Google Local Services Ads in the UK: the Verified badge, how you're charged, and whether it pays
Quick answer
Local Services Ads are Google's pay-per-lead adverts for trades, shown above the normal results. In the UK they cover 28 home-service categories, including electricians, plumbers, roofers and window cleaners. You pay for calls and messages, not clicks. Since October 2025, passing Google's checks earns a “Google Verified” badge. The old Google Guaranteed badge and its money-back guarantee have gone.
A lot of what's written about Local Services Ads in the UK is out of date. Some guides published in 2026 still promise the Google Guarantee. This guide uses Google's current UK help pages, linked at the end.
What happened to Google Guaranteed?
On 20 October 2025, Google replaced its Google Guaranteed, Google Screened and Licence Verified badges with a single Google Verified badge. It also discontinued the money-back guarantee. Customers can only claim for jobs booked before 7 December 2025.
If you were already verified, you got the new badge automatically. Google says the change doesn't affect where ads rank.
Which UK trades can use it?
Google lists 28 home-service categories in the UK: appliance repair, carpenter, carpet and upholstery cleaning, countertop services, electrician, fencing, flooring, foundations, garage door, general contractor, handyman, home inspector, house cleaning, HVAC, junk removal, landscaping, lawn care, pest control, plumber, pool cleaner, pool contractor, removals, roofing, snow removal, tree service, water damage, window cleaning and window repair.
Law firms and estate agents can use it too, but only in Greater London for now. Google's sign-up page has a Check eligibility tool for your postcode area.
What Google checks before you go live
| Check | What it involves |
|---|---|
| Google Business Profile | Must be public and verified |
| Business check | Required for every home-service category |
| Insurance | Public liability insurance |
| Licences | Only where the law requires one for your trade |
| Identity checks | Owner and fieldworker checks, in some categories |
| Time | Usually 3–4 weeks after you submit documents |
You can start before the badge arrives once you pass the first checks. Your ad then shows below verified businesses. That early option isn't available for garage door services or locksmiths.
How you're charged
You pay per lead, not per click. Google counts these as charged leads:
- a call you answer or return and speak to the customer
- a missed call during your business hours where the caller stays on for more than 20 seconds
- a text message, email or voicemail
You're not charged for spam, duplicates, callers who hang up at your phone menu, or unanswered calls outside your hours. Follow-ups from the same number or email within 15 days count as the same lead.
Budgets are set weekly, with three bidding options: Maximise leads (Google's recommendation), Target cost per lead, or Max per lead, where you cap the price yourself. Google suggests a budget for at least 10 leads a week, and says results take about two weeks to settle.
The UK catch nobody mentions: in the US, poor leads can be credited back. Google's help page says lead credits aren't available to advertisers in EMEA, which includes the UK. Plan on paying for every charged lead. Set your service areas and job types tightly from day one.
What decides where your ad appears
Google names four things: your bid, how likely you are to turn the search into a lead, how relevant your services are, and the quality of your profile. Responsiveness matters most for that second one, and missed calls count against you. Profile quality covers your rating, number of reviews, response time and photos. Better profiles can rank higher and pay less per lead.
Is it worth it? Work out your break-even first
Google doesn't publish UK cost-per-lead figures. You'll see suggested targets in your account during setup. Treat any price ranges you read online with caution unless they show where the numbers came from.
The number to compare against is your own break-even:
Most you can pay per lead = average job value × profit margin × share of leads you win
For example, if an average repair is worth £450, your margin is 40% and you win one lead in three, you break even at about £60 a lead (£450 × 0.4 × 0.33). If Google's suggested cost per lead in your area sits well below that, the ads can pay. If it sits above, they can't, however good the badge looks.
It tends to suit businesses that answer the phone quickly, already have good reviews, and do jobs worth a few hundred pounds or more. It suits you less if you're on the tools all day and can't pick up, because missed calls are both charged and held against your ranking.
Frequently asked questions
Is Google Guaranteed still available in the UK?
No. Google replaced it with the Google Verified badge on 20 October 2025 and ended the money-back guarantee.
How long does verification take?
Google says screening usually takes 3–4 weeks after you submit your documents.
Do I need a Google Business Profile?
Yes. It must be public and verified before you can advertise.
Can I get money back for bad leads?
Google's help page says lead credits aren't available to advertisers in EMEA, which includes the UK. Spam and duplicates are filtered out before you're charged.
Can I choose which jobs I get?
Yes. You pick your service areas, categories and job types. Narrowing them cuts unwanted leads but also lowers volume.
What's the minimum budget?
There's no fixed minimum, but Google recommends enough weekly budget for at least 10 leads when using Maximise leads.
We scope every project around your requirements. Explore Google local ads setup.
Sources
- Google: Getting started with Local Services Ads (UK)
- Google: Business screening and verification requirements (UK)
- Google: About the Google Verified badge
- Google: The Google Guarantee (discontinued)
- Google: How leads work
- Google: How bidding works for Local Services Ads
- Google: About ad rankings
- Search Engine Roundtable: Google to replace Local Services Ads badges
Jake, founder of Elevation Media
Elevation Media is a St Albans web design and digital development studio creating business websites and redesigns for ambitious UK businesses, with ecommerce and digital product capabilities alongside.