Google offers two main ways for home service businesses to advertise in search results: Local Services Ads (LSA) and regular Google Ads search campaigns. They look different, work differently and suit different goals. Many businesses do best running both.
What are Local Services Ads?
Local Services Ads appear at the very top of many home service searches, often with a “Google Guaranteed” or “Google Screened” badge. You pay per lead, such as a phone call or message, rather than per click. To join, your business goes through Google’s screening, which can include background and license checks depending on your trade and location.
What are regular Google Ads?
Search ads appear below LSA and above the regular results. You choose the keywords, write the ads, pick the landing pages and pay per click. They offer far more control, but need more management to avoid wasted spend.
Side-by-side
- Payment: LSA charges per lead. Search ads charge per click.
- Control: LSA gives limited control over when you show. Search ads let you control keywords, ads, schedules and landing pages.
- Setup: LSA requires Google’s screening process. Search ads can launch faster, though some trades need extra advertiser verification.
- Reviews: LSA rankings are strongly influenced by your reviews and responsiveness.
- Availability: LSA isn’t available for every trade or area. Search ads are.
When LSA makes sense
LSA works well if your trade is eligible in your area, you have solid reviews and you can answer calls quickly. Answering fast and keeping leads marked accurately helps your ranking.
When search ads make sense
Search ads are better when you want to target specific high-value services, control your budget by time of day, send visitors to tailored landing pages, or when LSA isn’t available for your trade.
Using both
Running both lets you appear twice at the top of the page and collect more data about what customers search. Track calls from each separately so you know your real cost per job.
Want an expert to set this up? See our Google Ads & Local Services Ads management.