Local Services Ads — What is That and How to Launch it
Local Services Ads are typically launched in the US market for companies that provide local services.
Introduction
Today we want to talk about a specific advertising format. Local Services Ads are typically launched in the US market for companies that provide local services.
On the one hand, launching them isn’t overly complicated. On the other hand, there are specific requirements that must be followed. Let’s go through what’s needed to set up this type of campaign in Google.
What You Need to Start
From a technical perspective, the setup is simple:
- you need a Google Business Profile (on Google Maps);
- your profile must have at least 3 reviews (a standard requirement);
- you need to create a Google Ads account, complete billing details, and link a payment method (you don’t have to fund it immediately).
Then go to the Local Services page and click “Create Account.”
Account Registration
You’ll be asked to provide:
- your first and last name,
- your company name,
- your business address.
Address is critical. If your Google Business Profile doesn’t list a valid address, registration will be difficult. In that case, you’ll need to call Google support (chat won’t help) and sort it out directly.
This is a common issue for companies providing local services (like movers or door repair) — they might not have a physical office. But for Local Services Ads, a specific address is required in your Google Business Profile.
Verification and Documents
Next comes the verification process:
- select the services you provide,
- enter your ZIP code and service area,
- the system checks availability of Local Services Ads in your region.
Then you’ll need to confirm your business by:
- uploading a license (if required for your services),
- providing proof of insurance (usually mandatory),
- passing verification through a Google partner platform (requires creating an account, uploading insurance details, ID, etc.).
You’ll also link your Google Ads account for billing. The verification may take several days, and you might need to contact support multiple times — calling is usually more effective than using forms.
Budget Setup
Once approved, you’ll choose a daily or weekly budget. Tip: don’t set a huge budget right away. Let the campaign run for a day or two, then scale up if needed.
Documents
Verification
Calls
Sales
Key Features of Local Services Ads
The main thing: a website is not required.
Conversions here are calls or text messages to your mobile. You can even disable messages and only take calls.
Google shows your business profile with reviews in search results and on maps. The customer makes a quick decision and calls you. That’s why reviews are key — the more positive reviews you have, the better the performance.
Conclusion
If Local Services Ads are available in your industry and location, they can be a powerful source of leads. You can start getting calls and customers even without a website.
Later, you can move to the classic setup: build a website, add design and lead magnets, showcase why clients should choose you, and run search and display ads.
Good luck 🚀 And if you need help setting up Local Services Ads, feel free to reach out to us!
