How to Set Up Google Local Services Ads: A Step-by-Step Guide

Want your business to appear at the very top of Google search results? Google Local Services Ads (LSAs) are designed just for that—connecting you with high-intent local customers searching for services you offer. Whether you’re a plumber, roofer, lawyer, or house cleaner, LSAs are one of the best ways to get qualified leads fast. Here’s how to set them up the right way.

Step 1: Check Eligibility

One of the first steps in setting up LSAs is completing the verification process to earn a Google Guaranteed or Google Screened badge. These badges build instant trust and are a strong visual cue that your business has been vetted. Without them, your ad may appear less frequently or lower in rankings.

2. Expand Your Service Areas and Job Types

Once you confirm eligibility, sign in with your Google account and start your LSA setup. You’ll enter basic business details, such as:

Business name
Address and service areas
Phone number
Business hours

Be accurate—Google uses this info to match you with relevant searches.

Step 3: Choose Services and Job Types

You’ll then select the specific services you offer. Be as detailed as possible. If you’re a locksmith, don’t just list “locksmith”—include things like “car lockout,” “key duplication,” and “smart lock installation.”

Step 4: Submit Your License and Insurance Info

Google requires documentation to ensure you meet local laws and regulations. Upload copies of:

Business license
General liability insurance
Relevant trade licenses

Make sure the business name matches exactly across all documents.

Step 5: Complete Background Checks

To become Google Guaranteed (or Screened, for professional services), you and any field workers must pass background checks through Google’s partner, Evident or Checkr. This process can take a few days, but it’s essential for your ad to go live.

Step 6: Set Your Weekly Budget

Set your weekly ad budget based on how many leads you want. You’re only charged for valid leads (calls or messages from real customers), so start with an amount that’s manageable and scale as you see results.

Step 7: Build Your LSA Profile

This is what potential customers see. Fill it out fully:

Add a business bio (include trust signals like “20+ years experience” or “licensed and insured”)
Upload high-quality photos
Highlight what makes your business unique

Step 8: Launch and Start Getting Leads

Once your documents are approved and your background checks are cleared, your ads go live! Your business will start showing at the top of relevant local searches—often above traditional Google Ads.

Step 9: Collect Reviews to Build Trust

Ask happy customers to leave Google-verified reviews through your LSA dashboard. More reviews = better rankings and more leads.

Final Tips for Success

Respond quickly to every lead to improve rankings.
Dispute bad leads to protect your budget.
Keep your profile updated with services, hours, and photos.

Google LSAs can deliver serious ROI—but only if set up and managed properly.