Two Different Programs

"Google Ads" and "Local Services Ads" get used almost interchangeably by contractors, but they're two separate advertising programs with different setup requirements, different pricing models, and different amounts of control over where the lead actually lands.

Knowing which one you're looking at, or which one a salesperson is pitching you, matters before you commit any budget.

How Google Ads (Search Ads) Works

Traditional Google Ads, sometimes called Search Ads, is the program most people picture when they hear "Google Ads." You choose keywords, write your own ad copy, and set a bid. When someone clicks, they land on your own website, wherever you send them.

  • You control the ad copy, the keywords, and the landing page
  • You pay per click, whether or not that click becomes a lead
  • Setup requires some working knowledge of keyword bidding and campaign structure, or help from someone who has it

How Local Services Ads Works

Local Services Ads, often shortened to LSA, is a program built specifically for local service businesses, including many contractor trades. It appears above regular search results, and instead of sending clicks to your website, leads come through Google's own interface, a phone call or message routed directly through Google.

  • You pay per lead or per message, not per click
  • Enrollment requires a background check and license verification for eligible trades
  • You have far less control over the landing experience since the interaction happens inside Google's own interface rather than your site

The Google Guarantee Badge

In eligible trades, Local Services Ads listings can carry a "Google Guaranteed" badge after passing the background check and verification process. That badge is a trust signal to homeowners, similar in spirit to a review count, but it's specific to LSA and isn't available through standard Google Ads.

Eligibility for the badge, which trades qualify, and the exact verification steps vary by trade and by location, and Google updates these requirements over time. Confirm the current details directly with Google rather than relying on anything that might be out of date.

Which One Fits Your Business

Standard Google Ads makes sense when you want full control over your ad copy and landing page, and you already have a fast, clear website ready to receive that traffic. Local Services Ads makes more sense when you want a simpler pay-per-lead model and you're in an eligible trade where the Google Guaranteed badge adds real trust.

Neither is universally better. They solve slightly different problems, and the eligible trades, pricing structure, and coverage areas for LSA specifically change over time, so it's worth confirming current details for your trade and city directly with Google before deciding.

Can You Run Both

Yes, and many contractors do exactly that. Running both gives you presence in more places on the results page and lets you compare which program actually produces better leads for your specific business. There's no rule against using both at once, as long as you're set up to handle the leads each one generates.