Google Local Services Ads in Australia: are they worth it?
How Google Local Services Ads work, how they differ from search ads, and whether they’re worth it for Australian trades.
What they are
Local Services Ads show your business name, rating and a badge at the top of certain local searches. Customers can call or message you directly.
How payment works
You pay for leads, like calls or messages, rather than clicks. You can dispute leads that aren’t genuine, within Google’s rules.
Eligibility
Availability depends on your service category and location. Google runs checks on the business, such as licences and insurance, before ads go live. Check the current eligibility for your category in Australia.
Pros
- Prominent position at the top of the page
- Pay per lead
- Trust badge and reviews visible
Cons
- Less control over keywords and ad text
- Limited reporting compared to search campaigns
- Lead quality varies
Our view
If your category is eligible, test them. Keep search campaigns running so you can compare cost per job across both.
Frequently asked questions
Are Google Local Services Ads available in Australia?
Yes, for a range of service categories in some locations. Check Google’s current eligibility for your category.
What’s the difference between Local Services Ads and Google Ads?
Local Services Ads charge per lead and show a trust badge. Standard search ads charge per click and give you more control.
Can I dispute a bad lead?
Google allows disputes for some invalid leads under its policies.
