Local Services Ads sit at the very top of Google's results — above the paid ads, above the map pack, above everything. You pay per lead instead of per click.
For a roofer or an HVAC company, that math is appealing. But the program has changed more in the last twelve months than in the five years before it, and most of the advice still floating around online describes a version of LSAs that no longer exists.
Here's what's actually true heading into late 2026.
The badge changed, and the guarantee is gone.
If you've read that LSAs come with a green "Google Guaranteed" badge and a money-back guarantee for your customers, that information is out of date.
In October 2025, Google folded Google Guaranteed, Google Screened, and License Verified by Google into a single blue Google Verified badge. The money-back guarantee that came with the old badge was discontinued at the same time.
Practically, this means two things. Verification still matters — you still submit licensing and insurance, and you still get a trust marker. But the customer-facing guarantee is no longer a selling point you can build messaging around, and reports suggest the new badge displays less consistently than the old one did. Plan your trust signals accordingly, and lean harder on your review profile.
The October 2026 call policy is the urgent one
This is the change most contractors haven't caught yet.
Google's updated call policy takes effect October 1, 2026, and it makes some missed calls and qualifying follow-up calls billable. Google has indicated an advertiser is charged only once for qualifying follow-up interactions within a 15-day window of the initial contact, with a later qualifying interaction able to create a new paid lead.
If your phones roll to voicemail after 4 pm, or your IVR buries callers in a menu, or nobody covers Saturdays, that is now a direct cost rather than just a missed opportunity. Audit your call handling before the policy date: business hours in the account, after-hours coverage, hold times, and routing.
LSAs are moving into Google Ads
Starting in August 2026, Google began phasing LSA accounts into the main Google Ads platform as specialized campaigns with pay-per-lead goals, with home services categories first in line and other categories following through 2027.
For most contractors, the ads themselves barely change. Verification carries over, and lead history moves with the account. What changes is where you manage it and what reporting looks like — which matters if your current agency's process depends on the old standalone dashboard.
What you'll actually pay
Home services leads generally run in the range of $25 to $80 each depending on trade, with 2026 blended benchmarks landing near the middle of that. Restoration and other high-ticket trades sit at the upper end; lower-competition work like handyman services runs cheaper.
Two things to plan for:
- Ramp-up time. A new account typically spends several months building reviews and response history before performance stabilizes. Budget for that window rather than judging the channel in week three.
- Cost per job, not cost per lead. A $60 lead that closes four times out of ten beats a $30 lead that closes once. Track through to booked work.
Invalid leads can be credited — Google now evaluates lead quality automatically and issues credits for spam and out-of-area contacts, typically within a few days. Review your lead log regularly; nobody will do it for you.
What determines whether you show up
Ranking in the LSA pack leans heavily on your Google Business Profile reviews, along with proximity to the searcher, your listed business hours, and how quickly and consistently you respond to leads.
That last factor is where Las Vegas contractors most often lose. The valley is wide, service areas overlap heavily, and a competitor who answers on the second ring outranks you on a slow response record regardless of how good your work is.
Two local specifics: your Nevada State Contractors Board license and insurance need to be current and match the business name on the account, and your service area should reflect where you'll actually drive. Claiming the entire valley when you won't cross to Henderson buys you leads you'll decline and pay for anyway.
FAQ
Is the Google Guaranteed badge still available?
No. As of October 20, 2025, Google Guaranteed, Google Screened, and License Verified by Google were consolidated into one blue Google Verified badge, and the associated money-back guarantee was discontinued.
Do LSAs replace regular Google Ads?
No — they work alongside them. LSAs capture people ready to hire right now. Standard paid search campaigns reach people earlier in the decision and let you control messaging and landing pages in ways LSAs don't.
Can I get refunded for a bad lead?
For genuinely invalid leads, yes. Google's automated system reviews lead quality and issues credits for spam and out-of-area contacts. A lead that simply didn't book isn't invalid.
How long before LSAs work?
Expect a few months. Early performance depends on accumulating reviews and building a response record, so the first weeks are not representative.
What licensing do Las Vegas contractors need?
Current Nevada State Contractors Board licensing and general liability insurance, submitted under the same business name as the account. Mismatches are a common cause of verification delays.
Not sure your setup is current?
Between the badge consolidation, the October call policy, and the migration into Google Ads, an LSA account configured two years ago is very likely leaving money on the table.
Request a free media audit, and we'll review your lead log, call handling, and service area setup against where the program stands now. See how we work with home services businesses across the valley.