# What is Local Services Ads?

> Local Services Ads are Google adverts for vetted local businesses that appear at the very top of some searches and charge per enquiry rather than per click.

- Source: https://nerdsharks.com/glossary/local-services-ads
- Publisher: Nerdsharks (Exeter, Devon, UK)
- Updated: 2026-09-26

Also called: LSA, Google Screened, Google Guaranteed, pay per lead.

Local Services Ads are a separate type of Google advert available for certain trades and services. They show your business name, rating and a badge, and appear above the normal ads for relevant searches in areas where they are offered.

In the UK, businesses go through checks before being shown, and qualifying businesses display a ‘Google Screened’ badge. Which checks apply depends on the type of business and can include licences, insurance and background checks.

You pay per lead, meaning a call or message from a potential customer, rather than per click, and you can dispute leads that were not genuine.

## Why it matters for a small business

For eligible businesses they can put you above everyone else, including other advertisers, and you only pay when someone actually contacts you. They are not available for every business type or area, so check eligibility before paying anyone to ‘set them up’.

**Example:** A search for ‘locksmith near me’ shows a row of screened businesses with star ratings at the very top. A locksmith appearing there pays for each call received, not each look.