In this guide
Google Local Services Ads can connect eligible businesses with people looking for local help. Before applying, establish whether your services and location qualify, what information Google needs and who will handle the inquiries.
The preparation also needs a clear commercial goal. A lead that Google charges for is not automatically a suitable project, a booked job or a sale. Your team still needs to assess the request and follow it through.
Check eligibility and the setup available to you
Start with your actual business category, location and services. Availability varies, and a broadly similar business advertising nearby does not establish that your business qualifies. Use the requirements shown for your category and account.
Google is transitioning eligible Local Services Ads advertisers into Performance Max campaigns that charge for leads. Some businesses continue through the Local Services Ads portal. Google’s current overview of campaigns that charge for leads explains the available setup and eligibility requirements.
This remains distinct from an ordinary Search campaign built around keywords and click billing. If you are comparing the options, our Google Ads launch checklist covers Search preparation. Confirm the route available to your business before planning account setup or a launch date.
Identify the verification steps that apply
Google’s screening varies by category and location. It may involve business registration, identity, background, license or insurance checks, plus minimum review requirements. Some categories need additional verification. Google’s screening and verification guidance explains the process and directs businesses to their applicable requirements.
Make a list of requested documents, who holds them and who is authorized to complete the checks. Confirm that the information accurately identifies the business and follows Google’s submission instructions. Send verification documents through the required verification process.
Current Google guidance uses the Google Verified badge, available for eligible categories. Do not assume every category receives a badge or that verification guarantees advertising results. Follow any further checks requested in your account.
Prepare your Business Profile and reviews
Check your Google Business Profile before starting the application. For businesses applying directly, Google requires a public, verified profile matched to the advertiser. The person handling setup needs the appropriate access. Google’s Business Profile affiliation requirements explain profile matching, verification and access issues.
Review the business name, contact information, hours, services and coverage. Resolve access or matching problems through Google’s process. Do not create another profile simply because the existing one has not matched correctly.
Review requirements can differ by category, so check the threshold that applies to your business rather than relying on a universal number. Our guide to improving local search visibility covers the wider work of keeping your profile, website and listings accurate.
Understand lead charges and budget controls
Local Services Ads charges for valid leads under Google’s rules, rather than ordinary ad clicks. These may include calls, messages and supported booking requests. Lead prices vary with factors such as location, job type and bidding mode. A valid charge does not depend on your team winning the work.
Google’s explanation of lead charges describes the Local Services Ads model, including an average weekly budget and monthly maximum. Spending in an individual week can exceed that weekly average.
If your account moves to the newer Google Ads workflow, check its current budget and bidding controls. Agree advertising spend separately from management and setup work. Establish who can authorize changes, and compare spending with suitable inquiries and booked work as those outcomes become known.
Check credit rules without assuming a refund
Google uses automated assessment to identify invalid or poor quality leads and may apply credits to qualifying charges. Credit availability has exclusions. Current Local Services Ads guidance excludes health care categories and tax specialists, and no longer supports credits simply because a job type or location is not served.
Read Google’s automated lead credit policy alongside the rules shown for your account, particularly during the platform transition. Do not budget on the assumption that every unsuitable inquiry will be refunded.
Keep service selections and coverage accurate, review charge statuses and provide lead feedback where available. A customer deciding not to hire you is a business outcome, not proof that the platform charge was invalid.
Decide who will handle each inquiry
Choose a person or team responsible for incoming calls and messages. Confirm the phone number, notification access and how a missed inquiry will be followed up. Set availability around when your business can respond and take on work.
Prepare a short intake process: what service is needed, where the work is located and whether the job fits your capacity. Explain the next step clearly, whether that is a conversation, assessment or estimate.
A simple controlled log is enough to begin reviewing outcomes. Record contact made, service and location fit, appointment arranged and work booked where known. Keep those stages separate from Google’s charge status. You do not need a CRM to establish responsibility and review whether the inquiries are useful.
Use this checklist before applying
Bring the following information together before committing to a launch. Mark anything that still needs confirmation.
- Eligibility: Your actual category, location and the Google workflow available to your business.
- Profile: The correct public Business Profile, verification status and authorized account access.
- Screening: The applicable document requests, review requirements and person responsible for completing them.
- Services: The jobs and areas you can serve, with accurate hours and availability.
- Spending: An agreed advertising budget, understood billing controls and separate management scope.
- Response: A working contact route, inquiry owner and process for recording business outcomes.
Google determines eligibility, verification and ad availability. Completing this preparation gives you a clearer basis for applying and evaluating the work once advertising begins.