Google Ads VS Local Service Ads
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Educational
Posted at
Mar 7, 2025
Google Ads vs. Local Services Ads: Which One Is Right for Your Business?
When evaluating paid advertising options for lead generation, two powerful tools emerge in Google's ecosystem: Google Ads (Search) and Local Services Ads (LSAs). While both aim to connect your business with customers actively seeking your services, they operate differently — and understanding these differences is essential to choosing the right fit.
What Are Local Services Ads (LSAs)?
Local Services Ads are designed for service-based businesses operating in specific verticals and locations. They appear above traditional search ads and include your business name, ratings, and a clickable call button — without the user needing to visit your website. You only pay for qualified leads, not clicks.
Comparing Google Ads and Local Services Ads
Here's a side-by-side breakdown of the strengths and limitations of each platform:
Feature | Google Ads (Search) | Local Services Ads (LSAs) |
|---|---|---|
Ad Placement | Below LSAs but above organic | Top of the page, highest position |
Payment Model | Pay-per-click (PPC) ✅ | Pay-per-lead ✅ |
Lead Quality Control | Medium – depends on targeting ⚠️ | High – only charged for verified leads ✅ |
Keyword Targeting | Full control over keywords ✅ | No control over keywords ❌ |
Custom Ad Copy | Fully customisable ✅ | Limited to business info ❌ |
Landing Page Control | Direct users to any landing page ✅ | No landing page – leads call/message directly ❌ |
Visual Elements | Text-based, extensions optional ✅ | Shows reviews, Google Guarantee ✅ |
Budget Flexibility | Very flexible ✅ | Flexible, but fewer levers ✅ |
Industries Eligible | Any ✅ | Limited (see below) ❌ |
Google Guarantee Badge | Optional ❌ | Included if qualified ✅ |
Conversion Tracking & Data | Full tracking access ✅ | Limited tracking data ❌ |
Industries Eligible for Local Services Ads
Local Services Ads are currently available for specific verticals. Here’s a list of some of the main industries:
Legal: Lawyers, DUI attorneys, personal injury lawyers, etc.
Home Services: Plumbers, electricians, HVAC, roofing, landscaping, carpet cleaning, etc.
Real Estate Services: Agents and brokers
Financial Services: Tax services, accountants
Health & Wellness: Dentists, therapists, chiropractors
Pet Services: Groomers, boarders, trainers
Education & Tutoring: Private tutors, test prep
Check Google’s official LSA eligibility list
Which Should You Choose?
Choose Google Ads if you want granular keyword control, custom messaging, flexibility in landing page testing, and deep analytics. It’s ideal for aggressive lead generation, branded campaigns, and performance optimization.
Choose LSAs if you operate in an eligible industry, want to only pay for verified leads, and prioritize local visibility. It’s especially effective for businesses where phone calls convert to customers quickly.
Why Work with a PPC Professional?
Understanding how to balance or integrate both platforms can be complex. From budget allocation to lead tracking, choosing the wrong strategy can lead to wasted spend or missed opportunities.
At our agency, we help:
Determine the right blend of Google Ads and LSAs
Qualify your business for the Google Guarantee
Create high-performing Google Ads campaigns that align with your business KPIs
Reach out to learn how we can maximize your ROI across both channels.
