Local Services Ads
and local Google Ads

Two different kinds of local Google Ads

“Local Google Ads” usually refers to one of two separate products, and most service businesses benefit from knowing both.

Local Services Ads (LSA) sit at the very top of results for many service searches, showing your business name, rating, a badge and a call button. You don't write ads or pick keywords. Google matches you to searches in your category and service area, and you pay per lead instead of per click. LSA runs in its own interface, linked to your Google Ads account.

Local Search campaigns are ordinary Google Search ads aimed at people in your area, with location assets showing your address and distance and call assets for one-tap calling. You choose keywords, write ads and pay per click. These ads can also appear in Google Maps.

How Local Services Ads work in the US

Local Services Ads are available in many US metros for a wide range of categories: plumbers, HVAC, electricians, roofers, house cleaners, locksmiths, movers, pest control and more, plus professional services such as lawyers, financial planners and real estate agents in many areas. Availability depends on the city and category and keeps changing, so I always check yours first.

To run LSA you build a profile with your business details, service area, hours and job types. Depending on the category, Google runs checks before your ads can show, which may include business registration, state or local licenses, proof of insurance and background checks on owners or field staff. Businesses that pass may display a Google Guaranteed or Google Screened badge. I walk you through the requirements; the verification itself is between you and Google.

LSA ranking depends on factors like distance to the customer, your review rating and count, how fast you respond to leads, your hours and how complete your profile is. That's why picking up the phone and asking happy customers for reviews matter as much as budget. My article on Google Local Services Ads covers the details.

Local Search campaigns give you more control

Local Search campaigns offer control LSA doesn't: specific keywords such as “AC repair Mesa” or “emergency dentist Brooklyn”, ad text with your offer and a landing page for each service. I set location targeting to people who are physically in your area, use ZIP code and county targeting instead of giant circles, and schedule ads around your hours. Calls from ads are tracked, and only calls above a minimum length count as leads.

Running both side by side

For many home service companies, the best results come from LSA and Search together. LSA catches people who want to call right now; Search catches those who compare, read and fill in forms. I compare cost per booked job across both and move budget toward whichever is cheaper that month.

What shapes local ads in the US

Service-area businesses rarely serve one city. A pest control company might cover a whole metro and two neighboring counties, and traffic decides which ZIP codes are worth paying for. Weather swings demand: AC repair peaks in Phoenix and Houston summers, furnace calls spike in Minneapolis winters, and roofing and restoration leads surge after storms and hurricane season along the Gulf and Atlantic coasts. National franchises often bid on the same terms, so reviews, response time and a clear offer are how an independent company wins. In heavily Spanish-speaking markets, I run the English side; Spanish ads come from your team or a translator.

Don't skip the free part

Your Google Business Profile powers location assets, shapes Maps rankings and supports LSA through reviews. A tidy profile with photos, services, hours and fresh reviews makes every local ad dollar work harder and brings free calls from Maps on its own. If you're in the trades, see how this fits into marketing for plumbers, electricians and HVAC.

Setup is $600 and management starts at $1,000 a month. For city-specific notes, see pages like Google Ads in Houston, or go back to all Google Ads services.