What to Know About Local Service Ads on Google Maps with The Web Guys

Digital marketing constantly evolves, presenting new opportunities for local businesses to attract and retain customers. One recent significant advancement is the integration of Local Service Ads (LSAs) into Google Maps. As leaders in digital growth solutions, The Web Guys understand the nuances of LSAs, their functionality on Google Maps, and how local businesses can effectively leverage them for maximum benefit.A male hand, holding screenshot of Google Maps app on iPhone 6S.

What Are Local Service Ads (LSAs)?

Local Service Ads (LSAs) are a type of online advertisement explicitly designed for local service providers, such as plumbers, electricians, and real estate agents. Unlike traditional Google Ads, LSAs operate on a pay-per-lead model rather than a pay-per-click strategy; businesses only pay when potential customers contact them directly through the ad, making it a cost-effective advertising option. LSAs also feature the “Google Guarantee” or “Google Screened” badges, instilling trust in users and encouraging them to choose your business over local competitors.

LSAs on Google Maps

Google has now integrated LSAs into Google Maps, enhancing the visibility and accessibility of local businesses. When users search for specific services on Google Maps, LSAs appear at the top of the search results, marked clearly with the Google Guarantee or Google Screened badges. Prime ad placement and endorsement from Google on results pages increase the odds potential customers will click on an ad, driving more leads to local businesses. Integrating an LSA into Google Maps is another way to optimize a business’s Google Maps presence.

LSAs for Your Business

Businesses must follow a few crucial steps to incorporate LSAs on Google Maps into their digital marketing portfolio. To begin, businesses must meet Google’s eligibility criteria. If eligible, businesses can create a comprehensive profile to submit for verification. The verification process involves submitting required licenses and insurance and passing background checks. Once verified, an LSA on Google Maps must be effectively managed to achieve the best results. If well-maintained, an LSA can positively impact a business’s online reputation.

Local Service Ads on Google Maps offers local businesses a powerful tool to increase visibility, attract more leads, and build trust with potential customers. By setting up and optimizing LSAs, managing leads effectively, and staying ahead of industry trends, local businesses can leverage this feature to drive growth and success. If your business needs assistance setting up, optimizing, or managing an LSA, The Web Guys of Carmel, Indiana, can help. Contact us today at (317) 763-0532 to learn how our team can utilize LSAs to achieve your business goals. 


Mark Irvine, “The Ultimate Guide to Google Local Service Ads,” (blog). WordStream. LocaliQ, 30 June 2024, https://www.wordstream.com/blog/ws/2018/06/11/google-local-service-ads

Barry Schwartz, “Local Service Ads Coming to Google Maps on iOS,” (blog), Search Engine Roundtable. RustyBrick, Inc., 30 June 2024, https://www.seroundtable.com/google-maps-local-service-ads-37602.html