{"id":8857,"date":"2026-10-12T08:01:06","date_gmt":"2026-10-12T05:01:06","guid":{"rendered":"https:\/\/ivitskiy.com\/blog\/?p=8857"},"modified":"2026-10-12T08:01:06","modified_gmt":"2026-10-12T05:01:06","slug":"google-local-services-ads","status":"publish","type":"post","link":"https:\/\/ivitskiy.com\/blog\/en\/google-local-services-ads\/","title":{"rendered":"Google Local Services Ads: Pay Per Lead in the US"},"content":{"rendered":"\n
In short:<\/strong> you pay for a valid lead, not a click. A missed call is charged only if it is in business hours, inside the ad schedule, and the caller stays on the line for more than 20 seconds. Save your reports before the move. The old dashboard will not keep them, and a download is promised later.<\/div>\n\n\n\n

Google Local Services Ads fit a business in the United States, Canada or Britain when a customer searches for a service and can call or message. You pay for that lead, not for a click.<\/p>\n\n\n\n

The first phase of the move started in the US in August 2026, for some businesses with a storefront. Canada and Britain move in 2027. The profile has to be yours, or the ad will not show. How to set up a Google Business Profile<\/a> is a separate piece.<\/p>\n\n\n\n

What Local Services Ads are and how they differ from search ads<\/h2>\n\n\n\n

Someone searches for your service in the area you chose, then calls or messages, and can book in the US and Canada. You get an email. There are no keywords: category, area and profile. This is separate from search ads<\/a>, where you pay for a click. The US start page is in Google’s help<\/a>.<\/p>\n\n\n\n

\n
Question<\/th>Local Services Ads<\/th>Regular Google Ads<\/th><\/tr><\/thead>
What you pay for<\/td>A valid lead: a call, a message, and in the US and Canada a booking.<\/td>A click, even if the person never calls.<\/td><\/tr>\n
Where it shows<\/td>Google Search and Google Maps.<\/td>Depends on the campaign type. A standard Performance Max campaign also runs on YouTube, Gmail and Display.<\/td><\/tr>\n
Keywords<\/td>None. Service category and service area.<\/td>Search campaigns use keyword lists.<\/td><\/tr>\n
Badge<\/td>Google Verified in some categories. Not for auto, beauty or dining right now.<\/td>Search campaigns do not carry this badge.<\/td><\/tr>\n<\/tbody><\/table><\/figure>\n\n\n\n

An auction sets the order. The bid is the most you will pay, and you may pay less. Maximize Leads usually brings more leads at the same quality and budget. Missed calls may hurt your responsiveness. Profile quality covers rating, reviews, response time, photos and checks. How to collect customer reviews<\/a> is a separate piece. If several locations of one business cover the same area, only the highest ranking ad shows.<\/p>\n\n\n\n\n

The Google Verified badge<\/h2>\n\n\n\n

Google is simplifying badges and launching a single badge for all advertisers, Google Verified. It replaced the two older badges, Google Guaranteed and Google Screened. A new advertiser finishes screening. An existing advertiser who meets the requirements and has already passed verification gets the badge automatically, and the ads keep running. Ranking is not affected. The earlier badge was called Google Guarantee, and the money back guarantee tied to it is discontinued. That refund is for the customer, not a credit to you for a weak lead. The window for that customer request is already closed. Details are in the badge help page<\/a>.<\/p>\n\n\n\n

Auto, beauty and dining do not get the badge right now. Ads that run before the badge is earned sit below ads that have it, and they are not available for garage door services, health care or locksmiths. Checks can include a license, insurance, registration, reviews and, for some US and Canada businesses, a background check. The person who submits them has to own or manage the profile, or the ad does not show.<\/p>\n\n\n\n

The move into a Performance Max campaign<\/h2>\n\n\n\n

The separate dashboard closes. This becomes a Performance Max campaign with a pay per lead goal. The timetable is in the migration help page<\/a>. A standard Performance Max campaign is a different product, covered in a separate piece on Performance Max<\/a>.<\/p>\n\n\n\n

