If you’re running a local service business and trying to decide where to put your ad dollars, you’ve probably heard about Google Local Service Ads (LSAs) and Google Search Ads. Both can put you in front of potential customers—but they work very differently, and each has its own strengths and trade-offs. Whether you’re looking for fast leads or fine-tuned targeting, this breakdown will help you make the right call based on your business goals and budget.
Google Local Service Ads – Expert Overview
Google Local Service Ads (LSAs) are a pay-per-lead advertising platform designed specifically for local service businesses, where your business appears at the top of Google search results with a “Google Guaranteed” badge. You only pay for actual leads (calls or messages), not clicks—making it a high-intent, performance-driven ad option.
Pros of Google Local Service Ads
- Pay-per-lead model means you only pay when a potential customer contacts you
- Top-of-page placement—LSAs appear above traditional search and map results
- “Google Guaranteed” badge builds immediate trust with potential customers
- Easy setup and management compared to Google Ads or SEO campaigns
- Lead dispute process allows you to challenge irrelevant or spam leads
Cons of Google Local Service Ads
- Limited control over targeting—Google decides when to show your ad
- Lead quality can vary, and some leads may not convert
- Coverage isn’t available in every area or category
- Competition can drive up lead costs in crowded markets
- No direct keyword control, so you’re reliant on Google’s matching system
Google Search Ads – Expert Overview
Google Search Ads are a pay-per-click (PPC) advertising solution that allows businesses to show text-based ads at the top of Google search results when users search for relevant keywords. This gives local service businesses immediate visibility for high-intent searches like “roof repair near me” or “emergency plumber.”
Pros of Google Search Ads
- Full control over targeting, keywords, budget, and ad copy
- Immediate traffic from people actively searching for your services
- Highly measurable—track conversions, calls, and ROI in real-time
- Flexible budgeting to scale up or down based on performance
- Custom landing pages can be used to boost conversions for specific services or promotions
Cons of Google Search Ads
- Pay-per-click pricing means you pay whether the lead converts or not
- Click fraud and spam can waste ad spend without proper protections
- Steep learning curve without expert setup and management
- High competition can drive up cost-per-click in busy markets
- Ongoing management needed—Google Ads require regular optimization to stay effective
| Feature | Local Service Ads (LSAs) | Google Search Ads |
| Billing Model | Pay-per-lead (calls/messages) | Pay-per-click (PPC) |
| Ad Placement | Top of page, above all other ads and search results | Below LSAs, but still near top of page |
| Control Over Targeting | Limited (Google decides when you show) | Full control over keywords, locations, devices, etc. |
| Lead Quality | Varies; not all leads are qualified | Varies; depends on targeting and ad copy |
| Trust Signals | “Google Guaranteed” badge builds instant trust | No built-in trust badge—credibility relies on copy |
| Setup Complexity | Simple onboarding process | Requires expert setup for best results |
| Ad Customization | Very limited (no custom text or landing pages) | Full control over ad copy and landing page experience |
| Service Area Control | Set service areas by city/ZIP | Granular targeting down to radius or zip code |
| Lead Dispute Option | Yes—can dispute irrelevant or spam leads | No—charged for all clicks, even bad ones |
| Best For | Quick lead generation with minimal setup | Precise targeting and scalable ad strategy |
At the end of the day, there’s no one-size-fits-all answer. If you want a simple, hands-off way to get calls quickly, LSAs might be your best bet. But if you’re ready to take full control of your targeting and scaling strategy, Google Search Ads give you the flexibility to grow on your terms. Want help deciding which is right for your business—or how to run both together for maximum results? Reach out and we’d be glad to help.
