Local Services Ads are a format where the professional pays per lead received, with a Google verification badge. On the official pages we opened on October 30, 2026, Brazil does not appear as a supported country. If you want to show up for a local search in Brazil, you use Search campaigns with location and call assets, Performance Max with store goals, and a well-maintained Google Business Profile.
If you got here because you saw the format in a US video and want the same for your business, the short answer is that the button doesn’t exist for you today. The useful answer is what delivers similar results with what’s available.
What Local Services Ads are
Local Services Ads are pay-per-contact ads, not pay-per-click. Google shows the professional at the top of search, with the rating, the badge, and a button to call or request a quote, and the advertiser pays for the lead that arrives, not for the website visit.
Three traits define the format.
- Payment is per lead (call, message, or quote request), not per click.
- The professional goes through a background and document check before appearing in results, and receives a Google badge.
- The ad doesn’t depend on a website or on a keyword chosen by the advertiser. Google decides which searches it appears in, based on the service category and the area.
The product’s help page says it is available “only for certain service categories” (our translation of the English text) and tells advertisers to check eligibility for their area. In other words, even in the countries where it exists, it is not an open button for any business.
Are Local Services Ads available in Brazil?
Based on what the official pages show in October 2026, no. In the pages we opened, Google does not publish a closed list of countries. What exists is the country selector in the product’s help center, and it lists Austria, Belgium, Canada, France, Germany, Ireland, Italy, Spain, Switzerland, the United Kingdom and the United States. Brazil is not among them.
On October 30, 2026, we checked the Google help center page about the product and the Google Ads help page about Local Services Ads. Neither mentions Brazil or announces an arrival date. So we won’t give a date: any “arriving in such-and-such month” you read elsewhere has no Google source.
A note on method. A help center’s country selector is not a statement of availability. It is the best clue the official source gives, and the practical conclusion is the same. If you open your Google Ads account and the format doesn’t appear, there is nothing to activate.
Be careful with anyone selling a “Google local services campaign” in Brazil. If the offer mentions a Google verified badge and pay-per-lead, check these official pages before paying. What actually exists is a regular Search campaign with a different name.
What search data shows about interest
The interest is there, and that explains the confusion. According to Google Ads Keyword Planner (October 30, 2026, Brazil, Portuguese), the search “google local services ads” gets 320 searches per month. The estimated maximum top-of-page bid for that keyword is R$143.41, a high number because the advertisers bidding on it are usually tool vendors, not service providers.
That figure is the bid Google estimates for the top of the page in October 2026, not what each business pays. For a local service provider, the number that matters is what people searching for the service pay, and it’s much lower, as the next section shows.
What a click costs for local services in Brazil
In our CPC study by industry (see the full study), the median click across the 103 industries measured is R$4.96. Home services fall into very different ranges from one another.
| Industry | Top-of-page bid midpoint (Oct 2026) |
|---|---|
| Locksmith | R$3.45 |
| Gardening and landscaping | R$3.72 |
| Electrician | R$5.70 |
| Plumber | R$10.70 |
Source: Ciclicko, Google Ads Keyword Planner, October 2026. These are bids estimated by Google for the top of the page in October 2026, not what each business pays.
The takeaway is simple. In an industry with clicks at R$3.45, a well-built Search campaign fits a small budget. In an industry at R$10.70, every wrong click hurts, and negative keywords and location targeting make the difference between a lead and wasted spend.
What to use instead, step by step
What the American format delivers is presence at the top of local search, with a visible phone number and trust. In Brazil, three pieces deliver that together.
1. Search campaign with location and call assets
A Search campaign shows your ad when someone looks for your service, and the location asset adds your address, map and distance to the ad. According to Google, location details come from Google Maps and your Business Profile, and on mobile a call button may appear in place of the phone number. The full explanation is on the help page about location assets.
To set it up:
- Link your Business Profile to your Google Ads account (in the Tools menu, under Shared library, location manager).
- Create a Search campaign using only keywords for the service and the city or neighborhood you serve.
- Add the location and call assets, and turn on call reporting.
- Limit the targeting to the radius you actually serve.
- Check your search terms every week and add negative keywords for anything that isn’t a customer.
The step-by-step on structure is in Google Ads search campaign structure and the list of features is in Google Ads assets.
2. Performance Max with store goals
When your business has a physical location, Performance Max can use store goals to drive visits to your store. Google says location extensions also work with Performance Max, and that on the Display Network they only run through local campaigns or Performance Max with store goals. It makes sense when the goal is foot traffic, not phone calls. To decide if it fits, read when to use Performance Max.
3. Google Business Profile
Google Business Profile is the free part, and the one that weighs most in local search on Maps. The right category, real photos, business hours, listed services and answered reviews show up without paying for a click. It also feeds the ad’s location extension, so a weak profile weakens the ad. The guide to getting this right is in Google Business Profile and in how to optimize Google Business Profile.
Comparing the US format with what exists in Brazil
| Criteria | Local Services Ads | Search with location and call |
|---|---|---|
| Available in Brazil (Oct 2026) | Not listed on the official pages | Yes |
| Billing | Per lead | Per click |
| Google verification badge | Yes | No |
| Keywords | Google chooses | You choose and add negatives |
| Depends on the site | No | Yes, for the click |
| Budget control | Per lead | Per day, per campaign |
The difference that matters most day to day is control. In Search you see the search term, cut what doesn’t work and adjust bids by location and time of day. That control makes up for paying for the click and not for the lead.
How to know if it’s working
Measure calls and messages, not clicks. Turn on call reporting, set the WhatsApp click as a conversion and compare, at the end of the month, how many contacts turned into a closed job. Cost per lead is the number that matters, and cost per lead explains how to calculate it. For a small business’s starting budget, Google Ads for small businesses covers the ranges.
If your question is about showing up on the map, Google Maps ads shows how the ad appears there, and paid search for local businesses covers the full account structure.
Frequently asked questions
Do Local Services Ads work in Brazil? On the official pages we checked on October 30, 2026, Brazil is not listed among the supported countries, and Google has not announced an arrival date. In Brazil, the path is a Search campaign with location and call assets.
What are Local Services Ads? It’s an ad format where the professional pays per lead received (call, message or quote request) and appears with a Google verification badge at the top of local search.
What’s the difference between Local Services Ads and regular Google Ads? In Google Ads Search, you choose the keywords and pay per click. In Local Services Ads, Google decides where the ad appears and you pay per lead.
How much does it cost to advertise a local service on Google in Brazil? It depends on the industry. In our October 2026 survey, the midpoint of the top-of-page bid ranges from R$3.45 (locksmith) to R$10.70 (plumber), and the median across the 103 industries is R$4.96.
Do I need a website to advertise a local service? For a Search campaign, yes, since it’s where the click lands. Some people manage to advertise without one, and the how-to is in advertising on Google Ads without a website.
How do you show up at the top of Google Maps without paying? With a complete Google Business Profile, the right category, real photos and reviews that get replies. Paid ads add to it, but the profile is the foundation.
Want a local campaign set up the right way
If you want a second opinion on the campaign you already run, our Google Ads consulting reviews the account, the searches and the conversions, and sends back what to fix. If you’d rather leave the operation to us, see Ciclicko’s Google Ads management.