\n
What stays<\/th>What changes<\/th><\/tr><\/thead>
You pay for a valid lead, not a click.<\/td>You manage the campaign in Google Ads. On move day the old dashboard no longer opens.<\/td><\/tr>\n
Search and Maps only, in the same positions as before. Still no keywords.<\/td>Performance reports do not move into the account. A download of the history is promised later, with no date. Lead history does move: contacts, messages and older call recordings.<\/td><\/tr>\n
The badge and the completed checks move. You do not resubmit insurance or a license.<\/td>The weekly budget is divided by 7. Monthly spend is capped at the daily budget times 30.4.<\/td><\/tr>\n
Locations, service types, categories, budget limits, schedule and photos move on their own.<\/td>Manual bidding and an industry level target CPA are dropped. Google sets one target CPA for the whole campaign, across every category. You open separate campaigns yourself if you want different prices.<\/td><\/tr>\n<\/tbody><\/table><\/figure>\n\n\n\n

The first phase started in August 2026 for some home service businesses with a storefront in the US, not the whole country on one day. The list is plumbing, HVAC, electrical, appliance repair, house cleaning, lawn care, roofing, pest control and moving. A plumber in the US with no storefront, who only covers a service area, is in the late 2026 group, along with accounts that use custom bidding or booking. 2027 covers accounts outside the United States, so Canada and Britain, plus categories left over from 2026. Google allows up to two weeks for performance to settle.<\/p>\n\n\n\n

After the move, you can change the call and message number inside Google Ads in real time. Name and address are edited on the profile and sync one way. Hours, phone and a small name edit arrive within 24 hours. A big change to the name, storefront address or primary category goes to review. That review usually takes 24 to 48 hours, and the campaign may pause while it runs. Better Business Bureau callouts are dropped. Pick at least six other callouts. Service areas, schedule and categories then run apart from the profile.<\/p>\n\n\n\n

What to do before the move<\/h2>\n\n\n\n

Before the move I ask for screenshots of the performance reports and a note of the weekly budget plus the bid mode. Performance reports do not move. Lead history does.<\/p>\n\n\n\n

If the migration email has already arrived and the old dashboard still opens, take screenshots now, because the email comes 14 days before the move date. If the old dashboard already sends you into Google Ads, screenshots are too late. Then check the single campaign target CPA and keep lead emails on for at least one user. A download of the history is promised soon. There is no date.<\/p>\n\n\n\n

    \n
  1. Screenshot the reports now, if the move is still ahead. On move day the old dashboard is gone.<\/li>\n
  2. Note the weekly budget, bid mode, categories, areas and schedule. A manual maximum cost per lead stops working. Different prices for plumbing and HVAC mean separate campaigns, opened at g.co\/localservices.<\/li>\n
  3. Check the administrator. The email comes 14 days ahead, the reminder 7 days later.<\/li>\n
  4. Do not change the name, storefront address or primary category while you wait. That edit usually goes to review for 24 to 48 hours and may pause the campaign.<\/li>\n
  5. A new pay per lead campaign cannot be created inside Google Ads yet. Open extra accounts at g.co\/localservices.<\/li>\n
  6. After the move open Goals, then Conversions, then Leads. Keep lead emails on for at least one user under Notifications in Admin. Change the campaign status on the Settings tab of the Campaigns page: Paused or Enabled.<\/li>\n<\/ol>\n\n\n\n

    Until move day, pause and edits are done in the Local Services Ads inbox, not in the main Google Ads interface. A suspension in the Google Ads account suspends this ad too.<\/p>\n\n\n\n

    What a lead costs and how to dispute one<\/h2>\n\n\n\n

    SearchLight Digital<\/a>, February 2026, on 126,650 leads and $6.72 million in spend: average home services lead $53, 43.9% became a booking, a paying customer cost $233. HVAC $51, plumbing $57, electrical $39, sewer $59. These are figures for clients of an American agency, in dollars. The page does not name the country. This is not a price for Canada or Britain.<\/p>\n\n\n\n

    The agency Sterling Sky published a 2026 review of local SEO<\/a>. In early 2025 the Local Services Ads block showed on about 11% of tracked queries, and in November 2025 on 31%. That is a share of queries, not of clicks. The block showed up almost three times as often. These figures do not show how many competitors sit inside the block. They come from the agency’s own reports and are not a benchmark for Ukraine.<\/p>\n\n\n\n

