Lead Generation Updated April 2026

How to Set Up Google Local Services Ads as a Tradie

Google Local Services Ads appear above everything else on Google above standard ads, above organic results, above the Maps pack. You get the Google Guaranteed badge and you only pay when someone calls you. For tradies in eligible categories, this is the most cost-effective paid lead generation available. Here's how to set it up properly.

Updated April 2026 10 min read Step-by-step setup guide By Benjy @ Tradie Scaler
Tradie receiving new job leads on phone while working at residential property

Affiliate disclosure: Tradie Scaler earns a commission when you sign up via our links. This doesn't affect our rankings. Read our full disclosure.

Why Google LSA is often better than hipages for tradies

hipages model
  • You pay for lead requests
  • 812 tradies get the same lead
  • Race to respond first
  • Monthly subscription + per-lead fees
  • Win rate ~2530%
Google LSA model
  • You pay per phone call
  • Caller is contacting YOU specifically
  • Google Guaranteed badge builds trust
  • Pay only when leads arrive
  • No wasted spend on uncontacted leads
Step-by-Step Setup

How to set up Google Local Services Ads for your trade business

1
Check eligibility for your trade
Go to ads.google.com/local-services-ads and search for your trade category. Not all trades are eligible in all Australian regions electricians, plumbers, locksmiths, HVAC, and cleaning are currently available. More categories are added regularly.
2
Complete the verification process
Google verifies your business licence, public liability insurance, and business registration. You'll need to upload: electrical/plumbing/relevant trade licence, public liability certificate of currency, and ABN registration. This typically takes 12 weeks. Have your documents ready before starting.
3
Set up your business profile
Fill out every section: service area (specific suburbs/postcodes, not "all of Australia"), service categories (all relevant ones electrician, electrical contractor, EV charger installer, etc.), business hours, and a clear profile photo. A complete profile ranks better.
4
Set your weekly budget
Start with $200$300/week and monitor your cost per lead. Google recommends a minimum budget for meaningful data too low and you won't get enough volume to optimise. Increase once you know your conversion rate and cost per job.
5
Get 20+ Google reviews fast
Reviews are the #1 ranking factor in LSA. Get your first 20 reviews by asking every satisfied customer to leave one text a direct review link after each job completion. Your review count appears prominently on your LSA listing and directly influences click-through rate.
Ranking Optimisation

How to rank higher in Google Local Services Ads

More Reviews
Most impactful ranking factor. 50+ reviews with 4.8+ average is the target. Ask every satisfied customer. Make it easy with a direct link.
Fast Response Rate
Respond to every lead within 5 minutes where possible. Google tracks your response rate and slow responses reduce your ranking. Use phone answering services for after-hours coverage.
Tight Service Area
Set realistic service area don't claim "all of NSW." Proximity to the searcher is a ranking factor. Tight, relevant service area = better match with local searches.
Accurate Business Hours
Only show as available when you can actually answer calls. Missing a call during your advertised hours hurts your ranking. Use after-hours answering if you want extended hours.

Set up Google LSA this week it's one of the best-value lead sources available.

Verification takes 12 weeks, so start the process now. While you wait, get your first 10+ Google reviews from past customers. By the time verification completes, you'll be ready to rank well from day one.

Start Google LSA Verification

Frequently Asked Questions

Google LSA operate on a pay-per-lead model you pay when a verified customer call or message comes through your LSA listing. Cost per lead for tradies in Australia typically runs $15$45 per call, depending on your trade type and location. You set a weekly budget and Google manages delivery within that budget. There's no subscription fee you only pay when leads arrive. Dispute any leads that are clearly not in your service area or outside your trade category.

Available trades include electricians, plumbers, locksmiths, HVAC technicians, pest control, cleaning services, and others. Eligibility requires licence verification, insurance verification, and in some cases background checks for business owners. Available trade categories expand periodically check the Google LSA registration page for the current list. Eligibility also varies by location within Australia.

Google LSA ranking is based on: number and recency of Google reviews, responsiveness (how quickly and consistently you respond to leads), proximity to the searcher's location, and business hours match with search time. Getting reviews is the single most impactful thing you can do to improve your LSA ranking. Aim for 20+ reviews to start, then 50+. Respond to leads within 5 minutes to maximise your response rate score.

For most local trade businesses, Google LSA are simpler and often more cost-effective than traditional Google Ads. LSA don't require keyword research or ad copywriting you set up a profile and Google matches you to relevant searches. The Google Guaranteed badge provides consumer trust that standard Google Ads don't. Traditional Google Ads are better for businesses wanting to appear for broader or specific keyword sets. Many successful tradie marketing setups use both.