Google Local Services Ads: How to Get More High-Quality Leads in 2025

Published On: March 13th, 2025Categories: SEO - Search Engine OptimizationBy

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How a Local Business Transformed Its Lead Generation with GLSA

Two years ago, Mike’s Plumbing & Rooter, a small but well-reviewed plumbing company in Phoenix, was struggling. Their Google Ads campaigns were costing thousands each month, yet half their clicks never turned into real customers.

Mike knew his team provided excellent service—his customers left glowing reviews—but his online marketing felt like a money pit. Then, a friend in the HVAC industry mentioned Google Local Services Ads (GLSA).

Skeptical but willing to try, Mike signed up.

Within three months, his business saw:

  • A 50% drop in cost per lead compared to Google Ads
  • A 40% increase in booked jobs
  • More calls from customers ready to hire

The difference? Instead of paying for clicks, he was paying for real leads—customers actively searching for a plumber and ready to book.

If you run a service-based business, GLSA might be the missing link in your lead generation strategy.

What Are Google Local Services Ads (GLSA)?

GLSA is Google’s premium advertising platform for service-based businesses, designed to connect local customers with trusted professionals.

Unlike traditional Google Ads, which charge per click, GLSA charges per lead. This means you only pay when a customer contacts you directly through the ad.

Why Businesses Love GLSA

  • Top placement on Google – Appears above traditional search ads and organic results
  • Pay-per-lead model – You only pay for real customer inquiries, not wasted clicks
  • Google Guaranteed badge – Builds instant credibility and trust
  • Higher lead quality – Customers are actively looking for your services

  • Example: A roofing company in Dallas saw a 60% increase in booked consultations after switching from traditional Google Ads to GLSA.

How Google Local Services Ads Work

Imagine a homeowner wakes up to find their water heater has burst. They grab their phone, search “emergency plumber near me,” and at the very top of the search results, they see two or three highly rated plumbing companies with a Google Guaranteed badge.

One tap, and they’re connected directly to a plumber.

How the GLSA Process Works:

  1. A customer searches for a service (e.g., “best HVAC repair in Phoenix”)
  2. Google shows top-rated GLSA businesses at the very top of search results
  3. The customer clicks to call or message a business
  4. The business only pays if the lead contacts them directly

What counts as a billable lead?

  • Direct calls from potential customers
  • Appointment requests through the ad
  • Voicemail messages with job details

What’s NOT a billable lead? Google won’t charge for:

  • Spam, telemarketer, or sales calls
  • Wrong numbers or duplicate leads
  • Calls unrelated to your services

  •  Pro Tip: If you receive a bad lead, Google allows you to dispute it and request a refund.

Frequently Asked Questions About Google Local Services Ads

Google only charges for verified leads, meaning a potential customer has directly contacted you through the ad. If you receive spam, wrong numbers, or duplicate leads, you can dispute them through your GLSA dashboard and request a refund.

GLSA costs vary by industry, location, and competition, but businesses typically see a lower cost per lead compared to traditional Google Ads. Since you only pay for leads rather than clicks, many service-based businesses experience a more efficient return on investment.

Several factors determine your ranking in GLSA, including the number and quality of your customer reviews, response time to inquiries, business proximity to the searcher, and your Google Guaranteed status. Maintaining a high response rate and strong customer feedback can improve your visibility.

Final Thoughts: Is GLSA Worth It for Lead Generation?

For service-based businesses, GLSA is one of the best lead generation tools available.

Key Takeaways:

  • You only pay for verified leads—not clicks.
  • Google Guaranteed badge increases trust & conversions.
  • Ranking factors like reviews and response time affect performance.
  • Works best when combined with Google Ads & SEO.

Want to maximize lead generation? Schedule a consultation with Ad Genius today!

About the Author: Brett Williamson

Brett Williamson is the founder and CEO of Ad Genius, a thriving digital marketing agency in Phoenix, AZ. What began as a quest to market another business led Brett to become an "accidental agency owner" when he discovered his innate marketing talent. With over 20 years of experience in building successful businesses, he now leads Ad Genius in fostering a strong team culture and creating innovative, collaborative marketing strategies. Brett's expertise spans leadership, buyer psychology, AI development, SEO, and digital advertising. He is passionate about helping others build great businesses and sharing valuable industry insights. Outside of work, Brett is an avid outdoorsman who enjoys archery, hunting, fishing, and digital photography. His guiding principle is to "love people when they least expect it and least deserve it.