Local Services Ads (LSA) Planner
Local Services Ads (LSA) Planner
Score your readiness for Google Local Services Ads and the Google Guaranteed badge, forecast leads from your budget and get an action plan.
- 100% free
- No sign-up
- No API key needed
What is the Local Services Ads (LSA) Planner?
Google Local Services Ads appear above regular search ads with a Google Guaranteed or Google Screened badge, and you pay per lead instead of per click. This planner checks how ready your business is to qualify, estimates the leads your weekly budget should buy, and builds an action plan to get you live faster.
Choose your category, answer the readiness checklist (licences, insurance, background checks, reviews, response time) and enter your budget and expected cost per lead to see projected leads, jobs and revenue.
Key features of the Local Services Ads (LSA) Planner
Readiness score
A weighted checklist of the requirements Google verifies.
Category guidance
Home services and professional services categories with typical lead cost ranges.
Budget and lead forecast
Weekly and monthly leads, booked jobs and revenue.
Action plan
The missing steps, in the order to tackle them.
How to use the Local Services Ads (LSA) Planner
Choose your category
Pick the service category you would advertise in.
Complete the checklist
Tick each requirement you already meet.
Enter budget and lead cost
Set a weekly budget and adjust the estimated cost per lead.
Follow the plan
Work through the remaining steps, then apply in the Local Services Ads dashboard.
Local Services Ads versus Google Search Ads
Local Services Ads are built for service businesses. Google shows your business name, rating, years in business and service area, and you are charged for valid leads (calls, messages or bookings) rather than clicks. You cannot choose keywords or write ad copy; ranking depends on proximity, reviews, responsiveness, business hours and budget. Many businesses run both: LSAs for top-of-page visibility and Search Ads for keyword control.
What determines your LSA ranking
Google has said ranking factors include your proximity to the customer, review score and number of reviews, responsiveness to calls and messages, business hours, and the likelihood that you serve the job. Answering every lead quickly and asking every happy customer for a review are the two habits that most improve LSA results.
Pro tips from our PPC and SEO team
- Answer LSA calls live; missed calls hurt ranking.
- Dispute invalid leads promptly from the dashboard.
- Set accurate business hours and only list job types you want.
- Keep collecting Google reviews every week.
Local Services Ads (LSA) Planner: frequently asked questions
What is the Google Guaranteed badge?
It is a trust badge shown on Local Services Ads for eligible home service businesses that pass Google’s screening, including licence, insurance and background checks. Professional services such as lawyers and financial planners receive a Google Screened badge instead.
How much do Local Services Ads cost?
You pay per lead, and the price varies by category and location. Typical lead prices range from roughly $15–$50 for categories like cleaning or pest control to $50–$150+ for roofing, legal and other high-value services. The planner lets you enter your own estimate.
How long does LSA verification take?
Usually from a few days to a few weeks, depending on how quickly you supply documents and complete background checks.
Is LSA available in my country?
Local Services Ads are available in the United States, Canada and a growing list of other countries for selected categories. Check the Local Services Ads website for your location.
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