Google Local Service Ads Explained: UK Guide for Trades (2026)
Google Local Service Ads (LSAs) are a special type of ad that appears right at the very top of Google – above the normal paid ads and above the map pack – for local service searches. Each listing shows the business name, star rating, phone number and a green Google Guaranteed badge. With LSAs you pay per lead, not per click.
How Local Service Ads differ from Google Ads
- Google Ads (PPC) charge you every time someone clicks – whether they contact you or not.
- Local Service Ads charge you only when someone contacts you, and they appear above the regular ads.
So with PPC you pay for traffic; with LSAs you pay for leads.
What is the Google Guaranteed badge?
To run LSAs, your business passes verification – background, insurance and where relevant licence checks. Once approved you earn the Google Guaranteed badge, which tells customers Google has vetted you.
How much do Local Service Ads cost in the UK?
Two parts: your lead spend (paid directly to Google, you set the budget) and optional management. At Unavoidable Marketing, management is a flat £499/month – never a percentage of your spend. Junk leads can be disputed and credited back.
Who should use Local Service Ads?
UK trades and home-service businesses: plumbers, electricians, heating engineers, roofers, builders, locksmiths and more.
The bottom line
Local Service Ads give UK trades the highest-visibility spot on Google, a trust badge that wins jobs, and a pay-per-lead model that keeps costs predictable.
See our Local Service Ads management service or book a free eligibility check.