---
title: "What Are Google Local Services Ads? | Kihan Marketing"
description: "Local Services Ads are pay-per-lead Google ads for service businesses, with a Google Verified badge. How they work, and how roofers get the most from them."
url: https://kihanmarketing.com/glossary/local-services-ads/
published: 2026-10-16
updated: 2026-10-16
author: "Atisam Elahi"
---

# Local Services Ads

Google's pay-per-lead ads, and how roofers get the most from them

Local Services Ads are Google ads for local service businesses that appear at the top of search results and charge per lead rather than per click: the business pays when a customer contacts it through the ad. A business that passes Google's screening and verification shows a Google Verified badge. Home service trades, such as roofers, plumbers and electricians, are among the eligible categories.

By [Atisam Elahi](https://kihanmarketing.com/atisam/), SEO Strategist

## How do Local Services Ads work?

You choose the services you offer and the areas you serve, set a weekly budget, and Google shows your listing to people searching for those services there. Google describes them as pay-per-lead listings for verified providers, and says you pay only for leads related to your business and the services you offer.

The details, including eligible categories and the verification steps, are on Google's [Local Services Ads page](https://business.google.com/us/ad-solutions/local-service-ads/) and its help page on [getting started with Local Services Ads](https://support.google.com/localservices/answer/6224841).

## Why do Local Services Ads matter for a roofer?

They appear at the top of the page for many roofing searches, and they charge for a contact rather than a click. For a roofer, that can mean a steadier cost per inquiry than search ads in a busy storm season, with less to manage. The trade-off is control: Google decides much of who sees the listing, and there are no keywords to choose.

For example, a roofer runs Local Services Ads for roof repair and replacement across its service area, and Google Ads search campaigns for the higher-value replacement searches in the towns it most wants. The listing catches urgent calls with little upkeep; the search campaigns go after the jobs the roofer wants most, with their own landing pages.

## How do you get the most from Local Services Ads?

1. **Complete verification early.** The badge takes time, and the listing cannot run at full strength without it.
2. **List only the jobs you want.** Turn off services you do not do, so the leads you pay for are ones you can take.
3. **Answer fast.** Pick up calls and reply to messages quickly, and keep your hours accurate.
4. **Ask for reviews.** Reviews show on the listing, so ask every customer.
5. **Track what each lead becomes.** Note which leads turn into inspections and signed jobs, and give Google feedback on the ones that were not real leads.

## Related terms

- **Cost per lead.** [Spend divided by leads](https://kihanmarketing.com/glossary/cost-per-lead/), the number Local Services Ads bill on.
- **Exclusive leads.** [Inquiries that come to one business only](https://kihanmarketing.com/glossary/exclusive-leads/), as these ad leads do.
- **Local pack.** The [map results](https://kihanmarketing.com/glossary/local-pack/) that often sit just below these ads.

For how they compare with search ads, read our post on [Local Services Ads vs Google Ads](https://kihanmarketing.com/local-service-ads-vs-google-ads/). We run both as part of [roofing lead generation](https://kihanmarketing.com/roofing-marketing/roofing-lead-generation/).

## Keep reading

- [Roofing Lead Generation](https://kihanmarketing.com/roofing-marketing/roofing-lead-generation/): A pipeline of your own from ads and tracked calls, instead of shared leads sold to several contractors.
- [Google Ads and Paid Social](https://kihanmarketing.com/services/paid-ads/): Campaigns on Google and Meta, judged on what a qualified lead costs.
- [Cost Per Lead (CPL)](https://kihanmarketing.com/glossary/cost-per-lead/): Marketing spend divided by the leads a channel produced.