How to Set Up Google Local Services Ads in Canada (Step by Step)
What Local Services Ads are
Local Services Ads are a separate Google ad format for local businesses. They appear above regular search ads for searches like "plumber near me" and show your business name, rating, years in business and a Google verification badge. You pay for each qualified lead, such as a call or message, rather than for each click.
Step 1: Check eligibility
LSAs are available in Canada for many categories, including plumbers, electricians, HVAC, roofers, locksmiths, garage door, pest control, cleaning, movers, lawyers and real estate, among others. Availability depends on your category and area. Start at the Local Services Ads sign-up page and enter your business type and postal code.
Step 2: Build your profile
- Business name, phone number and hours that you can actually answer.
- Service area, by city or postal code.
- Job types you want leads for (and turn off ones you do not).
- Photos, a short business description and your years in business.
- Link your Google Business Profile so reviews show.
Step 3: Pass verification
Google verifies businesses before ads run. Depending on your category and province, this can include:
- Background checks on the owner and field workers (done through a third-party provider).
- Business registration and trade licence checks, such as ESA licences for Ontario electrical contractors or RBQ licences in Quebec.
- Proof of liability insurance.
Verification can take anywhere from a few days to several weeks. Upload clear documents that match your business name exactly.
Step 4: Set your budget and bidding
You set a weekly budget. Google offers bidding options such as maximising leads within your budget or setting a target cost per lead. Start with a budget that can produce several leads a week so you can judge lead quality, then adjust.
How LSAs rank
| Factor | What you can do |
|---|---|
| Proximity to the searcher | Set accurate service areas you can serve profitably |
| Reviews and rating | Ask every customer for a review |
| Responsiveness | Answer calls and reply to messages quickly |
| Business hours | Only list hours when someone answers |
| Budget and bid | Give the account enough budget to compete |
| Complaints | Resolve issues quickly and professionally |
Step 5: Manage leads and disputes
Review every lead in the LSA dashboard or app. Mark leads as booked, and dispute leads that do not qualify, such as a service you do not offer, a location outside your area, or spam. Google reviews disputes and may credit qualifying ones.
We set up and manage LSAs alongside Search campaigns. See our Local Services Ads service and our comparison of Google Ads vs. Local Services Ads.
Frequently asked questions
Are Local Services Ads available in Canada?
Yes. Local Services Ads are available in Canada for many home service and professional categories. Availability depends on your business type and location.
How long does Local Services Ads verification take?
It varies from a few days to several weeks, depending on background checks, licences and insurance documents required for your category and province.
Do I pay for every call from Local Services Ads?
You pay for leads that relate to your services and area. You can dispute leads that do not qualify, and Google may credit them after review.
Do I need Google Ads if I have Local Services Ads?
Usually both work best. LSAs offer pay-per-lead placement at the top, while Search ads give more control, more volume and your own landing pages.