Google’s Local Service ads are officially launching in 10 European countries. This initial launch will include 16 home service categories.

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It includes home services verticals such as appliance repair, house cleaning, movers and more. Local Service Ads are a pay-per-lead program that was created to help small businesses. Merchants don’t have to provide any ad creative and pricing will be auction based. 

To qualify for this feature you do have to submit to some screening and licensing checks. This is so that Google can provide a Google Guarantee of your services. This guarantee offers to reimburse consumers who purchase services from LSAs and aren’t satisfied with the quality of work. 

LSAs provide the consumer with a level of trustworthiness that small businesses usually have to work hard to get. These ads appear at the top of search results and include a star rating. LSAs only require businesses to pay when they receive a valid lead.