For local service businesses—whether you are a roofer, a lawyer, or a dentist—Google offers two primary ways to get your phone ringing. Traditional Google Search Ads (PPC) and the newer Local Services Ads (LSAs). Both appear at the very top of the search result, but they function in fundamentally different ways. LSAs are 'Pay-per-Lead' and feature the 'Google Guaranteed' badge, while Search Ads are 'Pay-per-Click' and offer far more creative control. Choosing the wrong one—or failing to use them together—can lead to wasted spend and missed opportunities. In this guide, we break down the technical differences, cost trade-offs, and verification hurdles to help you build the ultimate local acquisition strategy.
LSAs are typically superior for emergency calls (e.g., 'tow truck now', 'plumber near me') because they feature direct 'Click-to-Call' and the trust-badge right in the search result. Search Ads are better for 'Research' calls (e.g., 'roof replacement cost', 'divorce lawyer reviews') where the user wants to see a website first.
Yes. Google allows you to 'Dispute' leads that are irrelevant (e.g., wrong service, wrong location, spam). This 'Lead-Back Guarantee' makes LSAs very cost-effective. Search Ads do not offer any form of refund for clicks that don't convert, placing more risk on the advertiser's landing page quality.
Yes, but they are critical for LSAs. Your LSA ranking is heavily influenced by your Google Business Profile review score and your 'Responsiveness' to LSA inquiries. For Search Ads, reviews appear as 'Extensions' and help your CTR but are not the primary ranking factor.
