How to Set Up Google Local Services Ads in Canada (Step by Step)

What Local Services Ads are

Local Services Ads are a separate type of Google ad for local service businesses. They show at the very top of the search results for eligible searches, above regular Search ads, and include your rating, review count, hours and a verification badge.

Gelectrician toronto

Sponsored · Local Services

Bright Line Electric

★★★★★ 4.9 (412)

✔ Google Verified

15 years in business · Open 24 hours

Danforth Electrical

★★★★★ 4.8 (206)

✔ Google Verified

8 years in business · Open now

Northway Electric Co.

★★★★★ 4.9 (98)

✔ Google Verified

5 years in business · Closes 7 p.m.

Key differences from regular Google Ads:

• You pay per lead (a call, message or booking request), not per click.
• You cannot choose keywords. Google matches you to searches based on your services and area.
• Verification is required. Google checks your business, licences and insurance before you can show.
• You can dispute some invalid leads, such as spam or services you do not offer.

For a full comparison, see Google Ads vs. Local Services Ads.

Step 1: Check eligibility

LSAs are available in many Canadian cities for a set list of categories. In Canada these include many home services (plumbers, electricians, HVAC, roofers, locksmiths, pest control, garage doors, cleaners, movers, landscapers and more) and some professional services (for example lawyers and real estate in some areas). Google adds categories over time.

1. Go to the Local Services Ads sign-up page for Canada.
2. Enter your business location and category.
3. Google tells you whether LSAs are available for your service in your area.

Step 2: Build your profile

• Business name, address and phone. Use the same details as your Google Business Profile.
• Service area. Choose the postal codes, cities or regions you serve. Be realistic: leads from far away cost the same and close less often.
• Job types. Select the specific services you want leads for, and turn off the ones you do not want.
• Business hours. You only receive leads during these hours. Longer hours can mean more leads, but only if someone answers.
• Bio, photos and years in business. These appear in your profile and affect click-through.
• Link your Google Business Profile so your Google reviews show in your ad.

Step 3: Verification (background checks, licences and insurance)

1. Day 1

   Submit business details

   Business registration, owner and staff information, service area.

2. Days 1–14

   Background checks

   For the business owner and, in many categories, every technician who goes to customers’ homes. Run by Google’s partner.

3. Days 1–14

   Licence check

   Trade licences where required: for example ESA licence for Ontario electrical contractors, RBQ licence in Quebec, TSSA for gas work in Ontario.

4. Days 1–14

   Insurance check

   Proof of general liability insurance, usually a certificate listing your business name.

5. When approved

   Badge and go live

   Your profile shows the Google Screened or Google Guaranteed badge and can start serving.

• Upload clear documents with the exact legal business name matching your application.
• Check that licences and insurance are current and will not expire soon.
• Respond quickly to background-check emails. Unfinished checks are the most common cause of delay.
• Professional services such as lawyers may need licence verification with their provincial law society rather than background checks.

What Google checks	Typical documents	Tip
Business	Business registration or licence	Name must match your application exactly
Owner and staff	Background checks through Google’s partner	Reply to check emails quickly
Trade licence	ESA, TSSA, RBQ, Technical Safety BC (by trade and province)	Check expiry dates first
Insurance	General liability certificate	Listing your legal business name
Reviews	Linked Google Business Profile	Ask recent customers before launch

Step 4: Set your budget and bidding

You set a weekly budget and pay only for valid leads. Lead prices vary by service and city. An emergency plumbing lead in Toronto will usually cost more than a house cleaning lead in a smaller city.

Start with a budget that can realistically buy at least 10–20 leads per month, so you have enough data. Review cost per lead and booked jobs after four to six weeks. See what Google Ads costs in Canada for typical ranges.

How LSA ranking works

• Reviews are the biggest factor you control. See how to get more Google reviews.
• Responsiveness: answer calls, return missed calls and reply to message leads quickly.
• Hours: only list hours when someone answers.

Managing leads and disputes

Every call, message and booking appears in the LSA app or dashboard. For each lead:

1. Answer or reply quickly. Missed leads hurt your ranking and your wallet.
2. Mark the lead as booked, or archive it.
3. If it is not a valid lead, dispute it. Common valid reasons include spam, a service you do not offer, a location outside your area, or a job-seeker calling. Google reviews each dispute and credits approved ones.

Local Services Ads setup checklist

Want help? See our Local Services Ads management service.