Google Local Services Ads
Local Services Ads management for home service companies
We set up and run Google's pay-per-lead ads for home service and renovation companies in the USA and Canada. We take care of the screening for the Google Verified badge, the job types and towns you pay for and a rating on every lead. Where your CRM can take new leads, we send each one there, so your bookings show which leads became jobs. The account is in your business's name, and you pay Google directly.
The problem
Getting one or two Local Services Ads leads a month, or the wrong ones
Many owners turn on Local Services Ads, see a lead or two a month, and can’t tell whether the budget, the profile or the reviews hold them back. Others get plenty of leads and pay for calls about jobs they don’t do.
Signs your Local Services Ads need work
A lead or two a month
Your ad rarely shows, and when it does, companies with more reviews or faster replies sit above you.
Leads for jobs you don't do
You pay for calls about services you don’t offer or towns you don’t serve. Google no longer credits those leads, so the job types and towns have to be right from the start.
Leads no one has rated
Spam calls and wrong numbers sit in the inbox without a rating, so Google has less to go on when it decides which leads to credit.
No link to booked jobs
The leads stay in the Local Services Ads app or a call log, apart from your CRM, so no one knows which became paying jobs or what each job cost.
How it fits
How Local Services Ads work next to your other Google listings
Local Services Ads usually show at the top of Google’s results, above the search ads and the map, and they follow their own rules.
You pay per lead
Google charges for each call, message or booking the ad brings, at a price your bids and your trade set. Search ads are paid by the click and run as a separate campaign; many home service companies run both.
Reviews help decide who shows first
The rating and review count on the ad come from your Google Business Profile. Google ranks the ads on them, together with your bid, how fast you reply, missed calls and your photos.
Searches for your name
The ad can also show when someone searches for your business by name. Google labels those leads and doesn’t charge for callers who say they are returning customers. We report them on their own line and decide with you whether to keep that setting on.
What's included
What our Local Services Ads management covers
Every account gets the same groundwork. Your trade, your towns and the jobs you want more of decide how it is set.
Screening for the Google Verified badge
We gather the business details, licenses and insurance Google asks for in your trade, and keep the screening moving until Google makes its decision. Where your trade needs background checks, you and your technicians complete them with Google’s screening partner.
Job types and towns
Only the jobs you want and the towns you serve are switched on before the first lead. Google no longer credits leads for a job or a town you left on, so we set them with you first and review them every month.
Budget and bids
A weekly budget sized to the leads your team can answer, with Google’s Maximize Leads bidding or a maximum price per lead. We change it in small steps and note why.
Profile, photos and reviews
A complete profile with your business bio, hours, services and photos, linked to your Google Business Profile, where the ad’s rating comes from. Our reviews work asks your customers for a review after each job.
New leads to your team within minutes
Message leads, and booking leads where your trade has them, give customers more ways to reach you. New message leads can reach your team’s chat or CRM within minutes, so your team can reply fast, because slow replies and missed calls push the ad down.
A rating on every lead
We rate every lead in the account, so Google learns what a good lead is for you and can credit the ones it finds invalid, such as spam and wrong numbers. Credits are Google’s decision; the ratings make sure no lead goes unreviewed.
Each lead in your CRM
Where your CRM can take new leads, each lead goes in with its job type and lead ID, so when your team books the job, you see which leads became paying customers and what each booked job cost.
Planned with your Google Ads
Where you also run Google Ads, one team plans both, so each budget goes to the searches and services that book jobs. Our Google Ads management covers the search campaigns.
Process
How we set up and run your Local Services Ads
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Discovery
We start with your trades, the jobs and towns you want more of, your hours, who answers calls and messages, and your weekly budget. If you already run Local Services Ads, we read the last months of leads first.
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Screening and profile
We collect what Google asks for in your trade, fill in the profile and link it to your Google Business Profile, then follow the screening through to Google’s decision.
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Set up
We switch on the job types and towns you want, set the budget and bidding, turn on message leads and send new leads to your team.
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Rate and tune every week
Every week we rate each lead, read the messages and listen to the call recordings where they are on, then adjust bids, job types and hours in small steps.
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Report every month
Each month you see leads by type, the ones that were not a fit, the jobs your team booked from the rest and what each booked job cost.
Reporting
How we report on Local Services Ads
Each month you get a report for every location: phone and message leads, leads from searches for your name, the leads that were not a fit, and the jobs your team booked from the rest. No one can guarantee a number of leads or the top spot in the ads. What we promise is the work, done well, and an honest report on whether it's paying off.
October report
One report per location
Jobs booked from Local Services Ads
13 in October
Leads this month
What changed
- Weekend calls now go to an answering service, so fewer calls were missed, and booked jobs rose from 10 to 13.
- Five leads came from searches for the company's name and are counted on their own line.
