How to Set Up Google Local Services Ads (LSAs)

Local Services Ads (LSAs) are a game-changer for Australian small businesses. Unlike traditional Google Ads, these appear at the very top of search results and operate on a pay-per-lead basis, meaning you only pay when a potential customer actually calls or messages you.

Securing that coveted 'Google Guaranteed' green tick builds instant trust with Brisbane locals and can significantly lower your customer acquisition costs. In this guide, we’ll walk you through the entire setup process from start to finish.

Prerequisites: What You’ll Need Before Starting

Before you dive in, ensure you have the following ready to go:

• Your ABN: You must be a registered Australian business.
• Public Liability Insurance: A digital copy of your current policy (minimum coverage requirements vary by industry).
• Licence Details: Any trade-specific licences required to operate in your state (e.g., QBCC licence for Queensland builders/plumbers).
• Google Account: Access to the Gmail or Workspace account associated with your business.
• Photos: High-quality images of your team, van, or completed work.

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Step 1: Check Your Eligibility

Not every industry can use LSAs yet. Google is rolling these out to more categories in Australia regularly, but they are primarily for service-based businesses like plumbers, electricians, cleaners, and lawyers.

• Go to the Google Local Services Ads homepage.
• Click 'Get Started'.
• Enter your state (e.g., Queensland) and post code.
• Select your job category from the dropdown menu.
• If Google says you are eligible, click 'Check Availability' to proceed.

Step 2: Create Your Business Profile

This is the information that will appear on your ad. It’s separate from your Google Business Profile (formerly GMB), though it pulls some data from it.

• Business Name: Use your legal trading name as it appears on your insurance.
• Phone Number: Use a number where you can actually answer the phone. LSAs track your responsiveness!
• Website: Link to your main homepage or a specific service landing page.
• Owner Name: Use the name of the person who will be undergoing the background check.

Step 3: Define Your Service Area

You don't want to pay for leads in the Gold Coast if you only work in North Brisbane.

• You can select your service area by Post Code or by City/Suburb.
• We recommend starting with specific post codes to keep your budget tight and your travel time low.
• Screenshot Description: You should see a map with highlighted blue zones indicating where your ads will be shown.

Step 4: Select Your Specific Services (Job Types)

Within your category (e.g., Plumbing), you can toggle specific jobs on or off.

• Review the list of job types carefully.
• Uncheck any services you don't provide. For example, if you're a plumber who doesn't do 'Septic Tank Repair', turn it off so you don't get charged for those calls.
• This ensures you only pay for the leads you actually want to work on.

Step 5: Set Your Business Hours

Your ads will only show when you are 'Open' unless you choose otherwise.

• Set your standard operating hours.
• Warning: If your ad is running and you don't answer the phone, Google will eventually lower your ranking. If you can't answer the phone on Saturdays, don't list yourself as open on the LSA platform.

Step 6: Set Your Weekly Budget

Unlike traditional Ads where you set a daily budget, LSAs use a weekly budget.

• Google will provide a 'Recommended' budget based on the average number of leads in your area.
• You can choose to 'Maximise Leads' (Google sets the bid) or 'Set Max per Lead' (Manual bidding).
• Australian Context: For most trades in Brisbane, expect to pay anywhere from $30 to $90 per lead depending on competition.

Step 7: The Verification Process (The Big One)

This is where most business owners get stuck. Google needs to verify you are a legitimate, safe business.

• Background Check: Google uses a partner (like Evident) to run background checks on the business owner. This is free but can take 1-2 weeks.
• Licence Verification: Upload your trade licence. Ensure the name on the licence matches your business name or the owner's name provided earlier.
• Insurance Verification: Upload your Certificate of Currency for Public Liability insurance. Ensure it hasn't expired!

Step 8: Add Photos and Highlights

Make your profile stand out.

• Add a high-quality logo.
• Upload 2-5 photos of your team or branded vehicle. This builds immense trust.
• Select 'Highlights' (e.g., Locally Owned, Free Estimates, 24/7 Service). These appear as small badges on your ad.

Step 9: Manage Your Reviews

LSAs rely heavily on reviews.

• Google will pull reviews from your existing Google Business Profile.
• If you have fewer than 3 reviews, you may struggle to get your ads to show even after you're verified.
• Once the ads are live, you can ask LSA customers to leave reviews specifically for your Local Services profile.

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Common Mistakes to Avoid

• Not Answering the Phone: This is the #1 reason LSA performance drops. If you miss too many calls, Google stops showing your ad because you aren't providing a good user experience.
• Broad Service Areas: Picking 'All of Queensland' when you're based in Chermside will waste your budget on travel time and low-intent leads.
• Expired Paperwork: If your insurance expires and you don't update the document in the LSA dashboard, your ads will pause instantly.

Troubleshooting Common Issues

• "My ads aren't showing after verification": Check your 'Ad Schedule'. Ensure you have a valid payment method in the 'Billing' section. Also, check if your bid is too low for your area.
• "I'm getting bad leads": Review your 'Job Types' (Step 4). If you're getting calls for services you don't offer, you likely have that service checked in your profile.
• "Background check is taking forever": This usually happens if there is a typo in your legal name or date of birth. Contact Google support through the 'Help' icon in the LSA dashboard if it takes longer than 14 days.

Next Steps

Once your ads are live, the work doesn't stop. You need to:

• Mark leads as booked: Go into the LSA app and update the status of every lead.
• Dispute 'Junk' leads: If a robocall or a wrong number charges you, you have 30 days to dispute it and get a credit back.
• Download the App: Download the 'Local Services Ads' app on your phone to respond to messages and calls instantly.

Need help navigating the verification process or optimising your lead flow? Our Brisbane team is here to help. Contact Local Marketing Group today to get your 'Google Guaranteed' badge sorted.