How Google Guaranteed Is Changing Ads For Plumbers

Written by Matthew Ludden / February 15, 2024 / 8 Minute Read
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Learn about how Google Local Services Ads for plumbers are changing how new leads and paying customers discover your business.


Digital marketing for plumbers has traditionally relied on pay-per-click (PPC) ads to find leads on Google search engine results pages (SERPs). Over the decades, paid search has evolved. Today, Google Local Services Ads offer a powerful tool to help more local customers find your plumbing company.

These ads include features that help consumers buy with confidence and assist local plumbers standout in a crowded marketplace.

In This Article

  • What Are Google Local Services Ads For Plumbers? Gain a clear definition of Google Local Services Ads (LSA) versus other paid advertising.
  • Local Services Ads User Experience: Understand how potential customers use LSA and choose a plumber.
  • The Benefits Of LSA For Plumbers: Appear at the very top of Google’s search results, increase leads, and eliminate wasted advertising dollars with LSA management.
  • How To Setup LSA: Maximize your results with proper setup of your LSA from verification to bidding for high-quality leads.
  • Implement LSA Into Your Digital Marketing Strategy: Utilize a versatile approach to marketing that incorporates organic and paid digital marketing to generate profitable growth for your business.

What Are Google Local Services Ads?

Google Local Services Ads for plumbers is a specialized advertising platform. Google designed LSA specifically for local businesses, including plumbers, to connect with customers in their vicinity who are searching for their services.

Unlike traditional Google Ads, which focus on keywords and appear in the search results, Local Services Ads are displayed at the very top of the page, even above pay-per-click (PPC) ads, and are based on the specific services offered and the location of the business.

For eligible plumbers, the “Google Guaranteed” badge appears on the ad. This feature adds a layer of trust and credibility.

Here’s a quick breakdown of the benefits of LSA:

  • Prime Visibility: Appear at the very top of relevant search results, above traditional ads and organic listings.
  • Map Pack Presence: Often boost your Google Business Profile’s ranking within the Map Pack.
  • Increased Trust: The Google Guaranteed badge enhances credibility with potential customers.
  • Fast Results: Connect with actively searching customers for more immediate leads.
  • Direct Conversions: Leads can easily contact you by phone directly from the ad.
  • Cost-Effective Lead Generation: Pay only for qualified leads who contact you directly through the ad, maximizing your marketing budget.

The benefits are clear, but there are some key details about LSA that every plumbing business should understand. Like any powerful tool, you must know how to use it properly for maximum effectiveness.

Let’s start with the user experience.

How Do Google Local Services Ads For Plumbers Work?

Let’s take a quick tour of how new customers discovered local services ads for plumbers.

From the initial search, at least one eligible plumbing company appears at the top of search engine results pages (SERPS).

Google Local Services Ads Results

Users can message or call plumbers directly from this page. This is not the only opportunity for plumbers to reach local customers with LSA.

If the user selects “More Plumbers” a new page opens.

Expanded LSA screen

This expanded screen shows the original search and the zip code location of the user. Scrolling through the list of plumbing companies include the following details:

  • Business Name
  • Average Google Rating
  • Years in Business
  • Hours of Operation
  • Phone Number
  • Contact Methods: Call, Book, Message, Share

Each of these details is important when setting up Google Local Services Ads for plumbers. Later in this article we will explore setting up your ad campaign.

Let’s first look at additional options available to users.

LSA-Choose A Service

Choose A Service

For a broad keyword like plumbing, a long list of plumbing companies will appear. Users can narrow their search by choosing a service.

There are over a dozen specific services including installation and repair terms.

lsa plumbing rating


Gaining positive reviews has always been important for home service business.

Star ratings and number of reviews affects the position of your Google Local Services Ads. Plumbers with higher ratings and more reviews will stand out from and typically book more jobs.

When you have a proven track record of happy customers, ask for reviews. The vast majority of internet users read online reviews and happy customers are more responsive to review requests than ever before.

lsa hours


Users can also filter to see hours of operation. Many plumbing companies with after hours support and emergency services opt for open 24 hours. Other plumbers only run paid ads during regular business hours.


overview of lsa

Local Services Ads Profile For Plumbers

Your local services profile is a more detailed overview of your plumbing business.

When a user clicks on your profile, they see images of your team, business licenses, insurance, as well as complete details of services offered, customer reviews, and other original photos.

In summary, from the perspective of prospects, the primary difference between one local services profile and another are personalized reviews and photographs.

So the question remains…

Should All Plumbers Use Google Local Services Ads?

For plumbers seeking to increase leads and gain online visibility, the Google Guarantee Badge offers immediate benefits. Since many people turn to Google for home services, every plumbing company should prioritize a digital marketing strategy focused on appearing on the first page of search results.

This can be accomplished in two ways:

  • Paid Advertising: LSA and PPC are two forms of paid search for plumbers.
  • Organic Search: Unpaid positions in Google search include the Map Pack, ‘People Also Ask’ results, and traditional organic rankings. The practice of targeting these results is known as Local SEO.

While both Local Services Ads and PPC target paid positions in Google search, they do so in different ways.

What Is The Difference Between LSA And PPC For A Plumbing Company?