- Team
- 17 Marketing Experts
- Experience
- 200+ Years of Combined Experience
- Reach
- 25 Industries Served
- Outcome
- $100M+ Revenue Generated
Team
The team behind your ads
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Liudmila Kaushovik Paid Media Specialist
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Alina Demidchik Digital Strategist
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Olga Krutovtsova CRM Manager
Client words
What it's like working with us
Watch Maxim's review
“We've been working with RomanZ Media Group for 18 years and we just want to say thank you for Profitable Marketing… and for 30 years more”
Watch Segev's review
“…Their dedication and attention to detail is impeccable. They are the best marketing company I tried, and I tried a few. I would highly recommend them.”
Big brands, multiple stakeholders and approvals
“While I was Chief Creative Officer of Ogilvy Canada, Roman and I worked together on the Mondelez account. Roman showed technical expertise in SEO while understanding the marketing goals of the campaign. Most importantly, he demonstrated the ability to deliver results while working on a project with multiple decision-makers and stakeholders. If you have an SEO-related project, I would highly recommend them.”
More from our clients
A very professional and dedicated company! Roman and his staff is exceptional and always willing to help and optimize the service provided.
Our company decided to try a new ad campaign to improve our conversion rate. Frankly, I was starting to get discouraged with crazy PPC prices. Roman not only explained all the benefits of different types of advertising but also chose the most effective one for our business. The results of our PPC campaign were good enough for us to sign a long-term contract with them. They are all about ROI.
I needed to create a website for my project, but I didn’t think it would be so difficult to find someone who would provide good service. Roman's team, however, did an excellent job and was right on schedule. Our website is now even better than I had hoped to see. Their work was outstanding!
Hire them to help with the website and YouTube Promotion. After years of working with "music promoters" they were a breath of fresh air. Finally our subscribers started to grow and we could see actual effect of marketing, not just paid views.
FAQ
Questions about Local Services Ads management
What are Local Services Ads, and which businesses can run them?
Local Services Ads are Google’s ads for local service companies. They usually show at the top of the results with your rating and the Google Verified badge, and you pay for each lead, a call, message or booking, rather than each click. HVAC companies, roofers, garage door companies, electricians, remodelers and many other trades can run them in the USA and Canada; Google decides which job types it offers in each area. Our home services marketing page covers the rest of our work for local trades.
What happened to Google Guaranteed and Google Screened?
In October 2025 Google replaced the Google Guaranteed, Google Screened and License Verified badges with one badge, Google Verified, and ended the Google Guarantee money-back program. A profile gets the badge after the screening for its trade, and the badge shows which checks the business passed. We prepare the screening and follow it through.
Why does a competitor show above us?
Google ranks Local Services Ads by your bid and by how likely you are to get the lead: how well your services and business bio match the search, how fast you answer, missed calls, the lead types you offer, your rating, your number of reviews, your photos and the checks you have passed. We work on each of these, and the bid is only one of them.
Do more reviews help?
Yes. The rating and review count on the ad come from your Google Business Profile, and Google counts them when it ranks the ads. Our review and reputation management page explains how we ask for reviews after every job.
Can you dispute bad leads?
Google now credits many invalid leads, such as spam and wrong numbers, on its own, and the rating we leave on every lead helps it decide. It no longer credits leads for a job or a town you left switched on, so we set the job types and towns with you before the first lead. Credits are Google’s decision, and your report shows each one it gives.
Will Local Services Ads take calls from our Google Ads or Maps listing?
Some, yes. People who already know your name may tap the ad instead of your Maps listing. Google labels leads from searches for your business name and doesn’t charge for callers who say they are returning customers. We report those leads on their own line, and where you also run Google Ads, we plan both so each budget goes where it books jobs. Our Google Ads management page covers the search campaigns.
What does it cost on top of the leads?
You pay Google directly for each lead, at a price set by your trade, your area and your bids. Our management fee is separate, so there is no markup on leads. We quote the fee once we know your trades, towns and budget. To start, send us your website through the online presence check on this page.
How do we know which leads became jobs?
Where your CRM can take new leads, every lead goes in with its job type and Google’s lead ID; the tracking check at the start of the work tells you what yours supports. When your team records the booking there, the report shows which leads became paying jobs and what each booked job cost. When a customer sends a message without a phone number, the lead arrives with their email, a placeholder number and a note to email them back. Our lead tracking page explains how this works with your CRM.
We already run Local Services Ads. Can you take over the account?
Yes. The account stays in your business’s name and we are added as its manager. We start by reading the last months of leads, the job types, the towns and the budget, tell you what to change first, and make the changes the week we get access. A new profile starts once Google’s screening is done, which depends on the checks your trade needs. One project where we ran Local Services Ads is RC Garage Door Omaha, in our home services portfolio.