Google Local Services Ads in Canada, A Guide for Contractors

The short answer

Google Local Services Ads (LSAs) are the ads at the very top of some Google searches, showing a business name, rating and phone number. You pay per lead, meaning a call or message from a customer, not per click. To run them, your business has to pass Google's screening, and your trade has to be one of the eligible categories in your area.

Which trades are eligible in Canada

Google decides which categories are available in each country and city, and the list changes over time. On Google's Canada getting-started page, the categories named today are:

• Appliance repair
• Carpet cleaning
• Cleaning
• Electricians
• HVAC
• Junk removal
• Lawn care
• Locksmiths
• Movers
• Pest control
• Roofers
• Tree services
• Water damage
• Window cleaning
• Window repair

Google's page also names other home services we don't cover on this site. It does not name garage door, snow removal, flooring, landscaping or general contracting. Lawn care is the closest official name to landscaping. Garage door appears in Google's Canada screening requirements, and Google says pre-badge ads are not available for garage door, so don't plan on it until the eligibility check says yes. Check the current list for your area in Google's own Local Services sign-up before you plan around it.

Verification: what Google checks

Before your ads go live, Google screens the business. Google's Canada screening page says the requirements can include, and are not limited to:

• An identity or background check, on some categories
• A business or owner licence, where your province requires one
• Liability insurance. Many categories ask for general liability and professional liability
• A public, verified Google Business Profile

Google says this takes about 3 to 4 weeks on average after you submit your documents. Having your paperwork ready as PDFs speeds it up.

What leads cost in the GTA

Google does not publish a fixed price per lead. Its help page says lead prices can vary by location, job type, lead type and bidding mode, and each lead counts toward the budget you set. After you reach your monthly maximum, the ad stops for the rest of that month unless you change the budget. Third-party sites publish dollar ranges for the GTA. Those figures are not on Google's pages, so they are not listed here. Check the price Google shows in your own account before you turn the ads on.

LSAs vs regular Google Search ads

Lots of contractors run both: LSAs for steady phone leads, and Search ads to target specific high-value jobs.

Set up these three things first

LSAs send you the phone call. What happens next is up to you. Before spending a dollar, get these right:

1. Your reviews. Your rating and review count show right on the ad, so a profile with only a handful of reviews struggles next to one with dozens. Here's how to get more Google reviews.
2. Your profile. The right categories, service area, hours and real photos.
3. Your reply speed. You're paying for every lead, so a missed call is money gone. Missed Call Text Back texts anyone you miss straight away.

Disputing bad leads

Not every lead is real. Wrong trade, outside your area, spam. Google's help page says you pay for valid leads. It reassesses charged leads for about 30 days, and a lead it decides is poor quality, a duplicate, or invalid can be credited. You can also leave feedback on a lead. A credit is not guaranteed. Make a habit of reviewing your leads every week.

WorkWon and Local Services Ads

WorkWon's core plan covers your website, lead follow up, Missed Call Text Back, review requests and campaigns. Google Ads and Local Services Ads management are available as add-ons, and ad spend is always separate and paid to Google. Many trades get the base system working first, so every paid lead lands in a setup that answers it.

If you're weighing LSAs against marketplaces, read our take on whether HomeStars is worth it. We build for roofers, HVAC companies, pest control companies and more.

Pricing

The base plan is the same price whether or not you run ads.

• $247 a month, billed yearly ($2,964).
• Or $297 month to month.
• Google Ads are separate.

See what's included.

How it works

1. Demo call. 20 minutes.
2. Build. 7 to 10 days.
3. Launch call. 25 minutes.

Want your Local Services Ads calls to land in a system that actually answers them? Book a call.