Quick answer: Local Services Ads charge per lead, show a Google verification badge and appear at the top, but give you little control. Search ads charge per click and give full control over keywords, ads and landing pages. Where you are eligible, run both and compare cost per booked job.
Local Services Ads (LSAs) are Google’s pay-per-lead product for local service providers. Eligibility depends on country and category, and Google has been expanding categories as LSAs move closer into Google Ads.
Local Services Ads vs Google Search Ads at a glance
| Local Services Ads | Google Search Ads | |
|---|---|---|
| You pay for | Leads (calls, messages, bookings) | Clicks |
| Badge | Google Verified, Guaranteed or Screened | None |
| Control | Service types, area, budget, hours | Keywords, ads, landing pages, bids, schedule |
| Landing page | Your LSA profile | Your own page |
| Eligibility | Selected categories and countries | Almost any legal business |
| Setup | Verification and checks required | Fast |
Choose Local Services Ads if…
- Your category and country are eligible
- You want leads without building landing pages
- Reviews and the badge are strong trust signals in your market
Choose Google Search Ads if…
- You are not eligible for LSAs
- You want to control keywords and messaging
- You sell services LSAs don’t cover
Using both
Run both, track booked jobs from each, and dispute invalid LSA leads promptly. Keep your Google Business Profile reviews strong; they affect LSA visibility.
Related: Google Local Services Ads guide · Plumbers ads guide
Frequently asked questions
Are Local Services Ads cheaper than Search ads?
Sometimes per lead, sometimes not. Compare cost per booked job.
Which businesses can use LSAs?
Eligible categories vary by country; Google publishes the list, and it has expanded into areas like legal, health, automotive and restaurants.
Can I run LSAs and Search ads together?
Yes, and many local businesses do.
Sources
- Google: Local Services Ads, eligible business types
- Search Engine Land: Google expands Local Services Ads categories ahead of migration into Google Ads
- Google Ads policy: Other restricted businesses, local services (Advanced Verification)
Not sure which fits your business? Get a free ad review or try the Google or Facebook ads quiz.
Written by Gregory
20 years building websites and running lead generation, mostly with my own money on the line. Based in Sydney, working with clients worldwide. How I work →