Local Services by Google
Google just opened the door for pest control companies to compete at the very top of search results—ahead of traditional ads and organic listings. If you're in pest control, this new advertising opportunity could be your ticket to lower-cost leads and increased visibility in your market.
What is Local Services by Google?
Have you heard? Google recently made pest control an eligible service category for its home service-based advertising platform, Local Services by Google. Since its rebrand in October 2017, Local Services by Google ads have been available only for certain home services in select cities—locksmiths, plumbers, electricians, HVAC, and garage door services are the only eligible categories.
Local Services is a separate advertising channel from their traditional Search, Display, and Video ads, and could be a solid supplemental lead source for pest control companies.
Google has started making Local Service ads available in select cities; it plans to continue expanding its reach across the country in the months ahead. Whether your market is ready to go or you'd like to be the first one up when it does, we've outlined exactly what you need to know about how it works below.
How Local Services Ads Work
Local Services by Google allows you to advertise your business at the very top of Google's search results page—ahead of paid search ads, the local map pack, and organic listings. You'll receive leads directly from potential customers through your Local Services ad – not your website. The Local Services ad won't drive traffic to your website; instead, you will have your own Google profile with company information and reviews from Google My Business. Because users won't be pushed to your website, having a solid Google My Business review profile will be key to capturing potential leads.
Understanding the Google Guarantee
To advertise your pest control business on Local Services by Google, your business must obtain the "Google Guarantee," a somewhat tedious process that involves verifying your business through Google. If the customer isn't satisfied with the service purchased through this platform, Google will refund the job amount (up to $2,000) directly to the customer. This guarantee takes Google's stamp of approval for a business to a whole other level.
Requirements for the Google Guarantee
To receive the Google Guarantee, your company will need to:
- Have general liability insurance and provide proof of the coverage amount
- Provide the necessary licensing information
- Pass a background check
Pricing Model: Pay Per Contact
Similar to other advertising platforms like HomeAdvisor or Thumbtack, you'll pay Google per contact (rather than per click, as with traditional search ads), and you'll need a weekly budget to allocate to this lead-generation source. Payments will be managed through Google the same way it is for a regular Google Ads account.
Disputing Unqualified Leads
Since you pay per contact, you can dispute charges if a lead is not qualified (e.g., if it was a spam call or message, if you don't service the potential customer's area, or if they request a service you don't offer). Google will review the message and/or call and determine if it qualifies for a credit to your account. We expect Google to have an easy-to-use process for this!
Real-World Performance Results
Coalmarch has been testing this new advertising platform on behalf of our clients for the past several months. We've seen a lower CPL for Google Local Service ads than for traditional paid advertising, and improved performance for clients who appear multiple times on search engine result pages.
If you have any questions on how it works, don't hesitate to ask. We're excited to see how effective Local Services by Google will be at generating qualified, cost-effective leads for pest control and lawn care companies!
Ready to get started with Local Services by Google? Let us know if you have any questions!
Marketing your home services business without tracking ROI is like driving with your eyes closed. Every dollar you invest in digital marketing should drive measurable results, but most pest control, lawn care, and HVAC companies struggle to connect their marketing spend to actual revenue.
AI search, agentic booking, and mobile-first behavior are reshaping how homeowners find and hire pest control and lawn care services. This year, it's primarily about building your brand, making it accessible to AI, and meeting customers where they are.
