Google Local Services Ads (LSAs) are a distinct advertising product that appears above standard Google Ads in search results for local professional services searches. Unlike standard Google Ads where you pay per click, LSAs charge per lead — you pay only when a potential client contacts you directly through the ad. For accounting firms that qualify, LSAs are worth setting up alongside standard Search campaigns.

What Local Services Ads look like

LSAs appear at the very top of Google search results — above standard Google Ads and organic results — as a green-backed panel showing two to three local businesses with their name, star rating, review count, and a "Google Guaranteed" or "Google Screened" badge.

On mobile, LSAs include a direct call or message button. The potential client contacts you without visiting your website. When they do, you are charged a lead fee.

The "Google Screened" badge (the relevant verification for accounting firms) indicates that Google has checked the business's licence and background. This verification increases trust with potential clients and is a differentiating factor against non-verified advertisers.

How LSA pricing works

Unlike standard Google Ads (cost per click), LSAs charge per lead. A lead is defined as a phone call or message from a potential client via the ad.

Lead fees for UK professional services vary and change over time — check the current rate in Google Local Services Ads when setting up. The cost per lead for accounting services is typically higher than a standard Google Ads CPC but lower than the cost per conversion from standard campaigns (because every lead is a direct contact, not just a click that may or may not convert).

You set a weekly budget. Google delivers leads within that budget. You can dispute leads that are clearly irrelevant (wrong service type, spam calls) and receive a credit.

Eligibility and verification for accountants in the UK

Not every accounting firm can immediately run LSAs. Google requires verification before an account can go live:

  1. Business verification: confirm your business address, service area, and hours.
  2. Professional licence check: for accounting services, Google may ask for evidence of professional body membership (ICAEW, ACCA, CIMA, or equivalent). This is the "Google Screened" verification — it signals that the firm is a registered, qualified practice.
  3. Background checks: in some markets, Google requires background checks on the business owner or key individuals. This requirement varies — check the current Google Local Services Ads setup process for the UK to confirm what is required in your specific service category.
  4. Review collection: LSAs display star ratings prominently. A profile with no reviews is at a disadvantage against established competitors. Start collecting Google reviews from existing clients before or alongside setting up LSAs.

Setting up Local Services Ads

  1. Go to the Google Local Services Ads portal and sign up with your Google account.
  2. Select your business category (Accounting / Financial Services or similar — the exact category available for accountants may vary; check the current category list during setup).
  3. Enter your business details, service area, and hours.
  4. Complete the verification process (this may take one to four weeks for licence and background checks).
  5. Set your weekly budget.
  6. Link to your Google Business Profile to import your reviews.

Once verified and live, your ads begin appearing for relevant local searches. You receive notifications for each new lead (call or message) and manage lead quality disputes through the LSA portal.

LSAs vs standard Google Ads: which to prioritise

For accounting firms starting out, standard Search Ads should be the first Google advertising product because they offer more control, more keyword targeting granularity, and established performance benchmarks.

LSAs are a strong complement once your core Search campaign is running, because:

  • They appear above standard Search Ads — additional premium visibility.
  • Pay-per-lead pricing can produce lower cost per enquiry than pay-per-click.
  • The Google Screened badge adds credibility beyond what standard ads provide.

Running both simultaneously provides overlapping coverage: Search Ads capture keyword-targeted queries, LSAs capture local service queries with the premium positioning.

Managing LSA performance

Review disputed leads: the LSA portal allows you to dispute leads that were irrelevant (calls about unrelated services, obvious spam). Disputed leads are reviewed by Google and credited if valid. Review your lead history regularly and dispute obvious misfits.

Respond to leads quickly: Google's ranking algorithm for LSAs considers your responsiveness. Responding to leads within a few hours is important for both the potential client's experience and your ad ranking.

Gather reviews: LSA ads show your star rating prominently. Actively ask clients to leave Google reviews. More reviews and higher ratings improve your LSA position. Reviews are shared between your Google Business Profile and your LSA profile.

Set budget based on lead volume: the weekly budget determines how many leads Google will generate. Start conservatively and increase once you have verified that the leads are converting at an acceptable rate.

Key takeaways

  • Local Services Ads appear above standard Google Ads and charge per lead rather than per click.
  • Accounting firms need to complete Google's verification process (business verification and professional licence check) to run LSAs — this may take several weeks.
  • LSAs and standard Search Ads work best together: LSAs provide premium placement and pay-per-lead pricing; Search Ads provide keyword targeting control.
  • Review count and star rating significantly affect LSA performance — collect reviews from existing clients before and during LSA setup.
  • Respond to LSA leads quickly: response speed is a factor in Google's LSA ranking algorithm.

Frequently asked questions

How is a "lead" defined for billing purposes in LSAs?

A lead is a phone call or message from a potential client via the ad that meets Google's minimum criteria (e.g. call duration above a minimum threshold for phone leads). Calls from existing clients, calls to the wrong number, and clearly irrelevant enquiries can be disputed through the LSA portal for a credit.

Yes. LSAs are a separate product and do not require a standard Google Ads account. However, running both allows broader coverage — LSAs for premium top placement, Search Ads for keyword-targeted mid-page coverage.

What star rating do we need to run LSAs effectively?

You can technically run LSAs with no reviews, but a profile with no reviews converts poorly compared to competitors with 10+ reviews and a 4.5+ star average. Prioritise Google review collection before or during LSA setup.

How long does Google Screened verification take for accountants?

Timelines vary. Business verification typically takes a few days; professional licence checks may take one to four weeks depending on Google's review queue and whether additional documentation is needed. Start the verification process before you want the ads to go live.

Are LSA leads exclusive to us or shared with other firms?

LSA leads are not exclusive. When a potential client clicks your LSA, they contact you directly — but Google shows up to three LSA advertisers simultaneously, and the client may contact multiple firms. The quality of your response and your profile (reviews, responsiveness, verified status) determines whether they choose you.