Google Local Service Ads
Google Local Service Ads (LSA) are pay-per-lead ads that connect local service businesses—such as plumbers, HVAC contractors, electricians, cleaners, and real estate agents—with customers in their service area. Unlike Google Ads, LSAs charge only when a qualified lead contacts your business, not per click.
How Do Google Local Service Ads Work in Canada?
- Lead-Based Payment Model: You pay only when a customer calls, messages, or books through your Local Service Ad—not for clicks or impressions like traditional ads.
- Google Guaranteed Badge: After passing background checks and verification, eligible Canadian businesses receive the Google Guaranteed badge, which includes up to $2,000 CAD coverage on qualifying jobs.
- Priority Placement: LSAs appear above all other ads and organic results, giving you maximum visibility when local customers search for your services.
- Local Ranking Factors: Your ad position is determined by proximity to the searcher, review ratings, response time, business hours, and budget settings.
Which Businesses Qualify for Local Service Ads in Canada?
Best For: Contractors, legal services, cleaning companies, healthcare clinics, real estate agents, and any service-area business focused on call-based inquiries.
Goal: Get more local customers calling, booking, or messaging you directly from Search — with lower cost per lead than Google Ads.
Google Local Service Ads are currently available in Canada for these service categories:
- Home Services: Plumbers, electricians, HVAC technicians, locksmiths, garage door services, appliance repair
- Cleaning Services: House cleaning, carpet cleaning, window cleaning
- Legal Services: Personal injury lawyers, family lawyers, criminal defense lawyers, real estate lawyers
- Financial Services: Tax preparation, accounting services
- Wellness Services: Massage therapy (availability varies by province)
Eligibility requires proper business licensing, liability insurance (minimum $1 million CAD for most categories), background checks for business owners, and compliance with provincial regulations.
Want More Quality Leads: Phone calls, quote requests, and bookings
Serve Any Location:
Single or multiple service areas across Canada
Need Predictable Growth: Consistent lead flow without breaking the bank
How Much Do Google Local Service Ads Cost in Canada?
Google Local Service Ads (LSAs) use a pay-per-lead model — meaning you are only charged when a customer calls or messages your business through the ad. Costs vary based on service category, city/region, and lead competition.
For most industries, the average cost per lead in Canada ranges from CA$20 to CA$150+.
Typical Cost-Per-Lead (CPL) Ranges in Canada
| Service Category | Estimated Cost per Lead (CAD) | Why the Cost Falls in This Range |
|---|---|---|
| Cleaning Services (Residential, Maid, Deep Clean) | CA$20 – CA$50 | High search volume and lower job complexity keeps lead cost accessible. |
| Plumbers | CA$30 – CA$80 | Emergency-based demand and urgency increase competition in urban areas. |
| Electricians | CA$25 – CA$70 | Local licensing and job complexity influence value, competition varies by region. |
| HVAC / Heating & Cooling | CA$35 – CA$90 | Seasonal heating & cooling peaks raise competition during winter and summer. |
| Roofers / Exterior Contractors | CA$50 – CA$120 | High-value projects drive higher bidding pressure for profitable leads. |
| Lawyers / Legal Services | CA$75 – CA$150+ | High client lifetime value and limited specialization availability push cost higher. |
| Real Estate Agents / Mortgage Brokers | CA$60 – CA$140+ | Competitive metro markets and high transaction value increase bidding intensity. |
Budgeting Recommendations
Minimum recommended weekly budget: CA$120 – CA$300/week
Most local businesses scale to CA$800 – CA$5,000/month depending on service volume goals.
LSAs let you set:
- Weekly budget cap
- Max lead price
- Service area radius
- Business hours availability
Are Google Local Service Ads Worth It in Canada?
For most Canadian service businesses, LSAs deliver higher quality leads than traditional Google Ads because customers contact you with specific service needs. The Google Guaranteed badge builds immediate trust, and the pay-per-lead model ensures you only spend money on genuine customer inquiries. Businesses typically see 20-40% conversion rates from LSA leads compared to 5-15% from standard search ads.
Why Local Service Ads Are Cost-Effective vs Google Ads
| Feature | Google Local Service Ads (LSA) | Google Search Ads (PPC) |
|---|---|---|
| Pricing Model | Pay per lead (call/message) | Pay per click, even if it doesn’t convert |
| Ad Placement | Shows above all ads + Maps results | Shows below Local Service Ads |
| Trust Signal | Google Guaranteed badge increases credibility | No built-in trust badge |
| Lead Quality & Protection | Lead dispute system available for invalid leads | No refunds for invalid clicks |
Google Ads for Local — One-Time Setup
Launch fully optimized, lead-focused Google Ads — done for you.
We’ll professionally configure your Google Ads account for success:
- Campaign structure optimized for local reach
- Ad copywriting with local intent
- Landing page review and optimization
- Click-to-Call campaign
- Keyword research tailored to your niche & region
- Geo-targeting, call tracking, and conversion setup
- Google Business Profile linking & ad extensions
- Real-time Google Ads performance dashboard
What you get: A complete, ready-to-run local ads campaign setup
Monthly Google Ad Management Plans
We actively manage and optimize your campaign to drive real, local leads.
One Location
Perfect for small businesses targeting a single city or service area.
- Weekly ad optimization (bids, keywords, extensions)
- Monthly performance reporting
- A/B ad testing & call-to-action optimization
- Local keyword refinement
- Conversion tracking & reporting
Multi-Location
Ideal for trades, franchises, clinics, or service providers across multiple cities.
- Separate geo-targeted campaigns for each location
- Unique ad copy per location
- Location-specific performance tracking
FAQs
What are Google Local Service Ads?
Local Service Ads are pay-per-lead ads that place your business at the top of Google Search results. You only pay for phone call or message leads, not clicks.
How are Local Service Ads different from Google Ads?
Local Service Ads charge per lead, while Google Ads charge per click and send users to your website. LSAs are focused solely on generating direct inquiries.
Do I need a Google Guaranteed badge in Canada?
Yes. Most categories require business verification and background checks to earn the Google Guaranteed badge, which helps build consumer trust.
How much do Local Service Ads cost in Canada?
Cost varies by industry and location, but LSAs are billed per lead. Most service-based industries see costs ranging from CA$25 to CA$65 per lead.
Can I dispute bad or spam leads?
Yes. Local Service Ads include a built-in dispute system that allows you to request credits for invalid or spam leads.
How It Works
Launch your local leads campaign with Google Ads:
1. Discovery & Setup
We learn about your business goals and local market, then build your Google Ads account from the ground up.
2. Launch & Monitor
Your ads go live with precise targeting. We monitor performance daily and adjust to maximize ROI.
3. Optimize & Report
Each month, you’ll get a simple report and our experts will fine-tune your campaigns for better performance.
Why TrustedWeb.ca?
- Flat-rate pricing
- No long-term contracts
- Built for Canadian Small Business
- Canadian-owned and serving local businesses
- Small business-friendly, just results-focused service
- Experts in local search and conversion-driven advertising
- Transparent monthly reporting
- Proven track record with small businesses
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