Most tradespeople know what Google Ads are.
You pay to appear at the top of search results. Someone clicks, you pay — whether they call or not. Simple.
But what about Local Services Ads?
They’re Google’s newer offering, and they appear above everything else. You don’t pay for clicks. You only pay when someone actually contacts you.
Not sure which one suits your business? Here’s what you need to know…
What Are Google Ads?
You’ve seen them — those small “Ad” labels at the top or bottom of search results.
You choose your keywords, write your ad, set a budget… and off you go.
- Website visits
- Form submissions
- Phone calls
But you pay for every single click — even the ones that don’t lead anywhere. Someone taps your ad and leaves immediately? That still costs you.
Want to sharpen your performance? Start by reading these 5 practical PPC tips.
What Are Local Services Ads?
Local Services Ads, or LSAs, show up right at the top of the page — even above the map and regular ads.
You don’t need a website. You don’t write your own copy. Google takes care of that.
And here’s the key difference… you’re only charged when a potential customer reaches out.
It’s a pay-per-lead model. You only pay for actual calls or messages — not just interest.
If your business is verified, you also get the Google Guaranteed badge… which tells customers you’re legit and trusted.
Not sure if Google Ads or LSAs are right for your area? Read our guide on advertising locally with Google Ads for a better picture.
Google Ads vs Local Services Ads: A Straight Comparison
Let’s compare them directly so you can see the difference…
| Feature | Google Ads | Local Services Ads (LSAs) |
|---|---|---|
| Payment | Per click | Per qualified lead |
| Ad Placement | Below LSAs | Right at the top |
| Setup Complexity | Full manual setup | Simple profile + documents |
| Verification | No | Yes — ID, insurance, background checks |
| Ad Copy | Fully controlled | Google auto-generates |
| Lead Types | Website visits, forms, calls | Calls and messages only |
| Best For | Flexibility, niche targeting | Local, call-driven services |
| Reporting | Advanced via GA4 | Basic dashboard only |
| Disputes | You pay for all clicks | You can dispute poor leads |
Need help setting up landing pages for your ads? Here’s how to create high-converting landing pages for Google Ads.
Visibility — Who Gets Seen First?
Most people search on their phone. That means what shows up first matters.
And LSAs show up right at the top. Even above the map pack. Even above traditional Google Ads.
That top spot grabs attention… and gets the first calls.
If you want to own the map results too, check out our guide on how to show up on Google Maps.
Lead Quality — Clicks vs Real Calls
Clicks don’t always lead to customers. With Google Ads, it’s on you to convert that visit into a call or form submission.
LSAs work differently. You’re only charged when someone actually calls or messages you.
And if it’s spam or a bad lead, you can flag it and potentially get a refund.
Still struggling with low-quality leads? You might find this helpful: Why your Google Ads aren’t converting.
Who Can Use LSAs?
Not every business can sign up. LSAs are only open to certain trades and professions.
You’ll need to:
- Provide ID and proof of insurance
- Pass a background check (DBS)
- Operate in an eligible industry
Here’s a list of the trades and services that qualify, along with the badge Google assigns to each…
Eligible Businesses for Local Services Ads
- Home Repair & Core Trades: Plumbers, Electricians, HVAC Technicians, Locksmiths, Appliance Repair, Garage Door Services, Roofers, Window Repair/Replacement — Google Guaranteed
- Construction & Remodeling: General Contractors, Handypersons, Carpenters, Flooring Services, Painters, Siding Pros, Countertop Pros, Foundations/Waterproofing — Google Guaranteed
- Cleaning & Maintenance: House Cleaning, Carpet Cleaning, Window Cleaning, Landscaping, Tree Services, Pest Control, Junk Removal, Snow Removal — Google Guaranteed
- Legal, Finance, and Real Estate: Family Lawyers, Accountants, Financial Planners, Real Estate Agents — Google Screened
- Health & Wellness: Dentists, Chiropractors, Optometrists, Massage Therapists — Google Screened / License Verified
- Automotive & Moving: Auto Repair, Car Detailing, Towing, Water Damage Restoration — Google Guaranteed / Screened
Control and Customisation
Here’s a big difference…
With Google Ads, you’re in control. You set keywords, write ad copy, adjust bids, test different versions, and track performance.
If you’re serious about ad performance, avoid these 3 PPC settings that might be draining your budget.
With LSAs, Google controls when your ad appears — based on your reviews, location, job types, and opening hours.
Which One Should You Choose?
Use LSAs if…
- You want direct enquiries without managing ads
- You’re in a supported trade
- You don’t have time to build landing pages or test copy
Use Google Ads if…
- You need flexibility and control
- You target high-value or niche services
- You want to drive traffic to your website
Still deciding? Read Google Ads vs Facebook Ads — where should you spend your money?
The Smart Move? Run Both
LSAs bring in warm, high-intent leads. Google Ads gives you backup coverage and control.
Together, you cover all bases… and appear multiple times on the same search results page.
If you’re just starting out, check out these local marketing tips for new businesses.
Final Word
If you’re a tradesperson trying to grow — plumber, electrician, builder, decorator — LSAs are a solid option, as long as you qualify.
Google Ads still has a key role to play… particularly if you’re in a competitive market or offer higher-value services.
Used together, they work even better.
Want Help Getting Started?
Not sure if you’re eligible?
Want someone to set things up properly… so you can focus on the job?
Book a free consultation with Rankfresh and we’ll guide you through setup, optimisation, and results that actually matter.
FAQs about Google Ads and Local Services Ads
What is the difference between Google Ads and Local Services Ads?
Google Ads charges you per click — whether that click leads to a customer or not. You control everything from keywords to landing pages. Local Services Ads (LSAs), on the other hand, charge you only when a customer contacts you directly by call or message. LSAs also show higher up in search results and are designed for local, service-based businesses.
What does “local ad” mean?
A local ad targets people searching for services in a specific area — like “plumber in Tunbridge Wells.” These ads help local businesses get discovered by nearby customers looking for help now.
What are Local Services Ads?
Local Services Ads are pay-per-lead ads that appear right at the top of Google search results. They’re available to businesses in select service categories, like plumbing or electrical work. You only pay if a customer actually contacts you, and eligible businesses can earn the Google Guaranteed badge to help build trust.
Where do Local Services Ads appear?
LSAs appear at the very top of Google search results — even above regular Google Ads and the map listings. On mobile, they’re often the first thing people see when they search for a local service.
How do I turn off Local Services Ads?
If you’re a business running LSAs and want to pause or stop them, you can log into your Local Services Ads dashboard and switch your ads off. You can also set weekly budgets or pause during off-peak seasons.
