Google Local Service Ads Cost Calculator

Google Local Service Ads (LSAs) are a pay-per-lead advertising format designed for local service businesses like plumbers, electricians, HVAC technicians, lawyers, and real estate agents. Unlike traditional Google Ads where you pay per click, LSAs charge you only when a potential customer contacts you directly through the ad — via phone call or message.

LSAs appear at the very top of Google search results, above both paid search ads and organic listings, with a green "Google Guaranteed" or "Google Screened" badge. This prime placement combined with the trust signal of Google's verification makes LSAs one of the highest-converting ad formats for local businesses.

LSA costs vary by industry and location. Plumbers and HVAC technicians typically pay $15-$30 per lead. Lawyers and legal services see higher costs at $50-$150+ per lead due to high customer lifetime values. Locksmiths and cleaning services often pay $10-$25 per lead. Costs are higher in competitive metro areas and lower in smaller markets.

A major advantage of LSAs is the ability to dispute invalid leads. If you receive a spam call, a call outside your service area, or a lead for a service you do not offer, you can request a credit from Google. This makes your effective cost per valid lead even lower than the headline rate.

Google lets you set a weekly or monthly budget for LSAs, and you will only be charged for actual leads received up to that limit. Start conservatively — set a budget that covers 15-20 leads per month, then increase as you verify lead quality and close rates. You can pause your ads at any time if you get too busy.

Factor in your close rate when budgeting. If you close 30% of leads and your average job is worth $350, each lead is worth approximately $105 in expected revenue. Any cost per lead below that amount generates positive ROI. The calculator above helps you model these economics before you start spending.

Respond to leads within 5 minutes — response time dramatically affects close rates and your LSA ranking. Collect Google reviews from every satisfied customer, as review count and rating directly influence your ad placement. Keep your business profile complete with accurate hours, service areas, and services offered.

Track every lead from first contact through job completion with a tool like Graphed. Knowing your true close rate and average job value per lead source lets you budget confidently and compare LSA performance against other channels like organic search, referrals, and traditional Google Ads.