Eligibility
We check your trade against Google's UK categories and your area against availability, and tell you straight whether Local Services Ads are worth it for you, or whether Google Ads is the better route.
Days 1-7LOCAL SERVICES ADS · PAY PER LEAD
Pay per lead, not per click.
Local Services Ads are Google's pay-per-lead ads for home services, shown prominently in search results with the Google Verified badge once your business passes Google's screening. We set them up and manage them for the UK trades Google accepts: the paperwork, the profile, the budget, the reviews and a check on every lead.
Connected by design
You’ve tried this before.
Simple to sign up for. Easy to waste.
Local Services Ads look simple: fill in a profile, pass Google's checks, pay when a customer calls or messages. In practice, applications stall on paperwork, profiles go live with the wrong job types and service areas, and budgets drain on leads for work you don't do or places you don't go.
In the UK, Google's screening for home-services trades covers a business registration check, public liability insurance and a licence where the law requires one, plus a public, verified Google Business Profile. Google says the process takes 3 to 4 weeks on average after your documents are submitted, so getting the documents right first time is the quickest way through.
Once you're live, the work doesn't stop. You're charged for each valid lead, and Google notes that its automatic lead credits aren't available to advertisers in EMEA, which includes the UK. So job types, service areas, opening hours and budget need watching, and every lead needs answering: Google says regularly failing to answer calls or respond to messages can affect your ranking.
The badge belongs to your business, not to us. Our job is getting you through to it and keeping the leads worth paying for.
Four steps. No theatre.
Screening
We tell you exactly which documents Google asks for (proof of registration such as your Companies House number or VAT number, public liability insurance, and any licence your trade legally needs), set up the profile and see the application through.
Google: 3-4 weeks on averageTune
Job types, service areas, opening hours and weekly budget set to the work you want. Reviews flowing through your Business Profile. Leads checked, and feedback given to Google on the poor ones.
Every weekReport
Every lead, what it cost and what became of it, reported monthly in plain English, next to your other channels.
MonthlyThe whole service.
Eligibility check
Your trade and area checked against Google's UK Local Services categories before you spend any time on it.
Screening paperwork
A clear list of the documents Google asks for, checked with you before they're submitted.
Profile set-up
Business details, job types, service areas, opening hours and photos set up to match the work you want.
Business Profile link
Your public, verified Google Business Profile connected, which Google requires, with your reviews coming through.
Budget & bidding
Weekly budget and bidding set and adjusted as demand changes, within limits agreed with you first.
Lead checks
Leads reviewed as they come in, with feedback given to Google on the ones that weren't genuine.
Review requests
A simple way to ask every customer for a Google review, because ratings and review counts affect your ranking.
Monthly report
Leads, cost per lead and outcomes each month, alongside Google Ads if you run both.
The badge stays yours
The Google Verified badge is issued to your business. We don't hold it ourselves and never imply we do.
The stuff everyone asks.
01 Which trades can use Local Services Ads in the UK?
Google's current UK list runs to electricians, plumbers, roofers, HVAC (heating and air conditioning), general contractors, handymen, carpenters, flooring, fencing, landscapers, lawn care, tree services, pest control, window repair and window cleaning, garage doors, removals, appliance repair, carpet cleaning, cleaning services, worktop fitting, foundations, junk removal, home inspection, water damage, pool cleaning and contracting, and snow removal. A separate professional-services list (some legal specialisms, estate agents, personal injury) is available in Greater London only. The list changes, so we check Google's current UK list for your trade and area before you apply.
02 How is it different from Google Ads?
With Google Ads you pay per click and usually send people to your website. With Local Services Ads you pay for valid leads, the customer calls or messages you straight from the ad, and your reviews and how reliably you respond affect where you appear. Plenty of trades run both.
03 What is the Google Verified badge?
It's the badge Google shows on Local Services Ads profiles that have passed its screening and verification. Google now uses this single badge for all advertisers in place of the older Google Guaranteed and Google Screened badges, and it has discontinued the money-back guarantee that used to come with Google Guaranteed.
04 Can you get the badge for me?
Nobody can get it on your behalf. Google screens your business: your registration, your insurance and, where the law requires one, your licence. We make sure the application is complete and correct, and we manage the ads once you're through. As an agency, we don't hold the badge ourselves.
05 Do I pay for bad leads?
Google says leads it judges invalid or low quality when the customer first makes contact aren't charged. Its automatic lead credits aren't available to advertisers in EMEA, which includes the UK, so we review your leads and use Google's lead feedback survey on the poor ones, which Google says it uses to send you more of the leads you want.
Tell us what you need.
SEND THE BRIEF
FREE AUDIT · 48-HOUR TURNAROUND
Is your trade eligible?
Tell us your trade and where you work, and we'll check it against Google's UK list and tell you honestly whether Local Services Ads, Google Ads or both make sense. Free, 48-hour turnaround, no commitment.