Google Local Services Ads UK

Google Local Services Ads (LSAs) are a pay-per-lead advertising format designed specifically for local service businesses. Unlike conventional Google Ads, where you pay for every click whether or not a customer ever picks up the phone, LSAs charge you only when a prospective customer contacts your business directly, either by calling or sending a message through the ad itself.

LSAs appear at the very top of Google Search results, sitting above both traditional pay-per-click ads and the local map pack. On high-intent searches such as “plumber near me” or “electrician in Manchester,” that top placement is enormously valuable: the customer has already decided they need help, and your business is the first thing they see.

Verified businesses carry a Google Verified badge - a blue checkmark that signals to customers that your business has passed identity, insurance and registration checks. This trust signal consistently improves conversion rates over standard search ads, because customers searching for a tradesperson or professional want reassurance before they pick up the phone.

LSAs operate on a cost-per-lead basis rather than cost-per-click. You set a monthly budget, and Google draws against it each time you receive a qualifying lead. You will never be charged for clicks that don’t result in a customer contacting you.

Lead costs vary considerably by industry, location and competitive density.

As a general guide for the UK market:

Service Category / Typical UK Lead Cost (2025–2026)

• Window cleaning / carpet cleaning : £8 – £15
• Handyman / lawn care : £10 – £20
• Plumbing / electrical : £15 – £35
• Roofing / foundations : £25 – £55
• Legal and professional services : £30 – £60+

The Google Verified badge is the blue checkmark that appears alongside your ad listing. It tells potential customers that Google has independently checked your business is legitimate, properly insured and registered. Verified businesses consistently outrank unverified ones in LSA results.

The accepted documentation for UK businesses is:

• VAT registration number (from HMRC.)
• Companies House Registration Number (CRN.) Limited companies only.
• 
  Sole traders below the VAT threshold should check the Google LSA help centre for current guidance, as alternative documentation routes (such as HMRC UTR letters) are being reviewed by Google.
  
  In addition to documentation, Google carries out the following checks:
• Background checks on workers via Google’s UK verification partners.
• Business registration checks against Companies House or equivalent registers.
• Insurance verification : typically public liability and employer’s liability.
• Licence checks relevant to your trade (e.g. Gas Safe for heating engineers, NICEIC for electricians.)
• Verified Google Business Profile.

The full verification process typically takes three to four weeks from the point of submitting your documentation. Businesses can appear with 'pre-badge' ads while verification is in progress, though these listings rank below fully verified advertisers.