Google Local Services Ads, UK guide
Google Local Services Ads for UK trades: the 2026 guide
By Andrew Heppinstall, founder of Unavoidable Marketing, Leeds. Last updated 14 October 2026.
Google Local Services Ads are the adverts at the very top of Google for trades such as plumbers, electricians, roofers and locksmiths. You pay per lead, not per click, and only after Google has checked your business. Most UK trades report paying roughly £10 to £50 per lead depending on trade and area. To appear you need a Google Business Profile, Companies House or VAT registration, the right insurance and reviews.
What are Local Services Ads?
Local Services Ads (often shortened to LSA) sit above the normal Google Ads and the map results when someone searches for a local trade, for example "emergency plumber Leeds". Each advert shows your business name, star rating, opening hours and a badge showing Google has verified you. The customer can call or message you straight from the advert.
Unlike normal Google Ads, there are no keywords to manage. You choose your trade category, the jobs you do and the areas you cover, and Google matches you to searches.
How much do Local Services Ads cost in the UK?
You set a budget and pay for each lead, which is a phone call, message or booking from a customer. You do not pay for clicks or views.
| Cost item | What to expect |
|---|---|
| Cost per lead | Roughly £10 to £50 for most trades, higher for high-value or busy categories and areas (UK agency reports, 2026) |
| Monthly or joining fee | None from Google |
| Contract | None. You can pause or change your budget at any time |
| Invalid leads | Leads for jobs you do not do, or areas you do not cover, are still billed and cannot be disputed, so a tight set-up matters |
A genuine customer who decides not to hire you is still a valid lead, so your cost per job won depends on how quickly you answer and how well you quote.
Who can use them?
Home-service trades across the UK, including plumbers, electricians, roofers, heating engineers, locksmiths, cleaners, landscapers, pest control and many more. Some legal services and estate agents are available in Greater London only.
How to get verified
- Business registration. Since October 2025 Google asks UK businesses for a Companies House number or a VAT ID. Utility bills are no longer accepted.
- Insurance. Public liability insurance in the exact business name on your Google profile.
- Licences or qualifications where your trade needs them, for example Gas Safe for gas work.
- Checks on the owner and staff who do the work, depending on the category.
- Reviews. Your Google reviews show on the advert, so a handful of genuine ones helps you get going.
Approved businesses show the Google Verified badge on their advert, which tells customers Google has checked the business, its insurance and any licences.
What decides your position?
- Distance from the customer, and the areas you have chosen to cover
- Reviews: how many, how recent and your average rating
- Responsiveness: missed calls and slow replies to messages push you down
- Opening hours: you only show when you are open, so longer hours mean more chances
- Your budget and how competitive your trade is locally
The big change coming in 2027
Google is moving Local Services Ads into the main Google Ads platform as Performance Max campaigns with pay-per-lead goals. US accounts started moving in August 2026, and Google says non-US accounts follow in 2027. You will still pay per lead and keep your verified badge, but weekly budgets become daily budgets, manual bidding ends and old performance reports do not carry over, so download yours before you are moved.
Local Services Ads compared with lead sites
| Platform | How you pay | Leads shared? | Contract |
|---|---|---|---|
| Google Local Services Ads | Per lead | No, the customer contacts you directly | None |
| Checkatrade | Monthly membership, from £30 a month on the basic plan and higher for lead plans | Customers choose from listed trades | Usually 12 months |
| MyBuilder | Per shortlist, from £7 | Yes, usually several trades | None |
| Rated People | Closed to new tradespeople in September 2026 after Checkatrade bought its brand | n/a | n/a |
See our full comparisons: Local Services Ads vs Checkatrade, Local Services Ads vs MyBuilder and what to do now Rated People has closed.
Mistakes we see most often
- Business name or address on the insurance not matching the Google profile, which stalls verification for weeks
- Ticking every job type, then paying for leads you do not want
- Calls going to a voicemail during the working day, which pushes the advert down
- Loose job types and service areas, so wrong-area or wrong-job leads keep coming (Google no longer lets you dispute bad leads by hand)
- Short opening hours, so the advert only shows for part of the day
Frequently asked questions
What is the Google Verified badge?
It is the badge shown on Local Services Ads once Google has checked your business, insurance and licences. It replaced Google’s older trade badges, and the adverts still work the same way: you pay per lead.
How long does verification take?
Usually one to three weeks once Google has your registration, insurance and owner details. Mismatched names or addresses are the usual cause of delays.
Do I need a website?
No, but you do need a complete Google Business Profile. A good website still helps customers who check you out before calling.
Can I stop at any time?
Yes. There is no contract with Google. You can pause the adverts or change the budget whenever you like.
Want Local Services Ads set up properly?
We set up, verify and manage Local Services Ads for UK trades. Management is a flat monthly fee, quoted after a free call, and your lead costs are paid to Google on your own card.
Sources: Google Ads Help, Local Services Ads transition to Performance Max (2026); Search Engine Land, Google Verified badge (2025); Miles Marketing and Sway Digital, UK Local Services Ads guides (2026); LocalAdder UK trade lead cost tracker (September 2026); InsightDIY, Checkatrade acquires Rated People assets (September 2026).