Guide

Local Services Ads vs. Google Ads

How Google Local Services Ads compare to standard Google Ads for local businesses, including cost, placement and when to use each.

Short answer

Local Services Ads charge per lead and appear at the very top of Google with a trust badge, while standard Google Ads charge per click and offer more control over keywords, ads and landing pages. Eligible local businesses usually get the best results by running both and shifting budget to whichever delivers cheaper booked jobs.

How Local Services Ads work

Local Services Ads show your business name, rating, and a trust badge above regular ads. You pay when a customer contacts you, not when they click. Businesses must pass Google's screening, which can include license, insurance and background checks depending on the category.

How standard Google Ads work

Search ads let you choose keywords, write ads and send people to specific landing pages. You pay per click. This gives you more control over high-value services and more ways to optimize.

Using them together

LSA often delivers the lowest cost per lead for core services, while Google Ads extends reach into specific high-value jobs. Tracking booked jobs from each lets you allocate budget where it earns the most.

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FAQ

Frequently asked questions

Straight answers. Have a question that isn’t here? Ask it on a quick call.

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Are Local Services Ads cheaper than Google Ads?

Often, but not always. Because you pay per lead, LSA can be more predictable. Results depend on your category, market, reviews and responsiveness.

What affects Local Services Ads ranking?

Factors include proximity, reviews and rating, responsiveness to leads, business hours and complaint history.

Can any business run Local Services Ads?

No. LSA is available for specific categories and locations, and businesses must pass Google's screening.

Do I need a website for Local Services Ads?

Not strictly, but a strong website and Google Business Profile support trust and other channels.

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