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Google Local Services Ads UK

Google Local Services Ads UK: The essential ultimate guide for 2024

Our guide to Google Local Services Ads UK.


Standing out from competitors can feel like trying to catch a very specific fish in a vast sea! But what if there was a way to ensure your business not only stands out but also lands right in front of potential customers actively searching for your services? 


Enter Google Local Services Ads UK to the rescue!


Our 2024 guide to Google Local Services Ads UK provides in-depth insights into how these ads function, their advantages, and strategies for leveraging them to enhance your business’s visibility.

What are Google Local Services Ads UK?

Google Local Services Ads UK are specialised advertisements designed to connect local service providers with nearby customers. 

These ads appear at the very top of Google’s search results, complete with a “Google guaranteed” badge that assures users of quality and reliability. 

They’re tailored to service-based businesses such as plumbers, electricians, cleaners etc, making it easier for consumers to find trusted local professionals.

How do these Local Service Ads work?

Google Local Services Ads UK function differently from typical search ads. When a potential customer searches for a service you offer, your ad can appear with your business name, phone number, hours of operation, and even reviews. 

Here’s the process:

  1. Search query: A user searches for a service, e.g., “plumber near me”.
  2. Ad display: Google displays Local Service Ads at the top of the results page.
  3. User interaction: The user can click on the ad, view details, call, or message directly from the ad.
  4. Lead generation: You get charged per lead, such as a phone call or message, rather than per click.

What’s the difference between Google Ads (pay per click or PPC) and Google Local Services Ads?

While Google Ads (PPC) and Google Local Services Ads UK might seem similar, they serve distinct purposes:

  • Cost structure: Google Ads typically charge per click (PPC), meaning you pay every time someone clicks your ad. Local Service Ads charge per lead, making them cost-effective as you only pay for actual interactions from prospects.
  • User targeting: Google Ads target users based on keywords and demographics, whereas Local Service Ads focus on geographic location and service type.
  • Ad appearance: Local Service Ads include more detailed business information and are prominently displayed above standard PPC ads.

Google Local Services Ads UK verification

It is worth noting it is important to be Google verified before you can run Local Service Ads.

​​Google verification enhances the trustworthiness and visibility of businesses on Google platforms. It involves validating business credentials, such as ownership and location, often through methods like phone calls, postcards, or email. 


This verification not only helps secure the business’s online identity but also enables features like the “Google Guaranteed” badge in Local Services Ads, increasing customer confidence and the likelihood of engagement.

What’s the difference between ‘Google Guaranteed’ and ‘Google Screened’?

Your Local Service Ad will look different depending on whether they are “Guaranteed” or “Screened” badges but both serve as trust signals for potential customers:

  • Google Guaranteed Badge: Indicates the business has passed background checks, which builds trust and encourages clicks. Google Guaranteed is used for eligible home services.
  • Google Screened Badge: While this also verifies credentials, it’s less comprehensive than the Guaranteed badge. Typically used for professional eligible business services like lawyers or financial planners.

Google Local Services Ads UK- A definitive guide for 2024

What are the benefits of Local Service Ads for SMEs?

Google Local Services Ads UK offer several advantages for small and medium-sized enterprises (SMEs):

  • Increased visibility: Appear at the top of search results, which enhances your chances of being seen.
  • Pay per lead: You only pay for actual leads, making it a cost-effective marketing strategy.
  • Enhanced customer trust: The Google Guaranteed badge boosts credibility, increasing the likelihood of customer engagement.

Ranking of Local Service Ads

Google ranks Local Service Ads based on several factors:

  • Relevance: How closely your business matches the user’s search.
  • Proximity: The distance between your business and the searcher.
  • Reviews and ratings: Higher ratings and positive reviews can improve your ranking. Ask satisfied customers to leave positive reviews.
  • Responsiveness: Quick responses to inquiries and leads can also boost your position. Be prompt in responding to leads to maintain a high ranking –  as well as it being good sales practice anyway!
  • Optimising your profile: Ensure your business details are complete and accurate.

Are Google Local Service Ads UK worth it?

Absolutely! For many local businesses, the investment in Google Local Services Ads UK pays off. These ads target high-intent customers actively searching for your services, leading to better conversion rates and a higher return on investment compared to traditional advertising.

What is the cost of Local Service Ads?

The cost of Google Local Services Ads UK varies based on:

  • Industry: Different services have different lead costs.
  • Location: Costs may be higher in competitive areas.
  • Lead quality: Higher-quality leads might come at a premium.

Generally, Local Service Ads can be more economical than other forms of advertising, as you are only paying for genuine leads.

Benefits of using a Google Local Services Ads agency

Using a Google Local Services Ads agency, such as Growth by Design not only allows you to take advantage of these high-performing ads but will help you increase the return on your investment even further:

  • Expertise: We bring award-winning experience in managing and optimising ad campaigns. You may be able to set it up at a basic level but there are complexities, nuances, and opportunities that require an expert hand if you want the best return from the Ads.
  • Cost efficiency: We will ensure you get the best return on your ad spend because we have the expertise and time to dedicate to it, rather than having a quick look now and again in between other jobs, which is what you may find happening if you run it yourself!
  • Improved results: in conclusion, with our professional management, you are likely to see better ad performance and lead generation, so more revenue into your business.

How marketing agency Growth by Design can help with Google Local Service Ads UK

Google Local Services Ads UK provide a powerful tool for local businesses to reach and convert high-intent customers. With our experience and understanding of how these ads work, we can help businesses maximise the potential and benefits of local service ads:

  • Comprehensive ad management: From setting up to optimising and managing your local service ads.
  • Tailored strategies: Custom strategies that align with your business goals and target market.
  • Monitoring and analysis: We will regularly track performance, analyse trends, gather industry standards and then take action based on the findings.
  • Proven success: Read our numerous success stories of clients who’ve achieved significant growth through our services.

If you need any help with setting up your Local Service Ads, contact our team to see how we can help your business enhance its visibility to drive more leads. 

Frequently asked questions

How do I get started with Google Local Services Ads in the UK?

To start, sign up on the Google Local Services Ads platform, create your profile, and verify your business through background checks and proof of insurance.

What businesses are eligible for Google Local Services Ads?

Eligibility is generally limited to service-based businesses such as plumbers, electricians, and cleaners but more categories are being added regularly.

How does Google determine the cost per lead?

The cost per lead is influenced by your industry, location, and competition level, aiming to balance cost with lead quality.

Can I track the performance of my Local Service Ads?

Yes, Google provides analytics tools to track lead performance, response times, and customer engagement, helping you refine your approach.


What happens if I get a negative review on my Local Service Ad?

Negative reviews can affect your ranking. Addressing them promptly and professionally will mitigate their impact and demonstrate your commitment to customer service.

What type of businesses do Local Service Ads cover?

Currently, Google Local Service Ads cover the following industries, which fall under either

eligible home services (Google Guaranteed) or eligible business services (Google Screened).

Home services eligible for a Google Guaranteed badge:

Appliance repair


Carpet cleaning

Countertop Services

Electrical engineering




Garage door

General contracting


Home improvement

Home inspection

House cleaning


Intellectual Property Law

Junk removal


Lawn care

Malpractice Law


Personal Injury Law

Pest control


Pool cleaning

Pool contracting

Pool contractor


Property Law

Road traffic law



Snow removal services

Tax Law

Tree surgeon

Water damage services

Window cleaning

Window services

Business services eligible for a Google Screened badge:

Contract Law

Corporate lawyer

Criminal Law

Employment law

Family Law

Immigration law

Insolvency lawyer

Litigation Law

Probate lawyer

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