    Pay per lead does not mean you only pay for a good conversation. On audits I look at missed calls first. More than 20 seconds in business hours with no answer, and the lead is charged. An answered call is charged on the conversation, not the ring time. On a menu the timer starts after the first key, and no key means no charge. Voicemail in business hours is charged after 20 seconds on the line. The rule is in the help on leads<\/a>. Ordinary campaigns count calls differently: calls from ads<\/a>.<\/p>\n\n\n\n

    Business hours come from the profile. A narrower ad schedule charges a missed call only on the overlap. The same number or email is not charged again for 15 days. After 15 quiet days a new lead can be charged. The budget is a weekly average: one week can run over, the monthly maximum cannot. Past that maximum the ad stops until you change the budget or the month ends.<\/p>\n\n\n\n

    Charge status reads Charged, Not charged, In review or Credited. Within 30 days a low quality, duplicate or invalid lead may be credited automatically, and the original charge stays on the invoice. Automatic credits are not available for health care, for tax specialists, for EMEA advertisers (Britain included) or for accounts in EEA countries. The account lists credit tracking for the US and Canada only. Credits for a job type or area you do not serve are gone. Detail is in the help on automatic credits<\/a>.<\/p>\n\n\n\n

    You can flag a weak lead by hand. Open the leads page, open the lead, and choose Rate this lead at the top right. A survey opens. Choose Open and send the feedback. A credit for a lead you report this way is occasional, not promised. After the move the same lead feedback form sits on the Leads page in Google Ads.<\/p>\n\n\n\n

    Local Services makes sense when the customer calls or messages from the ad, the category is covered, and Check eligibility confirms the area. Take regular ads when you need keywords, or YouTube, Gmail and Display. Screening depends on the category, and some categories need a license. On an audit I look at whether the category gets the badge and whether anyone can answer the phone. The two formats do not replace each other.<\/p>\n\n\n\n

    I put the checks I use when a business in the US or Canada is choosing between Local Services and regular ads into a short e-book.<\/p>\n\n\n\n\n\n

    When this does not apply<\/h2>\n\n\n\n

    Local Services Ads are offered in the countries named in Google’s help for Local Services: Austria, Belgium, Canada, France, Germany, Ireland, Italy, Spain, Switzerland, the United Kingdom and the United States. Ukraine is not among them. Beyond the country, availability depends on the category, because right now the format is only for certain service categories. Whether it is available in your area is what the Check eligibility button on the start page is for. For a business whose customers are only in Ukraine, Google’s help does not describe this format.<\/p>\n\n\n\n

    Skip this format if you need keywords, a cost per click, or YouTube, Gmail and Display. A weak lead is not always credited. Health care, tax specialists and EMEA advertisers do not get the automated credit.<\/p>\n\n\n\n

    Questions and answers<\/h2>\n\n\n\n

    Can I run Local Services Ads in Ukraine?<\/h3>\n\n\n\n

    Not at the moment. Ukraine is not among the countries Google names in its Local Services help. Availability also depends on the service category, and the Check eligibility button on the start page confirms your area.<\/p>\n\n\n\n

    Is every missed call charged?<\/h3>\n\n\n\n

    No, not every one. It is charged only if the call is in business hours and inside the ad schedule, the caller stays on the line for more than 20 seconds, and on a menu the timer starts after the first key.<\/p>\n\n\n\n

    Do old leads disappear after the move?<\/h3>\n\n\n\n

    Performance reports do not move into the account. A download is promised later, with no date. Lead history does move, and you find it under Goals, Conversions, Leads.<\/p>\n\n","protected":false},"excerpt":{"rendered":"

    Local Services Ads in the US, Canada and Britain charge for a valid lead, not a click. Save your reports before the move into Google Ads.<\/p>\n","protected":false},"author":0,"featured_media":8859,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[135],"tags":[],"class_list":["post-8857","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-google-ads-campaign-types","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-50"],"yoast_head":"\nLocal Services Ads 2026: Lead Cost and the Move to PMax<\/title>\n<meta name=\"description\" content=\"Local Services Ads in the US, Canada and Britain charge for a valid lead, not a click. 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