You are probably familiar with the concept of paying for leads.
On paper, it’s a great business model since you ONLY pay for results, but in practice, these are primarily sold as shared painting leads.
Whomp whomp ????????
But what if Google had a pay-per-lead advertising channel that allows you to acquire exclusive, high-quality repaint leads, and you only pay for leads you can quote?
Sounds too good to be true, right? Guess again!
In this article we’re going to discuss Google Local Services Ads, what they are, how to set them up, and the optimizations needed to generate qualified leads.
Yes, this is the exact same SOP we use to run Local Services Ads for our clients!
Let’s get to it…
What are Google Local Services Ads?

Local Services Ads = Google Guaranteed
Originally beta tested in 2015, Local Services Ads (otherwise known as LSAs) have been around awhile.
You may have seen the Google Guaranteed badge on Google Business Profiles before — These are businesses running LSAs. You cannot have one without the other.
So why haven’t you heard of LSAs? Most likely because there still isn’t a primary category available for Painters yet, but… you can still list your painting business on LSAs.
Keep reading to find out how!
How do Local Services Ads differ from Search Ads?
As a pay-per-lead service, this advertising channel differs drastically from Google’s standard pay-per-click (PPC) search ads you are probably most familiar with.
What makes LSAs so different is instead of paying for clicks, which don’t directly generate results, you only pay for leads you can quote.
Even better, LSAs show up ABOVE the standard Google Search Ads, giving your painting business more visibility at a lower price point.
Here are a few facts about Google Local Services Ads and why they are quickly becoming the best advertising channel for painting companies:
Why are LSA leads better than shared leads?
So you might be asking yourself how is this different from Angi, HomeAdvisor, and those other shared lead sites we all love to hate?
Simply, unlike shared leads that are typically considered to be a low-quality source of new business, painting leads generated by LSAs are EXCLUSIVE to your painting business.
Caveats to Local Services Ads

While this ad type is about as good as it gets in terms of the quality and cost for repaint leads, there are a few caveats you should be aware of:
How to get your Painting Business Google Guaranteed ✅

1) Start your application
Now that we understand what Local Services Ads are, how they work, and some of the pros/cons, let’s dive into the details of creating and optimizing these ads for your painting business.
Important: Make sure you have a Google Business Profile created for your painting business. This is a requirement.
The Base Coat Marketing Google Local Services Ads Onboarding SOP:
2) Optimize your ads for performance

Once your ads have been approved, follow the steps below to capture the highest volume of leads at the lowest CPL (cost-per-lead) possible:
Looking for a hands-off solution?
While these ads are among the simplest ad type to set up online, they still require time and energy to manage.
Also, because this ad type is relatively new to the Professional Painting Industry, we anticipate big changes in the coming months which can profoundly impact how these ads perform.
If you’re interested in having the professionals take the lead on this one, give us a call at 888-313-1991.
Our experienced team of campaign managers will handle the entire set up and management of these ads on your behalf, so all you need to do is answer the phone and close the job!