Google Local Services Ads for plumbers and electricians: setup, verification and cost per lead

• Jump to: Who this is for • What LSAs are • Check you’re eligible • Fast setup walkthrough • Verification and documents • How ranking and leads work • What it costs in the UK • Optimise for cheaper, better leads • Disputes and invalid leads • Troubleshooting • FAQs

Category and niche

Category: Marketing & Sales • Niche: Lead generation, ads

Who this is for

If you run a trade business that works in homes or small commercial sites (plumbing, heating, electrics, drainage, roofing, landscaping), this guide shows how to set up Google Local Services Ads in the UK, pass verification, and keep cost per lead sensible.

What LSAs are

Local Services Ads appear at the very top of Google when someone searches for a local trade. You pay per lead (call or message), not per click. Google uses your profile, reviews, opening hours and service area to match you to nearby customers. Learn more on Google’s overview page: Lead Generation for Local Businesses – Google.

Check you’re eligible

• LSAs are available for common UK trades like plumbers and electricians, among others. Google keeps the live list here: Getting started with Local Services Ads – UK.
• Your Google Business Profile should be set up and verified at your trading address. If you have not done this, do that first: Google Business Profile.

Fast setup walkthrough

This is the no-fuss route to get live quickly, then improve later.

1. Create or sign in to Local Services

• Go to Google’s LSA entry point: Local Services Ads
• Choose your trade type, service area and job types. Keep service area tight at first to control costs.

2. Budget and bidding

• Start with Maximise leads and a modest weekly budget you’re comfortable with.
• You can switch to target cost per lead later once you have data. See: Bidding for Local Services Ads.

3. Add business info and policies

• Opening hours, service radius, job types, and emergency rates if offered.
• Turn on call recording to review quality and staff handling.

4. Reviews and photos

• Connect your Google Business Profile so reviews sync through.
• Add clear job photos and team pictures. Before and after photos work well.

5. Connect calls and messages

• Set your main booking line and test missed-call handling. If you miss lots of calls, set up auto text back: see our guide Auto text back for missed calls.

Verification and documents

Google screens UK advertisers. Expect to provide:

• Proof of business (registration, VAT where applicable) and insurance details.
• Owner identity checks for some categories.
• Licence or scheme membership where the trade requires it (e.g., Gas Safe Register for gas work; NICEIC/NAPIT for electrical). Guidance: Business screening and verification – UK.

Tip: You can sometimes start receiving leads while final checks finish. See: Getting started – UK.

How ranking and leads work

• It is not round robin. Google ranks you based on bid and profile quality: response speed, review score and count, badge status, proximity, and business hours. Details: About ad rankings.
• You pay for valid leads only. Lead types and pricing vary by trade and area. See: How leads work.

What it costs in the UK

• You set a weekly budget, and Google charges per lead, not per click. Prices vary across UK regions and job types. Use the in‑account budget tool for current suggested ranges: Local Services Ads – UK.
• Industry benchmarks often quote 20 to 30 per lead, but some trades and cities run higher. Track your own cost per booked job.

Optimise for cheaper, better leads

• Tighten your service area. Cut out postcodes that never book.
• Pause job types you do not want. Keep the ones with good margins.
• Boost review volume the right way: ask after the job. Our guide: Get more Google reviews.
• Improve answer rate. Use call queues or a virtual receptionist. Listen to call recordings and coach scripts.
• Add opening hours that match when you can answer. Extend hours if you can actually take the calls.
• Use target cost per lead once you have baseline data.

Disputes and invalid leads

• You can dispute spam, wrong numbers or jobs outside your area from inside the LSA dashboard. See: How leads work.
• Note: Lead credits are limited in EMEA versus the US. Assume fewer automatic credits in the UK and focus on profile quality and answer rate.

Troubleshooting

• Ads not serving: Check verification status and that your Business Profile is linked and verified.
• Getting calls too far away: Narrow your service area and remove distant postcodes.
• Low lead volume: Expand hours, increase budget slightly, add more reviews, and ensure your job types match high‑demand searches in your area.

Simple flow: get live in 30 minutes

• Create your LSA account
• Pick tight service area and top 5 job types
• Set a safe weekly budget
• Connect Google Business Profile for reviews
• Upload insurance document and any licences
• Turn on call recording, set up missed‑call texts
• Go live, then review calls daily for the first week

What are people saying on Reddit?

• Trades report strong lead quality when reviews and answer rate are high.
• Verification can take longer if documents do not match your Business Profile details.
• No credible evidence of round‑robin lead share. Ranking factors and responsiveness matter most.

Recommended video walkthrough

FAQs

Do I need the Google Guarantee badge in the UK?

Google has announced it is simplifying to a single Google Verified badge in 2025 and discontinuing the Google Guarantee money‑back programme. Focus on completing verification and collecting reviews. Source: About Google Screened.

How many reviews do I need to start?

You can run with a handful, but more reviews improve rank and conversion. Aim for 25 to 50 in your first months. Use site stickers and job‑finish texts. See our reviews guide linked above.

Can I run LSAs and normal Google Ads together?

Yes. Many UK trades use both. LSAs can capture high‑intent calls while search ads cover broader keywords and service pages.

How do I handle missed calls from LSAs?

Set up auto text back with a booking link or call‑back promise. See: Auto text back for missed calls.

Will LSAs send me jobs I do not want?

You can pause job types and adjust service areas to filter. Dispute off‑topic leads and keep your profile clear about what you do and do not do.

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