Google Local Service Ads, Managed Properly
The top slot on the page, paid per lead, with disputes filed and reviews kept moving.
Local Service Ads are simple to switch on and easy to run badly
Getting the Google Guaranteed badge is paperwork. Keeping the ad profitable is the work: budget pacing, answering the calls and reporting the leads that do not fit. Most contractors set it up once, never look at the lead list and wonder why the cost per lead climbs. Google is also moving Local Service Ads into Google Ads, so the way they are managed is changing.
What you get
Verification and Google Guaranteed setup
License, insurance and background check paperwork pushed through to approval. This is the slowest part of launching and it is mostly a matter of chasing.
Poor-quality leads reported every week
Google reassesses charged leads and credits some automatically, and lets you report poor-quality ones through its lead feedback survey. We review the lead list every week and report the ones that do not fit, rather than assuming the automatic credits caught them.
Budget pacing against demand
Budgets move with the weather and your capacity. As Google migrates Local Service Ads into Google Ads, weekly budgets become daily averages, so we plan pacing around peak days instead of weeks.
Review flow and missed-call follow-up
Review requests go out when the job closes, and missed calls get followed up quickly, because a lead you paid for and did not answer is money lost.
Service and area configuration kept current
Job types and coverage are reviewed as your crews and equipment change, so you are not paying for leads you cannot service.
Often paired with
Google Ads
Campaigns built to win replacement work, with the cheap repair traffic filtered out.
Read MoreLead Generation
We build the whole path from first click to a job on the schedule, then report on jobs.
Read MoreSEO
Map pack placement and service-area pages that bring in replacement work, not just traffic.
Read MoreLocal Service Ads questions
Are Local Service Ads changing?
Yes. Google is moving them into Google Ads as Performance Max campaigns with pay-per-lead goals. Its help page says the first phase began in August 2026 for select US home service advertisers, HVAC included. Manual bidding is not supported after migration, and weekly budgets become daily averages. Our blog guide to the change has the details and the sources.
How much do HVAC Local Service Ads cost per lead?
You are charged per valid lead rather than per click. Google says lead prices vary by location, job type and bidding mode. Reporting poor-quality leads lowers your effective cost per lead, which is why we review them weekly.
How long does Google Guaranteed verification take?
It depends on how fast license, insurance and background check verification clears, and that is largely out of anyone's hands from the outside. It is the main thing standing between signing up and getting calls, so start early.
Why did my Local Service Ads ranking drop?
Google does not publish its full ranking formula. The first four things we check are review volume and recency, how many calls are answered, whether the budget runs out early in the day, and whether a competitor has gained reviews.
Can I run Local Service Ads and Google Ads together?
Yes, and it is normally the right call. They occupy different positions on the page and a searcher who skips one often takes the other.
Find out what your market is worth
Tell us your service area and what is stuck. We will come back with a plan, or tell you we are not the right fit.