Quick answer
Local Services Ads charge per lead and sit above regular search ads with a Google verification badge, so most local service businesses launch them first. Search ads charge per click and give more control over keywords and landing pages. Sakativa usually runs LSAs first, then adds Search to cover gaps.
How Local Services Ads and Search ads differ
Local Services Ads (LSAs) show a business name, rating, service area and a Google verification badge at the very top of the results page. You pay when a customer contacts you through the ad, not when they click.
Search ads are text ads that appear for the keywords you choose. You pay per click, write your own copy and send people to the landing page you pick.
- LSAs: pay per lead, Google screening required, limited copy control
- Search: pay per click, full keyword and copy control, needs a strong landing page
Which one should a local business launch first?
If your category is eligible for LSAs, start there. The placement is prominent, setup forces you to finish verification and licensing details, and you only pay for real contacts.
Add Search ads once LSA volume plateaus or when you want to target specific high-value jobs that LSAs cannot isolate.
Dispute bad leads every week
Google lets advertisers dispute leads that fall outside the service, area or job type. Reviewing leads weekly and disputing the wrong ones is one of the simplest ways to keep LSA cost under control.
Measure booked jobs, not just leads
Tag every LSA lead and every Search call in your CRM so you can compare cost per booked job, not just cost per lead. That number decides where the next dollar goes.
Key takeaways
- LSAs charge per lead; Search charges per click.
- Launch LSAs first when your category is eligible.
- Dispute out-of-scope LSA leads weekly.
- Compare channels on cost per booked job.
Frequently asked questions
Are Local Services Ads available for every business?
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No. LSAs are limited to specific categories and regions, and businesses must pass Google's screening before ads run.
Can I run LSAs and Search ads at the same time?
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Yes. Many local businesses run both; LSAs capture high-intent contacts and Search covers specific services and keywords.
Sources
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