Stop Paying for Clicks and Start Paying for Customers
I was talking to a plumber in Coorparoo last month. He was frustrated. He’d spent a couple of thousand dollars on standard Google ads over the busy summer period, but half the time, he felt like he was paying for ‘tyre kickers’ or people clicking his ad by mistake.
He asked me a simple question: "Is there a way I can just pay when someone actually calls me?"
In the past, the answer was usually "not really." But for Brisbane service businesses today, there is a better way. It’s called Google Local Services Ads (LSAs), but you probably know them as those boxes at the very top of the search results with the green tick that says "Google Guaranteed."
If you are a sparky, a plumber, a locksmith, or a cleaner, this is the single most effective way to get your phone ringing without the headache of complex marketing setups. Most of what you read about online advertising is far too complicated for a busy business owner. You don't need to know how the machine works; you just need to know if it puts money in your bank account.
Why This Is Different From Normal Ads
Most ads work on a "pay-per-click" basis. If someone clicks your link, you pay. They might stay on your site for two seconds and leave, or they might be a solicitor looking for a job—you still pay.
Local Services Ads are different. You only pay when a customer actually contacts you through the ad. If they don't call or message you, it doesn't cost you a cent. This is a massive win for small businesses because it removes the risk of wasting your money on traffic that doesn't turn into a job.
The Power of the Green Tick
Think about the last time you needed a service you’d never used before. Maybe a tree lopper or an emergency glazier. Who do you trust?
Google puts their reputation on the line with these ads. To get that green "Google Guaranteed" tick, you have to pass a background check and prove you have the right insurance and licences. For a homeowner in the Western Suburbs or out in Wynnum, that tick is a massive shortcut to trust.
When you show up at the very top of the page with 5 stars and a badge of approval from Google, you aren't just another name in the list. You are the person they call first. This is how you stop competitors stealing customers who are ready to book right now.
How Much Does It Actually Cost?
Let’s talk brass tacks. You aren't doing this for fun; you’re doing it for profit.
The cost per lead (a phone call or message) varies depending on what you do. A locksmith might pay $15 for a call, while a high-end renovator might pay $60.
Here’s the best part: if you get a junk call—like someone trying to sell you something or a person looking for a service you don't offer—you can dispute the charge with Google and get your money back. Try doing that with a traditional radio ad or a flyer drop.
I usually tell my mates in the trade to set aside at least $500 to $1,000 a month to start. It sounds like a chunk of change, but if that $1,000 brings in $8,000 worth of work, you’d do that every single day of the week, wouldn't you?
Three Steps to Win More Jobs This Week
If you want to start getting these calls, don't overthink it. Most people get bogged down in the setup. Here is how you actually win:
#### 1. Get Your Paperwork Ready Google is strict. They will want to see your trade licence and your public liability insurance. If your paperwork is messy or expired, don't even bother starting. Get your docs in a folder on your computer so you can upload them in one hit. This is the biggest hurdle for most Brisbane tradies, and it’s why your competitors aren't doing it yet. Their laziness is your opportunity.
#### 2. Answer the Bloody Phone This sounds obvious, but you’d be amazed how many businesses pay for ads and then let the calls go to voicemail. Google tracks how fast you respond. If you consistently miss calls, they will stop showing your ad and give the spot to the bloke down the road who actually picks up. If you are on a roof or under a sink, have someone else take the calls or use a professional phone answering service. A missed call is a wasted opportunity and a black mark against your account.
#### 3. Chase Those Reviews In the world of Local Services Ads, reviews are your currency. The business with 50 five-star reviews will get ten times the calls of the business with three reviews. Make it a part of your workflow. When you finish a job and the customer is happy, ask them right there: "Would you mind leaving us a quick review on Google? It really helps a local business out."
Is It a Waste of Money for Anyone?
I’ll be honest with you—if you aren't prepared to pick up the phone or if your service is rubbish, this will be a waste of money. Google's system is built to reward the best businesses. If you have a 2-star rating, no amount of money will keep you at the top of the pile.
Also, if you are in a very niche industry that people don't search for on Google (like a specialised underwater welder), this might not be for you. But for 90% of local services, it’s the fastest way to grow. It’s a much smarter play than trying to steal competitors' customers through complicated bidding wars on standard ads.
Realistic Timelines: When Will the Phone Ring?
Unlike SEO (Search Engine Optimisation), which can take six months to show results, Local Services Ads can start working as soon as your background check is cleared.
Usually, the verification process takes 1 to 3 weeks. Once that green tick appears, you can turn the ads on, and the phone can literally start ringing an hour later. It is the closest thing to a "on/off switch" for new customers that exists in the marketing world.
What Should You Do First?
Don't go out and hire an expensive consultant to spend twenty hours "strategising."
1. Go to the Google Local Services Ads website and see if your industry is eligible in Brisbane. 2. Start the application process yourself to see what documents they need. 3. If you get stuck or you're too busy to manage the ongoing disputes and lead tracking, that’s when you call in the pros.
At Local Marketing Group, we help Brisbane business owners navigate this process so they can focus on the job at hand. We know which categories are performing well in suburbs from Chermside to Logan, and we know how to make sure you aren't overpaying for leads.
If you want to stop guessing and start getting more bookings, we should have a chat. You can reach out to us at https://lmgroup.au/contact and we'll see if we're a good fit to help you grow.
Stop letting the big franchises take all the local work. Get your green tick, answer your phone, and let’s get your business moving.