Local Services Ads Compared With Google Search Ads
How Google's pay-per-lead ads compare with Search ads, and when to run one, the other or both.
Key Takeaways
- Local Services Ads charge per lead and appear at the top of many local service searches with a Google badge. Search ads charge per click and give far more control.
- Local Services Ads suit eligible home and professional services that answer the phone quickly and have strong reviews.
- Search ads suit businesses that need to target specific services, control messaging or send people to a website.
- Many service businesses run both, with Local Services Ads for calls and Search for specific high-value services.
On This Page
Local Services Ads are usually the easier starting point for eligible home and professional service businesses that answer calls quickly and have plenty of good reviews, because you pay for leads and the ads appear at the very top of many local searches. Search ads give more control over which services and searches you pay for and where people land, which suits businesses with specific high-value services or a strong website. Most established service businesses get the best results running both.
How Local Services Ads Work
Local Services Ads show the business name, rating, years in business and a badge such as Google Guaranteed or Google Screened, depending on the business type. Businesses go through a verification process before ads can run. You pay for leads, such as calls and messages, rather than clicks, and ranking depends heavily on reviews, responsiveness, proximity and how many leads you answer. Learn more on Google's Local Services Ads site.
Side by Side
| Local Services Ads | Search ads | |
|---|---|---|
| You pay for | Leads (calls, messages) | Clicks |
| Position | Above Search ads on many local searches | Top or bottom of results |
| Control over searches | Limited to service categories and areas | Keywords, negatives, match types |
| Landing | Your Local Services profile | Any page on your website |
| Setup effort | Verification, licensing and insurance checks where required | Campaign build and tracking |
| Biggest ranking factors | Reviews, responsiveness, proximity | Bid, ad quality, landing page |
Lead Quality and Disputes
Local Services Ads leads can include wrong numbers, job seekers or services you do not provide. Google offers a process to request credit for leads that are not valid. Review leads weekly, mark outcomes and dispute invalid ones within the allowed window.
When to Run Each
Local Services Ads first if you are in an eligible category, can answer calls during business hours, have strong reviews and want calls with little management.
Search ads first if your most profitable work is a specific service, you need to send people to a page with pricing or galleries, or your category is not eligible.
Both once each is running well. Local Services Ads capture people who call straight from the top of the results, while Search covers specific services and searches the badge ads do not reach.
Running Both Together
Track each separately, using the Local Services lead log and call tracking for Search. Compare cost per booked job, since Local Services leads and Search clicks are priced differently.
Frequently Asked Questions
Are Local Services Ads cheaper than Google Ads?
They charge per lead instead of per click, so cost per lead can be lower or higher depending on your category and market. Compare cost per booked job.
How do I rank higher in Local Services Ads?
Collect more reviews, answer calls and messages quickly and keep your hours and service areas accurate.
Can every business run Local Services Ads?
No. They are available in specific categories and locations. Check eligibility on Google's site.
Choose the Right Google Ads for Your Business
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