The short answer
Local Services Ads are Google's paid listings for service businesses, where the charge comes when a potential customer contacts you through the ad rather than when someone clicks. Listings can carry a Google Verified badge, and only certain home-service categories are eligible, so check your trade against Google's list before planning around them.
How the pricing works
Google describes the model on its own page: "You only pay when potential customers get in touch through your ads on Local Services Ads." That is different from a click-based ad, where a visit that never calls still costs money. It does not make the ads free of risk, since a contact that never becomes a job still has a cost, so tracking calls to booked work matters.
Which trades are eligible
Google's list of eligible home service categories includes HVAC, plumber, electrician, roofing, garage door, pest control, lawn care, house cleaning, and water damage restoration, among others. Auto, wraps, trucking, and mold remediation are not on that list, so those trades cannot rely on this product. Eligibility and category names are Google's to change, so confirm with Google before you plan a budget.
Paid placements next to the unpaid results
These are paid placements, while the unpaid map pack is decided by your profile, reviews, and proximity. A strong Google Business Profile still matters because both surfaces draw on how Google understands your business, and trades that travel to customers should also read about service area business rules. Our local SEO service covers the unpaid side. Ask for the free 100-point audit to see where you stand, or browse the glossary.
Questions about Local Services Ads
Do I pay for every click on Local Services Ads?
- No. Google says you only pay when potential customers get in touch through your ads on Local Services Ads. The charge attaches to the contact, not the visit, so tracking which contacts become booked jobs is how you judge the spend.
Can every trade use Local Services Ads?
- No. Google lists the eligible home service categories, and auto, wraps, trucking, and mold remediation are not on it. If your trade is not listed, the unpaid map results and a strong Business Profile are the main local route to focus on.