Guide

Google Local Services Ads: a plain guide for contractors

Local Services Ads are Google's pay-per-lead listings that appear at the top of search results with a Google Verified badge. You pay when a customer contacts you through the ad, not per click, and since October 1, 2026, a call you miss during business hours can be billed as a lead.

How they work

Google shows verified local businesses at the very top of results for searches like "plumber near me". Customers can call, send a message or book straight from the ad, and you're charged for those leads rather than for clicks.

Google Verified (what used to be Google Guaranteed)

Google's own page now describes the badge as "Google Verified". You may know it as Google Guaranteed or Google Screened. Getting it means passing Google's checks of your business registration, identity, licence and insurance.

Missed calls are now leads

Google told Local Services advertisers that from October 1, 2026, a call missed during business hours counts as a valid lead once the caller has stayed on the line for 20 seconds. Nobody has to pick up for you to be charged.

Invoca found only about half of callers to home-services businesses reach a person, so for many advertisers that's a real share of the bill.

How to stop paying for calls you miss

  • Set your business hours on the ads to the hours someone can actually answer
  • Forward the calls you miss to an answering service that takes the job details
  • Reply to message leads quickly: Google counts responsiveness

Are they worth it?

For many trades, yes: the leads come from people ready to hire. They're only worth it if the leads get answered, because now the unanswered ones cost money too.

Hear it answer as your business. First month free from its first answered call, then $149/mo.

See how it works

Questions

How much do Google Local Services Ads cost?

You pay per lead, and the price per lead depends on your trade and area. Google shows the expected cost when you set your budget.

What is Google Guaranteed now?

Google's Local Services Ads now show a Google Verified badge for businesses that pass its checks.

Am I charged for missed calls on Local Services Ads?

From October 1, 2026, a call missed during business hours is charged as a lead once the caller has held for 20 seconds.

Sources

More guides: Voicemail greetings for contractors: examples you can use today · How to get more Google reviews for a trade business · How to get your business recommended by ChatGPT