How to advertise your business on Google, free and paid
There are three ways to promote a local business on Google. Your Google Business Profile is free and shows you on Search and Maps. Google Ads charges when someone clicks your ad. Local Services Ads, for many trades and home services, charge only when a customer contacts you. Most local businesses should get the free profile right before paying for either.
The three options at a glance
| Option | How you pay | Best for |
|---|---|---|
| Google Business Profile | Free | Every local business. It's what shows on Maps and in local results. |
| Google Ads | Per click | Sending people to your website or a landing page. Available in most countries and industries. |
| Local Services Ads | Per lead (a call, message or booking) | Trades and home services with urgent, local jobs. Only in some countries and categories. No website needed. |
Free: your Google Business Profile
- Claim and verify your profile.
- Fill in every section: categories, services, hours, photos.
- Ask every customer for a review with a direct link.
- Post updates and offers regularly.
- Reply to every review.
Paid: Google Ads (pay per click)
Your ad shows when people search for what you offer, and you pay when someone clicks it. Google says it's ideal for driving traffic to a website or landing page, and it reaches people at every stage, from researching to ready to buy.
- Set a daily budget you're comfortable losing while you learn.
- Target your service area only.
- Send clicks to a page about the exact service, with your phone number at the top.
- Track calls and forms, so you know your cost per lead. Our cost per lead calculator helps.
Paid: Local Services Ads (pay per lead)
Local Services Ads show your business with a Google Verified badge once you pass Google's screening. You pay for valid leads, not clicks.
- Leads include answered calls, missed calls during business hours where the caller waits over 20 seconds, texts, emails, voicemails, and booking requests (US and Canada only).
- Contact from the same customer within 15 days isn't charged again.
- Google checks charged leads for 30 days and credits ones it finds invalid. You can also flag bad leads, although credits aren't available in every category or region, including the EEA.
- You set a weekly budget and a maximum price per lead. Lead prices vary by area, job type and lead type.
- In the UK, you'll need a licence, or business registration if your trade doesn't need one, and to meet review requirements for your category.
Which should you choose?
- Start with the free profile. It's the foundation for everything else.
- If you're a trade or home-service business in a covered category, Local Services Ads are usually the simplest paid option.
- If you sell services that need explaining, or you aren't eligible for Local Services Ads, use Google Ads with a strong landing page.
- Whatever you choose, answer the phone. Ad leads are wasted if calls go unanswered.
Sources
- Google Ads: Google Ads vs Local Services Ads for small business marketing
- Local Services Help: How leads work
- Local Services Help: Getting started with Local Services Ads (United Kingdom)
- Google Business Profile Help: Get started with Google Business Profile
Citing these figures? Please link to this page. If you spot a figure that's out of date, email hello@flexilocal.com.
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