What are Google Local Services Ads, and are they available in the UK?
They are ads that sit at the very top of some Google searches, showing your business name, rating and a badge. Google’s UK page for Local Services Ads lists home services such as plumbing and roofing among eligible types.
Not every trade or postcode is covered, and the list changes. The simplest check is to start the sign-up for your trade and area. If your category is not offered, standard Google Ads is the alternative. Google’s getting started guide also explains what you need before you can go live, including reviews and billing.
What happened to Google Guaranteed and Google Screened?
They have been replaced by one badge called Google Verified. Google’s help page on the Google Verified badge says verified advertisers get it automatically and new advertisers get it once they pass screening.
The money-back guarantee that came with Google Guaranteed has been discontinued. Google says customers could only claim for services booked before 7 December 2025. That matters if you used the guarantee as a selling point on your website or quotes, so update any wording that still mentions it.
Not sure whether Local Services Ads or Google Ads suit you?
We set up and manage paid search for UK trades and will tell you honestly which fits your business.
How do you get verified for Local Services Ads?
You submit business documents, pass Google’s checks and meet the review and billing requirements for your category. Expect it to take some time, so start before you need the leads.
- Create your Local Services Ads profile with your trade, services and areas
- Upload your insurance certificate and any licence or registration Google asks for
- Provide business registration details, such as Companies House or VAT information
- Complete the background check if your category requires it
- Make sure you have enough Google reviews for your category
- Set up billing and a weekly budget
Google’s UK page says verification can include background, business registration, insurance and licence checks. Trade body membership may help in some categories, so keep scheme details, such as Gas Safe or NICEIC, ready.
How much does a lead cost on Local Services Ads?
There is no fixed price. Google says in its lead charging guide that lead prices vary by location, job type, lead type and bidding mode.
You set an average weekly budget, and your monthly maximum is that weekly budget multiplied by the average weeks in a month. When you hit it, your ads stop for the rest of the month unless you raise the budget. Follow-up calls or messages from the same customer within 15 days are not charged again. Google’s UK page also has a calculator that estimates leads for your budget, which is the most reliable starting point for your area.
Can you get refunded for bad leads?
Do not count on it. Google’s help page says lead credits are not available for advertisers in EMEA, which includes the UK.
Leads Google judges invalid or low quality when they first arrive are not charged. After that, you can still flag a poor lead through the feedback survey for that lead, and Google says it may occasionally credit leads reported this way. Answer every call, reply to messages fast and keep your service list tight, so fewer unsuitable leads come through.
Local Services Ads or standard Google Ads: which is better?
Local Services Ads are simpler and charge per lead, while standard Google Ads give you far more control and work for any trade. Many businesses use both.
| Local Services Ads | Standard Google Ads | |
|---|---|---|
| You pay for | Leads (calls, messages, bookings) | Clicks |
| Eligibility | Selected categories and areas, plus verification | Most legal businesses |
| Control over keywords | Very little | Full control |
| Landing page | Your Google profile | Your own website |
| Badge | Google Verified | None |
| Setup effort | Document checks, reviews needed | Campaign build and tracking |
For a fuller comparison of paid and organic options, see Google Ads vs SEO and our guide to Google Ads costs for tradesmen.
Are Local Services Ads worth it for your trade?
They are worth testing if your category is eligible, you have solid reviews and you can answer the phone quickly. They are less useful if your jobs are low value or your reviews are thin.
As an example, a roofer in Southampton with plenty of reviews might run Local Services Ads alongside a few tightly targeted Google Ads campaigns, then compare cost per job after two or three months. Before you start, check:
- Your trade and postcode are offered
- You have current insurance and registration documents to upload
- Your Google reviews are recent and strong
- Someone can answer calls and messages during your ad hours
- You will track which leads turn into paid jobs
Your reviews also shape your Business Profile. Our Google Maps listing guide and review request guide help here. Local help is available on our Google Ads in Southampton page.
FAQs
Are Google Local Services Ads available in the UK?
Yes. Google runs Local Services Ads in the UK for a range of home service categories, such as plumbing and roofing. Availability depends on your trade and area, so the quickest check is to start the sign-up for your category and postcode.
How much does a lead cost on Google Local Services Ads?
There is no fixed price. Google says lead prices vary by location, job type, lead type and bidding mode. You set a weekly budget, and Google’s UK calculator gives an estimate for your area. Follow-ups from the same customer within 15 days are not charged again.
How do I get the Google Guaranteed badge?
You cannot any more. Since October 2025 Google Guaranteed, Google Screened and similar badges have been replaced by a single Google Verified badge. You earn it by completing Google’s screening and verification, which can include insurance, licence, business registration and background checks.
Which trades can use Local Services Ads in the UK?
Google’s UK page lists home services such as plumbing and roofing, and the eligible list changes over time. Check by starting the sign-up for your trade and area. If your category is not offered, standard Google Ads can target the same searches.
Can I get refunded for bad leads?
Usually not in the UK. Google says lead credits are not available for advertisers in EMEA. Leads judged invalid when they arrive are not charged, and you can report poor leads through the feedback survey, which Google says it may occasionally credit.
