What are Local Services Ads?
Local Services Ads (LSAs) appear at the very top of Google for many home service searches, often with a Google Guaranteed or Google Screened badge. Instead of paying per click, you generally pay per lead, such as a call or message from a customer in your service area.
What are Google Search Ads?
Google Search Ads are the text ads that appear above and below the regular results. You choose the keywords, write the ads, send people to your own landing page, and pay when someone clicks.
How they compare
- How you pay: LSAs charge per lead. Search Ads charge per click.
- Control: Search Ads give you much more control over keywords, ad copy, landing pages, and bidding. LSAs offer fewer settings.
- Trust: The LSA badge and reviews can build instant trust with homeowners.
- Setup: LSAs require background and license checks before you can run. Search Ads can launch quickly.
- Services covered: LSAs are only available for certain service categories. Search Ads work for almost anything.
When to use each
LSAs are often a strong starting point for home service businesses because you pay for leads rather than clicks and get premium placement. Google Search Ads fill the gaps: services LSAs do not cover, specific high-value jobs, and searches where you want full control over the message and landing page.
Most of the home service companies we work with get the best results running both, with call tracking so every lead can be traced back to its source.
Tips to get more from LSAs
- Keep your business hours and service areas accurate
- Respond to leads quickly, since responsiveness can affect your visibility
- Ask happy customers for reviews
- Dispute leads that are clearly invalid, such as wrong service or outside your area
Common questions
Are Local Services Ads better than Google Ads?
Neither is always better. LSAs charge per lead and build trust with a badge, while Search Ads offer more control. Most home service businesses do best running both.
How much do Local Services Ads cost?
You generally pay per lead, and the price varies by service type and market.
Do I need Google Guaranteed to run LSAs?
You need to pass Google's screening for your category, which can include background, license, and insurance checks.
Want help with this?
See our Paid ads management, or book a free strategy call and we will look at your situation.