Two Google ad products
Google offers two ad products that local service businesses often confuse: Local Services Ads (LSA) and regular Google Ads (search ads, often called PPC). Both put you near the top of search results. They work differently in how they look, how they bill and who can use them.
The core difference: per lead vs per click
- Local Services Ads charge per lead. You pay when a customer contacts you through the ad, like a call or a message.
- Google Ads charge per click. You pay when someone clicks your ad, whether or not they contact you.
Side-by-side
| Local Services Ads | Google Ads (search) | |
|---|---|---|
| Billing | Per lead | Per click |
| Placement | Often at the very top for eligible searches | Ad slots at the top and bottom of results |
| What the ad shows | Business name, rating, service area, a badge if you pass checks | Headlines and text you write |
| Who can use it | Eligible trades and categories only | Almost any business |
| Setup | Profile, plus Google’s verification steps | Campaigns, keywords and landing pages |
| Control | Budget, service areas, job types | Keywords, ads, bids, landing pages, schedule |
| Our plan | Growth, from $449/mo | Dominate, from $949/mo (ad spend separate) |
Local Services Ads: strengths and limits
Strengths:
- You pay for leads, not clicks.
- Ads often appear above everything else for eligible searches.
- A badge such as Google Screened or Google Guaranteed, depending on your category, can build trust.
Limits:
- Only certain trades and categories are eligible.
- You have to pass Google’s verification steps, which take time. See Local Services Ads verification and screening steps.
- You have less control over the ad’s wording.
Google Ads: strengths and limits
Strengths:
- Almost any business can run them.
- You control the keywords, ad text, landing pages and schedule.
- Good for specific services and promotions.
Limits:
- You pay per click, even if the visitor doesn’t call.
- Results depend heavily on keywords, landing pages and tracking.
- Competitive trades can have expensive clicks.
Running both
Many eligible trades run both. LSA captures searchers who want a vetted local pro; search ads cover services and keywords LSA doesn’t, with landing pages built for each. The Dominate plan includes both, since it includes everything in Growth plus Google Ads management.
Check eligibility first
Before anything else, we confirm your trade and area are eligible for Local Services Ads. If they’re not, Google Ads and local SEO become the main paid and organic options.
Which should you start with?
- Eligible trade, want to pay per lead? Start with LSA in the Growth plan.
- Not eligible, or need full control? Google Ads in the Dominate plan.
- Want the most coverage? Both, with Dominate.
How leads differ
Local Services Ads leads usually arrive as calls or messages from people who chose your business from a short list. You’re billed per lead, and Google allows disputes for some leads that don’t fit.
Google Ads leads come from clicks to your landing page or a call from the ad. You pay for each click, so landing pages, call buttons and fast follow-up all matter to turn clicks into jobs.
Either way, answering quickly is key. Missed-call text-back and instant lead replies help you respond even when you’re busy.
What helps your Local Services Ads perform
- Reviews. Your rating and review count show on the ad.
- Responsiveness. Answering calls and messages promptly matters.
- Accurate service areas and job types, so you get leads you can take.
- A sensible weekly budget that matches your capacity.
What helps your Google Ads perform
- Tight keywords for the services you want most.
- Landing pages that match each ad.
- Conversion tracking to see what’s working.
- Regular adjustments based on results.
A simple decision table
| Your situation | Good starting point |
|---|---|
| Eligible trade, want to pay per lead | Local Services Ads (Growth) |
| Not eligible for LSA | Google Ads (Dominate) |
| Want control over keywords and pages | Google Ads (Dominate) |
| Want the most coverage on search results | Both (Dominate) |
Don’t forget organic results
Below the ads are the map results and organic listings. Local SEO in the Growth plan works on those, so you can show up in more than one place on the same search.
Next step
Contact us or call (385) 360-1966 to book a 20-minute demo. We’ll check your eligibility and recommend a starting point.
