Google Guarantee ✅ (home services, HVAC, plumbing, etc.)
• Google Screened 🧾 (professional services like law, finance, real estate)

Google Guaranteed businesses can offer customers a reimbursement of up to $2,000 if they’re unsatisfied with your service. It builds trust — and increases conversion rates.

🧠 3. Personal Background Checks (In Some Industries)

For home services and industries where employees enter a customer’s property, Google requires background checks on business owners and sometimes field technicians.

Google partners with Pinkerton or Checkr to perform these checks, including:

• Criminal history
• Identity verification
• SSN validation
• Sex offender registry

✅ Tip: All background checks are free during the onboarding process.

📸 4. Build a Strong LSA Profile

Once you pass the screenings, you’ll need to create a compelling Local Services Ads profile that customers see when your ad appears.

📋 LSA Profile Essentials:

🟢 Pro tip: More positive reviews = higher ranking in LSAs. Ask satisfied clients for 5-star reviews regularly.

💰 Cost and Budget Setup

One of the biggest advantages of LSAs is that you only pay per qualified lead, not per click. You can set a weekly budget, and Google will estimate how many leads you can expect based on your industry and location.

• Minimum budgets often start around $50–$150/week
• Leads typically cost $15–$70 each, depending on your market and category
• You can pause or adjust your budget anytime

✅ You’ll be charged only when a customer calls, messages, or books you directly through your ad.

📈 How Google Ranks LSAs (Beyond Just Qualifications)

Getting approved is just the start. To show up consistently at the top of results, your LSA needs to perform well.

Google considers:

🛑 Common Reasons for LSA Disqualification or Rejection

Here’s what can block or delay your qualification:

• Missing or expired business license
• Insufficient insurance coverage
• Background check failures
• Suspicious or fake reviews
• Inconsistent business name or address
• Low or no review history

If you’re flagged for any of the above, you’ll need to resolve the issue and re-submit documentation. Google does review appeals in most cases.

🏆 Is It Worth Getting Qualified?

Absolutely. Businesses that qualify for LSAs (especially with the Google Guarantee badge) report:

• Lower cost per lead than traditional Google Ads
• Higher conversion rates
• More trust and faster sales cycles
• Massive local visibility, even over competitors with SEO and PPC

In competitive industries like HVAC, plumbing, and legal services — LSAs are a must-have in your marketing toolkit.

🧭 Final Checklist: What You Need to Qualify for LSAs

📣 Ready to Qualify? We Can Help

At Kismet PPC, we help service-based businesses get verified, build high-converting LSA profiles, and manage their lead pipeline for maximum ROI.

From license verification to ad optimization, we handle it all so you can focus on serving your customers.

Let’s get your business Google Guaranteed and start driving leads today.