Google Local Services Ads for Tradies
Pay per phone call, not per click.
Local Services Ads sit at the very top of Google, above standard search ads and above the map pack. You only pay when an eligible customer in your area picks up the phone and calls you.
Top of Google
Above standard search ads
Pay Per Lead
Charged only when they call
Google Guaranteed
Green tick verification badge
Direct Billing
Ad spend billed directly by Google
The problem with pay-per-click
Tired of paying for clicks that never turn into jobs?
If you have ever run standard Google Ads for plumbing, electrical, or air conditioning, you know how quickly budget disappears. In Australian metro markets, a single click on search keywords can cost $20 to $45. If five people click, look around for three seconds, and click back to Google, you just spent $150 with zero calls to show for it.
Google Local Services Ads flip that model completely. There are no bids on keywords and no payment for accidental website visits. Your business appears with your verified badge, your star rating, and your phone number. You only pay when a customer calls you.
Direct comparison
Standard Google Ads vs Local Services Ads
Why high-intent trades are moving from pay-per-click to pay-per-lead.
| Feature | Standard Google Ads | Local Services Ads |
|---|---|---|
| Payment model | Pay per click (even if they bounce) | Pay per lead (phone call or message) |
| Position on Google | Below Local Services Ads | Absolute top of the page, above all else |
| Trust signal | Small 'Sponsored' text | Green tick Google Guaranteed badge |
| Reviews displayed | Optional text extensions | Prominent Google Business Profile rating |
| Spam & bad calls | No refunds on accidental clicks | Dispute tool to request lead fee credits |
| Keywords to manage | Complex negative keyword lists | Simple job type and service area toggles |
Trade categories
Who is eligible in Australia?
Google rolls out Local Services Ads by trade category and postcode. Here are the core trades currently supported in Australian metro and regional areas.
Plumbers
Emergency plumbing, hot water systems, blocked drains, leak detection, and gas fitting.
Electricians
Switchboard upgrades, emergency callouts, EV chargers, lighting, and residential rewiring.
Air Conditioning & HVAC
Split system installations, ducted heating and cooling repairs, and seasonal servicing.
Other Eligible Trades
Locksmiths, pest control, and select specialist home services depending on postcode availability.
Not sure if your postcode is open?Eligibility changes as Google expands coverage. Fill out the form below or book a call, and we will test your trade and area in Google's live tool.
What Google checks
Three things you need to launch
Google protects the Google Guaranteed badge with rigorous verification. We handle the paperwork and technical connection.
Verified Google Profile
Your ads pull customer reviews and your location directly from your Google Business Profile. A clean, verified listing is required.
Screening Documents
You must hold a valid trade licence (where required by your state), an active ABN, and a current Certificate of Currency for public liability insurance.
Fast Phone Answering
Google tracks call response rates. If you repeatedly miss calls, your ad drops down the page. We coach you on setting realistic hours and response paths.
Transparent pricing
Simple setup and monthly management
Fixed fees for our work. Ad spend is billed directly by Google to your own payment card with zero agency markup.
Account Setup
Everything required to get your account approved by Google and launched properly.
- ✓Google tool trade & postcode eligibility verification
- ✓Screening coaching (trade licence, insurance COC, ABN)
- ✓Google Business Profile linking and location asset sync
- ✓Service types, emergency jobs, and service area configuration
- ✓Maximize Leads bidding strategy setup
- ✓LSA photo pack uploaded to Google requirements
- ✓Dispute process walkthrough and phone answer coaching
Monthly Management
Active weekly hygiene and cost-per-booked-job optimisation so your ad stays at the top.
- ✓Weekly lead review and junk/spam call dispute submissions
- ✓Job type and service area adjustments based on booking performance
- ✓Budget tuning to match your van capacity and seasonal demand
- ✓Answer-rate monitoring and coaching to protect top ad rank
- ✓Monthly reporting on lead volume and true cost per booked job
- ✓No lock-in contract: pause or cancel anytime
Google Business Profile Optimisation + LSA Setup Bundle
Need your Google Business Profile claimed, verified, or optimised first? Bundle our complete Done-For-You Profile Optimisation with Local Services Ads Setup for $1097 (saving $97 compared to buying separately).
Step one
Check your eligibility
Tell us your trade and primary service postcode. We will verify Google's live signup tool and confirm whether your area is open for Local Services Ads.
Check your trade & postcode eligibility
Google only supports specific trade categories and service postcodes. We check Google's tool before you pay anything.
Got questions
Frequently asked questions
How are Google Local Services Ads different from standard Google Search ads?
Standard Google Search ads charge you every time someone clicks your link, whether they call, browse, or leave in two seconds. Local Services Ads sit above standard ads at the very top of Google and charge on a pay-per-lead model. You only pay when a customer actually calls or contacts you through the ad.
Can you guarantee I get the Google Guaranteed badge?
No, and any agency promising guaranteed badges is misleading you. Google awards the Google Guaranteed badge directly after conducting background checks and verifying your trade licence, Australian Business Number, and public liability certificate of currency. We guide and coach you through every step of Google's verification process, but the final screening decision sits solely with Google.
What trades are eligible for Local Services Ads in Australia?
Eligibility in Australia is determined by Google based on your specific trade category and postcode. The primary trade categories supported by Google include plumbers, electricians, and air conditioning (HVAC) specialists, with select rollout for locksmiths and pest control. We run your exact trade and service postcodes through Google's verification tool before accepting any payment.
What happens if a caller is outside my service area or is spam?
Google provides a lead dispute process within your Local Services Ads dashboard. If you receive an invalid call (such as a wrong number, spam, automated robocalls, or a customer looking for a service you do not offer), you can dispute the lead directly with Google to request a credit back to your account.
Why is answering the phone quickly so important for these ads?
Google measures your response rate and answer speed. If you consistently miss calls from your ads, Google's algorithm drops your ad ranking and shows competitors who pick up. We coach you on setting realistic business hours and answer paths, or pairing your ads with dedicated call handling so you do not waste ad spend on unanswered rings.
Is Google ad spend included in the Made 4 Tradies fee?
No. You pay Google directly for your ad spend using your own credit card on your Google account. We charge our fixed fee for setup and monthly account management. This keeps your billing transparent and ensures you maintain complete ownership of your ad account and payment history.
Do I need a Google Business Profile to run Local Services Ads?
Yes. Google Local Services Ads link directly to your verified Google Business Profile to pull your customer reviews, star rating, and location signals. If your Google Business Profile is not yet verified or optimised, we can bundle your profile setup and ad launch together.
Stop wasting money on clicks that bounce.
Get your trade business into the top unit on Google and pay only when genuine local customers call.