The short version
| Local Services Ads | Google Search Ads | |
|---|---|---|
| You pay for | Leads (calls, messages, bookings) | Clicks |
| Placement | Very top of results, with the Google Verified badge | Top and bottom of results |
| Targeting | Categories, job types, service area; no keywords | Keywords, locations, audiences |
| Landing page | Your LSA profile | Your website |
| Ranking signals | Proximity, reviews, responsiveness, hours, budget | Bid, ad and landing-page quality |
When LSA wins
LSA usually wins for urgent, local, phone-first jobs such as a broken AC, a burst pipe, or a roof leak. The homeowner sees reviews and the Google Verified badge, then calls directly. You only pay when a lead comes in, and invalid leads can be credited.
The catch: you have less control. You can’t pick keywords or write ad copy, and ranking depends heavily on how fast you answer. Businesses that miss calls slide down. See how LSA ranking works.
When Search Ads win
Search Ads give you control: specific keywords, custom landing pages, and your own messaging. They’re useful for high-ticket planned projects, services LSA doesn’t cover, and capturing searches outside your LSA categories. You pay for every click, though, whether or not it turns into a lead.
Most contractors should run both, and answer everything
LSA and Search Ads cover different parts of the same search results page. Running both lets you appear twice. Either way, the money is made or lost when the lead arrives. Every unanswered call or slow text reply wastes spend on either channel. LSA Command makes sure every LSA call and every message gets answered.
Frequently asked questions
Are Local Services Ads cheaper than Google Ads?
It depends on your trade and market. LSA charges per lead instead of per click, which often makes lead cost more predictable, but the real comparison is cost per booked job.
Can I run Local Services Ads and Google Ads at the same time?
Yes. They appear in different places on the results page, and many contractors run both. LSA is also moving into Google Ads as a Performance Max campaign type.
Do Local Services Ads use keywords?
No. LSA matches you to searches based on your business category, job types, and service area.
See it on your own LSA account.
Call or text 989-712-4370, or book a walkthrough and bring your current LSA dashboard. We will show you exactly where leads are slipping.
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