Module 2

Local Services Ads: pay per lead, not per click

You pay when a real person calls — not when someone clicks.

This closes Session 1 by standing up the pay-per-lead machine. Local Services Ads sit above everything and charge you per lead instead of per click — the lowest-risk first dollar in all of Google ads. You need the Google Verified badge (the single badge since October 2025 — the old “Screened / Guaranteed” names are history now), so you’ll start verification today because it takes three to four weeks to clear. Then you set a lead price you can live with, and install the habit that quietly decides the whole thing: answer fast, every time. Responsiveness isn’t just good manners here — it’s a ranking factor, and a missed call is triple damage.