Google Business Profile
Local Service Ads: appear at the very top of Google
Local Service Ads put you above the regular ads, above the map, above everything. Pay per lead, not per click. Google Verified.
What are Local Service Ads?
Local Service Ads are a Google advertising product designed for service businesses. When someone searches for a service you offer in your area, your ad appears at the very top of the results page — those "Sponsored" listings — with a green Google Verified badge next to your name. Above the regular Google Ads. Above the map. Above everything.
Unlike regular Google Ads where you pay per click (whether that click turns into anything or not), Local Service Ads charge per lead. You only pay when someone actually contacts you through the ad. Once verified, your listing carries the Google Verified badge, which signals to searchers that Google has run background and licence checks on the business.
I set up Local Service Ads for trades and service businesses across Scotland and the rest of the UK. The setup is £149 as a one-off, and you manage your own ad budget directly with Google. I handle the application, verification, and getting you approved.
How Local Service Ads work
You get verified
Google requires a background check and business verification before you can run LSAs. I handle the application and guide you through the process. You need a verified Google Business Profile to qualify.
Your ads go live
Once approved, your business appears at the top of Google search results for your services in your area. You set a weekly budget, and Google shows your ad to people searching for what you do.
You pay per lead
You're only charged when someone contacts you through the ad. Calls and messages. If a lead isn't genuine, you can dispute it with Google and get your money back.
What does Google Verified mean?
The Google Verified badge tells potential customers that Google has verified your business. It's a green tick that appears next to your name in search results. It builds significant trust, especially for trades where customers are inviting someone into their home and want to know the business has been properly vetted before they pick up the phone.
To get the badge, you need to pass Google's verification process including a background check, proof of insurance, and licence verification (where applicable). I handle the application and make sure everything is submitted correctly.
Heads up on a recent change: Google replaced the older "Google Guaranteed" badge with the unified Google Verified badge on 20 October 2025. The consumer money-back Google Guarantee ended at the same time, with reimbursement requests accepted up to 7 December 2025. The Verified badge now signals background and licence checks, but no longer carries a separate consumer guarantee.
Which trades qualify?
Plumbers, electricians, roofers, locksmiths, HVAC, cleaners, landscapers, painters, pest control, and many more. The list varies by region. I'll check eligibility for your specific trade.
What about professional services?
Some professional services also qualify, including lawyers, accountants, and financial advisors. Google is expanding the programme regularly.
Do I need a website?
Not for LSAs. You need a verified Google Business Profile, but a website isn't required. That said, having a professional website alongside LSAs significantly improves conversion.
Eligibility & screening
What Google actually checks before you go live
Local Service Ads have a real screening process. This is what gives the Google Verified badge its credibility. The exact requirements vary by trade, but most UK applications look like this:
What you provide
- Business name and registration (Companies House for limited companies, sole-trader proof otherwise)
- Public liability insurance certificate (typically £1m to £5m cover depending on trade)
- Trade-specific licences (Gas Safe for gas engineers, NICEIC or equivalent for electricians, etc.)
- Background check details for each named worker (Google runs the check via a third-party provider)
- Service area you cover (postcode-level)
- Verified Google Business Profile linked to your business
What I do
- Confirm your trade and area are eligible before you commit
- Set up the Local Services Ads account and link your GBP
- Submit the verification application and supporting documents
- Handle back-and-forth with Google on document follow-ups
- Configure your service categories, working hours, and lead types
- Set up the initial weekly budget and bid strategy
- Hand over the live account and walk you through lead disputes
Typical timeline: documents in within 2-3 days of starting. Background checks typically take 1-2 weeks. Total time from signup to live ads is usually 2 to 4 weeks. Once live, you start showing in the Local Services results immediately.
Want me to manage it ongoing too?
Setup is the £149 one-off above. If you want me to keep managing the account after launch (monitoring leads, disputing bad ones, adjusting bids and locations, watching weekly spend, optimising lead types) that is an optional add-on at £39/m. Available alongside Growth or Pro monthly plans. See add-ons.
Google's official guidance on Local Services Ads eligibility lives at Local Services Ads Help. The page is updated regularly because Google's rules change; the document checklist above reflects what UK trade applications actually need in practice as of May 2026.
£149
One-off setup. You manage your own ad budget with Google.
Don't have a Google Business Profile yet? GBP setup is £199. I can do both together. Want ongoing GBP management too? See monthly plans.
What clients say
Don't just take my word for it
"Absolutely amazing helpful service from the moment we first spoke. Trustworthy. Fair price. Definitely recommend."
"Website design, getting my company running on Google and Facebook, helping with ads and managing to bring in new customers. Fully satisfied."
"Amazing SEO and updating our website. Easy to get in touch with, his prices are very good. I would recommend him."
FAQ
Common questions about Local Service Ads
Ready to appear at the top of Google?
Tell me your trade and area and I'll check your eligibility for Local Service Ads.
£149 setup. No ongoing commitment to me.