Costs and pricing
Part of How local services ads and Google Ads work for UK trades
How local services ads and Google Ads work for UK trades
Local services ads and Google Ads work differently for UK trades: compare lead and click models, eligibility, control and booked-job tracking.
What to take away
- Local Services Ads charge per lead in GBP and show a Google Guaranteed badge after Google's checks.
- Google Ads charge per click, so you pay for traffic even when it does not become a job.
- LSA availability depends on your trade and city, so check your postcode area first.
- Google Ads gives more control over keywords, landing pages and timing; LSA gives warmer intent but less control.
- Compare cost per booked job, not cost per click or lead alone.
How Local Services Ads and Google Ads differ
LSA places your business at the top of Google search results for service queries. The lead contacts you through Google, often by phone or message. Google Ads places paid ads across search and other networks. It sends visitors to your site or landing page.
LSA vs Google Ads
Local Services Ads
- Placement
- Top of search
- Lead route
- Google contact
- Control
- Google format
- Auction
- Lead matching
Google Ads
- Placement
- Search and networks
- Lead route
- Your site
- Control
- Keywords and ads
- Auction
- Bids and quality
The Google Ads auction combines bids with quality signals, so the top slot is not simply the highest bidder. You choose keywords, write ads, set a daily budget and manage bids. LSA is closer to a directory: Google controls the format and matches leads.
A strong map pack presence can lower paid lead costs, so start with this guide to Google Business Profile for plumbers. A weak profile makes both channels work harder.
How payment works: leads vs clicks
With LSA you pay per lead, not per click. A lead might be a phone call, message or booking request. You set a budget, but Google decides the lead price. In the UK, LSA prices appear in pounds and vary by trade, city and job type.
Pay per lead vs click
Local Services Ads
- Payment
- Per lead
- Lead type
- Call, message, booking
- Price set by
- Best for
- High-value jobs
Google Ads
- Payment
- Per click
- Lead type
- Click to site
- Price set by
- Auction
- Best for
- Research-heavy work
With Google Ads you pay per click. A click can come from a ready-to-buy customer or a curious browser. You can add negative keywords, adjust location targeting and send traffic to a conversion page.
Pay per lead can suit high-value jobs, such as boiler installation or emergency plumbing. Pay per click can suit research-heavy work, such as bathroom fitting. The right choice depends on how quickly a lead becomes a booked job.
Eligibility and the Google Guaranteed badge
LSA eligibility varies by city and trade. Google lists supported categories and locations, and may expand or pause them. Check your service area before you build a plan around LSA. If your trade is not supported, Google Ads is the main paid search route.
LSA eligibility checklist
- Check trade and city support
- Pass background and licence checks
- Maintain Google Business Profile
- Keep evidence for guarantee claims
To earn the Google Guaranteed badge, you must pass Google's background and licence checks. The badge tells customers that Google may back the work under its guarantee terms. Any guarantee claim in your own ads must still meet the CAP Code, which the ASA enforces via the advertising codes. Keep evidence for every claim.
LSA also needs a Google Business Profile. Reviews, service areas and opening hours feed the lead matching. A suspended or thin profile can block LSA even when your trade is eligible.
Measure value by booked jobs
Do not compare a lead price with a click price directly. Compare the cost to win a booked job. For LSA, add the lead price to your quote and admin time. For Google Ads, add the click cost to your landing page and follow-up time.
Track calls from each channel with call tracking for UK local services. That gives a booked-job cost per channel, not a platform vanity metric. If you follow up leads by phone or email, the ICO's direct marketing guidance sets out consent and soft opt-in rules.
Budget test: run both channels for a set period, then compare booked jobs. Use the same service area and job types. Anything else is guesswork.
A decision table for UK trades
Local Services Ads
- Payment model
- Pay per lead in GBP
- Google Guaranteed badge
- Available after checks
- Where ads show
- Top of search for service queries
- Control over keywords
- Limited
- Control over landing page
- Limited to profile
- Eligibility
- Trade and city dependent
- Best for
- Urgent, high-intent jobs
- Main risk
- Lead quality and volume vary
Google Ads
- Payment model
- Pay per click in GBP
- Google Guaranteed badge
- Not part of standard ads
- Where ads show
- Search, display, video and more
- Control over keywords
- Full keyword and negative keyword control
- Control over landing page
- Full landing page control
- Eligibility
- Broad, subject to policy
- Best for
- Research-heavy or niche services
- Main risk
- Paying for clicks that do not convert
Common questions
Do Local Services Ads cost more than Google Ads?
Not necessarily. LSA can cost more per lead than a cheap click, but a lead may be closer to booking. Compare cost per booked job in your trade and city. Google Ads can be cheaper if your landing page converts well.
Can I run Local Services Ads and Google Ads together?
Yes. Many trades use LSA for urgent jobs and Google Ads for broader searches. Keep separate budgets and track leads by source. That shows which channel pays.
Are Local Services Ads available across the UK?
Availability varies by trade and city, so check your service area in your Google Ads account. If LSA is not offered, use Google Ads, your Business Profile and other local channels. Do not assume a national rollout.
Do I need the Google Guaranteed badge to use Local Services Ads?
The badge comes with LSA when you pass Google's checks. It is not a separate product you can buy. If you cannot pass the checks, Google Ads remains.
