Google Local Services Ads for tradespeople: pay per lead, not per click
Appear at the very top of Google with a Google Verified badge. And only pay when someone actually calls.
Imagine: you're right at the top of Google. There's a green badge next to your name: Verified by Google. And you only pay when someone actually calls.
That's not a pipe dream. Google Local Services Ads (LSA) is already making this possible for tradespeople in the Netherlands. Yet, most handymen, painters and gardeners know little about it, while some of their competitors are already making full use of it.
In this article, I'll explain step-by-step what LSA is, how it works, what you pay per lead, and whether it's suitable for your business.
Wat zijn Goegel Local Services Ads?
Google Local Services Ads are a special type of advertisement for local service providers. They appear at the very top of Google, above the regular paid advertisements and above the organic search results.
An LSA advert looks different to a normal Google advert. The customer sees your business name, a directly dialable phone number, your average Google rating, the number of years you've been active, and that green badge: Verified by Google.
Someone searching for “handyman Tilburg” or “painter Oisterwijk” sees your advert at the top, calls you directly, and you only pay if that call actually happens.
Difference with Standard Google Ads
This is the misunderstanding I encounter most often. When tradespeople mention Google Ads, they almost always mean the regular pay-per-click advertisements. Those two are fundamentally different.
| Feature | Standard Google Ads | Google LSA |
|---|---|---|
| You pay per | Click on your advert | Genuine lead (call or message) |
| Position at Google | Above organic, but below LSA | Right at the top |
| Verification badge | No | Verified by Google |
| Need a website | Yes, with a landing page | No |
| Objection faulty leads | No | Yes, Google reimburses them |
With standard Google Ads, you pay for every click, even if someone simply clicks away afterwards. With LSA, you only pay if that person actually makes contact.
The Verified by GoogleBadge
The green badge is worth its weight in gold for tradespeople. Customers in the Netherlands are critical of online advertisements. They see advertising everywhere and know that everyone is promoting themselves. But if Google itself says that you are verified, that they have checked your business documents and insurance, then you immediately have a different standing in the conversation.
To get the badge, you need to provide the following:
- Company Chamber of Commerce extract
- Proof of professional indemnity insurance
- Google identity verification
- Meet Google's guidelines for your industry
It's a bit of work to arrange. But once you've been through it, that badge radiates confidence that no text on your website can match.
How much does it cost? a lead?
The price per lead varies by sector and region. In the Netherlands, you can expect to pay on average:
- Handyman service €12 – €30 per lead
- Painters: €10 – €25 per lead
- Gardener £15 – £35 per lead
- Plumber €20 – €50 per lead (higher urgency)
- Electrician €18 – €40 per lead
You decide on a weekly budget yourself. Once it's used up, your advert will no longer appear until the following week. This way, you always stay in control.
If you encounter an invalid lead, someone who calls but lives outside your service area or has dialled the wrong number, you can dispute that lead with Google. If the lead genuinely doesn't qualify, you will be refunded the cost.
How do you register To?
You sign up via Google's Local Services Ads page. This is done in a few steps:
- Go to ads.google.com/local-services-ads and click Get started
- Select your sector (handyman, painter, gardener, plumber, electrician, etc.)
- Enter your company details: name, address, service area, opening hours
- Upload the requested documents (Chamber of Commerce extract, proof of insurance)
- Complete Google's identity verification
- Set your weekly budget
- Awaiting approval, average 1 to 3 weeks
Upon approval, your advert will appear live in the search results. Leads will come directly to your phone as notifications.
Is Google LSA Something for you?
LSA works best for tradespeople who are hired directly via the phone, work within a defined service area, already have some Google reviews, and handle phone calls quickly and professionally.
LSA is less suitable for companies that issue complex quotes, where a client first compares multiple agencies. And LSA does not replace your website. A good website builds trust with people who still want to look further after seeing your advertisement.
The combination that yields the most is: LSA for direct leads, regular Google Ads for those still researching, and a good website that convinces visitors. That is precisely the approach we at TheSEO implement for clients in the region.
More customers via Google?
We help tradespeople in the region with Google Ads, LSA and SEO. No contracts, just results.
Frequently asked questions about Google LSA
Heb ik een website nodig voor Google Local Services Ads?
No. Google LSA also works without a website. You only need a Google Business Profile. That makes it a good first step for sole traders who aren't yet active online. A website does help if people then want to look you up to read more.
How long does verification by Google take?
On average, 1 to 3 weeks. Google checks your business documents, insurance, and identity. Ensure your documents are up-to-date and precisely match your Chamber of Commerce registration. This will speed up the process.
What if someone calls but doesn't become a customer?
You pay for the lead, even if no order results from it. However, you do not pay if someone from outside your service area calls, if it was a wrong connection, or if it was spam. You can dispute those and get reimbursed.
Can I use LSA and regular Google Ads at the same time?
Yes, and we often recommend that. LSA attracts people who want to call directly. Regular Google Ads attracts people who are still comparing and want to go to a website first. They complement each other perfectly.
How do I improve my position in the LSA section?
Google looks at the number and quality of your reviews, your response time to leads, and your budget compared to competitors. Asking for more recent 5-star reviews is the most direct way to appear higher.