Google Ads vs. Local Services Ads: Which Should You Run?

Both run on Google. Both put you in front of people searching for what you do. But Google Search Ads and Local Services Ads (LSA) work differently — and the smartest local businesses often run both. Here’s how to tell them apart.

How you pay

LSA: pay per lead — a real call or message — and the lead is exclusive to you. Search Ads: pay per click, whether or not the click becomes a lead.

Where they show

LSA sits at the very top, above everything, with a verification badge. Search Ads appear just below, in the traditional ad slots, and can target a much wider range of specific searches.

Lead quality and intent

LSA leads tend to be high-intent and ready to book, which is why cost-per-booked-job is often lowest there. Search Ads reach comparison shoppers and long-tail queries LSA doesn’t cover — “how much does X cost,” “best Y in [neighborhood],” specific brands or services.

When to run each

• Eligible licensed trade, want the cheapest booked jobs? Start with LSA.
• Need to capture specific or comparison searches, or you’re not LSA-eligible? Search Ads.
• Want maximum coverage? Run both — LSA for the top, Search for the breadth — with call tracking so you know what each produces.

The thing both require

Fast response. Paid leads are wasted if they aren’t answered quickly — which is why we pair paid ads with the Convert & Keep layer.

New to LSA? Read what Local Services Ads are, see Get Leads, or get a free audit.