Local Services Ads (LSA) are specifically designed for local service businesses like plumbers and prioritize lead generation. They appear at the very top of Google search results, even above traditional pay-per-click (PPC) ads.

LSA uses a pay-per-lead model. Plumbers only pay when a potential customer contacts you.

PPC uses a pay-per-click model. These ads can be personalized, target additional keywords, and link to landing pages on your website.

Finally, to be eligible for LSA, businesses must pass verification and screening through the Google Guaranteed program. LSA emphasizes trust signals like the Google Guaranteed badge and prominently displays customer reviews to enhance credibility.

Because both options have distinct advantages, many paid marketing strategies combine LSA with PPC.

Setting Up Google Local Services Ads for Your Plumbing Business

Getting started with Google Local Services Ads isn’t complicated, but it does require careful attention to detail to maximize your results.

Here’s a breakdown of the key steps:


Confirm your business meets the basic requirements for LSA at the Google Local Services Sign Up.

Google Local Services Sign Up

These include providing plumbing services in Google’s supported service areas and vital information including proper insurance and business licenses.

Google Guaranteed

Complete the Google Guaranteed application process. This involves a background check and checking your business credentials. Earning the badge is essential for LSA.

Create Your Profile

Set up a detailed profile showcasing your services, hours of operation, service area, photos, and other important information.

A complete business profile with professional photography and positive reviews from your customer base help to attract new clients.

Select the specific plumbing services you want your ads to display for, ensuring you target the right leads.

Managing Your Ad Budget

After completing the application process, you’ll confirm your billing information and set your budget. This phase requires careful consideration. Determining your maximum cost-per-lead and adjusting your bid strategy according to your local service area is crucial for both visibility and profitability.

While attracting paying customers is essential, it shouldn’t come at any cost. Simply having the biggest monthly budget and highest bid won’t guarantee the best results.

It’s important to understand that bids are just one factor. Positive reviews and your responsiveness to leads also demonstrate customer satisfaction and significantly impact your LSA ranking.

For plumbers managing advertising internally, consider starting with a smaller budget to test the effectiveness of your ads and gradually increase your spending as you see positive results and gain more insights into what works best for your plumbing business.

Most plumbers hire a marketing agency to manage LSA. This helps to maximize results, reduce excessive spending, avoid missed opportunities, and incorporate a strong balance of marketing channels like PPC and organic SEO.

How Performance Marketing Benefits Plumbers

At Valve+Meter, we offer expert marketing consultation for plumbers. Our data-driven approach determines the most effective and sustainable marketing activities for your business. By measuring the return on marketing spend for each channel, you can make informed decisions about where to allocate resources to capture more leads and maximize market share within your service area.

Performance marketing, particularly through Google Local Services Ads, offers plumbers a strategic advantage. LSA helps you appear prominently in local search results and enhances credibility with the Google Guarantee Badge. However, proper setup and measurement of these ads are crucial for optimal results.

How Do Plumbers Measure The Success Of Google Local Services Ads?

Proper digital marketing can be a driver of sales and overall revenue.

Plumbing businesses and marketers can become too reliant on chasing the Google guaranteed badge.

You must research, plan, monitor, and improve your Google Local Services Ads constantly.

For internal teams, you can utilize tools and metrics provided by the platform. Key metrics to track include the number of leads generated, lead quality, conversion rates, and cost per lead.

It is important to understand that overspending for local services ads for plumbers is not sustainable. The goal is not to outbid other local plumbers. Rather, you need to find high leads at an acceptable return on marketing spend (ROMS).

A well-balanced and versatile digital marketing strategy helps balance paid and organically generated leads.

By continually assessing your ad performance, you can make informed decisions to optimize your campaigns, improve lead quality, and ensure that your advertising budget is being used effectively.

Build A Sustainable Digital Marketing Strategy

Connect with Valve+Meter for a free marketing assessment. Our approach uses a wealth of marketing activities to earn the most visibility for your plumbing and generate leads at a high rate of return.

Get Started

Frequently Asked Questions

Google Ads is an overarching terms for Google’s advertising platform. It encompasses all variations of advertising for plumbers including Local Services Ads (LSA) and Pay-per-click (PPC) ads.

Local Services Ads are specifically designed for home services businesses. These ads are pay-per-lead. Advertisers pay only when someone contacts you directly through the ad.

Pay-per-click ads offer a broader range of advertising options not exclusively focused on local leads. PPC most often refers to search ads, but also include display ads and video ads across Google Ads’ network.

There is a three step process for eligibility for Google Local Services Ads. Sign up on the Google Local Services website, complete the verification process, and set up your ad profile.

Google Local Services Ads operate on a bidding system. The cost of this pay-per-lead model varies based on your location, competition, and the number of leads you want to receive.

There are additional factors beyond bidding that influence LSA lead volume including the strength of your reviews and relevance of your ads.

When properly optimized and managed, Google Local Services Ads can be highly effective for plumbers. The ability to target local customers actively seeking plumbing services increases visibility and lead generation for your plumbing company.

A primary benefit of Google Local Services Ads is selection. As a pay-per-lead model, you can select specific plumbing services that are profitable and avoid spending on ads that do not generate acceptable return on investment.