Google gives local businesses two main ways to generate PPC leads online: Local Services Ads (LSAs) and Search campaigns.
LSAs are pay-per-lead campaigns – for actions such as calls, messages, or booked appointments – with a quick setup process that involves verifying your business. After that, Google automates most of the ad and keyword setup.
Search campaigns are more complex but offer far greater control over ad copy, keywords, and optimization.
Understanding how each format works – and when to use them – can help you get more qualified leads and make smarter use of your ad budget.
Most advertisers use both and shift budgets based on which delivers better long-term results.
Getting started with Google Local Services Ads
LSAs work for businesses of all sizes, not just those with small budgets.
For small business owners, LSAs offer an easy way to set up and run ads quickly.
This is one of the few ad formats where following Google’s setup instructions can actually work well.
That’s not the case for Google Search campaigns, which are far more complex and often waste spend when relying on Google’s automated suggestions.
Small businesses can prepay a few hundred dollars to test results.
While LSAs offer fewer options for control, customization, or optimization, they can work well for very small budgets.
They don’t require as much active management as Search campaigns – though they aren’t completely “set it and forget it” either.
Larger companies can also benefit from testing LSAs alongside other ad formats to compare results.
However, not all industries are eligible, so always confirm availability before allocating budget.
During setup, review all details carefully – including company information, service areas, and specific services – rather than assuming Google configured them correctly.
You have limited control over ad copy and keywords, since Google automatically determines relevant terms.
As Google’s documentation notes, “there is no need to do keyword research as relevant keywords are automatically determined by Google.”
This can work in your favor – or lead to irrelevant traffic – because you can’t define your own keywords.
Reviews are especially important in this format, as they appear prominently and heavily influence results. Collecting legitimate, high-quality reviews is critical for success.
To evaluate performance, connect third-party tools to track and qualify leads.
A basic CRM can help you measure how many leads convert into customers.
Platforms like HouseCall Pro and ServiceTitan can also integrate booking features, letting customers schedule appointments directly through your LSAs.
Dig deeper: Advanced Google Ads tracking for local service companies
Getting more from your Google Search ads
Google Search campaigns are more complex but offer a wider range of features for setup and…
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