You've probably seen those ads at the very top of Google search results with a green checkmark badge that says "Google Screened."
That's a Google Local Services Ad. And real estate agents can get one.
Most agents don't use this channel. That's both the problem and the opportunity. In a market with rising inventory and more agents competing for the same listings, being at the absolute top of Google search with a verified credential badge is not a small thing.
Here's what Google Local Services Ads are, how they work, what they cost, and how to get set up.
What Google Local Services Ads actually are
Google Local Services Ads are pay-per-lead ads. Not pay-per-click. You don't pay when someone sees your ad. You pay when someone contacts you through it, either by phone call or message.
They sit above standard Google Ads and organic search results. When someone searches "real estate agent near me" or "realtor in [city]" on Google, LSA ads appear at the very top of the page with a business name, ratings, and that green Google Screened badge.
That badge matters. It tells a prospect that Google has verified your license and run a background check. For someone who doesn't know you at all, that's instant credibility that a standard search result doesn't provide.
Why this matters more in 2026
Inventory is rising in most US markets right now. More homes for sale means more sellers who are evaluating multiple agents before making a decision. They're doing research. They're Googling you.
When they search for a real estate agent in your area, who shows up first? If your local LSA competitors have a Google Screened badge at the top and you don't, you're starting every new relationship a step behind.
Real estate lead generation covers the full picture of how different channels work together. Google LSA is one of the few paid channels that gives you top-of-page placement with a verified credential attached. That combination is hard to replicate anywhere else.
How Google LSA works for real estate agents
The setup process is more involved than a standard Google Ads campaign. Here's the sequence:
Step 1: Verify your real estate license. Google confirms you hold an active license in your state.
Step 2: Complete a background check. Google runs a background check through a third-party provider. This is non-negotiable to earn the Google Screened badge.
Step 3: Connect a verified Google Business Profile. Since late 2024, a linked and verified Google Business Profile is required. If you don't have one set up and verified, your LSA ads won't run. Google Business Profile for real estate agents is a good starting point if you haven't done this yet.
Step 4: Set your weekly budget. LSA uses a budget-based bidding system. You tell Google how many leads you want per week, and you pay per qualified contact. Google adjusts ad delivery to hit that lead target within your budget.
Step 5: Build your profile. Your LSA profile shows your business name, years in business, service areas, business hours, and reviews. More reviews mean better ad placement. Start collecting Google reviews from past clients before you launch. Google reviews for real estate agents covers how to do this without it feeling like a burden.
The whole verification process typically takes three to five weeks from start to approval.
What you pay per lead
LSA leads cost more per contact than a standard Google click. You're not paying for someone who clicked and bounced. You're paying for someone who saw your ad and reached out directly.
Lead costs vary by market and competition level. Buyer inquiries typically run lower than seller inquiries because every agent in town is bidding aggressively on seller-related searches. More competition means higher cost per lead on the seller side.
You can dispute leads that don't qualify. Wrong number, out-of-area call, someone looking for a type of real estate you don't handle. Google credits those back. Keep your dispute rate reasonable, but don't pay for leads that clearly weren't real.
What makes LSA different from regular Google Ads
Standard Google Ads are pay-per-click. You pay when someone clicks your ad, regardless of what they do after. You can spend significant money before you get a single real conversation.
LSA is pay-per-lead. You pay when someone contacts you through the ad directly. The lead intent tends to be higher because the person actively reached out. They didn't just click and browse.
The Google Screened badge also builds trust in a way that a standard text ad doesn't. It's a third-party verification that you exist, you're licensed, and you've passed a background check. For sellers who've never worked with you before, that's meaningful.
What to do once you get a lead
Speed is everything. Someone who calls or messages through your LSA ad is in active search mode right now. They are comparing agents. If you don't respond quickly, they've already moved on to the next name on the list.
Speed-to-lead in real estate is one of the most important variables in whether paid leads convert to clients. Answer LSA calls immediately if possible. If you miss a call, call back within minutes.
From that first call, your goal is to move quickly to an appointment. You already have the trust boost from the Google Screened badge. Don't lose that momentum by going dark on a lead for three days.
How this fits into a full marketing system
LSA is a paid inbound lead source. It works alongside, not instead of, your organic content, your database, your referral network, and your other paid channels.
Real estate lead generation: 7 sources that work puts LSA in context with everything else. The best-performing agents are not relying on any single source. They have multiple channels all feeding the same pipeline.
Google LSA is particularly strong for agents who already have solid Google reviews because the ad platform rewards higher-rated profiles with better placement. Build your review base first, then launch the campaign.
Where to go from here
If you haven't already, set up and verify your Google Business Profile first. That's a prerequisite.
Then start collecting Google reviews from every recent client. Five or ten strong reviews before you launch LSA puts you ahead of most agents who either have none or haven't set the ads up yet.
Then apply at the Google Local Services Ads portal. Expect a three to five week timeline. Use that time to build your landing page and follow-up sequence so you're ready to convert when leads start coming in.
Real estate marketing in 2026 covers how all of these pieces fit together into a system that produces predictable leads. Watch Krista approach building visibility across multiple channels at once on Krista Mashore's YouTube channel.